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AppsFlyer Reveals Gaming App Install Ad Spend Reaches $26.7B Globally Despite Slowing Growth in Installs

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AppsFlyer has released its State of Gaming App Marketing for 2023, an in-depth report on key gaming trends for app developers, marketers and game studios to utilize as they navigate through a year of challenging macro trends, including the new age of data privacy.

As the post-Covid era unfolds, a digital slowdown, or return to pre-Covid conditions, is taking place. While the effects are becoming increasingly apparent in metrics like overall app installs by consumers, the gaming app economy still showed resilience with nearly $27 billion invested in ad spend by gaming marketers and developers worldwide in 2022 in order to acquire new users.

Overall, Android game app installs rose slightly, by 8% compared to 2021, whereas iOS game app installs showed a small decline, with a 5% drop.

Based on advertising investment, the United States remains the largest target market for gaming app marketers by a significant margin, followed by Japan, South Korea, Germany and the United Kingdom.

“If 2021 and the first quarter of 2022 was the golden age of gaming, the second half of 2022 and especially 2023 will be a time that marketers, developers and studios will need to overcome challenges to adopt highly-focused, efficient strategies for attracting and inspiring loyal, valuable players,” said Shani Rosenfelder, Director of Market Insights at AppsFlyer.

“Evolving marketing budgets coupled with drops in consumer spending across some genres mean game businesses are compelled to prioritize profits over growing the sheer size of their numbers of players. Despite the hurdles, however, mobile gaming remains a lucrative powerhouse nearing three billion players globally.

Marketers will continue to succeed by putting more focus on modern measurement capabilities, utilizing techniques that deliver an engaging experience while respecting user privacy, and leveraging remarketing and owned media channels further in order to offset increases in their cost-per-installs (CPI).

Additionally, they will need to dive deep into the complex yet promising SKAN 4.0 from Apple, and invest more in campaigns outside of the United States, as gaming is truly a global phenomenon.”

As for gaming app revenues, the State of Gaming report reveals that consumers spent the most on in-app purchases (IAP) in role playing and social casino (not real money) games. Purchases in these game categories declined mostly in the second half of 2022, leading to an overall drop in IAP revenues by 7% compared to the first half of the year.

The economic downturn appears to have impacted consumer behaviour in high IAP genres of role playing and social casino more than other categories like match or puzzle games, which rely more on micropayments. In-app advertising (IAA) remained the strongest driver of revenues for hyper casual, match and simulation games, though IAA revenues also declined across most genres towards the second half of 2022.

Key Insights from the 2023 State of Gaming App Marketing:

  • $26.7 Billion total gaming app install ad spend worldwide in 2022. The US commands nearly half at $12.2B thanks to its high-volume and high-cost media landscape; Japan is a distant second with nearly $2B in spend.
  • Worldwide, Android game app installs rose slightly in 2022, iOS game app installs showed a small decline. There was an 8% YoY growth in total app installs of Android games. A -5% YoY install drop on iOS reflects the continued challenges iOS app marketers are facing following Apple’s privacy changes (despite the improvement vs. the previous 2022-2021 YoY figure of -13%). In the US, still considered the most important market for gaming app marketers, 2022 saw a 19% growth in Android app installs and -1% decline in installs of iOS gaming apps when compared to 2021.
  • The second half of 2022 in particular was a struggle for in-game purchases with the economic uncertainty in the market. There was a -7% overall drop in in-app purchase (IAP) revenue in H2 2022 compared to H1 2022, with iOS down 9% and Android down 4%. Overall, in-app purchases on Android gaming apps were down -14% year-over year (YoY), while iOS was down -1% YoY. This was driven largely by a decline in Role Playing and Casino game genres that typically have high rates of in-app purchases, and where the economic downturn appears to have impacted consumer spend.
  • Categories that saw largest growth in 2022 vs. 2021: 48% growth rate for Android casino games, 3x more than second-place Hypercasual and 5x higher compared to the growth rate in puzzle and Role Playing games (RPG). Casino games led growth on the flagging iOS side, clocking an impressive 17%.
  • Cost-per-installs on iOS continue to climb: 88% is the increase in CPI on iOS from Q1 2021 to Q4 2022, shooting up $3.75 per install as iOS marketers continue to accept high prices to acquire valuable Apple users. YoY rates show a 35% jump.
  • Marketers increasingly leveraging owned media channels: As marketers look to get more value out of their budgets, the use of owned media strategies such as push notifications, in-app messages and cross promotion is seeing a sustained rise. This has led to a significant YoY increase in the number of owned media conversions, with a 16% growth on iOS and a 34% surge on Android.

“As gaming marketers continue to navigate their way through a shifting economic landscape along with privacy changes, particularly on iOS, they face fresh challenges and opportunities in regards to their app marketing efforts,” said Adam Smart, Director of Product, Gaming at AppsFlyer.

“Privacy restrictions on iOS limit the ability of marketers to leverage user-level data, which was previously the cornerstone of their ability to connect campaign performance to attracting new users.

“Yet despite a significant rise in media costs and measurement challenges, gaming apps are still investing heavily in capturing high-quality players on iOS, and are not shifting those resources to Android even if the approach results in attracting fewer users overall.

“This gives greater importance to the use of privacy-enhancing tech and data clean rooms in 2023 and beyond, and will also provide advantages to those able to leverage accurate and comprehensive data for making the timeliest decisions on where, when and how to optimally invest budgets in ways that attract and retain the most valuable players.”

“With Europe and North America often being a benchmark for African countries, it is safe to say that the gaming industry on the continent also follows the same trend. Overall, gaming app installs ad spend reached $26.7 billion globally in 2022, with a small portion of this attributed to Africa, primarily South Africa.

Based on AppsFlyer’s recent report on the State of Gaming App Marketing, we have seen that gaming app installs have decreased on iOS, while there has been a notable increase across android devices.

This is a sign of things to come for the African gaming industry, and we predict that more African countries will contribute to the overall ad spend on gaming app installs in the coming years.

“With the United States comprising almost half of global gaming ad spend at $12.2 billion, investing in the country is important despite the heightened competition. But, other countries have growing gaming populations and are not as competitive when it comes to hunting for paid installs. High population countries like South Africa, Indonesia, India, and Vietnam are always hungry for new content” he added.

 


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General News

Fidelity Bank to Host Virtual Masterclass on New Tax Law

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Fidelity Bank Plc, a leading financial institution, will host a free virtual training on the Nigeria Tax Act 2025 (NTA) as part of its commitment to helping small businesses prepare for the upcoming legislation.

Fidelity Bank to Host Virtual Masterclass on New Tax Law

Fidelity Bank

The masterclass is scheduled for 10:00 AM (Nigerian time) on Friday, 12 December 2025. It will provide participants with clear insights into changes in the tax framework, the impact on income and business operations, and practical steps to avoid penalties in 2026.

Attendees will also learn strategies to stay ahead in an evolving regulatory environment.

The Nigerian government enacted major tax reforms on 26 June 2025 when President Bola Ahmed Tinubu signed four tax bills into law.

These Acts will take effect on 1 January 2026 and represent a significant overhaul of the country’s tax system.

The reforms aim to modernize and harmonize Nigeria’s tax framework, improve revenue generation, broaden the tax base, and create clearer rules for individuals, businesses, and government agencies.

“Our decision to host this masterclass reflects our commitment to empowering businesses with the right information ahead of the commencement of the new tax regime.

“Information is money and a well-informed business owner is already steps ahead in the race to success.

“This is why we are bringing experts to provide accurate details and demystify the tax act,” said Osita Ede, Divisional Head, Product Development, Fidelity Bank Plc.

Interested participants can register via https://bit.ly/2026TaxLawMasterclass .


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PalmPay MD Seeks Deeper Financial Inclusion @ CeBIH Annual Conference 2025

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L-r: Chika Reginald Nwosu, Managing Director, PalmPay; Tunde Ogundipe, Co-Founder & Chief Executive Officer, E-Doc Online; Emezino Afigbe, Head, Gender Center for Excellence, Enhancing Financial Innovation and Access (EFInA); Ronke Kuye, CeBIH Advisory Council; Dr. Badamasi Lawal, CEO National Social Investment Program; Uche Uzoebo, Chief Executive Officer, Shared Agent Network Expansion Facilities (SANEF); Dominic Wadongo, Chief Risk Officer, SmartCash Payment Service Bank, Nigeria, at the CeBIH Annual Conference recently.
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PalmPay, Nigeria’s leading digital banking platform, has renewed its commitment to deepening financial inclusion across the country. At the CeBIH Annual Conference 2025, themed “Reimagining Financial Inclusion through Cultural Shifts in Consumer Credit,” PalmPay’s Managing Director, Chika Nwosu, urged industry players to deepen financial inclusion by embracing community-aligned solutions and customer-centric innovations that can better serve Nigeria’s underserved and unbanked populations.

Speaking during a panel session titled “Social Inclusion, A Veritable Tool for Financial Inclusion,” Chika Nwosu joined other industry leaders to share insights on strengthening participation among women, rural dwellers, low-income earners, and other financially excluded groups.

Chika Nwosu highlighted PalmPay’s commitment to inclusive finance through its 500,000-strong agent network, which enables seamless cash-in/cash-out services for unbanked users across Nigeria. He also emphasised the importance of PalmPay’s USSD platform, 861#, which allows users with basic phones or limited internet access to perform essential financial transactions.

“Financial inclusion goes beyond access; it must be equitable and tailored to real-life needs,” Chika Nwosu said. He shared how PalmPay leverages behavioural insights to design impactful services, including affordable health insurance, reliable bill payments, merchant solutions, and automated savings features that support financial discipline among users.

The session further examined the role of grassroots agents and community touchpoints in driving last-mile adoption. Chika Nwosu noted that PalmPay’s widespread community presence continues to build trust and encourage excluded populations to embrace digital financial tools.

The session was moderated by Ronke Kuye of the CeBIH Advisory Council and featured representatives from E-Doc Online, SmartCash Payment Service Bank, SANEF, and EFINA.

PalmPay reaffirmed its commitment to driving accessible, secure, and inclusive financial services for all Nigerians. PalmPay is a leading digital banking platform driving financial inclusion and economic empowerment in underserved emerging markets. Through its secure, user-friendly, and inclusive suite of financial services, PalmPay empowers individuals and businesses with tools to manage and grow their money.

PalmPay offers a comprehensive range of products, including mobile payments, savings, and micro-insurance via its app and mobile money agent network.

Since launching in Nigeria in 2019 under a Mobile Money Operator license, the platform has grown to over 35 million app users. PalmPay has operations in Nigeria, Ghana, Tanzania, and Bangladesh.


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AI-Powered Fraud Drives Global Race for Deepfake Defenses

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Reality Defender and 1Kosmos have announced a strategic partnership that will see the deepfake detection firm integrate its real-time deepfake defenses into 1Kosmos’ blockchain-based biometric authentication platform.

AI-Powered Fraud Drives Global Race for Deepfake Defenses

Deepfake

A release says the integration enhances the platform’s existing PAD capabilities with new signals on both live and pre-recorded AI-generated image and video impersonations: “multimodal deepfake detection” that “enhances ISO/IEC 30107-3 PAD Level 2 performance to counter the growing share of synthetic-media attacks.”

“Deepfake attacks are evolving faster than most organizations can adapt, and detecting them requires specialized, continuously updated models,” says Ben Colman, CEO of Reality Defender. Reality Defender’s models keep pace with regulatory changes like the EU AI Act and upcoming ISO 25456 standards, to ensure seamless compliance.

“Advances in AI-generated impersonations are rewriting the rules of identity assurance and ratcheting up fraud losses,” says Mike Engle, chief strategy officer for 1Kosmos. “By adding Reality Defender as an embedded detection layer, we’re enabling enterprises to verify identity with greater certainty and stop AI-driven impersonation attacks before they result in financial loss, brand damage, or regulatory consequences.”

The product deploys without friction, integrating natively into existing 1Kosmos workflows, identity stacks, and user experiences with no new licenses, retraining or rearchitecture.

Resemble AI heads straight to market with new funding
Resemble AI has raised 13 million dollars in strategic funding to accelerate development on its voice generation and deepfake detection products. An announcement says the investment round includes Google’s AI Future Fund, Okta Ventures, Taiwania Capital, Gentree Fund, IAG Capital Partners, Berkeley Frontier Fund and KDDI – partnerships, the firm says, that “create immediate paths to market distribution and embed our technology within key identity and security ecosystems.”

The company says its deepfake detection model achieves 98 percent accuracy across more than 40 languages with multimodal threat detection across audio, video, images and text, and enhanced explainability for content analysis. It intends to use the investment to “fuel our global expansion and accelerate the development of our AI detection platform.”

FARx releases new multimodal deepfake detection tool
FARx, which bills itself as “the world’s only fused-biometrics company,” has announced the launch of FARx 2.0, its new generation of biometric software which fuses speaker, speech and face recognition for added capabilities in synthetic and cloned voice detection. The software can be integrated into browsers, apps and communication systems, and operates in the background to provide continuous multi-factor authentication without disruption.

A post on the firm’s LinkedIn page says FARx 2.0 “identifies not just what is being said but who is speaking, enabling it to detect and block attempts to spoof someone’s identity using synthetic voices, deepfakes, or cloned audio and video.” Trained on some 55,000 synthetic voices from real telephony environments, it can “reliably distinguish between real and AI-generated voices.”

The Malvern Gazette quotes Clive Summerfield, CEO of the Worcestershire, UK-based firm, who says the new product aims to deliver “an even more sophisticated, flexible biometric multi-factor authentication technology to users across a broad range of industries and applications.”

“Legacy voice biometrics and traditional MFA systems are simply no longer enough to outsmart the new era of AI-powered threats.”

The launch follows a recent investment of 250,000 pounds (about US$337,00) through the Seed Enterprise Investment Scheme (SEIS).

Grant funds deepfake tool tailored to South Korea, Singapore
A team from Singapore Management University (SMU) has won a grant to develop a deepfake detection tool. A release says the project will be “the first multilingual deepfake data set that includes dialectal variants such as Singlish and Korean dialects.”

“Many existing tools don’t perform well on Asian languages, accents, or content,” says Professor He Shengfeng, who leads the team. “We’re focused on building something that fits the specific needs of our region.”

Understanding different linguistic, socio-cultural and environmental characteristics was a key requirement for the grant, which comes from AI Singapore (AISG) and South Korea’s Institute for Information & Communication Technology Planning & Evaluation (IITP).

The team has dubbed its tool DeepShield, which its proposal paper calls “the first unified interpretable detection system capable of handling diverse and multi-modal manipulations – including object insertions, lighting alterations, background swaps, and voice dubbing – within a single, explainable pipeline.”

Overall, DeepShield wants to position itself as “not merely a detection tool, but a next-generation AI governance layer for digital media integrity – setting it apart from commercial offerings in both ambition and design.” The ultimate goal is a spin-off startup that He imagines licensing services such as deepfake forensics, media authenticity verification, enterprise compliance and digital governance to public and private enterprise.

Work commences in January 2026 with the scouring of large-scale, publicly available datasets such as the YouTube8M dataset.

Ant International’s winning deepfake detector looks to eliminate bias
Ant International has won first place at the NeurIPS Competition of Fairness in AI Face Detection. A release from the company says its entry trumped over 2,100 submissions from 162 teams globally.

The deepfake detection contest challenged participants to develop AI models that “not only achieve high-utility performance but also demonstrate fairness across demographic subgroups such as gender, age, and skin tone.”

“A biased AI is an insecure AI,” says Dr. Tianyi Zhang, general manager of risk management and cybersecurity at Ant International. “Our model’s fairness prevents exploitation from deepfakes and ensures reliable identity verification for all users, supporting our mission to deliver secure and inclusive financial services worldwide.”


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