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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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Henry Naiho Bags Outstanding ICT Solutions, Innovation and Youth Empowerment Personality of the Year Award

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An IT egghead / expert who has contributed immensely to the development of the sector in Nigeria and beyond has emerged winner of outstanding ICT Solutions, Innovation and Youth Empowerment personality of the year award at this year’s Africa’s Beacon of ICT Merit and Leadership Award.

Henry Nwapali Ndidi Naiho emerged winner of the highly coveted African Beacon of ICT Merit and Leadership award of Outstanding ICT Solutions, Innovation and youth Empowerment Personality of the Year award in recognition of his outstanding contributions, mentorship and innovative support and contributions to the ICT space in Africa and Nigeria by African foremost and leading ICT paper.

The event held on Saturday 25th May at Four Points by Sheraton was themed: “Artificial Intelligence: The Good, The Complex and The Anticipated”.

While receiving the award Naiho said: “l dedicates this award to my family and the teeming youths that sees me as their role model and mentor. ‘’Your believe in me, is your calls and shout outs that fire me up the more. He said excitedly.”

Henry Naiho is an experienced technology business leader with strong IT and Telecommunications technical knowledge, UX/UI and entrepreneurial mindset,; he has over 26years cognate experience in ICT, with  high expertise not limited these areas: Project, Programme & Portfolio Management, Customer and User Operations Management, ICT, Transmission, BSS, Software Development etc., Network Planning, Implementation, Operations & Maintenance, Stakeholder Engagement and Management, Team Build, Performance and Management, Business Processes, Analysis & Analytics.

He had an enviable work stint so far, here are some select positions with organizations, he was the Senior Project Manager (IT), Sasol Plant) South Africa, Group Lead, Technology Transformation & Operations, Userlytics Group, South Africa, Regional Operations Manager  (South Africa & Africa Operations): Stratosat Datacom Pty Ltd, South Africa, Quality Management (Projects & Operations).

He was also at Zain Mobile Limited, West Africa (AKA Airtel Africa) as the Regional Manager, Transmission Network implementation & Operations. Regional Transmission Engineer, (Implementation, Operations & Maintenance): Globacom Limited, Nigeria. Naiho’s diverse academic background in physics, Tech-management and vendor-specific certifications, has equipped him with uncommon expertise to provide cutting-edge solutions to clients across various sectors.

His entrepreneurial spirit, driven by a desire to provide solutions to human needs, empower the youths which he said is fire in his bone, has led him to represent top brands like Ericsson, Huawei, Motorola, and Microsoft.

Through his brand, Naiho offers a range of services, including business processes, human capital development, business research, technology harnessing, and corporate sustainability solutions. He has continuously updated his skills to ensure his brand remains relevant, meeting and exceeding client needs for best satisfaction and experience. Naiho’s achievements are a testament to his dedication and expertise. He has implemented numerous solutions using technology to streamline business processes, improve efficiencies, and effectiveness.

He attributes his success to his ability to be resilient, tunnel vision, flexible, and adaptable, qualities he believes are essential for thriving in the industry.

According to him, “As a Fibre optics engineer, I have published research papers on Fibre optics resilient and solutions for survivability.

“ I have also obtained 5G certifications, demonstrating my commitment to staying up-to-date with the latest technologies.”

He added that his expertise in process improvements, operations management, and technology has made him a sought-after professional in his field.

His Counsel for Youths seeking a career in ICT: Naiho’s advice to youths seeking a career in this field is straightforward: “Pursue your passion, invest in continuous learning, and seek ways for continuous improvements.

“The industry offers opportunities for growth and development, and with dedication and hard work, you can build a successful career like mine.”

As a role model, Naiho’s career trajectory serves as an inspiration to youths, demonstrating that with hard work and determination, they can achieve their goals and build a successful career in the IT, Telecommunications, Quality, and Operations Management industry.

Speaking at a recent press conference, Naiho emphasized that the adoption of innovative technological solutions is no longer optional but essential for businesses seeking to enhance efficiency and maintain a competitive edge.

“Technology offers a plethora of tools designed to optimize business operations, eliminate bottlenecks, and improve overall efficiency,” said Naiho. “Organizations that fail to integrate these tools into their processes risk falling behind their more tech-savvy competitors.”

Naiho highlighted several key areas where technology can significantly impact business processes, including automation, data analytics, and cloud computing.

Automation, he noted, can take over repetitive tasks, freeing up employees to focus on more strategic activities. “By automating routine tasks, businesses can reduce human error, save time, and increase productivity,” he explained.

Data analytics is another crucial area where technology can drive substantial improvements. “Businesses today generate vast amounts of data. Properly analyzing this data can provide valuable insights into customer behavior, operational inefficiencies, and market trends,” Naiho pointed out.

He added that using advanced analytics tools can help businesses make more informed decisions and tailor their strategies to better meet customer needs and expectations.

Naiho also emphasized the importance of cloud computing in streamlining business processes. “Cloud-based solutions offer flexibility, scalability, and cost-efficiency. They enable businesses to access their data and applications from anywhere, facilitating better collaboration and continuity,” he said.

To maximize the benefits of these technologies, Naiho urged businesses to be adaptable and open to change.

“The key to leveraging technology effectively is to remain flexible and continuously seek ways to improve. This requires a culture that embraces change and encourages innovation,” he stated.

Also, Naiho called on regulatory bodies and the government to support the technological advancement of businesses by creating conducive policies and infrastructure.

“The government and regulators play a crucial role in fostering an environment that supports technological adoption. By engaging with industry stakeholders and aligning policies with technological advancements, they can help businesses thrive,” he remarked.

Naiho’s insights shed light on the imperative for businesses to leverage technology to streamline their operations.

His call to action serves as a timely reminder that embracing technological innovation is critical for achieving operational excellence and long-term success.

With a PhD (in view), Fellow of some prestigious institutions, Post graduate in Business Administration, Strategy, Management and Programme Management, and a B.Sc in Physics garnished with industry specific certifications in SAP, TOGAF Standard 9.2 complete, 5G Technology, Architecture and Protocols, 5G Planning and Design, 5G Open RAN and Private Networks, Design Thinking, User Research, User Experience Management, User Accessibility, Product Management, AWS Solutions Architect , ISO QMS 9001:2015, ISO OHAS 45001: 2018 and lots of other vendor specific (Ericsson, Huawei, Harris etc.).


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Zoho Partners with She Code Africa to Empower and Upskill Women Through Specialised Training on Zoho Creator

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Zoho, a global technology company, is partnering with She Code Africa (SCA), a leading non-profit organisation dedicated to empowering and upskilling African women in tech. With this partnership, Zoho will conduct Train the Trainer sessions for SCA Academy trainers to introduce them to Zoho Creator, the company’s low-code app development platform.

Maryblessing Okolie, Community Manager, She Code Africa (SCA).

These trainers will subsequently train more students, associated with SCA, to build powerful applications using low-code to solve actual business problems.

The upskilling sessions will be provided as part of the ‘Young Creators Program’ (YCP) run by Zoho Creator. As part of the program, Zoho will host 30 female trainers from the SCA Academy and will conduct a three-day in-depth training session about building enterprise-grade applications with low-code technology.

The training will take place at the Zoho office in Lagos, Nigeria. The trainers will also receive free access to the Creator platform for one year, along with training material.

“At Zoho, we believe in supporting local communities by upskilling and hiring local talent, empowering local businesses with our technology, and promoting responsible and sustainable development.

“Our growth strategy, known as transnational localism, embodies these values. In continuation of this commitment to support progress at the grassroots, we are partnering with She Code Africa to equip Nigerian students with critical tech skills,” said Kehinde Ogundare, Country Head, Zoho Nigeria.

“The ‘Young Creators Program’ aims to bridge the technical skill gap and support talent-building for our youth who will be the next generation of leaders and professionals.

“We are glad to partner with Zoho to help our trainers learn the latest advancements in low-code technology, and then pass on the knowledge to our other students,” said Maryblessing Okolie, Community Manager.

Launched globally in 2022, the Young Creators Program is a training program aimed at equipping future business leaders with advanced digital skills and fostering innovation in technology. The program brings value by providing access to Zoho Creator’s powerful platform to help participants build custom applications in a simple and seamless manner without extensive programming knowledge.

Beyond skill development, the program boosts confidence, fosters personal growth, and opens doors to further opportunities in the technology industry. The program has trained more than 2000+ students on Zoho Creator globally, enabling participants to earn program completion certificates and exciting prizes.


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Defend Your Skin Against Climate Change with QNET’s Revolutionary Visage+ Device

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QNET, a global leader in lifestyle and wellness-focused direct selling, proudly celebrates the success of its groundbreaking Physio Radiance Visage+ Facial Device. This state-of-the-art skincare solution leverages four advanced technologies to combat signs of aging and revitalise the skin, directly addressing the rising concerns over climate change’s impact on skin health.

As global temperatures rise and weather patterns become more extreme, our skin faces unprecedented challenges.

According to studies from the United Nations Environment Programme (UNEP), climate change is altering water availability and humidity levels, crucial factors in maintaining skin hydration and health.

These environmental shifts can lead to increased dryness, sensitivity, and premature ageing of the skin.

The Physio Radiance Visage+ offers a powerful defense against these climate-induced skin issues by integrating four distinct technologies

1. Electrical Muscle Stimulation (EMS): Tightens skin and reduces facial fullness for a more sculpted appearance.

2. Radiofrequency (RF): Stimulates collagen and elastin production, diminishing fine lines and improving firmness.

3. Chromotherapy (Light Therapy): Rejuvenates and repairs skin cells, enhancing overall skin appearance.

4. Galvanic Technology: Deeply purifies and hydrates the skin for a radiant complexion.

Trevor Kuna, Chief of Marketing at QNET, highlights the transformative benefits and timely significance of the Physio Radiance Visage+: “In today’s rapidly changing climate, skincare isn’t just about beauty—it’s about protection and resilience.

“The Physio Radiance Visage+ represents a significant leap forward in addressing both the visible signs of aging and the invisible threats posed by environmental stressors.

“By harnessing four cutting-edge technologies in one device, we’re empowering users to take control of their skin health.

“It’s not just a beauty tool; it’s a shield against the skin-damaging effects of climate change, offering personalized care that adapts to individual needs and environmental conditions.

“With the Visage+, we’re redefining skincare for the modern age, ensuring that radiant, healthy skin is achievable for everyone, regardless of external challenges.”

Climate change has been linked to increased UV radiation exposure, air pollution, and extreme temperature fluctuations, all of which can accelerate skin ageing and damage. The Physio Radiance Visage+ is designed to counteract these effects, offering a comprehensive solution to maintain skin health in the face of environmental challenges.

Its portable design and customisable settings make it an ideal addition to any skincare routine, allowing users to combat environmental stressors and maintain healthy, vibrant skin wherever they go.

By incorporating the Physio Radiance Visage+ into their daily regimen, users can take proactive steps to protect and nurture their skin against the ongoing impacts of climate change.

 


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