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

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.
General News
Indwelt Studios Seeks Increased Awareness @ World Sickle Cell Day

Every June 19th, the world pauses to recognize something that, for millions of families, never pauses at all. World Sickle Cell Day is observed across the globe to bring sickle cell disease out of the shadows; to name it, to understand it, and to stand with the people who live with it every single day.

This year, the world marks the day under the theme “Closing the Survival Gap: Equity in Sickle Cell Disease.” It’s a phrase that asks a hard, necessary question: why should where you’re born, or what your family can afford, decide whether you live well, or live at all?
For us at Indwelt, that question isn’t abstract. It has names and faces we know.
Why this day means something to us;
Here in Nigeria, sickle cell isn’t a distant statistic. Our country carries the heaviest burden of the disease anywhere in the world; roughly 150,000 babies are born with it here each year, and millions of Nigerians live with it into adulthood. Behind those numbers are real people: managing pain that often goes unseen, navigating crises that arrive without warning, and carrying on with a quiet courage that most of us will never fully understand.
Some of those people are our colleagues.
Since our inception, we’ve had and still have team members who live with sickle cell. They show up, they create, they pour themselves into the work we’re proud to put our name on; and they do it while carrying something most of us never have to think about.
Our team member with sickle cell, put it to us simply:
“People see the work I deliver, but they don’t see the days I show up after a night I didn’t think I’d get through. Sickle cell is part of my story, but it isn’t the whole of me; and being a part of an organization that understands that, supports me and let’s me do work I’m proud of continues to make a difference for me. I don’t want sympathy. I want a world that takes this seriously enough to change the odds for the next person.”
Supporting them, through medical interventions and through simply being a workplace that sees them fully, has never felt like a policy or a perk. It’s felt like family looking after family.
That’s where our commitment began. Not in a boardroom, but in the everyday reality of caring for our own.
If you’ve ever asked; this is the reason we’ve chosen to anchor our Corporate Social responsibility around sickle cell, supporting initiatives that improve care, and backing the research working toward a future where this disease no longer steals so many years from so many lives.
We believe the survival gap can close. We’ve seen what changes when someone living with sickle cell is met with the right care, the right understanding, and the right support; they don’t just survive, they thrive. They build, they lead, they make beautiful things. We know this because we work alongside them.
So, our promise is simple: to put our resources, our voice, and our craft behind the people and the science fighting for better outcomes. To keep learning. To keep listening to those who live this reality. And to use whatever reach we have to make sure that, in this country with the world’s heaviest burden, no one feels they’re carrying it alone.
For someone living with sickle cell, care that comes to you and care you can actually afford aren’t luxuries; they’re often the difference between a crisis managed and a crisis survived. We’re proud to walk alongside teams doing that quiet, necessary work.
To anyone living with sickle cell, today and every day; we see your strength; including the kind that doesn’t look like strength, the kind that’s just getting through a hard day and showing up for the next one. You are not your diagnosis. You are not a burden. You are someone we’re honoured to stand beside.
And to everyone reading: you don’t need a CSR budget to make a difference today. Learn what sickle cell really is. Know your genotype. Have the conversation. Give blood if you can. Be gentle with the people around you who may be carrying more than they let on.
Awareness is where compassion begins; and compassion, multiplied, is how survival gaps close.
This World Sickle Cell Day, we’re thinking of our own. And we’re committed to doing our part, not just today, but in all the days that follow.
To our clients, we owe a particular thank you. Every brief you trust us with, every project we build together, every time you choose Indwelt; you are doing more than growing your business. You are helping fund the care, the awareness, and the research behind this cause. The work we do for you is quietly working for someone living with sickle cell, too. That partnership means more to us than you may realise, and we’re deeply grateful for it.
Awareness is where compassion begins; and compassion, multiplied, is how survival gaps close. This World Sickle Cell Day, we’re thinking of our own. And we’re committed to doing our part, not just today, but in all the days that follow.
General News
Police Uncovers N7.7Bn Telecom Data Fraud Syndicate, Recovers Assets Worth Millions

Nigeria Police Force National Cybercrime Centre (NPF-NCCC) has uncovered a major telecommunications fraud syndicate accused of compromising a telecom company’s billing infrastructure and fraudulently generating data valued at more than N7.7 billion.

The breakthrough led to the arrest of several suspects and the recovery of assets believed to be proceeds of the crime, including nearly N90 million in cash, two residential houses, a mini-plaza, and a Toyota RAV4 vehicle.
In a statement issued on Thursday, June 18, 2026, DSP Unwana Imah, Police Public Liaison Officer of the NPF-NCCC, disclosed that investigations revealed the involvement of both insider collaborators and external accomplices in the large-scale cyber fraud operation.
According to the statement, the investigation was launched following a petition by a leading telecommunications service provider, which reported the unauthorized use of staff login credentials and a breach of its network billing system.
Preliminary findings showed that between October 1 and November 28, 2024, the suspects unlawfully accessed the company’s billing infrastructure and generated fraudulent airtime.
The airtime was subsequently converted into data bundles and distributed through a network of vendors operating across the country.
The criminal operation reportedly caused losses running into billions of naira before it was detected by the telecom provider, which promptly alerted security agencies.
“The Nigeria Police Force through the Nigeria Police Force National Cybercrime Centre (NPF-NCCC) has recorded significant progress in the investigation of a case involving Computer Related Fraud, Unauthorized Access to Computer Systems, and Theft of Telecom Services,” the statement said.
During the course of the investigation, operatives arrested several suspects and recovered more than 400 laptops, 1,000 mobile phones, Point of Sale (POS) machines, cash exhibits, and other evidential materials.
The telecommunications company was also able to reverse approximately 2,931.79 terabytes of fraudulently obtained data, valued at about N3.8 billion.
Further investigations uncovered the participation of insiders working alongside external collaborators to execute the scheme.
In a second phase of operations carried out in May 2026, NPF-NCCC operatives acted on intelligence and conducted coordinated raids across Kano, Katsina, and Zamfara states, leading to the arrest of key suspects identified as Musa Muhammed Kwandi, Nura Sadauki, and Aminu Muhammed.
Other suspects arrested include IT specialist Musa Hassan Mohammed, Samson Alisigwe, and Yusuf Shehu, all of whom are believed to have benefited from the proceeds of the fraud.
Through extensive financial investigations and asset tracing efforts, police recovered almost N90 million and seized properties linked to the alleged criminal enterprise.
The NPF-NCCC said investigations are ongoing to identify additional accomplices, trace more proceeds of the crime, and ensure that all individuals found culpable are prosecuted.
Olatunji Rilwan Disu, Inspector-General of Police (IGP) reaffirmed the Nigeria Police Force’s commitment to safeguarding the nation’s critical digital infrastructure and intensifying efforts to combat cybercrime across the country.
General News
AfreximBank Urges Nigeria, Others to Strengthen Continental Trade

The African Export-Import Bank (Afreximbank) has urged Nigeria and the rest of Africa to strengthen intra-African trade and resilience to protect against geopolitical shocks.

In a recently released Trade and Development Finance Brief, titled: ‘Africa’s Trade and Investment Landscape’, which examines the structural challenges shaping Africa’s trade performance and investment outlook in an increasingly uncertain global environment, it pointed out that Africa’s trade landscape remained heavily dominated by the export of raw materials, including agricultural products, oil, gas and minerals.
The report, however, regretted that imports continued to be heavily skewed towards manufactured goods and machinery.
The report noted that the existing export-import configuration leaves many African economies overly exposed to unfavourable terms of trade shock on account of external headwinds, including commodity price volatility, geopolitical tensions and associated global supply chain disruptions.
According to the report, the African Continental Free Trade Area (AfCFTA) remained central to efforts aimed at diversifying the continent’s trade base, strengthening regional value chains and increasing intra-African trade.
It further expressed that alongside the African Union’s Agenda 2063, the AfCFTA provides a practical framework for integrating fragmented markets, expanding industrial production and boosting productivity, with intra-African exports projected to increase by more than 20 per cent within a decade as implementation advances.
Also, the report further highlighted the importance of scaling investment in trade-enabling infrastructure, including energy, transport, communications networks, ports and logistics systems, to reduce the cost of doing business and improve cross-border trade flows.
It expressed that targeted infrastructure investment could support industrialisation, strengthen regional specialisation and improve Africa’s competitiveness as an investment destination.
It also pointed to a wider set of priorities for strengthening the continent’s trade and investment ecosystem, including regulatory coherence, institutional strengthening, economic diversification, improved access to finance for small and medium-sized enterprises and greater use of digital financial technologies.
Besides, the report stated that domestic and foreign investment were increasing across many African economies, notwithstanding the observed dominance of foreign investment.
It further mentioned that the direction of investment flows was uneven across sub-regions, with Eastern and Southern Africa receiving a larger share of foreign direct investment compared to Western and Central Africa.
Afreximbank said the findings reinforced the need for coordinated action to expand trade finance, improve trade-enabling infrastructure, deepen regional integration and accelerate value addition across the continent.
Managing Director, Research for AfreximBank, Dr Yemi Kale, said regional development finance institutions, including AfreximBank, were playing an increasing role in supporting intra-African trade through trade finance and related initiatives.
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