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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

SEC Advocates for Advanced Financial Inclusion by 2030

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The Securities and Exchange Commission (SEC) has noted the need for Nigeria to harness its demographic dividend to advance financial inclusion through investments by 2030 for national survival or face deepening inequality.

Emomotimi Agama, Director General, SEC, said this at the United Capital Asset Management Investment forum held Wednesday in Lagos.

Agama, in his keynote address titled: “Advancing Financial Inclusion through Investments: Bridging Nigeria’s Knowledge and Wealth Gap,” said Nigeria must harness its demographic dividend to boost investment.

“Our theme, Advancing Financial Inclusion through Investments, is not aspirational; it is foundational to national survival.

“We stand at a pivotal moment. By 2030, Nigeria can either harness its demographic dividend or face deepening inequality. The knowledge-wealth gap is not merely an economic challenge; it is a moral imperative,” Agama said.

He said the term inclusion should be reframed as active financial involvement, where access meets empowerment, and capital becomes a tool for transformation.

Agama said that closing the financial inclusion gender gap could lift 700,000 Nigerians from poverty.

He said, “Nigeria has a great population yet we have a tiny drop of this number of persons involved in the capital market.

That’s one reason for poverty, because we are running from money. We have to do something. Our market capitalisation is an opportunity to do something, we all have.

“We need to change the narrative and move the market forward. We must reach out to make the difference. We are committed to protecting investors and developing the market. Our goal is to do the right thing no matter whose ox is gored. We will work by the principles of fairness and equity to change the market. We will provide a fair ground for everyone to aspire.

He noted that MTN Nigeria’s share offering drew 150,000 new investors – 75 percent women, 85 percent under 40. Agama recommended a four-pillar strategy for bridging the gaps.

He listed the four-pillar strategy as democratisation of financial knowledge, catalyse MSME Investment Channels, blended Finance Vehicles: Partner with Bank of Industry (BOI) to de-risk loans for women-led SMEs.

“We need to educate people about finances. As we drive this market, we do so for a purpose, I enjoin everyone to be the disciple and the apostles. Getting this market to move is a deliberate action,” he added.

 


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OpenAI Unveils New AI Agent for Software Developers

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OpenAI has launched Codex, which it regards as its most capable AI coding agent available to ChatGPT Pro, Enterprise, and Team subscribers.

Users will have ‘generous access at no additional cost’ for a few weeks, after which OpenAI plans to introduce pricing options and rate-limited access.

Codex, a cloud-based software engineering agent, can write features, answer questions about a codebase, fix bugs, and propose pull requests for review. Several tasks can run simultaneously, and users retain full access to their computers while the agent takes anywhere from one to 30 minutes to complete a task.

The research preview of Codex offers powerful code-writing, debugging, and collaboration features, which mark a major step in OpenAI’s push to automate software development.

“We imagine a future where developers drive the work they want to own and delegate the rest to agents—moving faster and being more productive with AI,” OpenAI said.

Since it is still in research preview, the tool remains in early development. “It currently lacks features like image inputs for front-end work, and the ability to course-correct the agent while it’s working,” the firm said in a blog post.

Additionally, delegating to a remote agent takes longer than interactive editing, which can take some getting used to, it stated. Over time, however, the company said using the service will feel more like asynchronous collaboration with colleagues.

The launch comes as part of a broader rise of AI tools for software engineers that are meant to handle repetitive, boring tasks rather than take over the whole gamut.

OpenAI is reportedly in talks to acquire Windsurf, a maker of AI coding tools, for around $3 billion, which is potentially its largest acquisition to date.

 

 


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Africa Gears Up For Digital Sovereignty At 13th Edition Of Digital Africa Conference 2025

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Africa’s digital destiny will on October 28-29, 2025, take centre stage at the 13th Edition of the Digital Africa Conference & Exhibition (DACE), to be held at Merit House, Abuja, under the theme: “Sovereign Intelligence: Africa’s Voice in the Global Digital Order.”

At a time when artificial intelligence (AI), smart systems, and data technologies are reshaping societies, economies, and governance structures worldwide, DACE 2025 is sounding a clarion call: ‘Africa must lead, not lag in this transformation.’

Organizers say the aim is to move beyond consumption and dependency, and instead position the continent as a proactive contributor to global digital norms and governance.

“This year’s conference is about shifting from passive adoption to active leadership,” said Dr. Evans Woherem, Chairman, Digital Africa Consult, organisers of the event. “Sovereign Intelligence is more than a concept, it’s a movement to ensure that Africa controls its digital resources, designs its own ethical frameworks, and asserts its voice in shaping global technology norms.”

A Defining Moment for Africa’s Digital Future

Woherem said the conference will serve as a high-level, cross-sectoral platform aimed at positioning Africa as a co-author of global AI governance standards, rather than a mere recipient, assuring that the conversations are expected to align closely with the African Union’s Continental AI Strategy, advocating for a united, self-determined digital ecosystem across the continent.

“The urgency of this moment cannot be overstated. As the world builds its digital infrastructure, much of the technology consumed in Africa is still imported, foreign-owned, and culturally disconnected. African data is often stored offshore, local languages and cultural contexts remain invisible in AI systems, and African experts are frequently excluded from global decision-making tables.

“This must change. Digital Africa 2025 is about taking control of our data, our narratives, and our technological development. Africa must move from being users of foreign systems to creators of our own,” Woherem added.

Key Objectives of DACE 2025

One of the primary objectives of this year’s event is to advocate for African ownership of digital infrastructure, data policies, and technology standards. Organizers hope to inspire African leaders and institutions to say yes to innovation and regulation built by Africans, for Africans.

Another major focus will be amplifying African voices on the global stage. This involves not only advocating for inclusion in international policy dialogues but also ensuring that African values, cultures, and wisdom shape the design and deployment of AI systems worldwide.

“The conference will also spotlight homegrown innovation. Startups and developers from across the continent will showcase digital solutions addressing local challenges in healthcare, agriculture, finance, and education. These practical examples will reinforce the message that Africa is already generating intelligent, scalable answers to complex problems,” said Nneoma Ofodile, General Manager, Digital Africa.

Empowering young Africans through digital skills, research opportunities, and leadership training is another key goal of the gathering. Organizers are committed to fostering a new generation of African tech leaders who can confidently shape global digital trends from a place of knowledge and ownership.

Regional cooperation will be front and centre, as DACE encourages cross-border collaboration on harmonizing laws, sharing infrastructure, and building integrated digital ecosystems. Sessions will explore how African nations can jointly develop policies and platforms that reflect the continent’s unique needs and aspirations.

While global partnerships will also be on the agenda, the conference aims to deepen Africa’s engagement with international institutions such as UNESCO, the UN, and the OECD, not as passive participants but as co-authors of global standards for ethical and inclusive AI.

Nneoma said that throughout the two-day event, attendees can expect high-level discussions on digital law, tech sovereignty, and innovation policy, alongside practical workshops for developers, educators, and youth. Innovation showcases will highlight the work of African tech hubs, while strategy sessions will promote cross-country digital alignment.

At the close of the event, a concrete roadmap is expected to emerge—outlining actionable steps toward achieving digital sovereignty across the continent. The conference will also aim to strengthen networks among African innovators, regulators, and thinkers, while increasing the visibility of African insights in international technology policy.

Above all, Digital Africa 2025 is about reclaiming agency. “This isn’t just a technology conversation,” Nneoma emphasized. “It’s about power, voice, and independence. Africa must not only catch up; Africa must lead.”

As preparations intensify, DACE 2025 is inviting visionary organizations, sponsors, and partners to join the mission of building a digitally sovereign and inclusive Africa.


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