Marketing company Appsflyer has released a report on the state of the mobile gaming advertising market in 2022. Last year, according to the study, companies invested almost $27 billion in user engagement.
A side note: How hyper-casual games became the backbone of the market
The leaders are the US, with $12.2 billion, and Japan, where companies spent almost $2 billion.
There were also some changes in the ratio of installations on Android (which increased by 7.9%) and iOS (the number of installations dropped by 5%). At the same time, revenue from in-game purchases on Android fell by 14%, while on iOS the decline was only 1%. The average cost of advertising on the Cupertino platform also rose: it was raised by 88% to $3.8, while Android steadily keeps the bar around $0.7 (although this figure varies dynamically from country to country).
The most popular game genres in 2022 that were heavily promoted were:
- Games in the match genre. 19% of the total expenditure was in this genre.
- Hyper-casual games. Contrary to certain transformations in the hyper-casual market, developers’ spending on advertising for these games amounted to 14%.
- Role-playing games. On iOS and Android this figure was almost the same at 11%.