Android
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1 in 3 Fortune 500 companies use AppsFlyer
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FAQ
We have no idea
Who knows?
That’s a secret
Our flexible pricing adapts to your needs, with conversion-based pricing that aligns costs with performance. You only pay based on the value created through successful conversions, and we offer adaptive pricing options to accommodate unique requirements, ensuring that you get the best value as your campaigns scale.
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We’re here to help. Explore how you can connect with us below.
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Unwavering Trust
Privacy and security are our foundation.
Fuel for Growth
Data-driven insights that spark endless opportunities.
Future-Forward Innovation
Proactive solutions for a constantly evolving digital world.
Superior scale, superior impact
Precision and impact on every continent.
All-In for Our Customers
A relentless focus on your success.
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Uncover AppFlyer’s wealth of expertise and in-depth resources, to empower your growth and success in today’s dynamic market.
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Comprehensive Solutions for Optimized
Growth and Protection
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Gain clarity through unified data, actionable insights, and privacy-first solutions that adapt to change—helping you drive ROI, refine strategies, and maximize your campaign impact.
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REPORT
Stay Ahead in Marketing
Get expert insights and industry news straight to your inbox
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7 min read
The AppsFlyer Report
Discover how app marketers handle budgets, challenges, & user growth. Align your 2025 strategy with data-driven…
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Today we help more than 80k companies – from startups to the world’s most prominent brands.
4.5
Capterra
60%
118%
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114%
Increase in CR
50%
Increase in CR
66%
Reduction in CPI
66%
Reduction in CPI
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“Since switching to AppsFlyer, our confidence and peace of mind in our mobile performance data has increased dramatically.”
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Leveraging Audiences to boost ROI and optimize acquisition strategy
Turning mobile web traffic into profitable app installs
Scaling an eCommerce marketplace while improving customer loyalty
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Boosting ROAS with more accurate data & faster decision-making
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Life at Appsflyer, make a career out of it
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Get in touch with AppsFlyer Team
We’re here to help – from product support to media inquiries and from career opportunities to sales
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Block Library 2025
Block Library 2025
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Data to action: Trusted mobile attribution for growth
Optimize campaigns with unified data, privacy-first insights, and scalable tools
Book a demo
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John Doe
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Jane Doe
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- Why?
- Because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because.
- Where?
- Everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere
- Why?
- Because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because, because.
- Where?
- Everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere, everywhere
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02
Introduction
Redefining monetization:
Mobile gaming’s hybrid future?
On the hybridization front, we saw Mid-Core games – traditionally reliant on in-app purchases – beginning to embrace advertising more openly. In parallel from the other side of the spectrum, Hypercasual games, once the bastion of ad-based revenue, started flirting with in-app purchases.
Overall, the adoption of hybrid models surged by 20% across the industry, in what we’re calling a “two-sided trend”. This dual approach has redrawn the boundaries between Hypercasuals and Mid-Cores, creating a more nuanced and adaptable market. This isn’t just a niche trend; it’s a meaningful shift affecting the entire mobile gaming ecosystem.
Meanwhile, Casual games climbed across most categories, contrasted against the mixed performance of Mid-Core and Hypercasual games. This steady increase, both in installs and ad spend, highlights the ongoing appeal and success of Casual games in that evolving market.
As we navigate this evolving landscape, we encounter buzzwords like “Casualization” and “Hybridization.” But do these terms describe gameplay mechanics or monetization strategies? Our analysis focuses primarily on the latter. By understanding these dynamics, we can better prepare for the future of mobile gaming.
Data sample *
15,000
gaming apps (with at least 3,000 non-organic installs per month).
$21.2 B
non-organic installs from January 2023 to June 2024, inclusive
$12.5 B
spent by mobile games on user acquisition.
* All results are based on fully anonymous and aggregated data. To ensure statistical validity, we follow strict volume thresholds and methodologies and only present data when these conditions are met. When normalized data is presented, the share of each month out of the total for the entire time frame is shown to create a trend.
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Security
Our always-on approach is designed for an evolving ecosystem
Privacy
We help you and your customers stay ahead of a changing market
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How do we use it?
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How do we use it?
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Features
Not android
So apple!
SpaceX
Let's send Elon to Mars
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Why there are so many? P.S. Media upload is broken
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01
KEY Finding
70%
More than 70% of buyers will
buy again
Among those who make a purchase (less than 5%), transactions occur daily in the first 10 days post install. An analysis of high value buyers (AKA whales) showed revenue in North America declined 8%.
$29B
Games spent $29 billion on UA in 2023
US dominates (iOS: $6.6B, Android: $5.5B), followed by Japan ($3B) and South Korea ($1.5B). Match games attracted the most spend ($8B+), with Mid-Core close behind.
13%
Casual games see 13% rise in NOI and ad spend
Higher ad spend and more non-organic installs were seen especially in Simulation and Action genres; RPG and Strategy suffered declines on both metrics.
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““The idea that ads can be slotted in without overly detrimenting IAP users is an appealing prospect. Improved segmentation capability within the industry has also made it easier for publishers to provide different experiences to users who do and don’t pay for IAP.””
Ryan Davies
Head of Performance Marketing at kwalee
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About the authors
About the authors
About the authors
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Skip numbered cards section
Explore going hybrid
The shifts in monetization strategies towards the use of IAA and IAP suggest this path should be considered due to its success.
Take Advantage of Lower iOS Prices
With CPI down on iOS, now’s a good time to adjust or even increase your media spend. Lower media costs, driven by better ad targeting efficiency, present an opportunity to maximize reach and ROI.
Don’t Forget Android
Android has posted positive results across several key performance indicators. With installs and NOI rising across major markets, it’s important to maintain or boost your ad spend on Android to capitalize on this growth.
Don’t rely solely on UGC in your creatives!
While UGC can boost retention, understanding and using the right mix of creative elements is essential for maximizing ad effectiveness.
Recalibrate Your ‘Whale’ Strategy
The share of whale spenders varies by region and can range from 2% to 10% of total users. Define what percentage constitutes a whale for your strategy and adjust your budget accordingly to target these high-value users effectively.
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Get in touch with a global office Campaign Insights
Berlin
571, RSU Tower, Unit 701-703,704, 7th Floor, Sukhumvit 31, Sukhumvit Road, North Khlongtan, Wattana, Bangkok 10110,Thailand
Bangalore
571, RSU Tower, Unit 701-703,704, 7th Floor, Sukhumvit 31, Sukhumvit Road, North Khlongtan, Wattana, Bangkok 10110,Thailand
Beijing
571, RSU Tower, Unit 701-703,704, 7th Floor, Sukhumvit 31, Sukhumvit Road, North Khlongtan, Wattana, Bangkok 10110,Thailand
Buenos Aires
571, RSU Tower, Unit 701-703,704, 7th Floor, Sukhumvit 31, Sukhumvit Road, North Khlongtan, Wattana, Bangkok 10110,Thailand
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With contributions from:
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Life at AppsFlyer
Mission criticalelement
Our platform is a mission critical tool that helps thousands of companies achieve their business goals every day. We take this responsibility seriously. That’s why we’re dedicated to putting our customers at the center of everything we do, and ensuring the privacy and security of their most important asset: their data.
People-obsessed
For us, it’s all about the people. We know that each and every person on our team has something special to bring to the table, and is driven by a range of interests that is just as diverse and unique as they are. Want proof? Just look at any of our 18+ offices around the world!
Always learning
What is #LifeatAF? How can we crystalize our DNA into one sentence? Simple. Our culture is defined by our people! Everyone who works here is an approachable professional, passionate about their job, flexible in the face of change, a true team member, and always learning by being both a student and a mentor.
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“The idea that ads can be slotted in without overly detrimenting IAP users is an appealing prospect. Improved segmentation capability within the industry has also made it easier for publishers to provide different experiences to users who do and don’t pay for IAP.”
Ryan Davies
Head of Performance Marketing at kwalee
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Connect with us elsewhere
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Hybrid monetization +39% Rise in Hypercasual, +24% in RPG
Hypercasual and RPGs both increased reliance on hybrid monetization, with Hypercasuals shifting from almost exclusive IAA, while RPG incorporated more IAA.
Day 30 retention peaks at 7.5% when UGC is used in creatives
Retention values correlate with specific creative patterns. Key variables include use of UGC, gameplay footage, and scene types (animated or not).
CPI jumped 48% on Android as iOS saw 17% drop
Retention values correlate with specific creative patterns. Key variables include use of UGC, gameplay footage, and scene types (animated or not).
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20%
Increase in
ROAS
ROAS
62%
Increase in revenue
60%
Reduction in eCPI
1.2M
Quarterly blocked fraudulent installs
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