The state of gaming app marketing – 2023 edition



2023 kicked off with headwinds – impending recession, reduced consumer spending, inflationary pressures, imminent layoffs.

But just like players who face threatening “bosses” make sure to get the best weapons, gaming app marketers always equip themselves with the right tools and knowledge to overcome the challenges. 

To help make sense of it all, the state of gaming app marketing analyzed 38 billion installs to offer an in-depth look at the key trends that shaped 2022.

What’s inside:

  • Install trends by platform, country, and genre
  • UA spend by country and genre
  • IAP and IAA monetization 
  • Country and category benchmarks in 16 top markets  
  • Best practices on how to navigate a tumultuous 2023
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