The State of Gaming App Marketing: 2018 Insights [Data Study]




If mobile has been on a steady rise the last few years, gaming has exploded, in terms of overall app share, user quality, and installs. No doubt, this app category is prime for the taking. The driving force behind the app market’s growth, gaming dominates with over three quarters of total app store revenue.

Success, however, has also led to fierce competition, forcing gaming apps to invest heavily in marketing to stand out. Indeed, we can see that the share of non-organic installs (NOIs) in the app install pie continues to rise steadily.

This is especially notable among hyper casual games, whose NOI share has jumped by 23%. Another indication of this genre’s rise is the fact that our Q1 data sample was insufficient to establish statistical validity. In fact, this genre of games has so much potential, additional advances in ad monetization and attribution have meant this category could make the business model work.

The share of NOI, however, is only the tip of the iceberg. To navigate the ever-changing dynamics in this space, our latest State of Gaming App Marketing report takes a deep dive, with category and country breakdowns, into key trends, including:

  • Retention challenges
  • Rising media costs
  • The growth of in-app ad monetization
  • The rise of hyper casual games
  • The surge in the key East Asian market
  • And more!