Apple’s ATT changes impact in-app mobile gaming purchases

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 25, 2022, 2:19 AM GMT+0

While gaming apps spent $14.5 billion on user acquisition in 2021 worldwide, it lowered 13% YoY on iOS due to Apple’s privacy changes, according to AppsFlyer.

With growing concerns for data privacy, revenue from in-app purchases in gaming worldwide decreased 35% since Apple's App Tracking Transparency launch last year. Moreover, gaming installations on iOS dropped 6%, compared to Android’s 22% increase.

Since data privacy is a major concern in the US, Apple’s 39% consumer opt-in rates of its ATT framework is lower than the global average, notes Brain Murphy of AppsFlyer. From 2020 to 2021, overall user acquisition spending grew 18%.

Many marketers are focusing more on Android following Apple’s privacy changes. In-app ad revenue surged 55% in Android devices in the US. Closer to the end of 2021, in-app purchase revenue surged 10% by the end of 2021 on Android devices.

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