Mobile Gaming Apps Report: User Acquisition Trends and Benchmarks 20182 Introduction Average Costs & Conversion Rates Gaming App Engagement by Platform Gaming App Engagement by Gender Gaming App Engagement by Region Monthly Trends Engagement by Gaming Subcategory Gaming Ad Spend by Ad Format Spotlight on Rewarded Video Conclusion 3 5 9 13 16 21 27 31 34 40 2018 User Acquisition Trends and Benchmarks MOBILE GAMING APPS REPORT Mobile Gaming Apps Report: User Acquisition Trends and Benchmarks 20183 It’s ofcial. As of July 2018, more moneyhas been spent on Gaming—in all itsforms and formats—than any other kindof entertainment on the planet. It’s amassive industry worth almost 3 times asmuch as the movie industry. One growthengine is mobile, and its contribution tothe total is nearly as epic as the hit titlesand game franchises it has produced. On the demand side, insane growthis fueled by 3.39 billion mobile usersworldwide and an explosion in thenumber of micro-leisure moments— minutes of downtime when users can(and increasingly do) reach to mobilegames to add interest and excitement totheir daily routine. On the supply side, app market dataprovider App Annie counts nearly900,000 games live across theapp stores globally (approximately350,000 on the Apple App Store andapproximately 550,000 on Google Play).Do the math and mobile gaming appsrepresent about 15% of the total appsIntroduction live in the app stores today. Other app categories are on the move,but mobile gaming apps continue to leadthe pack. In fact, global games researchfrm Newzoo forecasts that games willaccount for a whopping 72% of totalglobal app revenues, or $58.1 billion, by2020. Clearly, an avalanche of apps indicates ahealthy and robust App Economy wherecompanies with the right app and theright approach can lay the groundworkfor a solid and sustainable app business.However, a maturing market is also acrowded and competitive space wherethe ability to collect data and analyticson its own is no longer a source ofcompetitive advantage. App marketers in this hotly contestedmarket require insights around theactivities, opportunities and eventsthat will allow them to get the mostmileage out of their chosen monetizationstrategies. Marketers that embrace theF2P model need data to turn players intoPLAY NOW Mobile Gaming Apps Report: User Acquisition Trends and Benchmarks 20184 purchasers; marketers that monetizetheir games through advertisingneed data to match campaigns withaudiences. In both cases this reportequips app marketers with what theyneed to make data-informed decisions,ensuring they acquire and engageaudiences that are both high-value andhighly proftable. The 2018 Mobile Gaming Apps Reportdraws from Liftof internal data fromJune 1, 2017, through May 31, 2018— spanning nearly 47 billion impressions(46,776,245,374 to be exact) acrossover 658 million (658,586,911) clicksand over 15 million (15,358,421) installs.Specifcally, the report tracks costsand engagement metrics across theentire Gaming funnel: Install, Register,In-App Purchase. It also breaks downdata by platform (iOS and Android),user demographics (gender) andregion (APAC, EMEA, LATAM and NorthAmerica). This new edition of the report alsocompares data across a variety ofgaming categories (Casino, Casual andStrategy) and uniquely ofers actionableinsights on how app marketers canharness rewarded video as an efectivemonetization tool. Games will account for a whopping 72%of total global app revenues, or $58.1billion, by 2020. 。。。。。。