Following the disruption of advertising ecosystems in the years following iOS 14, SaaS company Tempr. released its report, The 2022 User Acquisition Guide for Gaming Apps, to support burgeoning user acquisition strategies.
The report includes commentary and analysis from industry experts at Rovio, AppsFlyer, Tilting Point and more, finding that top performing app companies are increasingly likely to use AI in their marketing strategies as the user acquisition landscape becomes more competitive.
According to data.ai, consumer spending on mobile games reached $116 billion in 2021, and Tempr. suggests that due to smartphone saturation, mobile game marketing will shift from the US and Europe to Asia-Pacific throughout 2022.
Since the release of iOS 14.5 in April 2021, hyper occasional ad campaigns have increased nearly 1,000% overnight, the report adds.
Temp. believes that three main factors will dominate user acquisition for mobile games in the future: predictive analytics, automation, and data privacy.
“Prediction has always been important to me. UA is not something you do just to spend money – you expect returns on investment,” said Claire Rozain, Rovio UA team leader.
“Without prediction, you can’t go beyond the data you get. With prediction, you can scale up your strategy and predict user LTV.”
Tempr’s report. highlights casual games in particular as a mobile genre that benefits from predictive analytics due to the short time frame to determine if a campaign is successful. The company expects continued growth in ad spend this year after so many advertisers maintained or increased their ad spend in 2021.
Security and social networks
Reaching mobile users through social media is one method implemented for user acquisition. Interviewed in the report, app growth consultant Alper Tanner noted Snapchat’s popularity among teens in the US, Netherlands, UK, Australia and France.
“We see some casual games spending $50,000 a day on Snapchat alone,” he said.
Tempr’s report. also noted the difficulties experienced by advertisers following Apple’s implementation of the ATT, although take-up rates were higher than the 20% originally expected. Tenjin and Growth FullStack’s recent report found that 68% of game developers find marketing more difficult since its implementation.
“With prediction, apps increase their competitiveness, efficiency, and ad campaign profitability. Mobile marketers can focus on what’s important: designing better strategies, expanding into new markets, and developing new creatives. performance,” said Tempr. co-founder and CEO Cloé Dana.
Rovio’s Claire Rozain also confronted UA strategies in her weekly PocketGamer.biz column, UA Eye, which explored ad campaigns from Playrix, Zynga and Rovio itself, among others.