The state of mobile game and app markets Global report on app marketing for H1 2022

Jul, 2022 x
The state of mobile game
and app markets
Global report on app marketing for H1 2022

Introduc tion
“
”
The mobile market is dynamic and volatile. Every year mobile publishers�
and marketers face new circumstances, innovations, and challenges in mobile
advertising and 2022 is no exception. In this study, mobile performance
marketing agency AdQuantum and Ad Intelligence Platform Social Peta
combined their expertise to explore how the mobile market has changed�
in the �rst half of 2022 and what it looks like now�?
Here we talk about the main trends that have evolved and strengthened
during H1 2022, look at key patterns, and try to identify the trends for the
future. Dive into this report to adjust your marketing strategy and make�
the most out of your mobile apps and games.?
Igor Zavarue�CEO

About AdQuantum and SocialPeta
Leading mobile performance marketing agency ?
We help mobile apps and games reach new revenue streams
and scale their businesses with new paying users. Having
extensive experience in acquiring premium quality tra�c,�
we give a boost to mobile products by helping them achieve
their performance goals� #1 Ad Intelligence Platform ?
With SocialPeta, you can spy on your competitors’ ad data�
and get ad data from networks, media, and advertisers around
the world to inspire you. SocialPeta covers 69 countries and
regions and over 70 well-known ad channels worldwide such
as Unity, Twitter, YouTube, Facebook, and TikTok. We provide
nearly 1 billion ad creatives, updating millions each day.
SocialPeta is the best source of inspiration for ads.
x

Table of contents
1
2
3
4
5
6
7
8
Methodology
Trends for the mobile app
and game market
Top ad approaches
H1 2022 top paid tra�c sources
Seasonality
Top-performing UA strategies
What leaders say on the future
of the mobile market
Key takeaways

Methodology
Our experienced colleagues from SocialPeta provided context and diverse data
on the state of the mobile market and mobile marketing for the �rst half of 2022,
whereas the AdQuantum team shared their practical insights, having analyzed�
the top-performing UA strategies, creative approaches, and tra�c sources that
brought the greatest value throughout H1 2022. For the analysis, we used data
from the last year, comparing the period H2 2021-H1 2022. In particular, we
provided a detailed analysis of the state of marketing for the following app
categories: Finance, Health & Fitness, Casual Games, Education, Books, and�
Photo & Video.

What we have analyzed
Metrics Glossary
CTR: Clicks/Impressions?
CPM: Spend/(Impressions/1000)?
CPI: Cost per Install?
CR Trial: Trial/Install?
CR Subscription: Subscription/Install?
CR Purchase: Purchase/Install?
x
Time frame
Time frame
Platforms
Platforms
Ad spend reviewed
Tra�c sources
GEOs
Mobile projects
Mobile projects
Tra�c sources
Installs
January – June 202�
iOS, Androi�
over 70 global tra�c sources
�
175,500 mobile apps and game�
January – June 202�
iOS, Androi�
over 100 countries �
over 10 tra�c source�
$30 millio�
75 mobile apps and game�
80 million
AdQuantum’s data analyzed in detail
SocialPeta’s data

Trends for the mobile app�
and game market in H1 2022
H1 2022 saw a decline of 2% YoY in the number of advertisers and a decline of 27.83% in total creatives, but there
were increases of over 10% YoY in advertisers in th e Middle East, South America, South Asia, and other emerging
markets.
Tier-2 and Tier-3 mobile app and game markets experience a signi�cant growth
Elena Ivanov�
Senior Account Executive, Gaming
Predictive analytics is gaining popularity
among mobile publishers and marketers
In the �rst half of 2022, a lot of app and game
publishers tried out predictive analytic systems based
on machine learning for the �rst time. This greatly
simpli�es the work of evaluating the e�ectiveness of ad
campaigns and allows more rapid decision-making�
on tra�c optimization. This is especially true for
SKAdNetwork campaigns for which predictive analytics
can serve as a tool that helps to correctly separate paid
and organic tra�c and calculate the return on
investment for the �rst days of user behavior.

Trends for the mobile app�
and game market in H1 2022
H1 2022 reported a 6.24% year-over-year (YoY) decline�
in the number of app advertisers and a drop of 27%
month-over-month (MoM) in the number of creatives.
Europe and America saw the most signi�cant decline�
in app advertisers: Oceania had a YoY decline of 38 %�
in advertisers, Europe had a YoY decrease of 30%�
in advertisers, and North America had a YoY decline �
of over 21% in advertisers. In contrast, Asia Paci� c�
(except Mainland China) saw a signi�cant increase i n�
app advertisers, with an over 37% YoY increase of a pp
advertisers in China’s Hong Kong, Macao & Taiwan wh ich
was the most rapid growth around the world.
In 2022, the majority of advertisers AdQuantum has�
been working with were still adjusting their produc ts�
to the non-IDFA reality. This is especially relevan t for
subscription-based apps. In particular, projects in Health
& Fitness, Lifestyle, and Education categories have been
able to combine the mix of SKAN and Web-to-App/Web
funnels to create a diversi�ed and increased market ing
spread. ??
We expect that with the release of the SKAdNetwork 4.0
framework and the Crowd anonymity concept by Apple,
working with iOS campaigns will get much simpler.
Marketers will be able to receive postbacks on the ad
campaigns’ e�ectiveness in more precise detail, whi ch
will enable smarter decision-making in the marketin g
strategy.?
A slump in the number of app advertisers�
in Europe and America and a surging
number of app advertisers in Asia Paci�c� Working with iOS tra�c will get much
simpler
Lina Danilchi�
Marketing & Communications Lead

Trends for the mobile app�
and game market in H1 2022
Increase in the share of UGC-like creatives�
in mobile advertisin�
Comparing H1 2022 to H2 2021, we see an 1.5x
increase in the share of UGC-creatives in the Games,
Finance, and Health & Fitness verticals. A number of
tests have shown that these creatives can compete with
motion 2D and 3D videos and diversify marketing and
creative strategy. This type of ad content prevails on
TikTok Ads in the relevant content inventory.??
Depending on the mobile app vertical, these kinds�
of creatives can hit a certain need of a user. It may either
motivate them to improve their lives in the case of
�tness or nutrition apps, recommend an e�ective tool�
or methodology in the case of �ntech and language
learning apps, or inform a user about key gaming
mechanics in the case of mobile games.?
Advertising platforms continue to move
toward automation
Automation and simpli�cation of the targeting settings
trend is getting stronger. We should expect that the
majority of ad platforms will carry on focusing their main
e�orts around automated campaigns in the second half�
of the year. Most advertising platforms will abandon
deep manual con�guration in favor of automated
solutions based on algorithms. We at AdQuantum are
increasingly turning to auto-campaigns for our clients,
especially for SKAN campaigns, as the �nal results are
better than manual campaigns.

Insights into Global Mobile Game Marketing
x
Signi�cant increase in advertisers in T2 & T3 markets
-29.03%
-23.34%
5.30%
10.06% 10.11% 10.23% 10.23% 11.19%
14.31%
22.18%
Mobile Game Advertisers in 2022 YoY Change

x
96.1K
22.7M
23.1M
102.1K
Mobile marketing focuses more on quality which leads to a drop in total ads
Insights into Global Mobile App (Non-Game) Marketing
Mobile App Advertisers in H1 2022
130K YoY ↓6.24%
40M YoY ↓27.02%
Mobile App Creatives in H1 2022

x
30.7K
10.8M
9.8M
30.5K
Insights into Global Mobile Game Marketing
Mobile Game Advertisers in H1 2022
45.1K YoY ↓2%
15.8M YoY ↓27.83%
Mobile Game Creatives in H1 2022
Marketers now focus more on the quality of ad creatives rather than on quantity. If earlier they
tried to explore the audience of an app or game through multiple ad creative variations and
determine the audience’s boundaries, now there is more knowledge and many more tools to
identify a deliberately false direction in the earlier stages without having to produce multiple
creative variations.

Top ad approaches
H1 2022 saw a YoY decline of 27.83% in the total number of mobile game creatives. As we
mentioned earlier, that is because of the global focus that shifted from quantity to quality.�
Yes, by producing high volumes of tra�c you will likely get just as high volumes of new users.
But what about the quality of those users? Are they a good �t for your product? Would they
eventually pay in your app? Instead of focusing on the number of users, marketers started�
to focus on their quality.??
There were 45,100 advertisers in H1 2022, not much change compared to the same period last
year. However, the total number of game creatives was 15.8 million, representing a YoY decline
of nearly 30%. There were 10.8 million creatives in Q1 2022, down 22.83% YoY; and 9.8 million
creatives in Q2, down 38.43% YoY.?

Percentage of Creatives by Game Genre
x
Genre
Percentage o�All Genres
YoY Change
Percentage�
of Gam�
Creatives

Percentage of Creatives by App Vertical
x
Genre
Percentage o�All Genres
YoY Change
Percentage�
of Ap�
Creatives

x
Let’s consider the top-performing and depictive ad creative mechanics for these app verticals.
Here we put a spotlight on three app verticals on mobile: casual gaming vertical represented
in the idle genre, �ntech, and �tness. We consider the mobile app verticals in which
AdQuantum has the most expertise.??
These three app and game categories continue to demonstrate growth and provide
tremendous prospects for marketers and developers.?
Top-performing ad creatives by vertical
Mickael Boine-Azoula�
Co-founder and Chief Mobile O�cer

Top-performing ad creatives by vertical
Casual games: best ad creative
The �rst frame of this creative shows its essence: the character collects a resource and uses�
the proceeds to improve production. This fully correlates with the game mechanics, although
in a slightly simpli�ed form. ??
The loot itself is a little exaggerated. This makes it easier for the user to perceive how big�
and signi�cant the reward they receive is. For the same purpose, the process of improvement
is simpli�ed. This ad creative focuses on the main triggers of the game’s target audience:
e�ciency, improvements, and the desire to get to new levels of di�culty.?
x
Casual game creative

Top-performing ad creatives by vertical
Fitness category: best ad creative
This creative demonstrates a set of simple exercises that a large percentage of users will be
able to complete. In this case, we also simplify the mechanics in order to hook the user with
simple mechanics and reach as many layers of the audience as possible. We also place many
various goals in the frame to cover the most common needs of di�erent people. In this way,�
we aim to attract the most diverse array of users.??
With the simpli�ed mechanics, we show users that their goal is quite achievable and does not
require a huge e�ort. Users neither have to purchase additional equipment nor do they have
to have any special skills or qualities. This is again about simplifying the mechanic shown in�
the ad. ?
x
Fitness creative

Top-performing ad creatives by vertical
Finance apps: best ad creative
The creative again displays a simpli�ed app interface. This way, we focus the user’s attention�
on the key elements: interface, graphs, and balance. This allows us to not to burden the user
with information from the very start and to convey the essence of the app in a simple form.�
This is how we try to increase the number of potential audiences. ??
There is also a tip that re�ects the functionality of the application shown in the ad. This has�
a section with training that increases user loyalty. That’s how it works: a user feels that it
becomes easy and accessible for them to work with the app, so they have a greater desire�
to learn the functionality in more detail. As a result, they install the app and dive deeper into
the contents.?
x
Finance app creative

It’s been over a year since the iOS 14.5+ release. Back
then, many mobile companies started looking for new
ways to acquire users without sacri�cing performance.
They also started seeking new tra�c sources. The post-
ATT era changed a lot in the mobile media business.??
Here’s the answer on what tra�c sources we de�ned
as the top-performing in di�erent app categories,
GEOs, and purposes in H1 2022.?
H1 2022 top paid traffic source�
GEOs, benchmarks, revenues, and statistics
Michael Zaitse�
Country Manager (CIS)

x
In H1 2022, Facebook had over 128,000 app advertisers
Analysis of Mobile App Advertising on Meta Platforms
Total�
Advertisers Monthly�
Advertisers
The number of app advertisers declined by 9.42% as compared�
to H1 2021
Meta remains the main mobile paid tra�c source in 2022, taking the lead by a wide margin
from its competitors. However, this is more relevant er non-gaming apps.

x
In H1 2022, Facebook had over 135,000 game advertisers
Analysis of Mobile Game Advertising on Meta Platforms
Total�
Advertisers Monthly�
Advertisers
H1 2021 saw a sharp decline in the number of game advertisers

Share of voice of paid social tra�c sources by country
x
SOV BY
COUNTR� (Finance)
Switzerlan�
9.8%
United Arab Emirate�
7.6%
Indonesi�
21.2%
Indi�
37.9%
Malaysi�
6.4%
Mexic�
5.5%
Franc�
3.8%
Colombi�
2.7%
German�
2.6%
South Afric�
2.6%
SOV BY
COUNTR�
(Health&Fitness)
Ital�
9.5%
German�
9.0%
Franc�
15.4%
United State�
39.7%
United Kingdo�
7.1%
Taiwa�
4.7%
Brazi�
4.4%
Mexic�
3.9%
Spai�
3.4%
Indi�
2.9%
Finance app category ? ?
India and Indonesia remained the leaders in the �nance app
vertical by the share of voice in paid social tra�c sources
compared to the previous year. These are large countries and�
the capacity of their advertising auction allows various �ntech
projects to coexist in it. ??
They are followed by Arab and European countries, which is not�
a clear trend and rather depends on the mobile project itself.? H ealth & Fitnes ?
The undisputed leader in this category is the United States,�
which has a high conversion rate compared to other countries
and a huge auction capacity. Most of the projects in this category
focus on the US mar ket as typically over 70% of the revenue will
be generated in this GEO . The remaining positions are shared by
European countries (France, Italy, and Germany ). It can be boldly
stated that the share of voice by GEO s in this segment repeats
the previous year ’s trend �

Share of voice of paid social tra�c sources by country
x
TOTAL SO�(Games)
United State�
58.6%
Franc�
4.4%
German�
12.5%
Indi�
6.4%
Norwa�
0.9%
Kore�
0.9%
Turke�
1.2%
United Kingdo�
10.7%
Australi�
4.4%
Games? ?
We have collected data from three di�erent paid social advertising platforms�
to look at the current trends in user acquisition within speci�c GEOs. As we�
can see from the Share of Voice chart, US tra�c still holds a dominant share�
on every platform due to its signi�cant audience size and quality of tra�c.�
High-LTV players of this GEO may be acquired through various strategies.�
One of them is to add the US to a tier of countries to lower the so-called “cost
pressure”, allowing your campaign to allocate its budget more e�ciently.
Consequently, Tier-1 and Tier-2 countries, such as Australia, Germany, South
Korea, the United Kingdom, and France, comprise pretty much the rest of�
the tra�c. ??
However in some cases, we see a shift towards low CPM GEOs, like Turkey and
India. The audience size-quality ratio of these countries can take advantage�
of various UA strategies for a decent ROI outcome on signi�cant budgets.�
Their total tra�c volume will probably increase, as worldwide strategies are
becoming more and more popular among UA teams due to the increasing
e�ciency of learning algorithms of paid social ad platforms.??

Ad Networks
The analysis was based on the data obtained from large casual idle mobile games monetized
with in-app ads and in-app purchases. As with many other tra�c sources, Tier-1 countries�
are the top-performing ones by value and pro�t, however, we can also note some non-Tier-1
countries such as Japan, Korea, and India.??
It should be taken into account that the ad campaigns we considered here were run on large
volumes of tra�c, so even a small share of voice in real terms exceeds $20,000. This is
signi�cant, for example, for such relatively inexpensive tra�c as from India. Below you can see
metrics and graphs showing the distribution of budget and income from di�erent countries.?
x
David Goodma�
Agency Growth Director, EMEA

Share of voice of ad networks by country
x
The total ad networks share of voice by GEOs. The chart represents the countries in which ad networks perform the best in terms of casual mobile
games.
TOP GEOS
United States (US�
53.4%
Australia (AU�
11.5%
Germany (DE�
11.9%
France (FR�
0.5%
South Korea (KR�
1.2%
United Kingdom (UK�
13.0%
Japan (JP�
7.0%
India (IN�
0.7%
Canada (CA�
0.7%
Network: All
Country
Total 4808463.68
Installs Cost Revenue CPI ($) ROI SOV

Seasonal changes in UA campaigns
Year to year we keep on observing the same trend in CPM volatility on paid social sources,�
H1 2022 is no exception. After analyzing mobile tra�c in the US, we see a clear picture of�
the CPM rise during the fall period. In December, we see a peak CPM rise of almost 2 times
compared to the average CPM throughout the year. However, this is followed by a decrease�
in January and February leading back to normal. ??
This trend is most relevant for platforms where, in addition to performance campaigns, there�
are noticeably active media and brand activities which increase the volumes of tra�c by the fall
and winter holiday seasons. ??
In advertising network auctions where the main pool of advertisers are mobile products, and�
in particular games, this kind of auction behavior is almost imperceptible since the competitive
environment is di�erent from media platforms like Facebook, YouTube, and TikTok.?

Seasonal changes in UA campaigns
x
The chart analyzes how the cost per 1,000 impressions (CPM) has changed�
in the US comparing the same periods of time in 2021 and 2022.

Top-performing UA strategies
For mobile games, CPM in the US remained Top-1. Speaking of the average CPM, it was over
$20 in all of the top 10 countries/regions. Mobile games in the US had the highest advertising
cost, with an average CPM of $27.54, CPC of $4.22, and CTR of 1.16%. In addition to the USA,
CPM surpassed $25 in the 5 countries/regions including Australia, Japan, Hong Kong (China),
and South Korea. Japan had the highest advertising cost among all the other countries/regions
in Asia Paci�c, followed by Hong Kong (China) where the CPM beat that of South Korea to
become the second highest in Asia Paci�c.??
As for mobile apps, CPM in the US remained Top 1 just as well. It was over $9 in all of the top
10 countries/regions. In the US, the average CPM was $11.88, CPC of $1.8, and CTR of 2.79%.
CPM surpassed $10 in 3 countries/regions including Australia and Singapore. Singapore had
the highest advertising cost among all the other countries/regions in Asia Paci�c, followed by
South Korea and Japan.?
Michael Zaitse�
Country Manager (CIS)

Trends of Mobile Apps (Non-Game)
x
$1.57
3.35%
$12.63
Advertising cost for mobile non-gaming apps continued to rise, reaching a CPM of $9.16 for mobile apps, up 64% Mo�
(compared to the previous half-year, H2 2021).
CPM CPC CTR $9.16 MoM ↑64% $0.93 MoM ↑181% 2.74% MoM ↑22%
Average Average Average

Mobile Games’ Cost Trends
x
$3.74
$27.60 2.20%
Advertising costs kept rising, mobile games had a CPM of $19.31, up 18% Mo�
(compared to the previous half-year, H2 2021).
CPM CPC CTR $19.31 MoM ↑18% $2.57 MoM ↓3% 1.48% MoM ↑7%
Average Average Average

Mobile non-gaming apps advertising insights
x
Average app creatives on were 171 more than that on iOS Android
28.52% 71.48%
29.89% 70.11%
43.53% 56.47%
44.21% 55.79%
!
Percentages of creatives on iOS and Android
Apple’s IDFA forced more and more companies to focus their advertising�
on Android. Advertisers on Android were about 60% of the total advertisers,
but creatives on Android were over 70% of the total creatives. Android had about 70% of the mobile game advertisers and creatives and
Apple’s new IDFA forced more and more companies to focus their advertising
on Android, as a result of which, the average percentage of creatives per
advertiser on Android was 14% more than that on iOS.

Mobile games advertising insights
x
Android had about 70% mobile game advertisers and creatives
Elena Ivanov�
Senior Account Executive, Gaming
27.50% 72.50%
27.61% 72.39%
39.00% 61.00%
41.54% 58.46%
!
Percentages of creatives on iOS and Android Gaming apps crush getting opt-ins?
Operating in a post-ATT environment, gaming apps (particularly
hyper casuals) have led the way in getting users to opt-in when
asked if an app can track their activity. According to ,
gaming apps currently boast a 34% opt-in rate, foll owed by social�
at 22%, and e-commerce apps at 21%. Hyper casual re aches as high
as 51% in some regions.? ?
Gaming apps understand they can better optimize the ir campaigns
with �rst-party data and have found creative ways t o ask mobile
players for permission. Sometimes the opt-in prompt is built into�
a game’s onboarding experience, and other times app developers
will place a prompt after a trigger in the user jou rney, such as after
the user completes a certain level.??
This upward trend for opt-in rates among gaming app s will
continue as mobile gamers seek out new games. Thes e players
understand that by opting-in, they will be served a ds for new�
games which are similar to those they currently pla y.?
Adjust data

Apple’s IDFA forced more and more companies to focus their advertising on Android.
Advertisers on Android were about 60% of the total advertisers, but creatives on Android�
were over 70% of the total creatives. Consequently, the average percentage of creatives per
advertiser on Android was 14% more than that on iOS.
x
Elizabeth Komarov�
Customer Success Lead In 2022, App Store users have mostly downloaded apps from search results. According to , 64.7% of
app downloads come from search results and not from featured apps, ads, or other sources. This means that in most
categories, publishers need ASO.??
We also found that about 50% of users in the United States, France, Spain, the United Kingdom, Australia, and China
search for apps using general queries not containing the names of speci�c brands. This suggests that app publishers
can promote through ASO and get installs from search results, even if users are not familiar with their brands. However,
the percentage of non-branded tra�c depends on the speci�c app category. ??
Now app publishers are increasingly using a system of promotion methods and focusing on the coordinated work of
all departments. In this way, UA and ASO departments in big companies constantly interact with each other and work
on goals together. This is especially noticeable in the combination of App Store Optimization and Apple Search Ads.? Asodesk’s study

PAID SOCIAL TRAFFIC SOURCES
Trends by type of optimization
If we talk about the most popular types of ad campaign optimization in 2022, there is a clear
divide by product category.??
For non-gaming projects, over 60% of tra�c goes to app event optimization which i�
expressed in trial or subscription depending on the product. ??
Also, recently campaigns with conversion value optimization showed high e�ciency for�
non-gaming apps. This type of optimization brings tra�c at higher CPM, but often CR in
purchase/subscription for this audience is higher. Therefore, tra�c pays o� better in the long
term.??
Ad revenue optimization campaigns have been showing positive results during H1 2022�
for gaming projects with hybrid monetization (based on the number of viewable ads in�
a product). The e�ectiveness of this tra�c can be controlled by changing the target event�
(10, 20, 30+ views per day or total views for any period).??
Subscription-based SKAN projects: more and more often blended events are used for
optimization when several events (e.g. trial and subscription) are passed to a single even�
of the advertising platform. This way the training for the advertising platform is faster and the
quality of the engaged audience remains at an acceptable level.?
x

Annual subscriptions
↑ 33%
↑ 40% Monthly subscriptions
iOS subscription price is growing by 36.5% YoY
x
Nikita Maidano�
Subscriptions expert We at see a signi�cant increase in the average subscription price
in the last year based on our data.??
The annual subscription price has increased by 33% while the monthly
one got even higher – by 40%.??
There are a number of possible reasons for that.??
First reason: developers run A/B tests and �nd optimal pricing for their
apps. Usually, developers tend to undercharge, but tools like Adapty help
with running tests and optimizing prices. It’s getting more common to run
A/B tests on subscription prices, hence the growth.??
Second reason: the current state of the user acquisition market. Since�
the iOS 14.5 release, the cost of UA has only grown. To compensate for
this, developers make subscription prices higher and choose shorter
periods. That’s probably a reason for the monthly price growing faster
than the annual. So, as Apple introduced more privacy, regular users end
up paying for it with increased subscription prices.??
Last reason: Apple’s May Update. Now developers can increase the
subscription price without the user’s permission in some cases. Sounds
wild, but there are limits: the increase cannot exceed $5 or 50% of the
subscription price and cannot occur more than once a year.� Adapty

AD NETWORKS
In terms of casual mobile games, in H1 2022 we noticed that for major ad networks IAP ROAS,
AdROAS, and Blended ROAS (in-app purchases + in-app advertising) optimizations historically
worked well, as the games AdQuantum has worked with have both IAP and IAA types of
optimization implemented. The CPP (cost per purchase) optimization also worked well on
AppLovin. ??
The CPM on these kinds of tra�c sources depends on the type of optimization and tra�c
source and can be much higher than on paid social tra�c sources.??
In addition to the basic concepts of tra�c optimization, we are experimenting with an o�erwall
format which also gives positive results. Since this is the incentive tra�c, it does not work like
tra�c on typical tra�c sources. Therefore, it is important to pick the proper event to optimize
and calculate the right attribution window for this event. You need to perfectly understand the
user’s behavior for your game and calculate which event correlates with the user payback.?
Below you can see the examples of metrics with appropriate optimizations that showed good
results. We took our campaigns from Unity Ads and AppLovin as the largest ad networks
among those we have used in general. As for the o�erwall campaigns, we used TapJoy.?
x

x

What leaders say about the future of the mobile market
Blockchain, NFTs, and cryptocurrenc� ?
Non-fungible tokens (NFTs), cryptocurrency, blockchain are all terms that have
recently entered the public consciousness like never before. Hordes of famous
�gures have hopped onto the NFT bandwagon, with everyone from Ubisoft to�
EA declaring that “play-to-earn” (P2E) games are the future of gaming. Plenty of
free-to-play (F2P) developers are now looking at the hype around P2E and mulling
over a transition into the space. ??
However, despite the hype, it’s worth remembering that blockchain gaming is�
still in its early-adoption phase. There are challenges to overcome with costs,
sustainability, and even the logistics of having a marketplace for gaming NFTs.�
But blockchain technology will certainly bring a lot of use cases to light in the
coming months and it will be fascinating to see who takes that next step towards
making it a viable, desirable, and sustainable part of mobile gaming going
forward.??
Michael Zaitsev?
Country Manager (CIS)

What leaders say about the future of the mobile market
Elizabeth Komarova?
Customer Success Lead
The competition in mobile marketing will increas� ?
App publishers are starting to use promotion method s in a system due to sti�
competition. More and more companies are now creati ng and developing their
apps, and their success is a�ected by planning a cl ear strategy. ?
?
On the App Store, people install apps from search r esults more often because App
Store Search is the easiest way to �nd and choose t he right app for users. Therefore,
in order not to miss a huge layer of the audience, publishers need to actively
engage in ASO.??
To beat the competition, publishers will have to ma ster more complex ways of
promotion and work on the interaction between depar tments. ?
?
Year after year, we conduct
on search tra�c and s ee that most installs
continue to come from search results. I think that this trend will continue in the
future?
studies
Mickael Boine-Azoula�
Co-founder and Chief Mobile O�cer
The current world situation is going to change mark eters’ habit�
?
The world situation is impacting the app market. Th e economic slowdown and�
the post-covid pandemic life are for sure having a negative impact on marketers.�
As a result of the industry changes and the current world situation, the start of 2022
has been a challenge for most of the players involv ed. Looking at the industry
trend, there is a drop of 12% in app installs. Ther efore, marketing budgets have
dropped. ??
What’s next for our industry and what can be expect ed in 2023? I think that�
the app market is going to have some side e�ects du e to the current situation and
marketers will most likely struggle with their paid media campaigns. The economic
slowdown and global in�ation are a complicated peri od to forget for all the
industry players, especially after many years of co nstant rise. The current situation�
in the world is going to change our habits.�

What leaders say about the future of the mobile market
Apple Search Ads’ continuous growth? ?
According to our research re�ected in Apple Search Ads ,�
the average conversion rate in Apple Search Ads keeps growing year over year.
This is due to several factors, including highly motivated users of the App Store
and optimized strategies used by mobile developers and marketers. Being one�
of the most e�ective paid UA channels, Apple Search Ads keeps gaining
momentum and drawing more and more publishers.??
According to some forecasts, the Apple Search Ads market will keep growing�
and reach $20 billion by 2025, and I have no reason to doubt it. With new ad
placements, the potential of this channel is growing as well. First, Search tab
campaigns were introduced in May 2021, enabling mobile developers to reach
out to users before they even start searching for an app. Then, custom product
pages provided new opportunities for e�ective campaigns on the App Store.�
Now, at the end of September 2022, Apple Search Ads’ inventory has expanded�
to new ad placements – on the Today tab and on the app product pages. I believe
these additions will accelerate the channel’s growth, making it an essential part�
of the mobile marketing strategy.?
benchmark reports
Lina Danilchi�
Marketing & Communications Lead

Key takeaways
It’s crucial to still stay tuned to Apple’s SKAdNetwork
updates and be ready to make changes to your
current MMP setup in time.
Consider Twitter as an add-on tra�c source if you’re
not already using it because it will continue to grow
this year and next. At the same time, keep in mind�
the diversi�cation of channels in general and look for
opportunities to scale existing activities in Paid Social
and Ad Networks.
Now is the best time to seriously consider BI�
and predictive analytics as important support tools� for lifetime tra�c analytics.
CPIs will continue to rise which will lead�
to the necessity for marketers to reconsider� their budgets.
Quality of ad creatives will prevail over quantity even more, which will lead to greater user pickiness� for ad content.
Simpli�ed app and game mechanics re�ected in�
an ad are the keys to success.
To avoid involution, turn to Tier-2 and Тier-3 markets. The �nancial technology, e-commerce, social
interactions and entertainment, game, and other
industries in many Tier-3 markets are worth much attention.
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PARTNERS
Special thanks to our partners who contributed to this report
In collaboration with
www.socialpeta.com
AUTHORS
Anton Kuzmin ?
User Acquisition Group Head Media contacts
Julia Morozova ?
Public Relations Manage�
j.morozova@adquantum.com Fiona Long ?
Senior Marketing Manage�
�ona@socialpeta.com
Liliya Ga�tulina ?
Senior User Acquisition Manager
Bogdan Khashiev ?
User Acquisition Team Lead
Pavel Shishkin ?
Head of C reative Department
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