Mobile market trends 2024: Rising costs and new opportunities for iGaming

Analytical company AppsFlyer has released its annual report on mobile market trends in 2024. The study is based on the analysis of 35 thousand apps and 140 billion downloads (excluding China).

Key points of the report

• Advertising spending on mobile app promotion increased by 5%, reaching $65 billion. Growth was observed in developed markets – the UK, Germany, Canada, the US, Brazil, and India.
  
• Casino apps reduced advertising spending by 21%, while overall spending by iGaming companies fell to 12%.
• Non-gaming application revenues grew by 20%, while mobile game monetization remained stable or slightly decreased. For example:
  • Revenue from casino gamesgrew by 4%
  • In midcore games – by 2%
  • In casual games – by 5%
• Thanks to artificial intelligence and hybrid monetization, revenue in the non-gaming segment increased by 26%, and in gaming – by 7%.
• Downloads of entertainment applications soared, in particular:
  • Online casinos – +102%
  • Betting applications – +93%
• Deep links became a game changer, increasing conversion by 64%:
  • The web-to-app conversion rate is +79%
  • From email – +45%
  • From text messages – +29%
  • Through QR codes – +16%

What do experts say?

AppsFlyer President and CEO Brian Quinn said:

“2024 was a pivotal year for the mobile market. We see not only an increase in spending but also the adaptability of marketers. Mobile marketing ceases to be just a tool and becomes an integral part of the omnichannel strategy of large brands.”

Editorial view

The mobile iGaming industry continues to gain momentum, which is quite logical – today almost everyone has a smartphone with Internet access.

Gamification plays a key role in attracting users, but simple enthusiasm for the game is no longer enough. To retain players and increase revenue, you need to develop effective user return mechanics.

People should not just spin slots “for fun” – they should be given reasons to stay in the application for a long time. Success lies in creating an environment that encourages people to spend more time in the game and invest money.