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posted on Oct. 22, 2024 at 9:45 amOct 22, 2024

Should marketers amplify investments in gaming opportunities?

posted on Oct. 22, 2024 at 9:45 amOct 22, 2024

"Marketers need to navigate wisely, capitalising on the rebounding non-gaming sector while cautiously considering amplified investments in gaming opportunities," said AppsFlyer's Shani Rosenfelder.

Non-gaming media investment witnessed a rebound in the first half of 2024, as the economy recovered and budgets for mobile advertising increased 18 per cent year-over-year, with 60 per cent of the top 20 media sources experiencing gains.

To help marketers enjoy the fruits of a recovering economy, the 17th AppsFlyer Performance Index, which has been ranking the best media sources in mobile advertising since 2015, ranked 90 media sources by analysing 13.5 billion non-organic installs of 35,000 apps during H1 2024.

“In light of recent trends, the split between gaming and non-gaming has never been bigger,” said Shani Rosenfelder, Director of Content Strategy and Market Insights, AppsFlyer.

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Tags:ad spends Android Apple Search ads AppLovin AppsFlyer Budgets content strategy gaming gaming studios Google Ads install market IronSource LiftOff Accelerate market insights Marketers marketing media investments META Meta Ads mobile advertising Moloco non-gaming remarketing Shani Rosenfelder Snapchat TikTok For Business Unity

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.