And I'm merely scratching the surface because there's been so much consolidation over the past few years." And then people would ask me 'How is that possible?' Well, if you're reading the news every five seconds, what's happening? Acquisitions! Savvy Games just spent $5b on Scopely and Sega just acquired Rovio. "But I think what's happened is supply has actually decreased more aggressively than even demand. We would assume that as demand decreases, pricing should come down." His hypothesis is that the wide scale consolidation we've seen in the industry over the past few years is leading to publishers to remove ad supply from the ecosystem as they focus more on cross-promo and house ads following these acquisitions:īrian "iOS is starting to get more expensive to acquire users at the install level, which is counterintuitive to some degree. I put this question to Brian Murphy, Appsflyer's Head of Gaming, in a recent interview for the Deconstructor of Fun podcast. So with fewer dollars competing for iOS ad inventory, why did cost per install go up? This was non-intuitive to me as, I have heard that in the face of the privacy changes over the past few years, UA managers had generally pulled back on the amount they were spending on iOS, and putting more time and money into Android and alternative campaign types like influencer and brand marketing. They found an "88% is the increase in CPI on iOS from Q1 2021 to Q4 2022, shooting up to $3.75 per install as iOS marketers continue to accept high prices to acquire valuable Apple users." An 88% increase in CPI on iOS was one of the surprising key findings in the AppsFlyer 2023 State of Mobile Game Marketing report:
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