15% of US Mobile Game Downloads Stem from Paid Ads

By the end of this year, mobile gaming is expected to reach a 60% market share driven by factors like a broader audience, cross-platform gaming, and higher spending, going by research from App Annie.

Last year, paid ads drove 155 more downloads in the US with spend on paid installs growing as developers use it to fuel the success of their apps.
Advertisers were found to spend more on ad networks in 2018. According to the report, app publishers who used over six networks saw better CPIs.

Meanwhile, people are spending more time in apps with there being a 50% growth in the past two years. 10% of this time is spend on games while 50% is spend on social and communications apps.

On average, users have eight games in the phones in the US while all over the world, the number averages at five.

Over 30% of global downloads are games which point to high demand for the category.

Mobile ads have helped to broaden the audience and the range in age of the gamers, driven by the ease of use on mobile phones.
Last year, over 1.6 million games were released on Google Play and 1.1 million on iOS.

Google Play gets to more people and had more global downloads while its counterpart leads in monetization, making for 64% of the money spend all over the globe.

For the first time last year, mobile saw a significant increase in multi-player gameplay.

Meanwhile, casual games that monetize through advertising saw considerable growth showing an opportunity for developers looking to release low-cost games.

Indonesia, Russia, India, and Brazil led the list of emerging markets when it came to downloads. China and the US continued receiving high rates of downloads.

The report generally highlights that games are poised to drive in-app store spend and are becoming necessary for mobile marketers.


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