AppsFlyer has launched its annual lookback on the previous 12 months’s cellular app traits. The 12 months noticed notable development in person acquisition advert spend and income fueled by more and more superior monetization methods and the expanded use of AI in advertising and marketing. The findings replicate the trade’s growing understanding of easy methods to adapt to the continuing modifications out there.
Previous years cellular traits lookback launched by AppsFlyer
A decisive increase for the non-gaming house was an unmissable pattern for 2024. In-app purchases (IAPs) grew almost 20% outdoors gaming, pushed by refined monetization methods but additionally inflation-related worth will increase. For gaming, IAP income was both fairly steady, or barely declining (On line casino +4%, Midcore -2%, Informal -5%). Non-gaming advert spend additionally skilled a rise, rising 8%, in distinction with a 7% decline in gaming classes. Inside this pattern Finance apps led with a major 61% year-over-year (YoY) enhance, pushed by developments together with development in Crypto and FinTech, whereas Journey advert spend rose 20%. Buying advert spend noticed a modest decline of 8%, reflecting normalization after a 2023 surge pushed by giant Asian gamers’ aggressive worldwide market penetration.
“Final 12 months was a decisive 12 months for the app financial system, as the info reveals not simply spend will increase, however continued maturity and nimble creativity from entrepreneurs,” mentioned Brian Quinn, President and GM at AppsFlyer. “In 2025, we count on additional integration of gaming and non-gaming sectors, refined monetization methods, and higher adoption of owned media applied sciences like deep linking, which can drive personalization and hybrid experiences. Cellular advertising and marketing will likely be greater than a instrument within the toolbox for main manufacturers, however a extra prevalent focus in a bigger omnichannel technique. AppsFlyer stays dedicated to empowering companies with the insights and assets they want to achieve this dynamic atmosphere.”
High knowledge traits of 2024
Hybrid Monetization Drives IAA Development: In-app promoting (IAA) income grew by +26% YoY in non-gaming and +7% in gaming, pushed by the adoption of hybrid informal monetization methods.
Generative AI Dominance: International installs grew modestly total, with Generative AI apps attaining a standout 200% YoY enhance.
Leisure Classes Surge: Installs of leisure apps like Casinos & Playing (+102%), Sports activities Betting (+93%) and Way of life (+43%) boomed, whereas “needs-based” app classes equivalent to Transportation and Utility remained steady.
Cross-Vertical Investments: Main gaming advert networks recorded a 38% YoY enhance from non-gaming investments in gaming inventories, contrasting with a 19% decline in gaming investments throughout the gaming market. This pattern is predicted to proceed in 2025 with extra development alternatives in non-gaming, though gaming app spend will nonetheless dominate funding within the gaming sector.
Gaming-Particular Shifts: Informal video games noticed a modest 3% development in advert spend, consolidating their market share at 64%. Hypercasual video games remained steady (-1%), whereas Mid-core classes and On line casino video games confronted steep declines of 21% and 12%, respectively.
Deep Linking Enlargement: Adoption surged throughout key channels as manufacturers deal with owned media and maximizing lifetime worth of present customers: Internet-to-app led with 79% development adopted by email-to-app (+45%), text-to-app (+29%), and QR-to-app (+16%).
Remarketing Outpaces Paid Installs: Much like the owned media pattern, remarketing conversions on paid channels grew by 22% YoY, far exceeding the two% development in person acquisition.
AI-Pushed Inventive Innovation: The variety of artistic variations produced by the common app elevated by 40% in 2024 to succeed in a minimum of 839 per 30 days, pushed largely by apps with bigger budgets. Measuring artistic efficiency has change into a necessary function to cope with the sheer scale of creatives that should be produced to attain success – and that may proceed by way of 2025.
Develop into a subscriber of App Developer Journal for simply $5.99 a month and make the most of all these perks.
