With more than two-thirds of British consumers now regularly playing games on their mobile devices, game developers and (by extension) in-game advertisers can expect to maintain a large share of consumers’ designated entertainment time in the future.
In H1 2021, gaming accounted for half of all global mobile user-acquisition spending
VentureBeat reports on H1 2021 data from Adjust that finds gaming accounted for half of all global mobile user-acquisition spending, following a huge boost in engagement across mobile games since the pandemic began. This figure is even higher in APAC, at 64%, and in North America (57%).
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By comparison, the second largest category on mobile – ecommerce – represented just a 16% share of user-acquisition spending worldwide. In EMEA, this divide between investments is less pronounced, with a below-average 39% of user-acquisition spending dedicated to mobile gaming, and 27% to mobile ecommerce.
Additional data shows puzzle gaming continues to dominate as the top mobile gaming sub-vertical around the world, accumulating a 16% share of downloads. This trend is reflected in most regions with the exception of APAC, where role-playing games have the largest lead (at 23% of all downloads).