In the realm of mobile marketing, deciding where to invest is like playing chess.
AppsFlyer analyzed 19 billion app installs of over 30,000 apps, and factored 9 metrics covering market reach, user value and cost of media, ad spend.
Tier 1 Markets Dominate – T2 takes 45% of High-performing Spots
App marketing is truly a global playground: 19 markets for games on Android, and 10 on iOS. T1 markets command 77% of UA spend, while T2 getting 21%.
T1 controlled the top 7 spots by overall score on iOS with a significant 55% higher average score than tier 2 countries. On Android, reach plays a big role with three massive tier 2 markets in the top 5 (India, Brazil, and Indonesia) with a smaller 27% gap between T1 & T2.
While T1 markets are the obvious choices in most cases, T2 markets took 45% of high performing placements, particularly on Android and among gaming genres.
iOS Gaming: US #1 in all genres except for RPG
U.S. dominates iOS gaming with an 80% higher overall score than 2nd place UK, and 90% higher than the average of the top 10. It ranked 1st in all genres except for RPG, performing best in Puzzle, Hypercasual, Sports, Tabletop, and Match games.
U.K ranked 2nd for iOS games, with its strongest showing in Match, Simulation, and Sports genres. Germany also performed well particularly in Casino, Racing, Shooting and Match games.
In the East, Japan excelled in RPG with a #1 ranking. Vietnam also had a strong showing for iOS games driven by a #2 ranking in Action and #3 in shooting.
AppsFlyer reveals some hidden gems on iOS Gaming:
- Vietnam: #2 in Action thanks to a low share of paid installs
- Saudi Arabia: #3 in Racing led by the highest IAA per app.
- Mexico: #3 in Kids driven by a low competitive score
Android Gaming
US’ overall score was 22% higher than 2nd place India and 42% higher than the average top 10 score. US still managed to rank 1st in 8 of 12 genres, with its best showing in Casino, Puzzle, Tabletop, and Strategy.
India landed a #1 spot in Racing, Shooting, and Sports, and a #2 ranking in Casino, Hypercasual, Match, Party, and Tabletop games. Brazil, another massive Android market, earned top rank in Kids and Party games, and #2 positions in the Action, Puzzle, Simulation, and Strategy genres.
T1 markets Australia, Spain, Italy, and Canada were ranked among low performing markets in Android gaming.
AppsFlyer reveals some hidden gems on iOS Gaming:
- Romania: #5 in Casino with the highest ratio between CPI & RPM
- Bangladesh: #6 in Racing led by a high number of unique top apps over time
- Argentina: #6 in Tabletop thanks to a relatively high share of paying users
Source: AppsFlyer
Can be interesting: MobileAction: Mobile Ad Trends
