Mobile vs. Attribution: Web & App

The word "attribution" is increasingly common in discussions, and its importance will likely surge in the coming months, especially concerning the interplay between websites and apps. This is driven by several factors: ✅ Multi-device Usage: People are using more devices to access the internet, making it harder to track their journeys. ✅ Shifting Priorities: Businesses are focusing on loyalty and optimizing complex purchase channels, leading to a greater need for rich first-party data. This has increased the importance of apps in sectors like finance, travel, and retail, while improvements in web technology have boosted its relevance in areas like gaming. ✅ Complex User Journeys: As users switch between devices and platforms, their journeys become more complex, often spanning both web and app environments. We'll see a rise in web and app interactions, further complicating attribution. ✅ Privacy Changes: Privacy limitations are […]

Mariusz Gąsiewski December 17

Journal

What do gamers expect from Rewarded Ads?

What do gamers expect from Rewarded Ads (as they are increasingly popular in the gaming and apps world)? There is not so much research about it, so results from this one (a very recent one done by GWI in Q3 2024) are exciting: ▪️ In-game currency (e.g., coins, gems, etc.) ▪️ Extra lives or health to continue playing ▪️ Exclusive items or equipment (e.g., skins, avatars, etc.) ▪️ Power-ups or boosts ▪️ Level skips or hints ▪️ Double rewards ▪️ Time reductions (e.g., for building or crafting) ▪️ Exclusive content (e.g., special missions, levels, etc.) ▪️ The chance to spin a prize wheel Any surprises?

Mariusz Gąsiewski December 13

Journal

2025: Growth, UA and Monetisation

I think the next will be year of focus on user experience, better onboarding, building even more connetions between Growth/User Acquisition and Monetisation: ▪️once you look at Games and Apps data (here based on Sensor Tower), it is very easy to see that Revenue grows much faster than Downloads (of course in many apps categories revenue numbers in tools are just proxy as the monetisation lays somewhere else, although it still shows some trend) ▪️ once we add additional revenue growth coming coming from ads (a lot of data points shows that in many games and apps categories in-app, in-game ads revenue grows much faster than in-app and subscriptions), then the difference between growth of monetisation and growth of downloads will be even higher ▪️ I am not expecting this trend to be changing as in many markets growth of […]

Mariusz Gąsiewski December 12

Journal

What would motivate the users to download or play a new game?

What would motivate the users to download or play a new game? That question is probably asked by many founders, CEOs, Head of Growth in many gaming companies. What is interesting there is quite recent data about it (based on GWI survey, done in Q3 2024 in US, Brazil, Japan, Germany). Based on the data we can see that : ▪️ F2P model works even more for women than man ▪️ Social aspects, recommendations from other people, friends, positive ▪️ Reviews in stores, industry websites are more important than ever ▪️ Brand topics are getting important as well ▪️ First impression matters ▪️Discounts, rewards are important as well.#insights #data #mobilegaming #gaming #newgames

Mariusz Gąsiewski November 27

Journal

How is mobile gaming performing?

How is mobile gaming performing? What does the latest data reveal? Recent months have brought mixed news for the mobile gaming industry, with both challenges and positive trends emerging. A look at the latest data (based on Sensor Tower) shows that: ▶️ 2024 is proving much stronger for mobile gaming than 2023. ▶️ October 2024 marked the first month in a while to see significant year-over-year download growth, surpassing even revenue growth (13% vs. 9% YoY). ▶️ iPads exhibit similar trends in October. ▶️ Android growth appears stagnant in recent months, despite some minor positive movements.

Mariusz Gąsiewski November 21

Journal

Gaming Time: Now vs. 1-Year Ago?

There's a lot of discussion surrounding monetization and revenue generation within the gaming industry, but far less focus on player engagement. Are people playing less than in the past? What does the data tell us? Some interesting data points (from Q3 2024) from GWI shed light on this issue. The study was conducted across several countries and revealed the following: 🔹 Across all countries surveyed, people are playing less than a year ago, which is a worrying trend. 🔹 The decline in time spent gaming was more pronounced in Tier 1 countries compared to Brazil. 🔹 The 16-24 age group demonstrated the strongest engagement compared to a year ago, which is an optimistic sign.What are your thoughts on these findings? ❓❓hashtag#insights hashtag#gaming hashtag#engagement hashtag#data

Mariusz Gąsiewski November 18

Journal

How non-gaming apps are growing?

How non-gaming apps are growing? I love analyzing data from multiple perspectives to gain a clearer understanding of its implications. I examined trends in the non-gaming apps industry (using Sensor Tower data) to understand growth patterns in different markets. To gain a broader perspective, I analyzed data not only from the first 10 months of 2024 (January-October), comparing it to the same period in 2023, but also compared it with the growth of those countries between 2022 and 2023. This provides a comprehensive view of the 'journey' of these countries in the the apps landscapeIt is quite visible that: ▶️ non-gaming apps categories have good growth in 2023 and 2024 ▶️ once we talked about last months iOS is leading in growth (both in case of bigger and smaller categories) ▶️ in many categories revenue in non-gaming categories grow faster than […]

Mariusz Gąsiewski November 12

Journal

Appeal of Engagement Types outside of Gameplay

Online and offline entertainment are increasingly merging. This is evident in data from Newzoo's Global Gamer Consumer Study, which examined gamers across various countries and their "Appeal of Engagement Types Outside of Gameplay." It's fascinating to see how gaming is becoming more integrated into the broader entertainment landscape.This convergence presents numerous opportunities for new business models in both gaming and entertainment. Companies that successfully capitalize on this trend are likely to experience significant growth (adding additional growth to the gaming industry as well). Those who can find innovative ways to blend online and offline experiences will be well-positioned for success in this evolving market.

Mariusz Gąsiewski November 6

Journal

How important is IP in gaming in 2024?

How important is IP in gaming in 2024? On one hand, it's clear that we're seeing a greater merging of gaming with broader entertainment trends. A recent survey by Newzoo revealed that a significant percentage of gamers are drawn to engagement types that extend beyond gameplay ("A𝘱𝘱𝘦𝘢𝘭 𝘰𝘧 𝘦𝘯𝘨𝘢𝘨𝘦𝘮𝘦𝘯𝘵 𝘵𝘺𝘱𝘦𝘴 𝘰𝘶𝘵𝘴𝘪𝘥𝘦 𝘰𝘧 𝘨𝘢𝘮𝘦𝘱𝘭𝘢𝘺"). These include: 🔹 "Movies or TV based on game" (56% in US, 55% in UK, 73% in Brasil, 75% in India, 81% in Indonesia) 🔹 "Toys or collectibles of a game" (45% in US, 39% in UK, 60% in Brasil, 68% in Indonesia) 🔹 "Fast food or drinks that give rewards in the game" (49% in US, 42% in UK, 61% in Brasil, 66% in India, 69% in Indonesia) 🔹 "In-game rewards by subscribing to other services" (51% in US, 45% in UK, 76% in Brasil, 69% […]

Mariusz Gąsiewski October 30

Journal

Is mobile gaming data more and more concentrated?

Is mobile gaming data more and more concentrated? It seems so and I was touching a few times already.Especially on revenue side it accelerated in the last months based on Sensor Tower data (here is the revenue data divided into segments: top 10 games by revenue, top 21-50 games by revenue etc.. comparing last months with previous period). Data shows that "head" and "tail" of games increased or kept its position there.Any comments or observations?

Mariusz Gąsiewski October 29

Journal

Mobile Gaming: Growth of Countries

Quo vadis mobile gaming? love analyzing data from multiple perspectives to gain a clearer understanding of its implications.I examined trends in the mobile gaming industry (using Sensor Tower data) to understand growth patterns in different markets. To gain a broader perspective, I analyzed data not only from the first three quarters of 2024 (Q1-Q3), comparing it to the same period in 2023, but also compared it with the growth of those countries between 2022 and 2023. This provides a comprehensive view of the 'journey' of these countries in the mobile gaming landscape.It is quite visible that: ▶️ iOS is very strong in last quarters (both in case of T1 and T2/T3 markets) ▶️ US, although big, is gaining on importance in the last months (how long yet?) ▶️ majority of Asian markets perform much better in last months than before […]

Mariusz Gąsiewski October 22

Journal

Consumer Sentiment in Different Countries

How and where will consumer spending rise in mobile gaming, apps, and subscriptions? This question is complex, and I frequently write about the various data surrounding this topic. We usually approach this from a content perspective (who will create the next gaming or app hit etc.).However, it's equally crucial to examine this from the consumer's viewpoint. How do consumers in different countries perceive their current situation? What are their expectations for economic growth in their countries and their personal financial growth? I often analyze these topics. Below are the results of extensive research conducted on a significant number of consumers across various countries (GWI, Q2 2024).This research reveals consumer sentiment in different countries (based on the question: "In the next 6 months, how do you think the following will change?") regarding their country's economy and their personal finances. The results […]

Mariusz Gąsiewski October 18

Mariusz Gąsiewski

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