AppsFlyer: Revenue from in-game purchases on iOS fell by 35% in 2021

AppsFlyer has prepared a large report on marketing trends in the mobile games market. According to the analytical company, global revenue from in-game purchases on iOS fell by 35% last year after the introduction of Apple’s new privacy policy.A noticeable drop in in-game revenue on iOS began in June 2021.

• At the same time, Android IAP revenues grew by 10% over the same period.After the introduction of the ATT framework, revenues from in—game advertising on iOS fell by 2%, and on Android – increased by 55%.
• Graph of revenue from in-game purchases (left) and advertising (right) on iOS and Android

The highest level of ATT approval among users is observed in developing countries.

• Vietnam is the leader in this indicator — 65% of iOS users agree to data processing there.For comparison, the approval level of ATT in the United States is kept at 39%.
• AppsFlyer explains this with a high degree of concern about the security of personal data in the country and the reluctance of many users to provide applications with a unique identifier of their device.Percentage of consent to data processing in different countries among users who saw the corresponding pop-up window

84% of gaming applications already use the SKAdNetwork attribution framework.

• The number of Android game installations has increased by 22% compared to 2020.
• But on iOS, this indicator decreased by 6% in annual terms.Changes in the installations of gaming and non-gaming applications compared to 2020

Worldwide (with the exception of China), $14.5 billion was spent on attracting users to mobile games.