LIFTOFF

China is the largest gaming market in the world, generating over 31% of global mobile gaming revenue, according to Niko Partners. Take a look at the top grossing mobile games for 2023, and you’ll find four of the top 10 titles were developed by Chinese companies such as Tencent and Mihoyo, with Tencent’s Honor of [&#8230;]
The post <a href="https://liftoff.io/blog/how-chinese-game-developers-can-grow-their-gaming-apps-overseas/">How Chinese Game Developers Can Grow Their Gaming Apps Overseas</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

China is the largest gaming market in the world, generating over 31% of global mobile gaming revenue, according to <a href="https://nikopartners.com/china-mobile-games/" target="_blank" rel="noreferrer noopener">Niko Partners</a>. Take a look at the <a href="https://mobilegamer.biz/the-top-grossing-mobile-games-of-2023/" target="_blank" rel="noreferrer noopener">top grossing mobile games for 2023</a>, and you’ll find four of the top 10 titles were developed by Chinese companies such as Tencent and Mihoyo, with Tencent’s Honor of Kings being the mobile market’s biggest earner at $1.48 billion. This figure is even more remarkable considering that Honor of Kings was only released globally in June 2024, meaning most of 2023’s revenue came from China.



With that in mind, the biggest growth opportunities facing Chinese game developers are in markets outside China, echoed by the global rollout of games such as Honor of Kings. But adapting regionalized games for global audiences isn’t without its challenges. In 2023, titles from Chinese developers saw a 5.65% decrease in revenue, around $16.36 billion, <a href="https://www.pocketgamer.biz/china-at-the-forefront-of-mobile-gaming-as-global-market-hits-8576-billion/" target="_blank" rel="noreferrer noopener">according to Gizmochina</a>. Japan, Korea, and the US still make up more than half of China’s revenue from other countries.



There are expansion opportunities, but how can Chinese game developers succeed in new markets?



A focused strategy and a hyperlocalized approach to user acquisition that speaks to target markets are needed. That also means knowing which gameplay and monetization trends are proving popular in markets outside China.



It’s a lot to keep track of.



Our <a href="https://info.liftoff.io/2024-growing-chinese-gaming-apps" target="_blank" rel="noreferrer noopener">2024 Guide to Growing Chinese Mobile Gaming Apps Overseas Report</a>, featuring data from ad intelligence platform SocialPeta, provides winning tips for Chinese game developers looking to expand their games overseas. It covers everything from cost-effective advertising strategies to monetization and design trends.



Check out notable report highlights below, and download the complete guide for an in-depth analysis of everything you need to know about growing Chinese-developed mobile games in new markets.



<h2 class="wp-block-heading is-style-title-md">Launch UA campaigns in cost-effective markets</h2>



<figure class="wp-block-image size-large"><img fetchpriority="high" decoding="async" width="1024" height="820" src="https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-1-1024x820.png" alt="How Chinese Game Developers Can Grow Their Gaming Apps Overseas chart 1" class="wp-image-33913" srcset="https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-1-1024x820.png 1024w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-1-300x240.png 300w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-1-1536x1230.png 1536w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-1-72x58.png 72w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-1-900x721.png 900w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-1-1128x903.png 1128w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-1-564x452.png 564w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-1-375x300.png 375w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-1.png 1806w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>



The competitive nature of the North American market means that the cost per install (CPI) is much higher than that of other markets such as APAC, EMEA, and LATAM. CPI for Chinese-grown games is over 2x higher in North America than in APAC, with a CPI of $8.19 (iOS) compared to $3.91 in APAC. In EMEA, CPI is $0.69 on Android and $2.52 on iOS.



In terms of specific countries, it’s once again the most competitive countries that have higher CPIs: Korea ($8.02), the US ($7.68), and Japan ($7.27) have the highest average CPI, while the Philippines ($0.67), Brazil ($0.69), and Mexico ($1.03) have the lowest CPI. Of course, you shouldn’t ignore competitive markets like the US and Korea, as they’re essential to building loyal player bases. However, this competitiveness means North America has a lower day 7 return on ad spend (D7 ROAS) at 14.1%.



With that in mind, the low CPIs in other markets shouldn’t be overlooked, especially in countries such as Brazil, which Honor of Kings <a href="https://www.pockettactics.com/honor-of-kings/interview" target="_blank" rel="noreferrer noopener">chose as the first stop on its global rollout</a>. Brazil, Mexico, and LATAM generally remain cost-effective for UA campaigns.



<h2 class="wp-block-heading is-style-title-md">Engage new players with video ads</h2>



<figure class="wp-block-image size-large"><img decoding="async" width="1024" height="792" src="https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-2-1024x792.png" alt="How Chinese Game Developers Can Grow Their Gaming Apps Overseas chart 2" class="wp-image-33914" srcset="https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-2-1024x792.png 1024w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-2-300x232.png 300w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-2-1536x1187.png 1536w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-2-72x56.png 72w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-2-900x696.png 900w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-2-1128x872.png 1128w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-2-564x436.png 564w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-2-375x290.png 375w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-2.png 1806w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>



We’ve highlighted which countries and markets are the most cost-effective to target, but how will you do so? Our analysis of Chinese games across all markets found that video ads have the lowest CPI ($3.81) and CPA ($0.10) by ad format (when compared against banner, native, and interstitial ads). Video ads also offer the highest D7 ROAS at 20.9%.



Of course, it’s worth remembering that video ads are more costly to produce than interstitial and banner ads. But the engaging nature of video ads and their compatibility with playable elements mean they’re a highly effective way of acquiring new players. Analysis of the ad strategy for the Chinese mobile game Last War Survival found that 86.1% of its ads from July 2023-2024 were video.



If you’re looking to grow a Chinese game overseas with video ads, we recommend:



<ul class="wp-block-list">
<li>Make your game&#8217;s core gameplay a centerpiece of the ad, as Liftoff research finds that showing off core gameplay drives higher ROAS.</li>



<li>If you&#8217;re showcasing gameplay, consider incorporating challenge elements into your video ad. Many players are motivated by a new challenge, and showcasing a minigame within your game is an easy way to do this.</li>



<li>Work with local influencers in your target market to make your game more appealing. Liftoff UGC creatives increased ROAS by 4x when tested against branded content.</li>
</ul>



<h2 class="wp-block-heading is-style-title-md">When it comes to stylistic features, think regional</h2>



<figure class="wp-block-image size-large"><img decoding="async" width="1024" height="699" src="https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-3-1024x699.png" alt="How Chinese Game Developers Can Grow Their Gaming Apps Overseas chart 3" class="wp-image-33915" srcset="https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-3-1024x699.png 1024w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-3-300x205.png 300w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-3-1536x1048.png 1536w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-3-72x49.png 72w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-3-218x150.png 218w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-3-900x614.png 900w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-3-1128x769.png 1128w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-3-564x385.png 564w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-3-375x256.png 375w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-chart-3.png 1806w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>



Aesthetic preferences vary across countries, so it’s important to consider them when making stylistic choices in-game and for UA campaigns. Realistic graphics are more popular in China, followed by manga and cartoon styles. In comparison, US players prefer cartoon images, followed by realistic and manga.



As cartoon-style graphics are more popular in the US than in any other market, if the US is a key target market for you, you should consider incorporating cartoon elements into marketing or future game assets as part of your localization efforts.



<h2 class="wp-block-heading is-style-title-md">Incorporate trending gameplay and monetization features</h2>



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="768" src="https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-state-of-survival-alliance-hall-1024x768.png" alt="How Chinese Game Developers Can Grow Their Gaming Apps Overseas State of Survival Alliance Hall" class="wp-image-33916" srcset="https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-state-of-survival-alliance-hall-1024x768.png 1024w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-state-of-survival-alliance-hall-300x225.png 300w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-state-of-survival-alliance-hall-1536x1152.png 1536w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-state-of-survival-alliance-hall-72x54.png 72w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-state-of-survival-alliance-hall-900x675.png 900w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-state-of-survival-alliance-hall-1128x846.png 1128w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-state-of-survival-alliance-hall-564x423.png 564w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-state-of-survival-alliance-hall-375x281.png 375w, https://liftoff.io/wp-content/uploads/2024/11/how-chinese-game-developers-can-grow-their-gaming-apps-overseas-state-of-survival-alliance-hall.png 2000w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>



Social hangouts and home systems are two trending gameplay features being utilized by Chinese games that have found success overseas. State of Survival uses the ‘Alliance Hall’ as its social hangout space, where players can plan social events, decorate, and interact with other players.



The home system in Tencent’s PUBG: Mobile lets players build, decorate, and customize their islands and homes by using currency to purchase furniture and upgrades. This feature also incorporates social elements, as players can visit other player islands and engage in events.



On the monetization front, trial characters, trial items, and gacha innovation are proving particularly popular in Chinese RPGs, shooters, and 4X strategy games that have succeeded in markets outside China.



Trial versions of characters and items allow players to experience IAPs before buying, which can be particularly useful if players need some convincing on higher-spend characters or items. In Genshin Impact and AFK Arena, players can own characters for a period of time with temporary trials, but permanent ownership requires a purchase.



Alternatively, some Chinese games let players rent characters for a specific period using in-game currency, adding more depth and customization for monetization.



Innovative examples of gachas include:



<ul class="wp-block-list">
<li>For box gachas, each pull removes an item from the pool, making subsequent pulls more attractive.</li>



<li>In-event shops grant players a special currency for making gacha pulls, which they can then use in a dedicated shop.</li>



<li>Players can be rewarded for gacha pull milestones after pulling the gacha a set number of times.</li>
</ul>



<a href="https://info.liftoff.io/2024-growing-chinese-gaming-apps" target="_blank" rel="noreferrer noopener">You just read a taste of what’s in the full 2024 Guide to Growing Chinese Gaming Apps Overseas. Download the report for a complete breakdown of how to find success in overseas markets. →</a>




The post <a href="https://liftoff.io/blog/how-chinese-game-developers-can-grow-their-gaming-apps-overseas/">How Chinese Game Developers Can Grow Their Gaming Apps Overseas</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

China is the largest gaming market in the world, generating over 31% of global mobile gaming revenue, according to Niko Partners. Take a look at the top grossing mobile games for 2023, and you’ll find four of the top 10 titles were developed by Chinese companies such as Tencent and Mihoyo, with Tencent’s Honor of Kings being the mobile market’s biggest earner at $1.48 billion. This figure is even more remarkable considering that Honor of Kings was only released globally in June 2024, meaning most of 2023’s revenue came from China.
With that in mind, the biggest growth opportunities facing Chinese game developers are in markets outside China, echoed by the global rollout of games such as Honor of Kings. But adapting regionalized games for global audiences isn’t without its challenges. In 2023, titles from Chinese developers saw a 5.65% decrease in revenue, around $16.36 billion, according to Gizmochina. Japan, Korea, and the US still make up more than half of China’s revenue from other countries.
There are expansion opportunities, but how can Chinese game developers succeed in new markets?
A focused strategy and a hyperlocalized approach to user acquisition that speaks to target markets are needed. That also means knowing which gameplay and monetization trends are proving popular in markets outside China.
It’s a lot to keep track of.
Our 2024 Guide to Growing Chinese Mobile Gaming Apps Overseas Report, featuring data from ad intelligence platform SocialPeta, provides winning tips for Chinese game developers looking to expand their games overseas. It covers everything from cost-effective advertising strategies to monetization and design trends.
Check out notable report highlights below, and download the complete guide for an in-depth analysis of everything you need to know about growing Chinese-developed mobile games in new markets.
Launch UA campaigns in cost-effective markets




The competitive nature of the North American market means that the cost per install (CPI) is much higher than that of other markets such as APAC, EMEA, and LATAM. CPI for Chinese-grown games is over 2x higher in North America than in APAC, with a CPI of $8.19 (iOS) compared to $3.91 in APAC. In EMEA, CPI is $0.69 on Android and $2.52 on iOS.
In terms of specific countries, it’s once again the most competitive countries that have higher CPIs: Korea ($8.02), the US ($7.68), and Japan ($7.27) have the highest average CPI, while the Philippines ($0.67), Brazil ($0.69), and Mexico ($1.03) have the lowest CPI. Of course, you shouldn’t ignore competitive markets like the US and Korea, as they’re essential to building loyal player bases. However, this competitiveness means North America has a lower day 7 return on ad spend (D7 ROAS) at 14.1%.
With that in mind, the low CPIs in other markets shouldn’t be overlooked, especially in countries such as Brazil, which Honor of Kings chose as the first stop on its global rollout. Brazil, Mexico, and LATAM generally remain cost-effective for UA campaigns.
Engage new players with video ads




We’ve highlighted which countries and markets are the most cost-effective to target, but how will you do so? Our analysis of Chinese games across all markets found that video ads have the lowest CPI ($3.81) and CPA ($0.10) by ad format (when compared against banner, native, and interstitial ads). Video ads also offer the highest D7 ROAS at 20.9%.
Of course, it’s worth remembering that video ads are more costly to produce than interstitial and banner ads. But the engaging nature of video ads and their compatibility with playable elements mean they’re a highly effective way of acquiring new players. Analysis of the ad strategy for the Chinese mobile game Last War Survival found that 86.1% of its ads from July 2023-2024 were video.
If you’re looking to grow a Chinese game overseas with video ads, we recommend:
Make your game’s core gameplay a centerpiece of the ad, as Liftoff research finds that showing off core gameplay drives higher ROAS.
If you’re showcasing gameplay, consider incorporating challenge elements into your video ad. Many players are motivated by a new challenge, and showcasing a minigame within your game is an easy way to do this.
Work with local influencers in your target market to make your game more appealing. Liftoff UGC creatives increased ROAS by 4x when tested against branded content.
When it comes to stylistic features, think regional




Aesthetic preferences vary across countries, so it’s important to consider them when making stylistic choices in-game and for UA campaigns. Realistic graphics are more popular in China, followed by manga and cartoon styles. In comparison, US players prefer cartoon images, followed by realistic and manga.
As cartoon-style graphics are more popular in the US than in any other market, if the US is a key target market for you, you should consider incorporating cartoon elements into marketing or future game assets as part of your localization efforts.
Incorporate trending gameplay and monetization features




Social hangouts and home systems are two trending gameplay features being utilized by Chinese games that have found success overseas. State of Survival uses the ‘Alliance Hall’ as its social hangout space, where players can plan social events, decorate, and interact with other players.
The home system in Tencent’s PUBG: Mobile lets players build, decorate, and customize their islands and homes by using currency to purchase furniture and upgrades. This feature also incorporates social elements, as players can visit other player islands and engage in events.
On the monetization front, trial characters, trial items, and gacha innovation are proving particularly popular in Chinese RPGs, shooters, and 4X strategy games that have succeeded in markets outside China.
Trial versions of characters and items allow players to experience IAPs before buying, which can be particularly useful if players need some convincing on higher-spend characters or items. In Genshin Impact and AFK Arena, players can own characters for a period of time with temporary trials, but permanent ownership requires a purchase.
Alternatively, some Chinese games let players rent characters for a specific period using in-game currency, adding more depth and customization for monetization.
Innovative examples of gachas include:
For box gachas, each pull removes an item from the pool, making subsequent pulls more attractive.
In-event shops grant players a special currency for making gacha pulls, which they can then use in a dedicated shop.
Players can be rewarded for gacha pull milestones after pulling the gacha a set number of times.
You just read a taste of what’s in the full 2024 Guide to Growing Chinese Gaming Apps Overseas. Download the report for a complete breakdown of how to find success in overseas markets. →

The post How Chinese Game Developers Can Grow Their Gaming Apps Overseas appeared first on Liftoff.

China is the largest gaming market in the world, generating over 31% of global mobile gaming revenue, according to Niko Partners. Take a look at the top grossing mobile games for 2023, and you’ll find four of the top 10 titles were developed by Chinese companies such as Tencent and Mihoyo, with Tencent’s Honor of […]
The post How Chinese Game Developers Can Grow Their Gaming Apps Overseas appeared first on Liftoff.

How Chinese Game Developers Can Grow Their Gaming Apps Overseas

Financial institutions and crypto companies are pushing more of their customers to digital platforms in a bid to free up resources and cut costs. According to market research firm Mintel, 65% of consumers now use financial apps to make payments or transfers. This figure will only increase as younger and more tech-savvy consumers enter the [&#8230;]
The post <a href="https://liftoff.io/blog/how-to-boost-user-engagement-for-finance-and-crypto-mobile-apps/">How to Boost User Engagement for Finance and Crypto Mobile Apps</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

Financial institutions and crypto companies are pushing more of their customers to digital platforms in a bid to free up resources and cut costs. According to market research firm <a href="https://store.mintel.com/report/uk-money-management-apps-market-report" target="_blank" rel="noreferrer noopener">Mintel</a>, 65% of consumers now use financial apps to make payments or transfers. This figure will only increase as younger and more tech-savvy consumers enter the market.



When it comes to cryptocurrency, digital apps and web platforms are the only way to manage and facilitate payments. New cryptocurrencies are emerging every day, and as the global cryptocurrency market continues to grow, so does the demand for specialist apps, with savvy start-ups competing over which can offer the best rates, privacy, and security features for users.



Competition is heating up, and with so many finance and crypto apps to choose from, what can app developers do to keep their users engaged and away from competitor apps?



Christie Crable, Head of Activations at Liftoff, and Kalle Heikkinen, Chief Analyst at Liftoff, recently hosted a webinar to unpack how finance and crypto app makers can boost user engagement.



The webinar covers user behavior and personas through <a href="https://liftoff.io/intelligence/" target="_blank" rel="noreferrer noopener">Liftoff Intelligence</a>’s Motivational Framework and how crypto and finance apps tap into popular game mechanics, such as <a href="https://liftoff.io/resources/webinar/maximizing-player-engagement-and-retention-with-live-events/" target="_blank" rel="noreferrer noopener">Live Events</a> and <a href="https://liftoff.io/blog/understanding-gamification-player-motivations-and-their-impact-on-mobile-ua/" target="_blank" rel="noreferrer noopener">progression-based elements</a>, to improve user engagement and monetization.



 In this blog post, we unpack the biggest takeaways from Crable and Heikkinen’s webinar, “<a href="https://liftoff.io/resources/webinar/cashing-in-boosting-user-engagement-for-finance-crypto-apps/" target="_blank" rel="noreferrer noopener">Cashing In: Boosting User Engagement for Finance &amp; Crypto Apps</a>.”



Let’s jump in.



<h2 class="wp-block-heading is-style-title-md">What motivates users to download and engage with finance and crypto apps?</h2>



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://liftoff.io/wp-content/uploads/2024/11/liftoff-intelligence-motivational-framework-1024x576.png" alt="Liftoff Intelligence Motivational Framework" class="wp-image-33834" srcset="https://liftoff.io/wp-content/uploads/2024/11/liftoff-intelligence-motivational-framework-1024x576.png 1024w, https://liftoff.io/wp-content/uploads/2024/11/liftoff-intelligence-motivational-framework-300x169.png 300w, https://liftoff.io/wp-content/uploads/2024/11/liftoff-intelligence-motivational-framework-1536x864.png 1536w, https://liftoff.io/wp-content/uploads/2024/11/liftoff-intelligence-motivational-framework-2048x1152.png 2048w, https://liftoff.io/wp-content/uploads/2024/11/liftoff-intelligence-motivational-framework-72x40.png 72w, https://liftoff.io/wp-content/uploads/2024/11/liftoff-intelligence-motivational-framework-900x506.png 900w, https://liftoff.io/wp-content/uploads/2024/11/liftoff-intelligence-motivational-framework-1128x634.png 1128w, https://liftoff.io/wp-content/uploads/2024/11/liftoff-intelligence-motivational-framework-564x317.png 564w, https://liftoff.io/wp-content/uploads/2024/11/liftoff-intelligence-motivational-framework-375x211.png 375w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>



Before we break down the specific tactics that finance and crypto apps use to boost engagement, it’s essential to understand the motivations of crypto and finance app users. We can do this using the Liftoff Motivational Framework, which categorizes users across seven primary elements and 14 motivational drivers.



People are driven by various needs and desires when they download an app. Regarding finance and crypto apps, some users might be motivated by tools that help them become more financially efficient. In contrast, others might prioritize personal safety and security if they’re banking online.



Various motivational factors also encourage users to use apps that fit their preferences. Some users stay for financial literacy education and self-improvement as they engage with the financial management elements of specific apps to reach certain goals. Still, social connections and status can also motivate users of crypto apps. Some apps have features that allow users to showcase financial or investment achievements that are related to real-life social status.



<h2 class="wp-block-heading is-style-title-md">Progression-based engagement</h2>



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://liftoff.io/wp-content/uploads/2024/11/crypto-dot-com-a-case-study-in-progression-systems-1024x576.png" alt="Crypto.com A Case Study in Progression Systems" class="wp-image-33835" srcset="https://liftoff.io/wp-content/uploads/2024/11/crypto-dot-com-a-case-study-in-progression-systems-1024x576.png 1024w, https://liftoff.io/wp-content/uploads/2024/11/crypto-dot-com-a-case-study-in-progression-systems-300x169.png 300w, https://liftoff.io/wp-content/uploads/2024/11/crypto-dot-com-a-case-study-in-progression-systems-1536x864.png 1536w, https://liftoff.io/wp-content/uploads/2024/11/crypto-dot-com-a-case-study-in-progression-systems-2048x1152.png 2048w, https://liftoff.io/wp-content/uploads/2024/11/crypto-dot-com-a-case-study-in-progression-systems-72x40.png 72w, https://liftoff.io/wp-content/uploads/2024/11/crypto-dot-com-a-case-study-in-progression-systems-900x506.png 900w, https://liftoff.io/wp-content/uploads/2024/11/crypto-dot-com-a-case-study-in-progression-systems-1128x634.png 1128w, https://liftoff.io/wp-content/uploads/2024/11/crypto-dot-com-a-case-study-in-progression-systems-564x317.png 564w, https://liftoff.io/wp-content/uploads/2024/11/crypto-dot-com-a-case-study-in-progression-systems-375x211.png 375w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>



“If you want to keep your users engaged, give them a sense of progression and achievement,” Kalle Heikkinen says. Progression-based achievements help your users achieve their goals, making them feel like they’re advancing through learning, competition, or exploring new features.”



Progression-based elements are a proven and effective way of engaging crypto and finance app users, as they’re tied to three motivational drivers that are common amongst these users:



<ul class="wp-block-list">
<li>Learning and self-improvement</li>



<li>Achieving milestones</li>



<li>Collecting &amp; gathering</li>
</ul>



Examples of product features that use progression-based elements include:



Task systems



Task systems include features such as daily challenges, onboarding tasks, and feature exploration tasks to keep users engaged and keep them returning to the app to progress.



Achievements



These are tied explicitly to milestones, which give users a sense of reward or accomplishment and drive their motivation to use the app.



User progression and/or levels



Similar to achievements, a leveling or experience system makes users feel a sense of accomplishment as they can see their advancement through an app. Tying progressive elements to achievement milestones reduces the risk of churn. If there’s an achievement that might take a long time to work towards, users can at least measure their progress getting there, incentivizing them to complete the task.



Incentive-based education



Incentive-based education educates users on complex crypto or finance topics while offering incentives, such as in-app rewards, for engagement.



Log-in calendars



Log-in calendars are a common mechanic in mobile games. They reward users for logging into the app daily, keeping them coming back.



<h2 class="wp-block-heading is-style-title-md">Social engagement and Live Events</h2>



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://liftoff.io/wp-content/uploads/2024/11/coinmarketcap-leveraging-social-media-features-to-build-community-1024x576.png" alt="CoinMarketCap Leveraging Social Media Features to Build Community" class="wp-image-33837" srcset="https://liftoff.io/wp-content/uploads/2024/11/coinmarketcap-leveraging-social-media-features-to-build-community-1024x576.png 1024w, https://liftoff.io/wp-content/uploads/2024/11/coinmarketcap-leveraging-social-media-features-to-build-community-300x169.png 300w, https://liftoff.io/wp-content/uploads/2024/11/coinmarketcap-leveraging-social-media-features-to-build-community-1536x864.png 1536w, https://liftoff.io/wp-content/uploads/2024/11/coinmarketcap-leveraging-social-media-features-to-build-community-2048x1152.png 2048w, https://liftoff.io/wp-content/uploads/2024/11/coinmarketcap-leveraging-social-media-features-to-build-community-72x40.png 72w, https://liftoff.io/wp-content/uploads/2024/11/coinmarketcap-leveraging-social-media-features-to-build-community-900x506.png 900w, https://liftoff.io/wp-content/uploads/2024/11/coinmarketcap-leveraging-social-media-features-to-build-community-1128x634.png 1128w, https://liftoff.io/wp-content/uploads/2024/11/coinmarketcap-leveraging-social-media-features-to-build-community-564x317.png 564w, https://liftoff.io/wp-content/uploads/2024/11/coinmarketcap-leveraging-social-media-features-to-build-community-375x211.png 375w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>



Plenty of finance and crypto apps also use Live Events to engage their users. Social engagement and Live Events are valuable tools to keep users motivated, connected, and invested in your app. Similar to progression-based engagement elements, social engagement and Live Events tap into four specific motivational factors that are common across finance and crypto app users:



<ul class="wp-block-list">
<li>Connection and empathy</li>



<li>Social status and competition</li>



<li>Excitement and entertainment</li>



<li>Emotional interaction</li>
</ul>



Examples of product features that use social engagement and Live Events include:



Social media feed



Popular crypto apps display chat communications between users similarly to social media platforms. CoinMarketCap is a great example of a crypto app that uses social media-like feeds to display financial market information while facilitating user discussions and communications.



Tournaments and leaderboards



Leaderboards combine social and competitive elements by encouraging users to place on a leaderboard and compare their progress with others. Binance uses tournaments, such as the Binance World Championship, to challenge users; trading skills as they compete to show who has the highest returns on their trades, incentivizing long-term engagement.



Groups



Groups are a popular feature in non-crypto apps. For example, Venmo has a feature where groups of users can communicate with each other to distribute payments.



Live events



Limited-time events are usually tied to competitive elements, encouraging heightened levels of engagement for a specific period.



<h2 class="wp-block-heading is-style-title-md">Monetizing engagement</h2>



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://liftoff.io/wp-content/uploads/2024/11/coinbase-driving-revenue-with-subscriptions-1024x576.png" alt="Coinbase Driving Revenue With Subscriptions" class="wp-image-33838" srcset="https://liftoff.io/wp-content/uploads/2024/11/coinbase-driving-revenue-with-subscriptions-1024x576.png 1024w, https://liftoff.io/wp-content/uploads/2024/11/coinbase-driving-revenue-with-subscriptions-300x169.png 300w, https://liftoff.io/wp-content/uploads/2024/11/coinbase-driving-revenue-with-subscriptions-1536x864.png 1536w, https://liftoff.io/wp-content/uploads/2024/11/coinbase-driving-revenue-with-subscriptions-2048x1152.png 2048w, https://liftoff.io/wp-content/uploads/2024/11/coinbase-driving-revenue-with-subscriptions-72x40.png 72w, https://liftoff.io/wp-content/uploads/2024/11/coinbase-driving-revenue-with-subscriptions-900x506.png 900w, https://liftoff.io/wp-content/uploads/2024/11/coinbase-driving-revenue-with-subscriptions-1128x634.png 1128w, https://liftoff.io/wp-content/uploads/2024/11/coinbase-driving-revenue-with-subscriptions-564x317.png 564w, https://liftoff.io/wp-content/uploads/2024/11/coinbase-driving-revenue-with-subscriptions-375x211.png 375w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>



Of course, the end goal of heightened user engagement is to convert non-paying users into paying customers, and there are various ways that the engagement tactics we’ve mentioned above can be incorporated into monetization strategies.



Here, we can look again at Liftoff’s Motivational Framework by comparing the motivations driving engagement in crypto and finance apps to specific monetization mechanics. Those motivational drivers are:



<ul class="wp-block-list">
<li>Connection and empathy</li>



<li>Efficiency improvement</li>



<li>Personal safety and trust</li>
</ul>



Two of the most popular monetization mechanics for crypto and finance apps are:



Subscriptions



Subscriptions are one of the most popular monetization methods for finance and crypto apps. They usually include a long list of benefits for users. For example, Coinbase’s subscription comes with zero trading fees, a 90-day free trial to an analytics platform, and exclusive tax benefits via a crypto calculator. Such benefits lead to enhanced customer loyalty and improved efficiency.



Gifting



Gifting a subscription or money to another user is a monetization method that ties into the link between social elements and finance apps. Binance has a feature called Red Packet that allows users to send and receive cryptocurrency as gifts.



<h2 class="wp-block-heading is-style-title-md">Other tips for encouraging user engagement for finance and crypto apps</h2>



Crypto and finance are highly regulated sectors, which means that some user engagement and monetization mechanics must adhere to strict rules.



Thankfully, this level of regulation can also be used to your advantage. Think of fun ways to turn enforced education about user safety and investment knowledge into gameplay mechanics, such as creating rewards for turning on two-factor authentication (2FA) or reading through your app’s safety features.



<a href="https://liftoff.io/resources/webinar/cashing-in-boosting-user-engagement-for-finance-crypto-apps/" target="_blank" rel="noreferrer noopener">For more information on how to engage users in these sectors, make sure you watch the full webinar →</a>
The post <a href="https://liftoff.io/blog/how-to-boost-user-engagement-for-finance-and-crypto-mobile-apps/">How to Boost User Engagement for Finance and Crypto Mobile Apps</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

Financial institutions and crypto companies are pushing more of their customers to digital platforms in a bid to free up resources and cut costs. According to market research firm Mintel, 65% of consumers now use financial apps to make payments or transfers. This figure will only increase as younger and more tech-savvy consumers enter the market.
When it comes to cryptocurrency, digital apps and web platforms are the only way to manage and facilitate payments. New cryptocurrencies are emerging every day, and as the global cryptocurrency market continues to grow, so does the demand for specialist apps, with savvy start-ups competing over which can offer the best rates, privacy, and security features for users.
Competition is heating up, and with so many finance and crypto apps to choose from, what can app developers do to keep their users engaged and away from competitor apps?
Christie Crable, Head of Activations at Liftoff, and Kalle Heikkinen, Chief Analyst at Liftoff, recently hosted a webinar to unpack how finance and crypto app makers can boost user engagement.
The webinar covers user behavior and personas through Liftoff Intelligence’s Motivational Framework and how crypto and finance apps tap into popular game mechanics, such as Live Events and progression-based elements, to improve user engagement and monetization.
In this blog post, we unpack the biggest takeaways from Crable and Heikkinen’s webinar, “Cashing In: Boosting User Engagement for Finance & Crypto Apps.”
Let’s jump in.
What motivates users to download and engage with finance and crypto apps?




Before we break down the specific tactics that finance and crypto apps use to boost engagement, it’s essential to understand the motivations of crypto and finance app users. We can do this using the Liftoff Motivational Framework, which categorizes users across seven primary elements and 14 motivational drivers.
People are driven by various needs and desires when they download an app. Regarding finance and crypto apps, some users might be motivated by tools that help them become more financially efficient. In contrast, others might prioritize personal safety and security if they’re banking online.
Various motivational factors also encourage users to use apps that fit their preferences. Some users stay for financial literacy education and self-improvement as they engage with the financial management elements of specific apps to reach certain goals. Still, social connections and status can also motivate users of crypto apps. Some apps have features that allow users to showcase financial or investment achievements that are related to real-life social status.
Progression-based engagement




“If you want to keep your users engaged, give them a sense of progression and achievement,” Kalle Heikkinen says. Progression-based achievements help your users achieve their goals, making them feel like they’re advancing through learning, competition, or exploring new features.”
Progression-based elements are a proven and effective way of engaging crypto and finance app users, as they’re tied to three motivational drivers that are common amongst these users:
Learning and self-improvement
Achieving milestones
Collecting & gathering
Examples of product features that use progression-based elements include:
Task systems
Task systems include features such as daily challenges, onboarding tasks, and feature exploration tasks to keep users engaged and keep them returning to the app to progress.
Achievements
These are tied explicitly to milestones, which give users a sense of reward or accomplishment and drive their motivation to use the app.
User progression and/or levels
Similar to achievements, a leveling or experience system makes users feel a sense of accomplishment as they can see their advancement through an app. Tying progressive elements to achievement milestones reduces the risk of churn. If there’s an achievement that might take a long time to work towards, users can at least measure their progress getting there, incentivizing them to complete the task.
Incentive-based education
Incentive-based education educates users on complex crypto or finance topics while offering incentives, such as in-app rewards, for engagement.
Log-in calendars
Log-in calendars are a common mechanic in mobile games. They reward users for logging into the app daily, keeping them coming back.
Social engagement and Live Events




Plenty of finance and crypto apps also use Live Events to engage their users. Social engagement and Live Events are valuable tools to keep users motivated, connected, and invested in your app. Similar to progression-based engagement elements, social engagement and Live Events tap into four specific motivational factors that are common across finance and crypto app users:
Connection and empathy
Social status and competition
Excitement and entertainment
Emotional interaction
Examples of product features that use social engagement and Live Events include:
Social media feed
Popular crypto apps display chat communications between users similarly to social media platforms. CoinMarketCap is a great example of a crypto app that uses social media-like feeds to display financial market information while facilitating user discussions and communications.
Tournaments and leaderboards
Leaderboards combine social and competitive elements by encouraging users to place on a leaderboard and compare their progress with others. Binance uses tournaments, such as the Binance World Championship, to challenge users; trading skills as they compete to show who has the highest returns on their trades, incentivizing long-term engagement.
Groups
Groups are a popular feature in non-crypto apps. For example, Venmo has a feature where groups of users can communicate with each other to distribute payments.
Live events
Limited-time events are usually tied to competitive elements, encouraging heightened levels of engagement for a specific period.
Monetizing engagement




Of course, the end goal of heightened user engagement is to convert non-paying users into paying customers, and there are various ways that the engagement tactics we’ve mentioned above can be incorporated into monetization strategies.
Here, we can look again at Liftoff’s Motivational Framework by comparing the motivations driving engagement in crypto and finance apps to specific monetization mechanics. Those motivational drivers are:
Connection and empathy
Efficiency improvement
Personal safety and trust
Two of the most popular monetization mechanics for crypto and finance apps are:
Subscriptions
Subscriptions are one of the most popular monetization methods for finance and crypto apps. They usually include a long list of benefits for users. For example, Coinbase’s subscription comes with zero trading fees, a 90-day free trial to an analytics platform, and exclusive tax benefits via a crypto calculator. Such benefits lead to enhanced customer loyalty and improved efficiency.
Gifting
Gifting a subscription or money to another user is a monetization method that ties into the link between social elements and finance apps. Binance has a feature called Red Packet that allows users to send and receive cryptocurrency as gifts.
Other tips for encouraging user engagement for finance and crypto apps
Crypto and finance are highly regulated sectors, which means that some user engagement and monetization mechanics must adhere to strict rules.
Thankfully, this level of regulation can also be used to your advantage. Think of fun ways to turn enforced education about user safety and investment knowledge into gameplay mechanics, such as creating rewards for turning on two-factor authentication (2FA) or reading through your app’s safety features.
For more information on how to engage users in these sectors, make sure you watch the full webinar →
The post How to Boost User Engagement for Finance and Crypto Mobile Apps appeared first on Liftoff.

Financial institutions and crypto companies are pushing more of their customers to digital platforms in a bid to free up resources and cut costs. According to market research firm Mintel, 65% of consumers now use financial apps to make payments or transfers. This figure will only increase as younger and more tech-savvy consumers enter the […]
The post How to Boost User Engagement for Finance and Crypto Mobile Apps appeared first on Liftoff.

How to Boost User Engagement for Finance and Crypto Mobile Apps

In our recent State of Re-engagement and Emerging Trends webinar, Liftoff Sales Engineering Manager Jackie Nguyen was joined by Mobile Hero Iain Russell, Head of Performance Marketing at Moneyhub, and Niv Klein, Product Team Lead at AppsFlyer, to discuss the evolving landscape of re-engagement for Android and iOS. During this session, they covered several important [&#8230;]
The post <a href="https://liftoff.io/blog/10-key-takeaways-from-our-state-of-re-engagement-and-emerging-trends-webinar/">10 Key Takeaways From Our State of Re-Engagement and Emerging Trends Webinar</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

In our recent <a href="https://liftoff.io/resources/webinar/state-of-re-engagement-emerging-trends/" target="_blank" rel="noreferrer noopener">State of Re-engagement and Emerging Trends</a> webinar, Liftoff Sales Engineering Manager Jackie Nguyen was joined by <a href="https://liftoff.io/mobile-heroes/hero/iain-russell/" target="_blank" rel="noreferrer noopener">Mobile Hero Iain Russell</a>, Head of Performance Marketing at <a href="https://www.moneyhub.com/" target="_blank" rel="noreferrer noopener">Moneyhub</a>, and Niv Klein, Product Team Lead at <a href="https://www.appsflyer.com/?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=Search_EMEA-WEMET-ALL_GG_NEW_Demos_wbcvr_EN_gg%5BSCH%5D_st%5BBrand%5D_mt%5BMIX%5D_07-Jan-24&amp;utm_content=166334102548_687694663395&amp;utm_term=appsflyer&amp;afc_source=google&amp;afc_medium=cpc&amp;afc_campaign=Search_EMEA-WEMET-ALL_GG_NEW_Demos_wbcvr_EN_gg%5BSCH%5D_st%5BBrand%5D_mt%5BMIX%5D_07-Jan-24&amp;afc_content=166334102548_687694663395&amp;afc_term=appsflyer&amp;gad_source=1&amp;gclid=CjwKCAjw6c63BhAiEiwAF0EH1Hh3mCXYhxMhzW2FEACmqoZvWSv_RAFjNw4P-b-UuPvAEzf2yaRqyRoCNwwQAvD_BwE" target="_blank" rel="noreferrer noopener">AppsFlyer</a>, to discuss the evolving landscape of re-engagement for Android and iOS.



During this session, they covered several important topics, including strategies for Android and the impact of ATT on iOS re-engagement. We also explored unified UA and re-engagement setups and tailored approaches specifically designed for non-gaming apps. If you missed it, you can catch the full webinar <a href="https://liftoff.io/resources/webinar/state-of-re-engagement-emerging-trends/" target="_blank" rel="noreferrer noopener">here</a>, but if you’re short on time, we’ve also picked out 10 key takeaways. Let’s jump in.



<h2 class="wp-block-heading is-style-title-md">1: We’ve mostly recovered from the rollout of ATT</h2>



Klein has been paying close attention to advertisers&#8217; behavior post-ATT (<a href="https://liftoff.io/blog/app-tracking-transparency-att/" target="_blank" rel="noreferrer noopener">App Tracking Transparency</a>) during their time at AppsFlyer and has seen some surprising results. One notable change is more advertisers are retargeting today than before ATT’s launch three years ago.



This wasn’t the case initially—right after the change happened, re-engagement saw a significant drop, but it has steadily recovered and begun to increase. Before ATT, Klein recorded that re-engagement was around 36%, but it’s now at about 39%. This may be related to Apple&#8217;s improvements to attribution, with iOS now offering multiple ways to measure the impact of campaigns.



It’s a similar story when it comes to user acquisition. After the introduction of ATT, conversions resulting from ads shown to new users fell by a massive 70%. Since then, the market has mostly recovered, with AppsFlyer data showing that, as a whole, we’re at around 70% of what we were previously. Certain verticals have also shown an improvement in conversions, such as gaming, which is now around 122% of what it was before ATT.



<h2 class="wp-block-heading is-style-title-md">2. Users are willing to share their data</h2>



The biggest challenge ATT introduced was user consent. Previously, advertisers were free to target any user who visited their app, whereas now, they have to ask users for permission before accessing their data. This can be a hard sell: many users will find it intimidating being asked to allow an app they just downloaded to analyze their behavior and track them across apps and websites.



Surprisingly, though, many users are willing to do this, with Klein’s data showing that around 50% of users opt-in when prompted. Klein pointed out that some apps have implemented extra steps to encourage users to consent, like showing an introductory pop-up before the ATT prompt that clarifies its purpose. However, they did note that certain users will never opt in because their devices have been limited, such as in cases where parental permissions are in place.



<h2 class="wp-block-heading is-style-title-md">3. Advertisers should enable reattribution on their UA campaigns</h2>



Before ATT, device identifiers weren’t just used for targeting—they were also used for exclusion. Ad platforms running large-scale UA campaigns used to receive lists of users who already had their app. These lists meant that even if an algorithm suggested an existing user was a prime candidate for an ad, that user could be excluded to align with the campaign&#8217;s acquisition-only goal.



However, following ATT, it’s much more challenging for ad platforms to identify who already has their app. During the webinar, Klein said that a good way to overcome this is to measure performance and take one of two actions: if the campaign is performing well, incorporate re-engagement, as it could positively impact the bottom line. If trends indicate that targeting is off, at least you’ll have visibility on what’s working and what isn’t. For example, you might discover that one targeting method brings back more lapsed users than another.



<h2 class="wp-block-heading is-style-title-md">4. Get ahead of the AdAttributionKit by partnering with an MMP</h2>



One of the big reveals from WWDC 24 earlier this year was that Apple appears to have replaced its <a href="https://liftoff.io/blog/skadnetwork/" target="_blank" rel="noreferrer noopener">SkAdNetwork</a> (or SKAN 5) in favor of the AdAttributionKit. The announcement caught the eye of performance marketers, as the new framework includes the ability to track conversions from ads clicked by users who have already installed the app. The only catch is that this feature is only available in iOS 17.4 and above. Thankfully, there are a few things marketers can do right now to start improving re-engagement.



Russell said that one of those is having a mobile measure partner (MMP) in place, which you can refer back to as an independent source of information. Most MMPs will also collate your information into a cohesive dashboard to help you better understand the success of your campaigns. So, say you had an advertising campaign with Liftoff. You could use an MMP to see all the signals in one place, alter them where needed, and understand the total impact of your marketing over a single campaign or even specific partners.



<h2 class="wp-block-heading is-style-title-md">5. Prize draws are a great engagement strategy</h2>



If you’re looking for ways to boost engagement more generally, one strategy Russell has found to be really effective is running a monthly prize draw that users enter in one of two ways.



One is to simply be active in the app, so encouraging users to do whatever they would normally do—whether that’s playing a level in a mobile game, swiping through profiles in a dating app, recording a run in a fitness app, you name it. Two is for users to also have an active connection, such as to another account (like social media) or related app.



At the end of the month, the entries are picked at random to identify the winner who takes home the prize (this could be cash or something you know appeals to your specific audience). Knowing there’s a chance to win something keeps the app at the top of users&#8217; minds and pushes them to keep interacting with your app.



<h2 class="wp-block-heading is-style-title-md">6. Identify the best time to reactive lapsed users</h2>



Another helpful piece of advice is to consider building your strategy around reactivating inactive users. Klein mentioned that nearly every app has a “magic number”—the specific number of days after which a user is least likely to return to the app, which can be gauged through a simple analysis. Once you know the “magic number,” targeting this specific group with dedicated campaigns can help extend your user’s lifecycle.



If you were to take grocery shopping apps as an example, most users will probably use them around once a week. That would mean that if you get a user who hasn’t logged in for around eight or nine days, there’s a good chance that they might never return. However, if you were to reach them at that point with a small discount or special promotion, you might pull them back in.



Advertisers may also want to focus on the onboarding process, which involves getting users to make their first purchase or subscription. The best place to start is by looking at what signals a “good” user early on, which might include viewing multiple product pages, checking the pricing plan, or engaging without immediately leaving. After these actions, you can give users time to convert on their own.



<h2 class="wp-block-heading is-style-title-md">7. Look at in-app events and custom product pages</h2>



Russell felt two key areas related to re-engagement should be more utilized on iOS: in-app events and custom product pages. Both have the option to be specifically targeted to existing users browsing the App Store. If you have someone who downloaded your app but has not used it for a while, you can reach out and let them know about new features and improvements.



At the moment, both in-app events and custom product pages are easy to use and completely free, so there’s no reason to hesitate. However, given that Apple surely must want to get more apps using these tools and populating the App Store with different graphics and visual styles, there’s a good chance that at some point these will become part of Apple Search Ads.



<h2 class="wp-block-heading is-style-title-md">8. Use CRM tools to balance re-engagement campaigns</h2>



Creating any mobile marketing campaign is always a tricky balancing act. Push the user too hard, and you run the risk of them dismissing your app completely. Push the user too little, and you might just miss out on a conversion. But according to MoneyHub’s Russell, it doesn’t have to be such a challenge—practically any decent CRM tool should be able to stop a campaign from becoming too intrusive.



He said: “I’ve set up global rules to maintain a balanced communication strategy. For example, I ensure that no more than one marketing push notification is sent out within a 48-hour period and no more than three emails are sent within a week. I understand what’s acceptable can vary across products and industries, but with a finance app, where sensitive information is involved, this balance works best for us.”



<h2 class="wp-block-heading is-style-title-md">9. Advertisers measure the impact of re-engagement using incrementality</h2>



It’s not enough just to have a successful app—you need to be able to demonstrably prove that it’s a result of your ad campaigns. However, measuring the impact of re-engagement can be challenging—how can you say for sure whether or not someone wouldn’t have reopened the app anyway if you’d just waited?



That’s where incrementality comes in, essentially a test versus control experiment. First, you take an audience that has been inactive for a notable period of time and should be targeted with a re-engagement campaign. But before you hit the launch button, you split said group into two. One part will be exposed to the ads, while the other will be left alone. By comparing the performance of each group, you’ll see the actual causal impact of the campaign.



Obviously, that’s a lot of work, and for many years, this privilege has been afforded only to large companies with the capacity to manage it. However, today, it’s much easier for anyone to look at incrementality due to advancements in technology offered by mobile analytics providers like AppsFlyer. These platforms make it pretty easy to run a couple of tests, understand the impact, and optimize for incremental value.



<h2 class="wp-block-heading is-style-title-md">10. What’s next for Google Privacy Sandbox</h2>



Just as mobile marketers recover from Apple&#8217;s changes to the mobile marketing landscape, Google seems close behind. That being said, precisely what those changes will look like is up in the air. Earlier this year, the company announced its intentions to reverse its cookie deprecation plans, leading many to wonder what that might mean for the far more complicated Privacy Sandbox.



If you’re concerned about running into the same scramble brought about by ATT, the best thing to do is put some preparations in place. Do any of Google’s current announcements present any opportunities for you or even any risks you may need to implement? Do you know what changes you need to make if your Google advertising ID goes away? It would be worthwhile having the answers to these questions sooner rather than later.



<a href="https://liftoff.io/resources/webinar/state-of-re-engagement-emerging-trends/" target="_blank" rel="noreferrer noopener">If you enjoyed this blog post and would like to learn more, you can watch the State of Re-engagement and Emerging Trends webinar in its entirety here&nbsp; →</a>
The post <a href="https://liftoff.io/blog/10-key-takeaways-from-our-state-of-re-engagement-and-emerging-trends-webinar/">10 Key Takeaways From Our State of Re-Engagement and Emerging Trends Webinar</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

In our recent State of Re-engagement and Emerging Trends webinar, Liftoff Sales Engineering Manager Jackie Nguyen was joined by Mobile Hero Iain Russell, Head of Performance Marketing at Moneyhub, and Niv Klein, Product Team Lead at AppsFlyer, to discuss the evolving landscape of re-engagement for Android and iOS.
During this session, they covered several important topics, including strategies for Android and the impact of ATT on iOS re-engagement. We also explored unified UA and re-engagement setups and tailored approaches specifically designed for non-gaming apps. If you missed it, you can catch the full webinar here, but if you’re short on time, we’ve also picked out 10 key takeaways. Let’s jump in.
1: We’ve mostly recovered from the rollout of ATT
Klein has been paying close attention to advertisers’ behavior post-ATT (App Tracking Transparency) during their time at AppsFlyer and has seen some surprising results. One notable change is more advertisers are retargeting today than before ATT’s launch three years ago.
This wasn’t the case initially—right after the change happened, re-engagement saw a significant drop, but it has steadily recovered and begun to increase. Before ATT, Klein recorded that re-engagement was around 36%, but it’s now at about 39%. This may be related to Apple’s improvements to attribution, with iOS now offering multiple ways to measure the impact of campaigns.
It’s a similar story when it comes to user acquisition. After the introduction of ATT, conversions resulting from ads shown to new users fell by a massive 70%. Since then, the market has mostly recovered, with AppsFlyer data showing that, as a whole, we’re at around 70% of what we were previously. Certain verticals have also shown an improvement in conversions, such as gaming, which is now around 122% of what it was before ATT.
2. Users are willing to share their data
The biggest challenge ATT introduced was user consent. Previously, advertisers were free to target any user who visited their app, whereas now, they have to ask users for permission before accessing their data. This can be a hard sell: many users will find it intimidating being asked to allow an app they just downloaded to analyze their behavior and track them across apps and websites.
Surprisingly, though, many users are willing to do this, with Klein’s data showing that around 50% of users opt-in when prompted. Klein pointed out that some apps have implemented extra steps to encourage users to consent, like showing an introductory pop-up before the ATT prompt that clarifies its purpose. However, they did note that certain users will never opt in because their devices have been limited, such as in cases where parental permissions are in place.
3. Advertisers should enable reattribution on their UA campaigns
Before ATT, device identifiers weren’t just used for targeting—they were also used for exclusion. Ad platforms running large-scale UA campaigns used to receive lists of users who already had their app. These lists meant that even if an algorithm suggested an existing user was a prime candidate for an ad, that user could be excluded to align with the campaign’s acquisition-only goal.
However, following ATT, it’s much more challenging for ad platforms to identify who already has their app. During the webinar, Klein said that a good way to overcome this is to measure performance and take one of two actions: if the campaign is performing well, incorporate re-engagement, as it could positively impact the bottom line. If trends indicate that targeting is off, at least you’ll have visibility on what’s working and what isn’t. For example, you might discover that one targeting method brings back more lapsed users than another.
4. Get ahead of the AdAttributionKit by partnering with an MMP
One of the big reveals from WWDC 24 earlier this year was that Apple appears to have replaced its SkAdNetwork (or SKAN 5) in favor of the AdAttributionKit. The announcement caught the eye of performance marketers, as the new framework includes the ability to track conversions from ads clicked by users who have already installed the app. The only catch is that this feature is only available in iOS 17.4 and above. Thankfully, there are a few things marketers can do right now to start improving re-engagement.
Russell said that one of those is having a mobile measure partner (MMP) in place, which you can refer back to as an independent source of information. Most MMPs will also collate your information into a cohesive dashboard to help you better understand the success of your campaigns. So, say you had an advertising campaign with Liftoff. You could use an MMP to see all the signals in one place, alter them where needed, and understand the total impact of your marketing over a single campaign or even specific partners.
5. Prize draws are a great engagement strategy
If you’re looking for ways to boost engagement more generally, one strategy Russell has found to be really effective is running a monthly prize draw that users enter in one of two ways.
One is to simply be active in the app, so encouraging users to do whatever they would normally do—whether that’s playing a level in a mobile game, swiping through profiles in a dating app, recording a run in a fitness app, you name it. Two is for users to also have an active connection, such as to another account (like social media) or related app.
At the end of the month, the entries are picked at random to identify the winner who takes home the prize (this could be cash or something you know appeals to your specific audience). Knowing there’s a chance to win something keeps the app at the top of users’ minds and pushes them to keep interacting with your app.
6. Identify the best time to reactive lapsed users
Another helpful piece of advice is to consider building your strategy around reactivating inactive users. Klein mentioned that nearly every app has a “magic number”—the specific number of days after which a user is least likely to return to the app, which can be gauged through a simple analysis. Once you know the “magic number,” targeting this specific group with dedicated campaigns can help extend your user’s lifecycle.
If you were to take grocery shopping apps as an example, most users will probably use them around once a week. That would mean that if you get a user who hasn’t logged in for around eight or nine days, there’s a good chance that they might never return. However, if you were to reach them at that point with a small discount or special promotion, you might pull them back in.
Advertisers may also want to focus on the onboarding process, which involves getting users to make their first purchase or subscription. The best place to start is by looking at what signals a “good” user early on, which might include viewing multiple product pages, checking the pricing plan, or engaging without immediately leaving. After these actions, you can give users time to convert on their own.
7. Look at in-app events and custom product pages
Russell felt two key areas related to re-engagement should be more utilized on iOS: in-app events and custom product pages. Both have the option to be specifically targeted to existing users browsing the App Store. If you have someone who downloaded your app but has not used it for a while, you can reach out and let them know about new features and improvements.
At the moment, both in-app events and custom product pages are easy to use and completely free, so there’s no reason to hesitate. However, given that Apple surely must want to get more apps using these tools and populating the App Store with different graphics and visual styles, there’s a good chance that at some point these will become part of Apple Search Ads.
8. Use CRM tools to balance re-engagement campaigns
Creating any mobile marketing campaign is always a tricky balancing act. Push the user too hard, and you run the risk of them dismissing your app completely. Push the user too little, and you might just miss out on a conversion. But according to MoneyHub’s Russell, it doesn’t have to be such a challenge—practically any decent CRM tool should be able to stop a campaign from becoming too intrusive.
He said: “I’ve set up global rules to maintain a balanced communication strategy. For example, I ensure that no more than one marketing push notification is sent out within a 48-hour period and no more than three emails are sent within a week. I understand what’s acceptable can vary across products and industries, but with a finance app, where sensitive information is involved, this balance works best for us.”
9. Advertisers measure the impact of re-engagement using incrementality
It’s not enough just to have a successful app—you need to be able to demonstrably prove that it’s a result of your ad campaigns. However, measuring the impact of re-engagement can be challenging—how can you say for sure whether or not someone wouldn’t have reopened the app anyway if you’d just waited?
That’s where incrementality comes in, essentially a test versus control experiment. First, you take an audience that has been inactive for a notable period of time and should be targeted with a re-engagement campaign. But before you hit the launch button, you split said group into two. One part will be exposed to the ads, while the other will be left alone. By comparing the performance of each group, you’ll see the actual causal impact of the campaign.
Obviously, that’s a lot of work, and for many years, this privilege has been afforded only to large companies with the capacity to manage it. However, today, it’s much easier for anyone to look at incrementality due to advancements in technology offered by mobile analytics providers like AppsFlyer. These platforms make it pretty easy to run a couple of tests, understand the impact, and optimize for incremental value.
10. What’s next for Google Privacy Sandbox
Just as mobile marketers recover from Apple’s changes to the mobile marketing landscape, Google seems close behind. That being said, precisely what those changes will look like is up in the air. Earlier this year, the company announced its intentions to reverse its cookie deprecation plans, leading many to wonder what that might mean for the far more complicated Privacy Sandbox.
If you’re concerned about running into the same scramble brought about by ATT, the best thing to do is put some preparations in place. Do any of Google’s current announcements present any opportunities for you or even any risks you may need to implement? Do you know what changes you need to make if your Google advertising ID goes away? It would be worthwhile having the answers to these questions sooner rather than later.
If you enjoyed this blog post and would like to learn more, you can watch the State of Re-engagement and Emerging Trends webinar in its entirety here  →
The post 10 Key Takeaways From Our State of Re-Engagement and Emerging Trends Webinar appeared first on Liftoff.

In our recent State of Re-engagement and Emerging Trends webinar, Liftoff Sales Engineering Manager Jackie Nguyen was joined by Mobile Hero Iain Russell, Head of Performance Marketing at Moneyhub, and Niv Klein, Product Team Lead at AppsFlyer, to discuss the evolving landscape of re-engagement for Android and iOS. During this session, they covered several important […]
The post 10 Key Takeaways From Our State of Re-Engagement and Emerging Trends Webinar appeared first on Liftoff.

10 Key Takeaways From Our State of Re-Engagement and Emerging Trends Webinar

AppsFlyer dropped its latest edition of the Performance Index, honoring Liftoff with dozens of top 10 accolades. The Performance Index ranks the best ad partners in mobile in-app advertising based on performance. AppsFlyer’s Index 17 is based on its largest data sample to date. To generate their rankings for the Performance Index 17, AppsFlyer analyzed [&#8230;]
The post <a href="https://liftoff.io/blog/performance-index-17-liftoff-takes-home-dozens-of-top-10-accolades/">Performance Index 17: Liftoff Takes Home Dozens of Top 10 Accolades</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

AppsFlyer <a href="https://www.appsflyer.com/resources/reports/performance-index/" target="_blank" rel="noreferrer noopener">dropped</a> its latest edition of the Performance Index, honoring Liftoff with dozens of top 10 accolades. The Performance Index ranks the best ad partners in mobile in-app advertising based on performance.



AppsFlyer’s Index 17 is based on its largest data sample to date. To generate their rankings for the Performance Index 17, AppsFlyer analyzed 92 media sources responsible for 13.5 billion non-organic installs across 35,000 apps from January to June 2024.



Here’s a peek at our most notable rankings below!



<h2 class="wp-block-heading is-style-title-md">iOS SSOT (Single Source of Truth) Index rankings</h2>



(RANK TYPE — REGION — VERTICAL — CATEGORY GROUP)



<ul class="wp-block-list">
<li>Power — Global — Non-Gaming — All Categories</li>



<li>Power — Global — Gaming — All Categories</li>



<li>Power — Global — All Categories — All Categories</li>



<li>Power — Global — Non-Gaming — Finance</li>



<li>Power — Global — Non-Gaming — Life &amp; Culture</li>



<li>Volume — Global — Non-Gaming — All Categories</li>



<li>Volume — Global — Gaming — All Categories</li>



<li>Volume — Global — Non-Gaming — Finance</li>



<li>Volume — Global — Non-Gaming — Life &amp; Culture</li>
</ul>



<h2 class="wp-block-heading is-style-title-md">Android Index rankings</h2>



(RANK TYPE — REGION — VERTICAL — CATEGORY GROUP)



<ul class="wp-block-list">
<li>Power — Global — Gaming — Casino</li>



<li>Power — Global — Non-Gaming — Finance</li>



<li>Volume — Global — Gaming — Casino</li>



<li>Volume — Global — Non-Gaming — Finance</li>
</ul>



<h2 class="wp-block-heading is-style-title-md">Remarketing Index rankings (Android)</h2>



(RANK TYPE — REGION — VERTICAL — CATEGORY GROUP)



<ul class="wp-block-list">
<li>Power — North America — Gaming — All Categories</li>



<li>Power — North America — Gaming — Casino</li>



<li>Volume — North America — Gaming — All Categories</li>



<li>Volume — North America — Gaming — Casino</li>
</ul>
The post <a href="https://liftoff.io/blog/performance-index-17-liftoff-takes-home-dozens-of-top-10-accolades/">Performance Index 17: Liftoff Takes Home Dozens of Top 10 Accolades</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

AppsFlyer dropped its latest edition of the Performance Index, honoring Liftoff with dozens of top 10 accolades. The Performance Index ranks the best ad partners in mobile in-app advertising based on performance.
AppsFlyer’s Index 17 is based on its largest data sample to date. To generate their rankings for the Performance Index 17, AppsFlyer analyzed 92 media sources responsible for 13.5 billion non-organic installs across 35,000 apps from January to June 2024.
Here’s a peek at our most notable rankings below!
iOS SSOT (Single Source of Truth) Index rankings
(RANK TYPE — REGION — VERTICAL — CATEGORY GROUP)
Power — Global — Non-Gaming — All Categories
Power — Global — Gaming — All Categories
Power — Global — All Categories — All Categories
Power — Global — Non-Gaming — Finance
Power — Global — Non-Gaming — Life & Culture
Volume — Global — Non-Gaming — All Categories
Volume — Global — Gaming — All Categories
Volume — Global — Non-Gaming — Finance
Volume — Global — Non-Gaming — Life & Culture
Android Index rankings
(RANK TYPE — REGION — VERTICAL — CATEGORY GROUP)
Power — Global — Gaming — Casino
Power — Global — Non-Gaming — Finance
Volume — Global — Gaming — Casino
Volume — Global — Non-Gaming — Finance
Remarketing Index rankings (Android)
(RANK TYPE — REGION — VERTICAL — CATEGORY GROUP)
Power — North America — Gaming — All Categories
Power — North America — Gaming — Casino
Volume — North America — Gaming — All Categories
Volume — North America — Gaming — Casino
The post Performance Index 17: Liftoff Takes Home Dozens of Top 10 Accolades appeared first on Liftoff.

AppsFlyer dropped its latest edition of the Performance Index, honoring Liftoff with dozens of top 10 accolades. The Performance Index ranks the best ad partners in mobile in-app advertising based on performance. AppsFlyer’s Index 17 is based on its largest data sample to date. To generate their rankings for the Performance Index 17, AppsFlyer analyzed […]
The post Performance Index 17: Liftoff Takes Home Dozens of Top 10 Accolades appeared first on Liftoff.

Performance Index 17: Liftoff Takes Home Dozens of Top 10 Accolades

Machine learning is in Liftoff’s DNA—it powers everything we do. ML has been at the core of our platform since we launched in 2012, and it continues to drive our product roadmap and helps advertisers worldwide increase revenue and grow their businesses.&#160; As a leader in mobile technology, Liftoff continues to evolve our ML technologies. [&#8230;]
The post <a href="https://liftoff.io/blog/cortex-ml-platform-announcement/">Introducing Cortex, Liftoff’s Next-Generation ML Platform</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

Machine learning is in Liftoff’s DNA—it powers everything we do. ML has been at the core of our platform since we launched in 2012, and it continues to drive our product roadmap and helps advertisers worldwide increase revenue and grow their businesses.&nbsp;



As a leader in mobile technology, Liftoff continues to evolve our ML technologies. To help our partners reach new heights, we’ve embraced smarter, faster, and more adaptable ML.&nbsp;



That’s why we’re excited to announce Cortex, our next-generation machine learning-powered platform. Applying innovations in neural network technology, Cortex finds patterns within significantly larger datasets, enabling improved decision-making to drive better ROI for you.&nbsp;



With Cortex, Liftoff is delivering profound performance improvements for our partners. Across our platform, we’ve observed:



<ul class="wp-block-list">
<li>23% lower CPIs</li>



<li>21% lower CPAs</li>



<li>16% higher ROAS</li>
</ul>



<h3 class="wp-block-heading is-style-title-md">Advertisers are seeing the impact of Cortex on campaign performance</h3>



Top games developer Playlinks has been impressed by what Cortex can do. Seokyung Lee, Marketing Manager at Playlinks, said:



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
 “With their strong ML logic, Cortex, Liftoff have shown strong ROAS results compared to other networks and the proportion of new users is almost 80% high on iOS. Their support for the optimization and the creative has been consistently helping for the campaign result as well.&#8221;
</blockquote>



Bigo Live, a global live streaming platform, is also discovering performance gains. Bigo Live said:



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
 &#8220;Liftoff is actively developing optimization methods to address partners’ needs. Especially under the help of UGC and Cortex, we have observed a lower CPI and improved user retention.&#8221;
</blockquote>



We’re excited to see how Cortex can help you achieve your advertising goals in the months to come. Here are several reasons why these advancements are so successful.



<h3 class="wp-block-heading is-style-title-md">Smarter models make better predictions</h3>



Cortex has more computing power to drive superior decision-making. Its neural net models process 10x more training data than our previous models, and we anticipate the growth to scale to 100x. 



With larger models, Liftoff can better leverage data from our platform, which includes the Vungle SDK and GameRefinery. Improved data capacity, combined with improved pattern recognition, leads to more accurate predictions and more wins for our advertisers.



<h3 class="wp-block-heading is-style-title-md">State-of-the-art technology enables faster product innovation</h3>



With hardware improvements, Cortex also expands the capabilities of existing technologies for rapid innovation. Liftoff’s technology teams can run more experiments faster and at a larger scale. We can now go from ideation to experiment 10x faster.



A faster experiment cycle delivers more frequent product releases, leading to a higher cadence of performance-enhancing features. Since Cortex went live, our development teams have launched 7x more ML-related releases.



<h3 class="wp-block-heading is-style-title-md">Greater adaptability improves efficiency</h3>



Finally, Cortex reacts quickly to shifting market conditions and campaign fluctuations, resulting in more efficient ad spend and steadier performance. Compared to previous models, Cortex can generalize based on smaller subsets of data.&nbsp;



Our models now train 6x faster, which ensures bidding decisions are driven by immediate market conditions. Frequent model refreshes also prioritize fresh data trends, so your budget is continuously optimized based on the newest data.



<h3 class="wp-block-heading is-style-title-md">How can you take advantage of what Cortex can do?</h3>



You already are! Most advertisers working with Liftoff now run campaigns on Cortex to achieve their goals and increase revenue. We look forward to sharing future Cortex innovations, including new SKAdNetwork Cortex models arriving in late 2024.&nbsp;



Interested in learning more about what Cortex can do for your mobile business? 



<a href="https://info.liftoff.io/get-started">Get started</a> with Liftoff, or reach out to your account team for more information.
The post <a href="https://liftoff.io/blog/cortex-ml-platform-announcement/">Introducing Cortex, Liftoff’s Next-Generation ML Platform</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

Machine learning is in Liftoff’s DNA—it powers everything we do. ML has been at the core of our platform since we launched in 2012, and it continues to drive our product roadmap and helps advertisers worldwide increase revenue and grow their businesses. 
As a leader in mobile technology, Liftoff continues to evolve our ML technologies. To help our partners reach new heights, we’ve embraced smarter, faster, and more adaptable ML. 
That’s why we’re excited to announce Cortex, our next-generation machine learning-powered platform. Applying innovations in neural network technology, Cortex finds patterns within significantly larger datasets, enabling improved decision-making to drive better ROI for you. 
With Cortex, Liftoff is delivering profound performance improvements for our partners. Across our platform, we’ve observed:
23% lower CPIs
21% lower CPAs
16% higher ROAS
Advertisers are seeing the impact of Cortex on campaign performance
Top games developer Playlinks has been impressed by what Cortex can do. Seokyung Lee, Marketing Manager at Playlinks, said:
 “With their strong ML logic, Cortex, Liftoff have shown strong ROAS results compared to other networks and the proportion of new users is almost 80% high on iOS. Their support for the optimization and the creative has been consistently helping for the campaign result as well.”
Bigo Live, a global live streaming platform, is also discovering performance gains. Bigo Live said:
 “Liftoff is actively developing optimization methods to address partners’ needs. Especially under the help of UGC and Cortex, we have observed a lower CPI and improved user retention.”
We’re excited to see how Cortex can help you achieve your advertising goals in the months to come. Here are several reasons why these advancements are so successful.
Smarter models make better predictions
Cortex has more computing power to drive superior decision-making. Its neural net models process 10x more training data than our previous models, and we anticipate the growth to scale to 100x. 
With larger models, Liftoff can better leverage data from our platform, which includes the Vungle SDK and GameRefinery. Improved data capacity, combined with improved pattern recognition, leads to more accurate predictions and more wins for our advertisers.
State-of-the-art technology enables faster product innovation
With hardware improvements, Cortex also expands the capabilities of existing technologies for rapid innovation. Liftoff’s technology teams can run more experiments faster and at a larger scale. We can now go from ideation to experiment 10x faster.
A faster experiment cycle delivers more frequent product releases, leading to a higher cadence of performance-enhancing features. Since Cortex went live, our development teams have launched 7x more ML-related releases.
Greater adaptability improves efficiency
Finally, Cortex reacts quickly to shifting market conditions and campaign fluctuations, resulting in more efficient ad spend and steadier performance. Compared to previous models, Cortex can generalize based on smaller subsets of data. 
Our models now train 6x faster, which ensures bidding decisions are driven by immediate market conditions. Frequent model refreshes also prioritize fresh data trends, so your budget is continuously optimized based on the newest data.
How can you take advantage of what Cortex can do?
You already are! Most advertisers working with Liftoff now run campaigns on Cortex to achieve their goals and increase revenue. We look forward to sharing future Cortex innovations, including new SKAdNetwork Cortex models arriving in late 2024. 
Interested in learning more about what Cortex can do for your mobile business? 
Get started with Liftoff, or reach out to your account team for more information.
The post Introducing Cortex, Liftoff’s Next-Generation ML Platform appeared first on Liftoff.

Machine learning is in Liftoff’s DNA—it powers everything we do. ML has been at the core of our platform since we launched in 2012, and it continues to drive our product roadmap and helps advertisers worldwide increase revenue and grow their businesses.  As a leader in mobile technology, Liftoff continues to evolve our ML technologies. […]
The post Introducing Cortex, Liftoff’s Next-Generation ML Platform appeared first on Liftoff.

Introducing Cortex, Liftoff’s Next-Generation ML Platform

Make it eight straight! Inc. once again honored Liftoff in its Inc. 5000 list of the fastest-growing private companies in America. Every year since 1982, Inc. analyzes company data to compile its list of the 5,000 most successful companies in the economy’s most dynamic segment—its independent, entrepreneurial businesses. Inc. had this to say about the [&#8230;]
The post <a href="https://liftoff.io/blog/liftoff-makes-it-eight-straight-inc-5000-fastest-growing-private-companies-list-rankings/">Liftoff Makes It Eight Straight Inc. 5000 Fastest-Growing Private Companies List Rankings</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

Make it eight straight!



Inc. once again <a href="https://www.inc.com/inc5000/2024" target="_blank" rel="noreferrer noopener">honored</a> Liftoff in its Inc. 5000 list of the fastest-growing private companies in America. Every year since 1982, Inc. analyzes company data to compile its list of the 5,000 most successful companies in the economy’s most dynamic segment—its independent, entrepreneurial businesses.



Inc. had this to say about the Inc. 5000 2024:



 The Inc. 5000 class of 2024 represents companies that have driven rapid revenue growth while navigating inflationary pressure, the rising costs of capital, and seemingly intractable hiring challenges. Among this year&#8217;s top 500 companies, the average median three-year revenue growth rate is 1,637%. In all, this year&#8217;s Inc. 5000 companies have added 874,458 jobs to the economy over the past three years.



“One of the greatest joys of my job is going through the Inc. 5000 list,” says Mike Hofman, who recently joined Inc. as editor-in-chief. “To see all of the intriguing and surprising ways that companies are transforming sectors, from health care and AI to apparel and pet food, is fascinating for me as a journalist and storyteller. Congratulations to this year&#8217;s honorees, as well, for growing their businesses fast despite the economic disruption we all faced over the past three years, from supply chain woes to inflation to changes in the workforce.”



<h2 class="wp-block-heading is-style-title-md">Methodology</h2>



Companies on the 2024 Inc. 5000 are ranked according to percentage revenue growth from 2020 through 2023. To qualify, companies must have been founded and generating revenue by March 31, 2020. They must be U.S.-based, privately held, for-profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2023. (Since the period under review, some on the list may have gone public or been acquired.) The minimum revenue required for 2020 is $100,000; the minimum for 2023 is $2 million. Growth rates used to determine rankings were calculated to four decimal places. All honorees must pass Inc. editorial review. <a href="https://www.inc.com/inc-5000-methodology-how-we-selected-these-companies.html" target="_blank" rel="noreferrer noopener">See Inc.’s full methodology</a>.
The post <a href="https://liftoff.io/blog/liftoff-makes-it-eight-straight-inc-5000-fastest-growing-private-companies-list-rankings/">Liftoff Makes It Eight Straight Inc. 5000 Fastest-Growing Private Companies List Rankings</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

Make it eight straight!
Inc. once again honored Liftoff in its Inc. 5000 list of the fastest-growing private companies in America. Every year since 1982, Inc. analyzes company data to compile its list of the 5,000 most successful companies in the economy’s most dynamic segment—its independent, entrepreneurial businesses.
Inc. had this to say about the Inc. 5000 2024:
The Inc. 5000 class of 2024 represents companies that have driven rapid revenue growth while navigating inflationary pressure, the rising costs of capital, and seemingly intractable hiring challenges. Among this year’s top 500 companies, the average median three-year revenue growth rate is 1,637%. In all, this year’s Inc. 5000 companies have added 874,458 jobs to the economy over the past three years.
“One of the greatest joys of my job is going through the Inc. 5000 list,” says Mike Hofman, who recently joined Inc. as editor-in-chief. “To see all of the intriguing and surprising ways that companies are transforming sectors, from health care and AI to apparel and pet food, is fascinating for me as a journalist and storyteller. Congratulations to this year’s honorees, as well, for growing their businesses fast despite the economic disruption we all faced over the past three years, from supply chain woes to inflation to changes in the workforce.”
Methodology
Companies on the 2024 Inc. 5000 are ranked according to percentage revenue growth from 2020 through 2023. To qualify, companies must have been founded and generating revenue by March 31, 2020. They must be U.S.-based, privately held, for-profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2023. (Since the period under review, some on the list may have gone public or been acquired.) The minimum revenue required for 2020 is $100,000; the minimum for 2023 is $2 million. Growth rates used to determine rankings were calculated to four decimal places. All honorees must pass Inc. editorial review. See Inc.’s full methodology.
The post Liftoff Makes It Eight Straight Inc. 5000 Fastest-Growing Private Companies List Rankings appeared first on Liftoff.

Make it eight straight! Inc. once again honored Liftoff in its Inc. 5000 list of the fastest-growing private companies in America. Every year since 1982, Inc. analyzes company data to compile its list of the 5,000 most successful companies in the economy’s most dynamic segment—its independent, entrepreneurial businesses. Inc. had this to say about the […]
The post Liftoff Makes It Eight Straight Inc. 5000 Fastest-Growing Private Companies List Rankings appeared first on Liftoff.

Liftoff Makes It Eight Straight Inc. 5000 Fastest-Growing Private Companies List Rankings

In the cutthroat landscape of consumer apps, developers constantly swim upstream to capture and retain valuable users. However, we noticed a trend among perennial chart-topping mobile apps: they prioritize audience engagement and retention. In this blog post, we explore these apps’ three key strategies to win the competition for user time and attention. 1. Implement [&#8230;]
The post <a href="https://liftoff.io/blog/how-consumer-apps-are-winning-the-competition-for-time-and-attention/">How Consumer Apps Are Winning the Competition for Time and Attention</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

In the cutthroat landscape of consumer apps, developers constantly swim upstream to capture and retain valuable users. However, we noticed a trend among perennial chart-topping mobile apps: they prioritize audience engagement and retention. In this blog post, we explore these apps’ three key strategies to win the competition for <a href="https://liftoff.io/resources/webinar/competition-for-time-and-attention-enhancing-user-engagement/" target="_blank" rel="noreferrer noopener">user time and attention</a>.



<h2 class="wp-block-heading is-style-title-md">1. Implement reward systems</h2>



A reward system is a feature that gives users benefits, such as points or coins, for completing desired tasks. Those points can then be used to take further action in the app. Reward systems drive what we call a “progression loop”—the rewards incentivize further engagement, allowing users to earn more rewards, driving more engagement.



In addition to boosting engagement, reward systems improve retention. Mobile apps can offer weekly or monthly tasks to keep users returning regularly.



Reward systems can be implemented across nearly any app vertical. We’ve even seen reward systems implemented in common utility apps, where users collect tokens for utilizing the main app features. They can then earn extra tokens for opening and using the app on consecutive days, building a “streak.” Users can then redeem tokens for gift cards, sweepstakes entries, or charitable donations.



Finance apps, especially in crypto, leverage reward systems. They integrate task-reward loops for financial management, helping to motivate users to complete financial tasks and ultimately drive higher user engagement.



<figure class="wp-block-image aligncenter size-full is-resized"><img loading="lazy" decoding="async" width="462" height="1000" src="https://liftoff.io/wp-content/uploads/2024/08/crypto-com-reward-system.png" alt="Cryto.com reward system" class="wp-image-33494" style="width:auto;height:500px" srcset="https://liftoff.io/wp-content/uploads/2024/08/crypto-com-reward-system.png 462w, https://liftoff.io/wp-content/uploads/2024/08/crypto-com-reward-system-139x300.png 139w, https://liftoff.io/wp-content/uploads/2024/08/crypto-com-reward-system-30x66.png 30w, https://liftoff.io/wp-content/uploads/2024/08/crypto-com-reward-system-300x649.png 300w, https://liftoff.io/wp-content/uploads/2024/08/crypto-com-reward-system-375x812.png 375w" sizes="(max-width: 462px) 100vw, 462px" /></figure>



Crypto.com’s reward system.



<h2 class="wp-block-heading is-style-title-md">2. Build strong communities</h2>



Social status and community are strong motivators that encourage user engagement and retention. This is why apps that foster community through the app experience see stronger user affinity and higher lifetime engagement. But how can an app build a community that feels authentic to the user and the brand?



Creating a space for users to share user-generated content allows for self-expression, connection, and social status. It adds a social layer to existing content through the initial user-generated content uploaded to the community and the comments and engagement on each user post. This adds the benefit of saving on content creation resources because the community uploads the content and creates opportunities for additional engagement.



Team systems are another great way to capitalize on a user&#8217;s desire for social status and connection. To understand how team systems work, think about how your favorite fitness app adds a layer of competition and connection. Typically, users can join a team to compete against other teams and those within their team. Subfeatures like leaderboards, chats, and team-to-team competitions inspire user engagement and encourage user retention.



<figure class="wp-block-image aligncenter size-full is-resized"><img loading="lazy" decoding="async" width="462" height="1000" src="https://liftoff.io/wp-content/uploads/2024/08/strava-clubs-feature.png" alt="" class="wp-image-33495" style="width:auto;height:500px" srcset="https://liftoff.io/wp-content/uploads/2024/08/strava-clubs-feature.png 462w, https://liftoff.io/wp-content/uploads/2024/08/strava-clubs-feature-139x300.png 139w, https://liftoff.io/wp-content/uploads/2024/08/strava-clubs-feature-30x66.png 30w, https://liftoff.io/wp-content/uploads/2024/08/strava-clubs-feature-300x649.png 300w, https://liftoff.io/wp-content/uploads/2024/08/strava-clubs-feature-375x812.png 375w" sizes="(max-width: 462px) 100vw, 462px" /></figure>



Strava builds community through its clubs feature.



<h2 class="wp-block-heading is-style-title-md">3. Innovate how you monetize</h2>



Apps must transcend beyond basic <a href="https://info.liftoff.io/2023-subscription-apps-report">subscriptions</a> if they’re truly interested in improving user lifetime value and driving more revenue. Adding elements of convenience or even <a href="https://liftoff.io/blog/understanding-gamification-player-motivations-and-their-impact-on-mobile-ua/" target="_blank" rel="noreferrer noopener">gamification</a> to a subscription plan can help to make an app more engaging for your users and keep them coming back. For example, taking inspiration from the <a href="https://liftoff.io/blog/how-mobile-app-developers-boost-engagement-with-season-based-systems/" target="_blank" rel="noreferrer noopener">season pass system</a> that is so popular in mobile games is a great way to drive user retention. With a season pass, for a user to get the most out of their subscription, they need to complete tasks or engage with the app, which boosts app engagement. Although all users get a limited number of benefits from a season pass, paying subscribers get exclusive perks. This means paying and non-paying users are incentivized to engage further with the app, and non-paying users are more likely to convert to paying users to unlock those extra benefits.



Season passes have immense potential in habit-building apps, such as those focused on education, wellbeing, and fitness, where they would naturally support user progression and sustained engagement. In education apps, a season pass could introduce weekly or monthly challenges that reward users with in-app currency, virtual badges, or exclusive content as they advance through different learning modules. Similarly, fitness apps could use a season pass to reward users for completing daily workouts, achieving specific fitness milestones, and participating in community challenges.



<h2 class="wp-block-heading is-style-title-md">Wrapping up: The user engagement trifecta</h2>



Successful consumer app developers today constantly consider what motivates their audience and how their app features will satisfy those motivations. These three strategies—reward systems, community building, and innovative monetization—will help developers maximize their users&#8217; lifetime value.



As Head of Activations at GameRefinery, Christie Crable leverages Liftoff Intelligence’s comprehensive data to ensure Liftoff’s key partners stay ahead of trends and optimize their mobile apps for maximum success in the competitive market.
The post <a href="https://liftoff.io/blog/how-consumer-apps-are-winning-the-competition-for-time-and-attention/">How Consumer Apps Are Winning the Competition for Time and Attention</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

In the cutthroat landscape of consumer apps, developers constantly swim upstream to capture and retain valuable users. However, we noticed a trend among perennial chart-topping mobile apps: they prioritize audience engagement and retention. In this blog post, we explore these apps’ three key strategies to win the competition for user time and attention.
1. Implement reward systems
A reward system is a feature that gives users benefits, such as points or coins, for completing desired tasks. Those points can then be used to take further action in the app. Reward systems drive what we call a “progression loop”—the rewards incentivize further engagement, allowing users to earn more rewards, driving more engagement.
In addition to boosting engagement, reward systems improve retention. Mobile apps can offer weekly or monthly tasks to keep users returning regularly.
Reward systems can be implemented across nearly any app vertical. We’ve even seen reward systems implemented in common utility apps, where users collect tokens for utilizing the main app features. They can then earn extra tokens for opening and using the app on consecutive days, building a “streak.” Users can then redeem tokens for gift cards, sweepstakes entries, or charitable donations.
Finance apps, especially in crypto, leverage reward systems. They integrate task-reward loops for financial management, helping to motivate users to complete financial tasks and ultimately drive higher user engagement.




Crypto.com’s reward system.
2. Build strong communities
Social status and community are strong motivators that encourage user engagement and retention. This is why apps that foster community through the app experience see stronger user affinity and higher lifetime engagement. But how can an app build a community that feels authentic to the user and the brand?
Creating a space for users to share user-generated content allows for self-expression, connection, and social status. It adds a social layer to existing content through the initial user-generated content uploaded to the community and the comments and engagement on each user post. This adds the benefit of saving on content creation resources because the community uploads the content and creates opportunities for additional engagement.
Team systems are another great way to capitalize on a user’s desire for social status and connection. To understand how team systems work, think about how your favorite fitness app adds a layer of competition and connection. Typically, users can join a team to compete against other teams and those within their team. Subfeatures like leaderboards, chats, and team-to-team competitions inspire user engagement and encourage user retention.




Strava builds community through its clubs feature.
3. Innovate how you monetize
Apps must transcend beyond basic subscriptions if they’re truly interested in improving user lifetime value and driving more revenue. Adding elements of convenience or even gamification to a subscription plan can help to make an app more engaging for your users and keep them coming back. For example, taking inspiration from the season pass system that is so popular in mobile games is a great way to drive user retention. With a season pass, for a user to get the most out of their subscription, they need to complete tasks or engage with the app, which boosts app engagement. Although all users get a limited number of benefits from a season pass, paying subscribers get exclusive perks. This means paying and non-paying users are incentivized to engage further with the app, and non-paying users are more likely to convert to paying users to unlock those extra benefits.
Season passes have immense potential in habit-building apps, such as those focused on education, wellbeing, and fitness, where they would naturally support user progression and sustained engagement. In education apps, a season pass could introduce weekly or monthly challenges that reward users with in-app currency, virtual badges, or exclusive content as they advance through different learning modules. Similarly, fitness apps could use a season pass to reward users for completing daily workouts, achieving specific fitness milestones, and participating in community challenges.
Wrapping up: The user engagement trifecta
Successful consumer app developers today constantly consider what motivates their audience and how their app features will satisfy those motivations. These three strategies—reward systems, community building, and innovative monetization—will help developers maximize their users’ lifetime value.
As Head of Activations at GameRefinery, Christie Crable leverages Liftoff Intelligence’s comprehensive data to ensure Liftoff’s key partners stay ahead of trends and optimize their mobile apps for maximum success in the competitive market.
The post How Consumer Apps Are Winning the Competition for Time and Attention appeared first on Liftoff.

In the cutthroat landscape of consumer apps, developers constantly swim upstream to capture and retain valuable users. However, we noticed a trend among perennial chart-topping mobile apps: they prioritize audience engagement and retention. In this blog post, we explore these apps’ three key strategies to win the competition for user time and attention. 1. Implement […]
The post How Consumer Apps Are Winning the Competition for Time and Attention appeared first on Liftoff.

How Consumer Apps Are Winning the Competition for Time and Attention

The mobile gaming landscape has shifted dramatically since the pandemic boom, with an enhanced focus on user privacy and rising costs posing formidable challenges for mobile marketers and developers alike. As a result, casual gaming apps have had to evolve rapidly to meet the market&#8217;s shifting demands, launching new subgenres, gameplay mechanics, and monetization strategies [&#8230;]
The post <a href="https://liftoff.io/blog/the-casual-gaming-insights-mobile-marketers-need-to-know-in-2024/">The Casual Gaming Insights Mobile Marketers Need to Know in 2024</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

The mobile gaming landscape has shifted dramatically since the pandemic boom, with an enhanced focus on user privacy and rising costs posing formidable challenges for mobile marketers and developers alike. As a result, casual gaming apps have had to evolve rapidly to meet the market&#8217;s shifting demands, launching new subgenres, gameplay mechanics, and monetization strategies to drive revenue and engagement.



The <a href="https://info.liftoff.io/2024-casual-gaming-apps-report">Liftoff 2024 Casual Gaming Apps Report</a>, created with insights from GameRefinery and Liftoff ML-powered Accelerate, explores what’s changed in the casual gaming market over the last 12 months. It includes everything from the must-know trends and user acquisition tactics to a full rundown of user acquisition costs.



Don’t worry. We know your time is of the essence, so we’ve gathered the key facts from the report that app and mobile game marketers need to know.



<h2 class="wp-block-heading is-style-title-md">Android is significantly cheaper for UA in casual gaming apps</h2>



Are you looking to drive down marketing costs? Based on the data we’ve gathered, we can’t imagine you’ll be the only one. Our <a href="https://info.liftoff.io/2023-casual-gaming-apps-report">2023 Casual Gaming Apps Report</a> found that acquisition costs were steady at $0.98. This year’s report has a very different outlook, with acquisition costs doubling to $2.17 per install.



Much of this expense stems from iOS, where mobile marketers still contend with the challenges arising from Apple’s enhanced focus on user privacy. The average cost per install (CPI) for casual games on iOS between March 2023 and March 2024 was $4.83 per install, an increase of $2.50 compared to the same period a year prior.



However, there is some good news. It’s business as usual on Android, costing just $0.65 per install (around eight times less than iOS). But before you rush towards all things Google, just remember that iOS games enjoy a slightly higher average D7 ROAS at 5.9% (an 0.8% increase over Android).



<h2 class="wp-block-heading is-style-title-md">iOS acquisition costs increase between April and June</h2>



Acquisition costs on iOS are not only significantly higher than on Android, but they’re also more variable. Between March and May 2023, iOS acquisition costs spiked considerably, with April being the most expensive month of the year at $5.35 per install. Comparatively, prices fell in the latter half of the year, dropping as low as $4.20 per install in December.



On Android, costs held pretty steady throughout the year, although there was a slight bump in the latter half of the year, peaking at $0.81 per install in October and December. It’s worth noting that the opposite applies to D7 ROAS, with iOS hovering around 5.5% to 6% for most of last year, while Android saw much more fluctuation, peaking at 6.1% in July but falling as low as 4.2% in October.



These variations could be related to different promotions and events, especially given the vast number of mobile games incorporating <a href="https://www.gamerefinery.com/drive-up-your-revenues-with-seasonal-events/" target="_blank" rel="noreferrer noopener">seasonal content into their LiveOps strategies</a>. Regardless of the cause, mobile marketers should consider building bespoke campaigns for each platform to make the most of cheaper periods and plan their UA campaigns well before the holiday period to get a headstart.



<h2 class="wp-block-heading is-style-title-md">LATAM continues to exhibit the lowest CPI</h2>



One of the best ways to succeed in the crowded casual gaming market is to target the most economical regions. North America (NAMAR) might be popular, but it had the highest CPI last year at $6.78. In comparison, Europe, the Middle East, and Africa (EMEA), and Asia-Pacific (APAC) came in at around $1 per install, almost six times lower. Latin America (LATAM) came in even cheaper at just $0.44 per install.



However, there is one caveat. The regions with the lowest CPI offer the most negligible ROI. Looking at D7 ROAS, LATAM came in at 4.6%, while NAMER was notably higher at 6%. Arguably, EMEA and APAC offer the best middle ground, with a D7 ROAS of 5.3% alongside relatively low install costs.



<h2 class="wp-block-heading is-style-title-md">Simulation players are the cheapest to acquire</h2>



The casual gaming market comprises various genres and subgenres, notably puzzle, arcade, lifestyle, AR/location, and hyper-casual. Some of these genres are much more popular than others, meaning that you’re likely to encounter drastically different costs depending on which you target.



Puzzle, lifestyle, and simulation are the three casual genres that drive the most perennial interest. Simulation games offer the lowest user acquisition costs at $1.77 per install, while lifestyle is almost double the price at $2.95. Puzzle is the largest segment of the casual market and averages around $2.23 CPI, offering a good balance between scalability and value.



<h2 class="wp-block-heading is-style-title-md">Casual games drive installs across the board</h2>



Casual games continue to be the biggest driver of installs in other casual games at 91%. If we break this down further into specific casual genres, puzzle games take the top spot at 37%. In second place are <a href="https://liftoff.io/blog/what-the-rise-of-hybrid-casual-games-means-for-advertisers/" target="_blank" rel="noreferrer noopener">hybrid-casual games</a>, which are responsible for driving 29% of casual game installs. Finally, lifestyle and casual games take third place, driving 8% of installs.



A more surprising trend is that casual games are also the powerhouse behind <a href="https://info.liftoff.io/2023-midcore-gaming-apps-report">midcore game installs</a>, with our sample showing that a staggering 74% of new midcore players discovered their games through ads within casual titles last year. Comparatively, other midcore titles drove just 10% of installs, while sports &amp; driving brought in 13%.



<h2 class="wp-block-heading is-style-title-md">Rising casual mobile game genres</h2>



Given the level of competition in the mobile market, it can take time for new titles to break through. All the more impressive, then, that these three dynamic new genres have recently managed to make their mark on the casual market:



<ul class="wp-block-list">
<li>3D Match: Triple Match 3D founded the 3D match genre in 2022, and it’s since exploded in popularity. Based on <a href="https://www.gamerefinery.com/" target="_blank" rel="noreferrer noopener">GameRefinery</a> data, market share for 3D match games in the US iOS top 500 grossing grew from $2.95M to $15.25M between Q4 2022 and Q4 2023.</li>



<li>Mahjong Solitaire, a popular puzzle game in China that uses tiles rather than playing cards, has gained much traction on mobile. This gameplay motif began with Zen Match, released in 2021, but it’s been followed up more recently by Tile Busters and Tile Family—both of which entered the US top 200 grossing last year.</li>



<li>Hybrid-casual games are surging in popularity, with several titles breaking into the top-grossing charts. These games combine elements of midcore and casual games to create the ultimate blend of accessibility and long-lasting engagement. The added gameplay complexity also unlocks a broader range of monetization opportunities.</li>
</ul>



<h2 class="wp-block-heading is-style-title-md">Emerging trends in casual gaming events</h2>



Live events are one of the biggest drivers of engagement among casual games, with exciting new content, items, and deals keeping players returning for more week after week. It’s hardly surprising that developers always look for new event types to retain players&#8217; attention. Here are three that stood out to GameRefinery:



<ul class="wp-block-list">
<li>Minigames (small side games that differ from an app&#8217;s usual gameplay mechanics) have become a staple in the LiveOps strategy of most casual games. One of the most popular minigames is the Digging Event, where players use tokens to dig through a grid to reveal hidden items and minor rewards. <a href="https://www.gamerefinery.com/struggling-with-ua-and-player-retention-in-a-post-idfa-world-minigames-are-the-answer/" target="_blank" rel="noreferrer noopener">Minigame implementation is a great response to UA and player retention in a post-IDFA world</a>.&nbsp;</li>



<li>Social win streak events pit 100 players against each other in a race to clear levels without losing. Players are gradually eliminated from the event as levels are cleared, with only a talented few making it to the end to share a pool of rewards.</li>



<li>Partner events were <a href="https://www.gamerefinery.com/what-we-can-learn-about-liveops-from-the-2024-mobile-gamedev-award-winners/" target="_blank" rel="noreferrer noopener">pioneered by Monopoly GO!</a> and have appeared in many titles since. These events involve teaming up with friends or random players to complete tasks for shared rewards.</li>
</ul>



<h2 class="wp-block-heading is-style-title-md">Casual gaming monetization trends</h2>



In addition to trying to innovate through new event types, mobile game studios are constantly experimenting with new monetization methods and IAP offers. Over the past year, three tactics in particular have picked up a lot of steam across the casual gaming market:



<ul class="wp-block-list">
<li>Pick-one bundles offer players a choice. They’re offered a selection of different bundles to choose from but are restricted to just one purchase. The catch is that there’s usually a bonus option to pick up all the bundles at once for a special discounted rate for an extra enticing saving.</li>



<li>Progressive offers present players with a string of deals that alternate between free-to-claim rewards and real-money purchases. Users can only claim the offers one after the other in their order of appearance. Out of the US top 25 casual games, approximately 70% have some form of progressive offer.</li>



<li>Engagement offers are a new, dynamic IAP format that rewards players for completing specific in-game tasks. Rewards include access to special offers, increased discounts, premium rewards, and additional content added to purchases.</li>
</ul>



<h2 class="wp-block-heading is-style-title-md">Web stores spread to the casual games market</h2>



 Over the past couple of years, <a href="https://liftoff.io/blog/can-you-unlock-more-and-spend-less-by-going-around-the-app-stores/" target="_blank" rel="noreferrer noopener">many mobile apps have launched dedicated external stores on their websites</a>. While they require a bit more effort to access on the user’s part, these external stores offer exclusive bundles and discounts that you can’t get directly within the app. The benefit to developers is that, because these stores aren’t within the confines of iOS or Google Play, they circumvent any platform holder fees.



Previously, it was mainly midcore mobile games that featured external web stores. Still, we’ve encountered several casual games jumping on the trend, such as Scopely’s YAHTZEE With Buddies and Mattel’s mobile card games.



<figure class="wp-block-image size-large"><a href="https://info.liftoff.io/2024-casual-gaming-apps-report"><img loading="lazy" decoding="async" width="1024" height="535" src="https://liftoff.io/wp-content/uploads/2024/04/Casual-gaming-resource-4@2x-1024x535.png" alt="" class="wp-image-33031" srcset="https://liftoff.io/wp-content/uploads/2024/04/Casual-gaming-resource-4@2x-1024x535.png 1024w, https://liftoff.io/wp-content/uploads/2024/04/Casual-gaming-resource-4@2x-300x157.png 300w, https://liftoff.io/wp-content/uploads/2024/04/Casual-gaming-resource-4@2x-1536x803.png 1536w, https://liftoff.io/wp-content/uploads/2024/04/Casual-gaming-resource-4@2x-2048x1070.png 2048w, https://liftoff.io/wp-content/uploads/2024/04/Casual-gaming-resource-4@2x-72x38.png 72w, https://liftoff.io/wp-content/uploads/2024/04/Casual-gaming-resource-4@2x-900x470.png 900w, https://liftoff.io/wp-content/uploads/2024/04/Casual-gaming-resource-4@2x-1128x590.png 1128w, https://liftoff.io/wp-content/uploads/2024/04/Casual-gaming-resource-4@2x-564x295.png 564w, https://liftoff.io/wp-content/uploads/2024/04/Casual-gaming-resource-4@2x-375x196.png 375w" sizes="(max-width: 1024px) 100vw, 1024px" /></a></figure>



<a href="https://info.liftoff.io/2024-casual-gaming-apps-report">If you enjoyed this post, download Liftoff’s 2024 Casual Gaming Apps report to learn more about the biggest mobile trends and monetization strategies →</a>
The post <a href="https://liftoff.io/blog/the-casual-gaming-insights-mobile-marketers-need-to-know-in-2024/">The Casual Gaming Insights Mobile Marketers Need to Know in 2024</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

The mobile gaming landscape has shifted dramatically since the pandemic boom, with an enhanced focus on user privacy and rising costs posing formidable challenges for mobile marketers and developers alike. As a result, casual gaming apps have had to evolve rapidly to meet the market’s shifting demands, launching new subgenres, gameplay mechanics, and monetization strategies to drive revenue and engagement.
The Liftoff 2024 Casual Gaming Apps Report, created with insights from GameRefinery and Liftoff ML-powered Accelerate, explores what’s changed in the casual gaming market over the last 12 months. It includes everything from the must-know trends and user acquisition tactics to a full rundown of user acquisition costs.
Don’t worry. We know your time is of the essence, so we’ve gathered the key facts from the report that app and mobile game marketers need to know.
Android is significantly cheaper for UA in casual gaming apps
Are you looking to drive down marketing costs? Based on the data we’ve gathered, we can’t imagine you’ll be the only one. Our 2023 Casual Gaming Apps Report found that acquisition costs were steady at $0.98. This year’s report has a very different outlook, with acquisition costs doubling to $2.17 per install.
Much of this expense stems from iOS, where mobile marketers still contend with the challenges arising from Apple’s enhanced focus on user privacy. The average cost per install (CPI) for casual games on iOS between March 2023 and March 2024 was $4.83 per install, an increase of $2.50 compared to the same period a year prior.
However, there is some good news. It’s business as usual on Android, costing just $0.65 per install (around eight times less than iOS). But before you rush towards all things Google, just remember that iOS games enjoy a slightly higher average D7 ROAS at 5.9% (an 0.8% increase over Android).
iOS acquisition costs increase between April and June
Acquisition costs on iOS are not only significantly higher than on Android, but they’re also more variable. Between March and May 2023, iOS acquisition costs spiked considerably, with April being the most expensive month of the year at $5.35 per install. Comparatively, prices fell in the latter half of the year, dropping as low as $4.20 per install in December.
On Android, costs held pretty steady throughout the year, although there was a slight bump in the latter half of the year, peaking at $0.81 per install in October and December. It’s worth noting that the opposite applies to D7 ROAS, with iOS hovering around 5.5% to 6% for most of last year, while Android saw much more fluctuation, peaking at 6.1% in July but falling as low as 4.2% in October.
These variations could be related to different promotions and events, especially given the vast number of mobile games incorporating seasonal content into their LiveOps strategies. Regardless of the cause, mobile marketers should consider building bespoke campaigns for each platform to make the most of cheaper periods and plan their UA campaigns well before the holiday period to get a headstart.
LATAM continues to exhibit the lowest CPI
One of the best ways to succeed in the crowded casual gaming market is to target the most economical regions. North America (NAMAR) might be popular, but it had the highest CPI last year at $6.78. In comparison, Europe, the Middle East, and Africa (EMEA), and Asia-Pacific (APAC) came in at around $1 per install, almost six times lower. Latin America (LATAM) came in even cheaper at just $0.44 per install.
However, there is one caveat. The regions with the lowest CPI offer the most negligible ROI. Looking at D7 ROAS, LATAM came in at 4.6%, while NAMER was notably higher at 6%. Arguably, EMEA and APAC offer the best middle ground, with a D7 ROAS of 5.3% alongside relatively low install costs.
Simulation players are the cheapest to acquire
The casual gaming market comprises various genres and subgenres, notably puzzle, arcade, lifestyle, AR/location, and hyper-casual. Some of these genres are much more popular than others, meaning that you’re likely to encounter drastically different costs depending on which you target.
Puzzle, lifestyle, and simulation are the three casual genres that drive the most perennial interest. Simulation games offer the lowest user acquisition costs at $1.77 per install, while lifestyle is almost double the price at $2.95. Puzzle is the largest segment of the casual market and averages around $2.23 CPI, offering a good balance between scalability and value.
Casual games drive installs across the board
Casual games continue to be the biggest driver of installs in other casual games at 91%. If we break this down further into specific casual genres, puzzle games take the top spot at 37%. In second place are hybrid-casual games, which are responsible for driving 29% of casual game installs. Finally, lifestyle and casual games take third place, driving 8% of installs.
A more surprising trend is that casual games are also the powerhouse behind midcore game installs, with our sample showing that a staggering 74% of new midcore players discovered their games through ads within casual titles last year. Comparatively, other midcore titles drove just 10% of installs, while sports & driving brought in 13%.
Rising casual mobile game genres
Given the level of competition in the mobile market, it can take time for new titles to break through. All the more impressive, then, that these three dynamic new genres have recently managed to make their mark on the casual market:
3D Match: Triple Match 3D founded the 3D match genre in 2022, and it’s since exploded in popularity. Based on GameRefinery data, market share for 3D match games in the US iOS top 500 grossing grew from $2.95M to $15.25M between Q4 2022 and Q4 2023.
Mahjong Solitaire, a popular puzzle game in China that uses tiles rather than playing cards, has gained much traction on mobile. This gameplay motif began with Zen Match, released in 2021, but it’s been followed up more recently by Tile Busters and Tile Family—both of which entered the US top 200 grossing last year.
Hybrid-casual games are surging in popularity, with several titles breaking into the top-grossing charts. These games combine elements of midcore and casual games to create the ultimate blend of accessibility and long-lasting engagement. The added gameplay complexity also unlocks a broader range of monetization opportunities.
Emerging trends in casual gaming events
Live events are one of the biggest drivers of engagement among casual games, with exciting new content, items, and deals keeping players returning for more week after week. It’s hardly surprising that developers always look for new event types to retain players’ attention. Here are three that stood out to GameRefinery:
Minigames (small side games that differ from an app’s usual gameplay mechanics) have become a staple in the LiveOps strategy of most casual games. One of the most popular minigames is the Digging Event, where players use tokens to dig through a grid to reveal hidden items and minor rewards. Minigame implementation is a great response to UA and player retention in a post-IDFA world. 
Social win streak events pit 100 players against each other in a race to clear levels without losing. Players are gradually eliminated from the event as levels are cleared, with only a talented few making it to the end to share a pool of rewards.
Partner events were pioneered by Monopoly GO! and have appeared in many titles since. These events involve teaming up with friends or random players to complete tasks for shared rewards.
Casual gaming monetization trends
In addition to trying to innovate through new event types, mobile game studios are constantly experimenting with new monetization methods and IAP offers. Over the past year, three tactics in particular have picked up a lot of steam across the casual gaming market:
Pick-one bundles offer players a choice. They’re offered a selection of different bundles to choose from but are restricted to just one purchase. The catch is that there’s usually a bonus option to pick up all the bundles at once for a special discounted rate for an extra enticing saving.
Progressive offers present players with a string of deals that alternate between free-to-claim rewards and real-money purchases. Users can only claim the offers one after the other in their order of appearance. Out of the US top 25 casual games, approximately 70% have some form of progressive offer.
Engagement offers are a new, dynamic IAP format that rewards players for completing specific in-game tasks. Rewards include access to special offers, increased discounts, premium rewards, and additional content added to purchases.
Web stores spread to the casual games market
Over the past couple of years, many mobile apps have launched dedicated external stores on their websites. While they require a bit more effort to access on the user’s part, these external stores offer exclusive bundles and discounts that you can’t get directly within the app. The benefit to developers is that, because these stores aren’t within the confines of iOS or Google Play, they circumvent any platform holder fees.
Previously, it was mainly midcore mobile games that featured external web stores. Still, we’ve encountered several casual games jumping on the trend, such as Scopely’s YAHTZEE With Buddies and Mattel’s mobile card games.




If you enjoyed this post, download Liftoff’s 2024 Casual Gaming Apps report to learn more about the biggest mobile trends and monetization strategies →
The post The Casual Gaming Insights Mobile Marketers Need to Know in 2024 appeared first on Liftoff.

The mobile gaming landscape has shifted dramatically since the pandemic boom, with an enhanced focus on user privacy and rising costs posing formidable challenges for mobile marketers and developers alike. As a result, casual gaming apps have had to evolve rapidly to meet the market’s shifting demands, launching new subgenres, gameplay mechanics, and monetization strategies […]
The post The Casual Gaming Insights Mobile Marketers Need to Know in 2024 appeared first on Liftoff.

The Casual Gaming Insights Mobile Marketers Need to Know in 2024

While Apple&#8217;s SKAN 4.0 has been around for nearly two years, adoption of the latest version of Apple’s SKAdNetwork framework remains surprisingly low. Our 2024 App Marketer Survey found that 35% of mobile marketers are unfamiliar with SKAN 4.0 despite improving campaign measurement and conversion values. So why the hesitancy? SKAN 4.0 has had a [&#8230;]
The post <a href="https://liftoff.io/blog/webinar-recap-learning-about-source-identifiers-and-skan-skadnetwork/">Webinar Recap: Learning About Source Identifiers and SKAN</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

While <a href="https://liftoff.io/blog/skadnetwork/" target="_blank" rel="noreferrer noopener">Apple&#8217;s SKAN 4.0</a> has been around for nearly two years, adoption of the latest version of Apple’s SKAdNetwork framework remains surprisingly low. Our <a href="https://info.liftoff.io/2024-app-marketer-survey" target="_blank" rel="noreferrer noopener">2024 App Marketer Survey</a> found that 35% of mobile marketers are unfamiliar with SKAN 4.0 despite improving campaign measurement and conversion values.



So why the hesitancy? SKAN 4.0 has had a few teething problems since its release, including <a href="https://www.adjust.com/blog/skan-4-cv-reset-bug/" target="_blank" rel="noreferrer noopener">a notable bug</a> that caused conversion value issues, leading to names like <a href="https://www.adexchanger.com/mobile/meta-is-reverting-to-skadnetwork-3-due-to-a-bug-in-apples-attribution-tech/" target="_blank" rel="noreferrer noopener">Meta rolling back to SKAN 3.0</a>. While these have since been resolved, transitioning to SKAN 4.0 requires significant changes to conversion models, data handling, and event configurations. These changes may not seem worthwhile to marketers who are satisfied with their current setup.



Yet, despite the relatively low adoption rate, Apple seems determined to move full steam ahead with <a href="https://www.singular.net/blog/skan-5-announced/" target="_blank" rel="noreferrer noopener">SKAN 5.0</a> and now the recently announced <a href="https://developer.apple.com/videos/play/wwdc2024/10060/" target="_blank" rel="noreferrer noopener">AdAttributionKit</a>. But for mobile marketers who are hesitant to take the next step on their SKAN journey, where should they begin? Our Sales Engineer Alejandra Ugarte shared some answers with our friends at Singular in the recent <a href="https://lp.singular.net/ios-acquisition-deep-dive" target="_blank" rel="noreferrer noopener">2024 iOS Acquisition Deep-Dive</a> webinar. Here is a summary of her insights.



<figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="960" height="540" src="https://liftoff.io/wp-content/uploads/2024/07/singular-skadnetwork-skan-4-adoption-liftoff-blog.png" alt="Singular SKAdNetwork SKAN 4 adoption Liftoff blog" class="wp-image-33450" srcset="https://liftoff.io/wp-content/uploads/2024/07/singular-skadnetwork-skan-4-adoption-liftoff-blog.png 960w, https://liftoff.io/wp-content/uploads/2024/07/singular-skadnetwork-skan-4-adoption-liftoff-blog-300x169.png 300w, https://liftoff.io/wp-content/uploads/2024/07/singular-skadnetwork-skan-4-adoption-liftoff-blog-72x41.png 72w, https://liftoff.io/wp-content/uploads/2024/07/singular-skadnetwork-skan-4-adoption-liftoff-blog-900x506.png 900w, https://liftoff.io/wp-content/uploads/2024/07/singular-skadnetwork-skan-4-adoption-liftoff-blog-564x317.png 564w, https://liftoff.io/wp-content/uploads/2024/07/singular-skadnetwork-skan-4-adoption-liftoff-blog-375x211.png 375w" sizes="(max-width: 960px) 100vw, 960px" /><figcaption class="wp-element-caption">SKAN 4.0 adoption data via Singular</figcaption></figure>



<h2 class="wp-block-heading is-style-title-md">SKAN and the source identifier</h2>



One of the big drawbacks of working with SKAN is <a href="https://digiday.com/marketing/how-apples-skadnetwork-4-0-release-could-affect-mobile-app-measurement/" target="_blank" rel="noreferrer noopener">its limited view of performance</a>. During the webinar, Aleksandar Cvetković, Data Scientist at Webelinx, noted that SKAN only approximates revenue at the end of a measurement period rather than the “ground truth.” Be that as it may, Alejandra is optimistic about the change from a campaign ID to a source identifier introduced by SKAN 4.0.



The source identifier allows marketers to assign a unique source identifer to their ad campaigns. Analytics and reporting tools can then easily track these campaigns, unlocking useful data for optimizing campaigns.



Alejandra said: “Something that wasn’t immediately clear to me was that each partner has a different strategy for encoding the source identifier. So, if you’re trying to report on that, you will encounter some level of variation. The different digits will mean different things to different partners. In other words, it can be challenging to pull things together into a cohesive report if you’re not communicating with each of your partners.”



Alongside the source identifier, Alejandra also noted the importance of optimizing your conversion value mapping strategy by analyzing user behavior to determine the ideal window for locking conversion data. In today&#8217;s privacy-focused environment, advertisers need to maximize every available resource, and the optimal approach will vary depending on the needs of different mobile games/mobile apps and their user bases.



<h2 class="wp-block-heading is-style-title-md">What to expect from SKAN 5.0</h2>



When Apple announced SKAN 5.0 at WWDC 2023, the announcement generated excitement and confusion. What exactly will SKAN 5.0 offer in addition to what advertisers already have, and why are we already discussing SKAN 5.0 now when many mobile marketers have yet to adopt the earlier version?



According to Alejandra, SKAN 5.0 will offer insights into down-funnel activity for users targeted by UA campaigns who already have an app installed. This should allow conversion values to return without an install.



Alejandra said: “This will give us more value to our UA budgets because we’ll be able to see what new and existing users are doing after interacting with one of our ads. It was a huge miss for Apple not to include this from the start. It&#8217;s already hard to suppress existing users in SKAN, but on top of that, we weren’t getting any performance metrics on those we’d accidentally targeted after not being able to suppress them.”



<h2 class="wp-block-heading is-style-title-md">Key things to remember about SKAN 4.0 and 5.0</h2>



While the adoption of SKAN 4.0 still needs to catch up, we expect SKAN 5.0 to bring more features and benefits to the table. Advertisers who do make the jump will be able to leverage the system for campaign measurement and optimization.



For now, two key things to remember about SKAN are:



<ul class="wp-block-list">
<li>Configure your SKAN 4 conversion value mappings, and determine if it makes sense to lock windows early.</li>



<li>Speak to ad partners about how they plan to use source identifiers, as each partner will likely have a different strategy.</li>
</ul>



Alejandra added: “If you’re just getting started with SKAN, I’d recommend that you start by <a href="https://liftoff.io/blog/skadnetwork/" target="_blank" rel="noreferrer noopener">reading up</a> as much as possible. The more information you have, the more data you have, the more informed decisions you can make.



“It’s also best to keep things simple to begin with. You are probably not going to get it perfect on the first go, but it&#8217;s important not to beat yourself up. As you iterate, you will improve your strategy.”



<a href="https://lp.singular.net/ios-acquisition-deep-dive" target="_blank" rel="noreferrer noopener">Watch the full webinar</a> to learn more about SKAN and iOS user acquisition in 2024.
The post <a href="https://liftoff.io/blog/webinar-recap-learning-about-source-identifiers-and-skan-skadnetwork/">Webinar Recap: Learning About Source Identifiers and SKAN</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

While Apple’s SKAN 4.0 has been around for nearly two years, adoption of the latest version of Apple’s SKAdNetwork framework remains surprisingly low. Our 2024 App Marketer Survey found that 35% of mobile marketers are unfamiliar with SKAN 4.0 despite improving campaign measurement and conversion values.
So why the hesitancy? SKAN 4.0 has had a few teething problems since its release, including a notable bug that caused conversion value issues, leading to names like Meta rolling back to SKAN 3.0. While these have since been resolved, transitioning to SKAN 4.0 requires significant changes to conversion models, data handling, and event configurations. These changes may not seem worthwhile to marketers who are satisfied with their current setup.
Yet, despite the relatively low adoption rate, Apple seems determined to move full steam ahead with SKAN 5.0 and now the recently announced AdAttributionKit. But for mobile marketers who are hesitant to take the next step on their SKAN journey, where should they begin? Our Sales Engineer Alejandra Ugarte shared some answers with our friends at Singular in the recent 2024 iOS Acquisition Deep-Dive webinar. Here is a summary of her insights.
SKAN 4.0 adoption data via Singular



SKAN and the source identifier
One of the big drawbacks of working with SKAN is its limited view of performance. During the webinar, Aleksandar Cvetković, Data Scientist at Webelinx, noted that SKAN only approximates revenue at the end of a measurement period rather than the “ground truth.” Be that as it may, Alejandra is optimistic about the change from a campaign ID to a source identifier introduced by SKAN 4.0.
The source identifier allows marketers to assign a unique source identifer to their ad campaigns. Analytics and reporting tools can then easily track these campaigns, unlocking useful data for optimizing campaigns.
Alejandra said: “Something that wasn’t immediately clear to me was that each partner has a different strategy for encoding the source identifier. So, if you’re trying to report on that, you will encounter some level of variation. The different digits will mean different things to different partners. In other words, it can be challenging to pull things together into a cohesive report if you’re not communicating with each of your partners.”
Alongside the source identifier, Alejandra also noted the importance of optimizing your conversion value mapping strategy by analyzing user behavior to determine the ideal window for locking conversion data. In today’s privacy-focused environment, advertisers need to maximize every available resource, and the optimal approach will vary depending on the needs of different mobile games/mobile apps and their user bases.
What to expect from SKAN 5.0
When Apple announced SKAN 5.0 at WWDC 2023, the announcement generated excitement and confusion. What exactly will SKAN 5.0 offer in addition to what advertisers already have, and why are we already discussing SKAN 5.0 now when many mobile marketers have yet to adopt the earlier version?
According to Alejandra, SKAN 5.0 will offer insights into down-funnel activity for users targeted by UA campaigns who already have an app installed. This should allow conversion values to return without an install.
Alejandra said: “This will give us more value to our UA budgets because we’ll be able to see what new and existing users are doing after interacting with one of our ads. It was a huge miss for Apple not to include this from the start. It’s already hard to suppress existing users in SKAN, but on top of that, we weren’t getting any performance metrics on those we’d accidentally targeted after not being able to suppress them.”
Key things to remember about SKAN 4.0 and 5.0
While the adoption of SKAN 4.0 still needs to catch up, we expect SKAN 5.0 to bring more features and benefits to the table. Advertisers who do make the jump will be able to leverage the system for campaign measurement and optimization.
For now, two key things to remember about SKAN are:
Configure your SKAN 4 conversion value mappings, and determine if it makes sense to lock windows early.
Speak to ad partners about how they plan to use source identifiers, as each partner will likely have a different strategy.
Alejandra added: “If you’re just getting started with SKAN, I’d recommend that you start by reading up as much as possible. The more information you have, the more data you have, the more informed decisions you can make.
“It’s also best to keep things simple to begin with. You are probably not going to get it perfect on the first go, but it’s important not to beat yourself up. As you iterate, you will improve your strategy.”
Watch the full webinar to learn more about SKAN and iOS user acquisition in 2024.
The post Webinar Recap: Learning About Source Identifiers and SKAN appeared first on Liftoff.

While Apple’s SKAN 4.0 has been around for nearly two years, adoption of the latest version of Apple’s SKAdNetwork framework remains surprisingly low. Our 2024 App Marketer Survey found that 35% of mobile marketers are unfamiliar with SKAN 4.0 despite improving campaign measurement and conversion values. So why the hesitancy? SKAN 4.0 has had a […]
The post Webinar Recap: Learning About Source Identifiers and SKAN appeared first on Liftoff.

Webinar Recap: Learning About Source Identifiers and SKAN

Streaming apps are rapidly becoming household staples worldwide, with the US leading the way. According to Forbes, Americans&#160;spend an average&#160;of $46 monthly on streaming services. An incredible 99% of US households pay for at least one or more streaming services, with Netflix, Amazon Prime Video, and Apple TV+ topping the list. There’s no doubt that [&#8230;]
The post <a href="https://liftoff.io/blog/2024-mobile-marketing-guide-streaming-apps-announcement/">Grow Your Streaming Audience With Liftoff &amp; Kochava&#8217;s New Guide</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

Streaming apps are rapidly becoming household staples worldwide, with the US leading the way. According to Forbes, Americans&nbsp;<a href="https://www.forbes.com/home-improvement/internet/streaming-stats/" target="_blank" rel="noreferrer noopener">spend an average</a>&nbsp;of $46 monthly on streaming services. An incredible 99% of US households pay for at least one or more streaming services, with Netflix, Amazon Prime Video, and Apple TV+ topping the list.



There’s no doubt that the streaming revolution is here to stay, but as costs rise and the market grows more competitive, users have become quicker to cancel. Many are more selective about which services they keep and for how long. As reported by Forbes,&nbsp;<a href="https://www.forbes.com/home-improvement/internet/streaming-stats/" target="_blank" rel="noreferrer noopener">45% of Americans</a>&nbsp;have canceled a streaming subscription within the last year because of high costs. Others cited too many ads as a reason. For established and emerging streaming services, finding new users while tempering churn is an ongoing balancing act in which performance marketing plays a crucial role.



Tailored for streaming app marketers, Liftoff and <a href="https://www.kochava.com/" target="_blank" rel="noreferrer noopener">Kochava</a>’s new guide details how to grow your user base in a crowded market by unlocking incremental opportunities from a crucial yet still underleveraged channel. Users&nbsp;<a href="https://www.emarketer.com/content/connected-device-time-spent-2023" target="_blank" rel="noreferrer noopener">spend 235 minutes</a>&nbsp;daily on mobile devices—significantly more than on laptops, desktop computers, and CTV. While many streaming apps still focus spend on walled gardens like Google and Meta,&nbsp;<a href="https://www.emarketer.com/content/rmns-bright-spot-programmatic-digital-display-ad-spend-won-t-make-up-dip-walled-garden-spending" target="_blank" rel="noreferrer noopener">66% of consumer</a>&nbsp;spend their time outside these platforms. Programmatic advertising on mobile can help apps reach new audiences by finding quality users in more than five million apps worldwide with targeted, real-time ads.



The Mobile Marketing Guide for Streaming Apps&nbsp;breaks down how to activate your data with the right partner, design effective ad creative, and run successful user acquisition campaigns for your streaming mobile app. We also detail step-by-step how to measure engagement across devices to see the impact of every advertising dollar.



<div class="wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-1 wp-block-buttons-is-layout-flex">
<div class="wp-block-button"><a class="wp-block-button__link wp-element-button" href="https://info.liftoff.io/2024-mobile-marketing-streaming-apps-guide" target="_blank" rel="noreferrer noopener">Get the Guide</a></div>
</div>



Discover insights including:



<ul class="wp-block-list is-style-body-md">
<li>How to activate your first-party data to grow user base</li>



<li>Best practices for running user acquisition campaigns on mobile</li>



<li>Must-know insights and tips for designing winning ad creative</li>



<li>What to measure to see the real impact of your advertising efforts</li>
</ul>



<div style="height:31px" aria-hidden="true" class="wp-block-spacer"></div>
The post <a href="https://liftoff.io/blog/2024-mobile-marketing-guide-streaming-apps-announcement/">Grow Your Streaming Audience With Liftoff &amp; Kochava&#8217;s New Guide</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

Streaming apps are rapidly becoming household staples worldwide, with the US leading the way. According to Forbes, Americans spend an average of $46 monthly on streaming services. An incredible 99% of US households pay for at least one or more streaming services, with Netflix, Amazon Prime Video, and Apple TV+ topping the list.
There’s no doubt that the streaming revolution is here to stay, but as costs rise and the market grows more competitive, users have become quicker to cancel. Many are more selective about which services they keep and for how long. As reported by Forbes, 45% of Americans have canceled a streaming subscription within the last year because of high costs. Others cited too many ads as a reason. For established and emerging streaming services, finding new users while tempering churn is an ongoing balancing act in which performance marketing plays a crucial role.
Tailored for streaming app marketers, Liftoff and Kochava’s new guide details how to grow your user base in a crowded market by unlocking incremental opportunities from a crucial yet still underleveraged channel. Users spend 235 minutes daily on mobile devices—significantly more than on laptops, desktop computers, and CTV. While many streaming apps still focus spend on walled gardens like Google and Meta, 66% of consumer spend their time outside these platforms. Programmatic advertising on mobile can help apps reach new audiences by finding quality users in more than five million apps worldwide with targeted, real-time ads.
The Mobile Marketing Guide for Streaming Apps breaks down how to activate your data with the right partner, design effective ad creative, and run successful user acquisition campaigns for your streaming mobile app. We also detail step-by-step how to measure engagement across devices to see the impact of every advertising dollar.
Get the Guide
Discover insights including:
How to activate your first-party data to grow user base
Best practices for running user acquisition campaigns on mobile
Must-know insights and tips for designing winning ad creative
What to measure to see the real impact of your advertising efforts

The post Grow Your Streaming Audience With Liftoff & Kochava’s New Guide appeared first on Liftoff.

Streaming apps are rapidly becoming household staples worldwide, with the US leading the way. According to Forbes, Americans spend an average of $46 monthly on streaming services. An incredible 99% of US households pay for at least one or more streaming services, with Netflix, Amazon Prime Video, and Apple TV+ topping the list. There’s no doubt that […]
The post Grow Your Streaming Audience With Liftoff & Kochava’s New Guide appeared first on Liftoff.

Grow Your Streaming Audience With Liftoff & Kochava’s New Guide

After a spell of exponential growth spurred by the COVID-19 pandemic, the mobile app marketing industry is projected to see more modest, sustainable growth in the next few years. But despite slowing overall growth, the industry is still far from predictable. Last year brought game-changing innovations in ML and generative AI, and we&#8217;re only beginning [&#8230;]
The post <a href="https://liftoff.io/blog/2023-app-marketer-survey-announcement/">It&#8217;s Here! Liftoff&#8217;s Newest App Marketer Survey</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

After a spell of exponential growth spurred by the COVID-19 pandemic, the mobile app marketing industry is projected to see more modest, sustainable growth in the next few years. But despite slowing overall growth, the industry is still far from predictable.



Last year brought game-changing innovations in ML and generative AI, and we&#8217;re only beginning to see their impact. As concerns over ID deprecation continued, classic measurement methods such as incrementality and media mix modeling made a comeback. At the same time, there was growing interest in alternative channels like CTV and out-of-home advertising.&nbsp;



But what do mobile marketing pros think about these new and ongoing challenges and innovations in their industry? Our second annual app marketer survey provides some preliminary answers by gauging marketer perceptions about the outlook for mobile advertising as we enter 2024.&nbsp;



Our survey covers campaign performance in 2023, expectations for ad spend in 2024, and the channels and ad tech innovations that are making a difference for them now. We compiled responses from marketers from top companies across different regions and app verticals.&nbsp;&nbsp;



Whether you’re running a one-person mobile marketing operation or managing a team with millions in ad spend, Liftoff’s 2024 App Marketer Survey offers a rare, must-have snapshot of what your mobile marketing peers are thinking.&nbsp;



For a detailed look, read the <a href="https://info.liftoff.io/2024-app-marketer-survey" target="_blank" rel="noreferrer noopener">survey results</a>. 



<div class="wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-2 wp-block-buttons-is-layout-flex">
<div class="wp-block-button"><a class="wp-block-button__link wp-element-button" href="https://info.liftoff.io/2024-app-marketer-survey" target="_blank" rel="noreferrer noopener">Get the Guide</a></div>
</div>



Survey highlights include:



<ul class="is-style-body-md wp-block-list">
<li>Marketer perceptions about overall performance in 2023, their KPIs, and their budget</li>



<li>The impact of MMM and what matters most when selecting a DSP</li>



<li>Perspectives on SKAN 4 and GAID changes</li>
</ul>



Read the survey in <a href="https://info.liftoff.io/2024-app-marketer-survey" target="_blank" rel="noreferrer noopener">English</a> or <a href="https://info.liftoff.io/zh-cn/2024-app-marketer-survey" target="_blank" rel="noreferrer noopener">Chinese</a>.



<div style="height:31px" aria-hidden="true" class="wp-block-spacer"></div>
The post <a href="https://liftoff.io/blog/2023-app-marketer-survey-announcement/">It&#8217;s Here! Liftoff&#8217;s Newest App Marketer Survey</a> appeared first on <a href="https://liftoff.io">Liftoff</a>.

After a spell of exponential growth spurred by the COVID-19 pandemic, the mobile app marketing industry is projected to see more modest, sustainable growth in the next few years. But despite slowing overall growth, the industry is still far from predictable.
Last year brought game-changing innovations in ML and generative AI, and we’re only beginning to see their impact. As concerns over ID deprecation continued, classic measurement methods such as incrementality and media mix modeling made a comeback. At the same time, there was growing interest in alternative channels like CTV and out-of-home advertising. 
But what do mobile marketing pros think about these new and ongoing challenges and innovations in their industry? Our second annual app marketer survey provides some preliminary answers by gauging marketer perceptions about the outlook for mobile advertising as we enter 2024. 
Our survey covers campaign performance in 2023, expectations for ad spend in 2024, and the channels and ad tech innovations that are making a difference for them now. We compiled responses from marketers from top companies across different regions and app verticals.  
Whether you’re running a one-person mobile marketing operation or managing a team with millions in ad spend, Liftoff’s 2024 App Marketer Survey offers a rare, must-have snapshot of what your mobile marketing peers are thinking. 
For a detailed look, read the survey results.  
Get the Guide
Survey highlights include:
Marketer perceptions about overall performance in 2023, their KPIs, and their budget
The impact of MMM and what matters most when selecting a DSP
Perspectives on SKAN 4 and GAID changes
Read the survey in English or Chinese.

The post It’s Here! Liftoff’s Newest App Marketer Survey appeared first on Liftoff.

After a spell of exponential growth spurred by the COVID-19 pandemic, the mobile app marketing industry is projected to see more modest, sustainable growth in the next few years. But despite slowing overall growth, the industry is still far from predictable. Last year brought game-changing innovations in ML and generative AI, and we’re only beginning […]
The post It’s Here! Liftoff’s Newest App Marketer Survey appeared first on Liftoff.