![]() ![]() At the same time, privacy changes led to a 13% YoY drop in iOS compared to a 35% jump in Android, leading to an overall rise of 18%. $14.5B were spent on UA by gaming apps in 2021 (excluding China), with the US taking up half of global budgets. Gaming apps are channeling more of their budgets into user acquisition (UA). According to our recent study, the number of total gaming apps installed on Android increased by 22% in 2021 compared to the previous year, proving the pandemic played a key role in introducing gaming to the masses. The mobile game vertical continues to grow at an astonishing pace, setting standards for every other vertical on mobile. The pandemic-accelerated rise of mobile, coupled with an exploding volume of gaming options and demand from users - has driven gaming marketers to invest heavily in creative user acquisition and an engaging and delightful user experience.
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