Mobile gaming took off during the pandemic, with global app installs rocketing, spending on user acquisition hitting $14.5bn in 2021, and consumer spending in gaming apps reaching $116bn: it’s a “golden era”, says an AppsFlyer report, but not necessarily for marketers.  

Why it matters

Mobile gaming is booming amid the voracious consumer appetite for gaming apps but not all gaming app marketers are enjoying higher growth since Apple introduced its App Tracking Transparency framework which has restricted access to user level data  and cut the return on ad spend. Navigating data collection and privacy issues will be crucial. 

Takeaways

• Developing...