游戏应用洞察报告：解锁移动营销者的增长机遇。

Investment Rating - The report indicates a positive outlook for the mobile gaming industry, suggesting potential growth opportunities despite recent challenges [5][12]. Core Insights - The mobile gaming industry has faced significant challenges over the past 18 months, including a decrease in mergers and acquisitions and difficulties in securing investments. However, there are signs of recovery in various verticals, particularly in innovative areas like hybrid casual gaming and generative AI [5][12]. - The global gaming market is projected to reach $240 billion in 2024 and $269 billion in 2025, with mobile gaming expected to account for half of the total revenue [16][20]. - The report highlights the importance of collaboration with growth partners to effectively launch marketing campaigns and gather necessary data for feedback loops [9][12]. Market Performance - In 2023, mobile game installations decreased by 2%, and sessions dropped by 7%. However, there was a 7% year-over-year increase in installations in Q4 2023, with expectations for continued growth into 2024 [13][49]. - Latin America was the only region to show year-over-year growth in 2023, with installations increasing by 7% and sessions by 1% [13][64]. - The report notes that the average first-day retention rate for global gaming applications decreased from 29% in 2022 to 28.3% in 2023, with hybrid casual games performing better than the global average [100][101]. Growth Opportunities - The report emphasizes the potential for mobile game developers to leverage next-generation technologies, AI, and personalization to expand into new channels and platforms [12][20]. - 61% of game developers have started using AI to create elements within games, and 87% believe it will dominate the industry in the next decade [22][23]. - The report identifies that the highest growth rates in game installations were seen in racing (61%), simulation (53%), and arcade games (38%) [48][64]. Advertising and Marketing Insights - The report discusses the significance of optimizing App Tracking Transparency (ATT) consent rates for effective app marketing on iOS, especially with the upcoming privacy changes on Android [30][31]. - The average cost per thousand impressions (CPM) in the U.S. is the highest globally at $15.86, indicating a competitive advertising landscape [52][141]. - The report highlights the effectiveness of Connected TV (CTV) advertising as a growing channel for user acquisition, with significant improvements in return on ad spend (ROAS) reported by companies utilizing this strategy [102][105].