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HomeMobile MarketingCell Video Month-to-month #25 - June 2022

Cell Video Month-to-month #25 – June 2022

June began with Apple’s yearly occasion: the 2022 version of their WWDC. And this month could have introduced us sunshine and warmth waves, however it additionally introduced the top of TweetDeck’s mac app and the departure of Sheryl Sandberg, a determine at Meta (previously Fb). Let’s dive into all the most recent information!

Apple’s 2022 WWDC

Not like the 2 earlier editions, WWDC 2022 didn’t maintain lots of bulletins for ASO professionals and app entrepreneurs. Right here’s what was introduced:

  • New options for the SKAdNetwork API to raised measure advert efficiency whereas preserving consumer privateness
  • Developer Mode with iOS 16 to stop sideloading or as Apple calls it “inadvertently putting in probably dangerous software program on their units”
  • Apple Pay Later permits customers to pay in installments
  • Enhancements for App Clips, they’ll be simpler to develop and take a look at
  • New benchmarks in App Retailer Join to check your app’s efficiency to related apps
  • App Intents framework to make your app accessible for programs reminiscent of Siri and Shortcuts

iOS 16’s developer beta is already obtainable, the general public beta ought to develop into obtainable in July. The OS itself will develop into public in September at a nonetheless unknown date. 

Play Retailer’s upcoming deadlines

Google revealed a report on cell video games

Google revealed a report full of insights on cell video games. In it, you’ll find lots of attention-grabbing details about cell avid gamers’ behaviors. 

For starters, whereas most avid gamers begin taking part in a recreation as a result of they’re bored or have some spare time, 21% of them do it as a result of they noticed a publish on social media. Which means that paid UA on socials is fairly helpful to drive folks to your recreation. 27% of them begin taking part in as a result of they’re within the temper for competitors, which means that in case your recreation has a particular competitors occasion happening, you would use that information to amass extra customers. Showcase it with in-app occasions or LiveOps, discuss it on social media, and let folks find out about it!

There’s extra attention-grabbing information reminiscent of how localization of a recreation’s content material is essential for 90% of avid gamers. You possibly can apply that information to your app’s itemizing pages. Don’t be scared to localize!

They’ve additionally questioned how cell avid gamers uncover video games, and for 37% of them, it’s by way of the app shops. Proper behind with 35% are social media advertisements and cell recreation advertisements with 34%. It’s time to brush up in your UA and ASO expertise!

Not solely that however 41% of avid gamers strive a brand new recreation as a result of the story is attention-grabbing. As we’ve stated in a earlier publish, storytelling is the important thing to profitable cell recreation video advertisements! Along with that, 32% of cell avid gamers are satisfied by trailers and/or screenshots. So give your visible belongings some love!

Furthermore, solely 14% of cell avid gamers will not be in any respect within the in-game advertisements they see. The remainder of them are at the least barely . Take that chance to financial institution on that curiosity to spice up your downloads. 

Cell advert spend is again on the rise

Cell advert spend is getting over the ATT hurdle.  In response to a brand new research from Tenjin and Progress FullStack, 65% of cell advertisers are planning to extend their advert spend in 2022, despite the fact that half of them (55%) reported that it had develop into tougher in 2021 following ATT.

When it was launched, ATT brought on an estimated 39 % income loss for cell advertisers in 2021. They had been all involved about the way forward for their enterprise. A yr later, they’re adapting both with different instruments (reminiscent of fingerprinting or SKAN) or by deploying in-house information analysis. 

Cell advert spend is predicted to succeed in $350 billion in 2022, $50 billion greater than the earlier yr. In the meantime, the German antitrust watchdog has launched an investigation over Apple presumably giving its personal apps a bonus by exempting them from ATT. 

Airship acquires Gummicube

Airship, a advertising firm that makes a speciality of producing customized messages addressed to shoppers and buyer analytics, acquired Gummicube. Airship’s CEO, Brett Caine, praised Gummicube’s “industry-leading enterprise-class ASO know-how and skilled companies”. This acquisition will assist them present their purchasers with an even bigger alternative and assist them optimize their ASO. 

Gummicube’s co-founders, Dave Bell and Anh Nguyen, will now be VPs and co-general managers of the Gummicube enterprise unit at Airship.

Information from the Dutch entrance on Apple vs courting apps

Apple lastly offered an appropriate answer to the conundrum that’s been happening for the reason that starting of the yr. The Dutch watchdog (ACM) had acknowledged beforehand that Apple’s refusal to permit different fee strategies was anticompetitive and had fined the Cupertino agency €5 million every week for ten weeks.

Apple had supplied a number of options that weren’t deemed acceptable by the ACM (the primary one implied that courting app builders would want to construct a wholly separate app which is an pointless trouble). They’ve lastly agreed to permit different fee strategies to adjust to the ACM’s necessities

Dutch courting app builders will now have the ability to select “whether or not they need to supply another fee methodology mixed with Apple’s in-app purchases”. Nonetheless, they’ll nonetheless have to pay a payment for these funds. 

Netflix’s wager on cell video games is paying off

The streaming firm introduced its want to carry over 50 cell video games to its platform by the top of the yr. To date they’ve revealed 24 titles which might give them 6 months to double their supply. 

The announcement tweet teased a couple of video games, each new, based mostly on their television present or not, and video games already present on different platforms that Netflix will carry to cell. For the latter, I counsel making an attempt out Spiritfarer as soon as it’s obtainable, it’s a gem!

To date their revealed video games have attracted 13 million downloads worldwide throughout the App Retailer and the Play Retailer. Their prime title is Stranger Issues 1984 which has been downloaded 2 million instances. Their different Stranger Issues-themed recreation is hanging out close to the rostrum too. 

Stranger Issues’ 4th season boosted the recognition of their two video games based mostly on the present. Stranger Issues 1984’s downloads shot up 2.6x throughout the first week of season 4.

Outdoors of cell gaming, the corporate is trying into including an ad-supported tier to win again misplaced customers. 

Fb too needs to be a TikTok clone

The Verge obtained a leaked memo from Meta discussing Fb’s future. Tom Alison, the manager in control of Fb laid out the plan: Fb’s feed will begin recommending posts “no matter the place they arrive from” and cease prioritizing posts from adopted accounts, similar to TikTok. Messenger may also be introduced again into Fb. 

Along with that, they’re planning an emphasis on Reels, their TikTok-like characteristic, in hopes to “reverse the app’s stagnant development and probably lure again younger folks”. 

The trick shall be to draw a youthful viewers with out alienating the older one. We’ll see how that works for them. 

Sheryl Sandberg steps down from Fb

On the primary day of June, Sheryl Sandberg introduced she was stepping down from her place of Chief Working Officer at Fb/Meta. She joined the corporate in 2008 and has been ever since one of many fundamental figures of the corporate subsequent to Mark Zuckerberg. 

Meta’s Chief Progress Officer Javier Olivan will change her.

Instagram retains making an attempt to implement a full-screen scroll on the homepage

After the very unfriendly welcome beta tester reserved for Instagram’s full-screen take a look at, it was a worldwide reduction when the homepage went again to regular. Not for lengthy although. Zuckerberg himself introduced a brand new full-screen take a look at. 

As an alternative of all post-types being in full-screen, solely movies shall be proven in full-screen whereas scrolling on the homepage. It could be a combination between the common homepage and the failed take a look at. 

This take a look at homepage ought to develop into obtainable to chose customers quickly.

Numbers of the month

June’s App Advertising and marketing Snack episodes

What we talked about

Marine Nozerand

Hello there, I am Marine (she/her), I am a Content material Supervisor at Apptamin. Apptamin is a inventive company specialised in app movies (video advertisements, app retailer movies, and so on.).

Marine Nozerand

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