Dive into the latest marketing trends for mobile apps and games. Games Growth with Upptic breaks down Singular’s quarterly report for Q1 2024 – shedding light on significant shifts and developments in the industry. Explore mobile phone penetration, ATT opt-in rates, CPI trends, ad network trends, ad spend by platform, and how high-value spenders discover games and react to ads. It’s a must-watch episode if you want to stay up-to-date on mobile marketing!


  • Mobile phone penetration continues to grow at staggering rates.
  • ATT opt-ins are increasing in gaming relative to non-gaming.
  • Google, TikTok, and Meta are the undisputed kings in terms of ad spend and new clients.
  • CPIs are up on iOS globally and down on Android globally.
  • iOS is gaining market share of ad dollars compared to Android.


  • 00:00 – Cold open and introduction
  • 02:48 – Mobile at a glance
  • 03:56 – ATT opt-in rates
  • 09:41 – CPI rates
  • 15:01 – Ad network trends
  • 19:27 – Ad spend trends
  • 22:57 – Acquiring mobile game IAP spenders
  • 26:24 – Outro and sponsor message

Surge in Mobile Phone Penetration

The global smartphone market continues to expand at an unprecedented rate. With nearly 7 billion smartphones worldwide and 1.1 billion new devices sold last year, mobile technology is more pervasive than ever. This proliferation is fueling substantial growth in various sectors:

  • In-App Purchases (IAP): $135 billion
  • Mobile Ad Spend: $446 billion
  • E-commerce Spending: $2.2 trillion

Decline in ATT Opt-In Rates

Apple’s App Tracking Transparency (ATT) framework has seen a notable decline in opt-in rates:

  • Overall Drop: From 19% last quarter to 16% this quarter, marking a 16% relative decrease.
  • Gaming vs. Non-Gaming: Gaming apps are experiencing higher opt-in rates compared to non-gaming apps, with a current difference of 4.1%.
  • Opt-In by Genre: Genres such as racing have higher opt-in rates, while casino games lag behind.

Cost Per Install (CPI) Trends

CPIs have shown varied trends across platforms and genres:

  • Android Gaming Apps: Increased by 12 cents to 73 cents per install – with some stark differences between game genres.
  • iOS vs. Android: CPIs are generally higher on iOS, with less stark differences between game genres.
  • Casino Games: These have the highest CPIs at $5 per install but also boast higher lifetime values (LTV).
  • Non-Gaming Apps on Android: A slight decrease of 7 cents in CPI.

Ad Networks and Ad Spend Trends

Ad networks have shown remarkable growth, with significant increases in ad spend:

  • Top Gainers: Meta, Google Ads, TikTok, Apple Search Ads, Snap, and Twitter (X).
  • Platform Distribution: Ad spend is split with 40% on iOS, 37% on Android, and 23% on web.
  • Country Leaders: The United States, United Kingdom, Canada, Germany, and Australia are leading in ad spend growth.

Strategies for Acquiring High-Value Spenders

Understanding the behavior of high-value spenders in mobile games is crucial:

  • Source of High-Value Spenders: Most are acquired through mobile game ads, but over-index for personal recommendations and social media.
  • Ad Engagement: High-value spenders tend to ignore most ads unless they are highly relevant, visually appealing, and factually accurate.

Adapt and evolve

With mobile phone usage skyrocketing, and shifts in ad spend and user behavior, staying ahead of these trends is essential for marketers. Companies must leverage accurate data, innovative ad networks, and properly targeted campaigns to optimize their performance in this dynamic market.

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