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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 tip of TweetDeck’s mac app and the departure of Sheryl Sandberg, a determine at Meta (previously Fb). Let’s dive into all the newest information!

Apple’s 2022 WWDC

In contrast to the 2 earlier editions, WWDC 2022 didn’t maintain a whole lot 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 person privateness
  • Developer Mode with iOS 16 to stop sideloading or as Apple calls it “inadvertently putting in doubtlessly 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 match your app’s efficiency to comparable apps
  • App Intents framework to make your app accessible for techniques reminiscent of Siri and Shortcuts

iOS 16’s developer beta is already out there, the general public beta ought to grow to be out there in July. The OS itself will grow to be public in September at a nonetheless unknown date. 

Play Retailer’s upcoming deadlines

Google printed a report on cellular video games

Google printed a report crammed with insights on cellular video games. In it, you could find a whole lot of fascinating details about cellular players’ behaviors. 

For starters, whereas most players begin taking part in a sport 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 sport. 27% of them begin taking part in as a result of they’re within the temper for competitors, that means that in case your sport has a particular competitors occasion happening, you may use that information to amass extra customers. Showcase it with in-app occasions or LiveOps, speak about it on social media, and let folks find out about it!

There may be extra fascinating knowledge reminiscent of how localization of a sport’s content material is vital for 90% of players. You’ll be able to apply that information to your app’s itemizing pages. Don’t be scared to localize!

They’ve additionally questioned how cellular players uncover video games, and for 37% of them, it’s by way of the app shops. Proper behind with 35% are social media adverts and cellular sport adverts with 34%. It’s time to brush up in your UA and ASO abilities!

Not solely that however 41% of players attempt a brand new sport as a result of the story is fascinating. As we’ve stated in a earlier publish, storytelling is the important thing to profitable cellular sport video adverts! Along with that, 32% of cellular players are satisfied by trailers and/or screenshots. So give your visible property some love!

Furthermore, solely 14% of cellular players are usually not in any respect within the in-game adverts they see. The remainder of them are not less than 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 keeping with a brand new examine from Tenjin and Progress FullStack, 65% of cellular advertisers are planning to extend their advert spend in 2022, though half of them (55%) reported that it had grow to be harder in 2021 following ATT.

When it was launched, ATT brought on an estimated 39 % income loss for cellular 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 knowledge analysis. 

Cell advert spend is anticipated 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 probably giving its personal apps a bonus by exempting them from ATT. 

Airship acquires Gummicube

Airship, a advertising firm that focuses on producing customized messages addressed to shoppers and buyer analytics, acquired Gummicube. Airship’s CEO, Brett Caine, praised Gummicube’s “industry-leading enterprise-class ASO expertise and professional companies”. This acquisition will assist them present their shoppers 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 relationship apps

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

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

Dutch relationship app builders will now be capable to select “whether or not they wish to supply an alternate fee methodology mixed with Apple’s in-app purchases”. Nonetheless, they may nonetheless must pay a payment for these funds. 

Netflix’s guess on cellular video games is paying off

The streaming firm introduced its want to carry over 50 cellular video games to its platform by the tip of the yr. Up to now they’ve printed 24 titles which might give them 6 months to double their supply. 

The announcement tweet teased just a few video games, each new, primarily based on their television present or not, and video games already current on different platforms that Netflix will carry to cellular. For the latter, I counsel attempting out Spiritfarer as soon as it’s out there, it’s a gem!

Up to now their printed 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 occasions. Their different Stranger Issues-themed sport is hanging out close to the rostrum too. 

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

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

Fb too desires to be a TikTok clone

The Verge obtained a leaked memo from Meta discussing Fb’s future. Tom Alison, the chief 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, identical to TikTok. Messenger will even 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 doubtlessly lure again younger folks”. 

The trick can 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 primary figures of the corporate subsequent to Mark Zuckerberg. 

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

Instagram retains attempting 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 world aid when the homepage went again to regular. Not for lengthy although. Zuckerberg himself introduced a brand new full-screen take a look at. 

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

This take a look at homepage ought to grow to be out there 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 artistic company specialised in app movies (video adverts, app retailer movies, and many others.).

Marine Nozerand

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