The mobile advertising sector has been intently waiting on Apple’s imminent iOS update to drop any day. While ad tech and publishers have been preparing for the worst, some research suggests that the outlook might be more hopeful than anticipated. Appsflyer’s recent data shows that opt-in rates could be 41%, much higher than previously predicted rates. Meanwhile, the numbers are in for the most downloaded mobile games, and Join Clash 3D and Crash Bandicoot: On the Run came out on top. Get all the details on these stories in this week’s Mobile Monday!
Join Clash 3D and Crash Bandicoot: On the Run Were the Most Downloaded Games in March 2021
Sensor Tower has released the list of most downloaded games of March 2021 and Join Clash 3D came out on top. This is the third month in a row the hypercasual title from Supersonic Studios was at the top spot. Join Clash 3D gained 28 million installs, a 3 times increase from March 2020. Most of the installs came from India which had 37% of the downloads while Brazil had approximately 8%.
King’s Crash Bandicoot: On the Run was the second most downloaded mobile game worldwide last month with almost 27 million installs. The countries with the largest number of downloads for the game came from the United States at 26%, followed by Brazil at 12%. Crash Bandicoot: On the Run continues the trend of PC and console IP expanding onto mobile. The game had a high-profile launch on March 25 and has accumulated nearly 33 million installs to date. Garena Free Fire, High Heels, and Among Us rounded out the top five most installed mobile games worldwide for the month.
Opt-in for App Tracking on iOS 14 Much Higher than Previously Thought
According to an AppsFlyer report, opt-in for app tracking on iOS 14 could be much higher than previously thought. Based on an analysis of 300 apps, 41% of users have opted into tracking (weighted average, where totals are used) and the average per app is 28% (where each app has equal weight regardless of its size, excluding outliers). This is much better than the 2-20% opt-in rates that were previously predicted. Higher opt-in rates would be great news for app marketers and end-users looking to get more personalised experiences.
AppsFlyer’s research also revealed that there are different rates between gaming and non-gaming apps. Non-gaming apps had a 41% opt-in rate compared to 30% for gaming. The report indicated that lower brand affinity in gaming leads to much lower opt-in rates. Oftentimes, mobile gamers try out new titles without paying much attention to the brand behind them. Without much connection to the brand, gamers then proceed cautiously when served opt-in messages. However, brand equity in gaming is on the rise. Game publishers need to allocate some resources to developing brand equity to not just gain users but also maintain their loyalty resulting in opt-ins.
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