Latest News
Moloco Research Reveals Untapped Potential in Mobile Gaming App Marketing
Moloco, a leader in operational machine learning (ML) and performance advertising, announced the results of a new research study, Beyond Borders: Mobile Gaming Insights for Global which shows that mobile gaming app marketers are overly focused on a limited number of countries. The research suggests that mobile gaming app marketers around the world may be missing out on hidden opportunities in additional countries that would accelerate user acquisition (UA), tap into high-value users, and drive significant growth.
“This research intends to inspire marketers to think outside of their comfort zone. The hyperconcentration of advertising spend in a few countries creates a huge opportunity to uncover high-value users in new global markets that can be unlocked through targeted user acquisition strategies. Perhaps there is some bias that is creating a self-fulfilling prophecy as marketers focus their spend too narrowly. The key learning from this research is that marketers may be missing out on opportunities to capture users of value and that constant experimentation of new audiences is essential as global markets evolve,” said Tom Shadbolt, Senior Insights Manager, Moloco.
The study revealed that:
• 71% of mobile gaming app marketing spend is highly concentrated in 10 countries. In addition, around 40% of spend is directed towards ads in the US alone. The UK comes in second with 6% of the total spend, followed by Germany at 5%, and Japan at 4%. For this analysis, Moloco considered marketing spend that is primarily focused on user acquisition efforts related to in-app purchases (IAP).
• US-based mobile gaming app marketers direct 60% of their user acquisition spend to North America (US, Canada, and Mexico). When combining spend in both North America and Europe, that number increases to 82%, which indicates potential opportunity for user acquisition in other regions, particularly Asia Pacific.
• Mobile gaming app marketers in China are leading the way in diversifying global marketing spend and growth. As an export-oriented market that aims to acquire users outside of the home country, China is ahead in terms of diversified global growth. Only 36% of spend is directed at the US, Canada and Mexico with greater relative spend in Europe, Asia Pacific and other global markets.
• High-value users exist beyond geographic boundaries. 70-85% of in-app purchase revenue is driven by the top 10% of payers in each market that was researched. Distribution of payer value is relatively consistent across markets and genres indicating potential for expansion with targeted user acquisition strategies.
• Paid user acquisition can unlock opportunities in new markets. While paid user acquisition is most scalable in countries that receive significant marketing spend such as the US, Japan, and South Korea, there are pockets of opportunity to target high-value users in countries such as Brazil, Greece, Iceland, Netherlands, the United Arab Emirates, and South Africa.
“It’s tempting to focus on large markets because they’re familiar and marketers are used to advertising there. However, there is significant opportunity beyond these traditional markets where the competition is lower and hitting your KPIs can be much more efficient,” said Sarah Yamanouchi, Head of Growth Marketing at Rec Room, the publisher of a popular free online multiplayer game.
Compliance Updates
UKGC: Market impact data on gambling behaviour – operator data to Oct 2024
The Gambling Commission has published further data on the gambling industry in Great Britain.
This data, sourced from operators, reflects the period between March 2020 and September 2024, inclusive, and covers online and in-person gambling covering Licensed Betting Operators (LBOs) found on Britain’s high streets.
Comparison should not be made with the industry statistics dataset, as this dataset may include free bets and bonuses and does not include data from all operators.
This release compares Quarter 2 (Q2) of financial year 2024 to 2025, with Q2 of 2023 to 2024, looking at how the market has changed in comparative periods over a year.
The latest operator data shows:
- online total Gross Gambling Yield (GGY) in Q2 (July to September) was £1.32 billion, an increase of 11 percent from Q2 the previous year. The overall number of total bets and/or spins increased 12 percent Year-on-Year (YoY), reaching a new peak for the third consecutive quarter of 25.2 billion, whilst the average monthly active accounts2 in the quarter increased 8 percent
- real event betting GGY increased by 6 percent YoY to £453 million. The number of bets decreased 10 percent, while the average monthly active accounts in Q2 increased 9 percent
- slots GGY increased 16 percent to £680 million YoY. The number of spins increased 13 percent to 23.3 billion while the average monthly active accounts in Q2 increased 16 percent to 4.4 million per month. Although this is a new peak for GGY in this dataset for the slots vertical, it should be noted that one operator has re-classified some of its products into the slot vertical this quarter, which has had an impact on the vertical data
- the number of online slots sessions lasting longer than an hour increased by 9 percent YoY to 10 million. The average session length remained at 17 minutes. Approximately 6.1 percent of all sessions lasted more than one hour compared to 6.6 percent in Q2 the previous year. The number of spins per session has fallen from 147 to 142 YOY, whilst the GGY per session has fallen from £4.20 to £4.13 in the equivalent timeframe
- LBO GGY decreased by 1 percent to £533 million in Q2 2024 to 2025, compared to the same quarter last year, while the number of total bets and spins decreased by 0.1 percent to 3.1 billion.
The post UKGC: Market impact data on gambling behaviour – operator data to Oct 2024 appeared first on European Gaming Industry News.
Latest News
Betano introduces a new immersive way of NBA betting
Betano, Kaizen Gaming’s premium sports betting and gaming brand announces the launch of its innovative in-game visualisation tool for National Basketball Association (NBA) games. Starting this season, Betano customers will be able to watch and interact with live games as if they were playing a video game.
Powered by computer vision and AI technology, the new feature takes real-time data points and turns it into 3D visualisations that are delivered in a hyper-personalised stream, allowing fans to select their viewing angle and enjoy every block, shot, and point scored from their preferred vantage point. Launched in partnership with Sportradar, Betano’s new gaming feature continues its commitment and passion for creating unique and unrivalled fan experiences in every sport.
George Kourakos, Kaizen Gaming Director of Innovation, said: “The arrival of AI technology and particularly computer vision is helping revolutionise the fan experience for leading sporting competitions. Increasingly, fans want to take control of how they watch and engage with sports, so they can create their own personalised experiences. We’re excited to introduce a whole new way of enjoying matches, allowing fans to choose their favourite angles to view the action. We remain dedicated to keep delivering innovations that enable our users to engage in new ways with all their favourite sports, always in a responsible manner”.
The new feature technology of the Betano platform arrives at the start of what is set to be another enthralling NBA season. Besides offering the competition’s matches through its platform, Betano has engaged with the world’s best basketball league by supporting Giannis Antetokoummpo. The two-time NBA MVP and 2021 NBA Champion has been Betano’s Global Brand Ambassador since 2023.
The post Betano introduces a new immersive way of NBA betting appeared first on European Gaming Industry News.
Latest News
EGT Digital’s games are live on the top Italian betting sites Lottomatica and Goldbet
EGT Digital keeps on achieving milestones in Italy. Thanks to the partnership with the popular aggregator Microgame the Bulgarian provider’s slot games from the jackpot bestsellers Clover Chance and High Cash are already at the disposal of the clients of Lottomatica and Goldbet. Both websites are part of the market-leading Lottomatica Group.
Zornitsa Boncheva, Regional manager for Italy at EGT, commented: “The collaboration with Lottomatica Group in the online sector is a logical continuation of our fruitful collaboration with them in the land-based and VLT niches and is a great success for us. Our casino content is now available to visitors to some of the most prominent gaming platforms in Italy and I am happy to say that since their debut our titles, especially 10 Shining Diamond, have made a deep impression on players who highly appreciated their attractive design, many bonuses and high chances to win. I believe that this cooperation will give a big boost to our market entry in the near future.”
The post EGT Digital’s games are live on the top Italian betting sites Lottomatica and Goldbet appeared first on European Gaming Industry News.
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