Data attribution service Tenjin estimated that Android games accounted for 54% of advertising revenue in April-June 2022. For comparison, two years ago they accounted for only 40%.

Android games have a hard time keeping an audience. Pushwoosh has calculated that on average their first-day retention rate is 43%. After a week, it drops to 32.2%, and after a month — to 24.6%.

AppsFlyer has prepared a large report on marketing trends in the mobile games market. According to the analytical company, global revenue from in-game purchases on iOS fell by 35% last year after the introduction of Apple’s new privacy policy.A noticeable drop in in-game revenue on iOS began in June 2021.

The Google advertising identifier (aka GAID) will soon be a thing of the past. The company followed Apple’s path and introduced a new system that is designed to increase user security and limit the collection of personal data on Android.This decision was announced by the vice president of Google for product management, security and privacy of Android Anthony Chavez (Anthony Chavez) in the official blog of the company.

Marketing expert Eric Seufert spoke about five trends that will manifest themselves in the mobile games market in 2022. The analyst believes that Apple and Google will oppose titles with the play-to-earn model, and developers will begin to actively optimize their projects and advertising strategies for Android.There will be no games with the play-to-earn model in mobile stores

Today, a full-fledged release of PUBG: New State took place on mobile platforms. It turned out to be problematic. Many players were unable to log into the game as a result of a server malfunction. There were also a lot of bugs in the project, some of which have already been recognized by the developers themselves.

South Korea has become the first country for which Google has specifically changed the rules of its app store. Now developers will be able to freely use third-party payment systems, while giving the company 4% less. This is necessary to comply with the so-called “Law against Google“.Google announced this last week in its blog.

Google talked about the latest changes in its store. As part of the Android Developer Summit, the company shared details about new tools for improving security, opportunities for monetization of applications and improving their quality. Google also announced the launch of a program for certification of marketers.

Android apps won’t appear on Xbox. Microsoft‘s plans to add their support to the console were discussed at the end of last week. But now the company’s representatives have said that this is not true.

At the end of June, Microsoft announced that it would add native support for Android apps to Windows 11. But it looks like they can also be launched on Xbox consoles.

Google has announced changes to the app rating system in the Play Store. Starting in November, the estimates will be linked to the region. This means that users from Russia will not be able to see reviews and ratings from the USA and vice versa. The company wants the system to become more useful and convenient for developers.Google announced this in the official blog for Android developers.

The first half of the year passed for the editors of the Play Store in shock mode. She removed about 115 thousand apps from the app store. Such major purges have not happened in it since 2018.

Google Corporation will strengthen the protection of children. She said that in the coming months she will start blocking targeted advertising for minors. The restrictions do not end there. Google will also secure YouTube, its search engine, app store and much more for teenagers.

Google has announced Play as you download, a feature that will allow you to play games without waiting for their final download from Google Play. The innovation will work on devices with Android 12.

After the release of iOS 14.5, advertising costs on Android increased significantly. The situation was reflected, among other things, on the Facebook Audience Network advertising network, whose customers in June began spending most of their budgets on Android traffic.

After the release of iOS 14.5 and the introduction of new rules regarding IDFA, the mobile advertising market began to change rapidly. According to the latest data, the projected LTV of Android applications has increased 2.5 times since April. Against this background, the level of advertising spending on iOS continues to fall.Analyst John Kutsier (John Koetsier) in a column for Forbes spoke about changes in the mobile advertising market.

Google has allowed Android developers to register in a program that reduces the commission for a portion of the amount earned on Google Play to 15%. At the same time, she told about the conditions of participation.

After the release of iOS 14.5, in which Apple turned off IDFA by default, advertisers began to redistribute their advertising budgets in favor of Google Play.

Android developers have been notified of the imminent changes to the Google Play rules. They relate to the advertising identifier and resemble Apple‘s IDFA policy.