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India is the fastest growing region for apps and games in the world, while Argentina has the highest growth rate in mobile games relative to its size, according to a report on the global app economy by Facebook and a measurement company Adjust.
The report ranks countries according to their “growth score,” a measure that captures how quickly a country is growing in terms of downloading apps and games relative to the number of users who are in. the country.
In this regard, Argentina has shown the most enthusiasm for the games of any country in the world, even though it is not the most populous country, according to the report. Overall, Latin America dominates the games and Argentina itself has moved from third in terms of growth in 2019 to number one in 2020.
The Adjust Mobile App Growth Report, supported by Facebook, draws on data from 25,000 apps published on the app and on Google Play Stores in 2019 and 2020 combined, in nearly 250 countries and 12 industry verticals to reveal application performance. The growth score is calculated by dividing the total number of app installs per month by the number of monthly active users (MAU) for each industry and country in the Adjust data set to reveal the growth rate of installs. compared to the MAU base. The data comes from the Adjust platform.
The report found that gaming applications continue to win globally, topping the rankings as the highest ranked vertical by growth score. Much of this is due to innovative business models like hypercasual, instantly playable games designed to engage with simplistic and satisfying mechanics. Hypercasual games are monetized through advertising.
The report also states that China and Vietnam are both incredibly invested in the mobile first mindset and in the most populous country in the world.
Also showing impressive growth numbers in 2020. Vietnam and China are home to apps that are masters of ad monetization, and a high growth score should be great news for apps focused on user acquisition and models. advertising revenue.
Based on the results, Adjust and Facebook said that game and app makers should keep pace with the growth of their user base, as countries can soar year by year and it pays to ‘invest where growth is.
Developed markets in North America and Europe still have huge room for growth, but the really big numbers come from Southeast Asia and South America. Paid advertising saw a huge surge in installs when it was rolled back by many companies after the first wave of the pandemic, suggesting they were potentially running out of users before then.
Cross-promoting within a large application portfolio is also a viable strategy for game companies, but it can pay companies in other verticals to focus their energies on achieving user experience. with fewer apps.
And if you’re building an app in e-commerce or finance, you need to be there for the long haul. These apps have an extremely long lifecycle and require constant updates to stay relevant. However, the games are much more ephemeral.
“More than ever, mobile marketers need a roadmap to identify the right users, in the right places, at the right times in their journey,” said Andrey Kazakov, Ajust’s COO, in a commentary. communicated. “Adjust’s data, together with Facebook’s insight into user preferences and actions, enables marketers to target and retain their most valuable users.”
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