As we move through 2024, the mobile media landscape is showing remarkable recovery, with significant implications for the affiliate marketing industry. A recent data release from The AppsFlyer Performance Index reveals that marketing budgets are on the rise, increasing by 18%, while nearly 60% of the top media sources are seeing greater investment. However, a closer look reveals a tale of two industries—gaming and non-gaming apps are experiencing very different outcomes.
Non-Gaming Media Surge Leads the Way
According to the newly released Edition 17 of The AppsFlyer Performance Index, non-gaming media investments have played a critical role in driving market growth. The first half of 2024 marked a sharp recovery for many media sources, with app install ad spend increasing by 18% year-over-year. Remarkably, non-gaming apps led this surge, enjoying a 23% boost in investment. Android apps saw a 25% rise in spending, while iOS apps followed with a 21% increase. In contrast, gaming apps only saw a modest 4% rise in investment, with slight gains of 5% on Android and 3% on iOS.
Out of the top 10 media sources, seven saw increased investments from non-gaming advertisers in H1 of 2024 compared to H1 of the previous year. This growth is a clear signal that non-gaming verticals are bouncing back more quickly, driven by sectors such as retail, fintech, and entertainment, where the mobile channel continues to expand its reach.
Gaming Struggles to Keep Up
While the non-gaming sector is thriving, the gaming vertical tells a more complex story. Despite a 4% rise in investments, gaming apps remain under pressure, with growth concentrated in casual game genres. Hypercasual and midcore games, once dominant in the market, are seeing declines. The gaming industry has been slow to recover, as studios continue to face challenges in securing new investments, particularly in a funding environment that remains uncertain.
However, all is not lost for gaming affiliates. The AppsFlyer Performance Index offers crucial insights for marketers looking to make data-driven decisions. With new features like filtering by media source, it’s easier than ever to understand which channels are performing best for user acquisition and remarketing in gaming and non-gaming categories alike.
Affiliate Marketers: How to Navigate 2024’s Mobile Media Trends
For affiliate marketers, these findings offer a roadmap for strategic planning. The growth in non-gaming media spend means that affiliates working with advertisers in this space should seize the opportunity to expand partnerships and capitalize on increased budgets. On the other hand, while gaming affiliates may be facing a slower recovery, the data suggests a cautious but optimistic outlook, particularly for casual gaming advertisers.
What’s Next?
As the mobile media landscape evolves, affiliates must stay agile, adapting to shifts in both gaming and non-gaming sectors. With marketing budgets on the rise and mobile engagement continuing to expand, the opportunities in 2024 are vast. Whether you’re focused on gaming or non-gaming, staying informed with data-backed insights will be key to thriving in this ever-changing market.
The AppsFlyer Performance Index provides a deep dive into media source rankings, covering 13.5 billion non-organic installs across 35,000 apps, and 6.9 billion remarketing conversions from 3,800 apps. With insights spanning 22 categories in 11 regions, affiliates can leverage this data to identify top-performing channels, optimize their campaigns, and maximize their return on investment.
