Major Launch! 《Advertising Platform Comprehensive Performance Report》

Where to go for app globalization? Choosing the destination and selecting the media channels are equally important.

iOS Games:

The United States, China, and South Korea rank in the top 3.

Undoubtedly, the United States is the largest arena for iOS games, with a comprehensive score far surpassing China and South Korea, which rank second and third, respectively.

In the 13 sub-genre lists of games, the United States has achieved 9 first-place rankings, including hyper-casual, match, simulation, RPG, puzzle, strategy, racing, and children's games. This is mainly due to the highly competitive rankings of the US in the two indicators of app installation and percentage of paying users.

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Another Tier 1 market in a leading position is the United Kingdom, which has won 5 top 10 and 2 top 3 rankings. It performs well in party games, tabletop games, and gambling games, but has a mediocre performance in strategy, elimination, and simulation games.

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At the same time, we found that Thailand ranks first in the action game list, Turkey ranks second in the gambling game list, and Colombia and Chile rank second and third in the hyper-casual game list, becoming the dark horse markets in iOS games.

iOS Non-games:

The United States tops the list, and Saudi Arabia stands out.

Similar to games, the United States also occupies a dominant position in iOS non-game apps, taking 10 first places in 23 lists. This is mainly due to its excellent performance in terms of installation volume, considerable percentage of paying users, and relatively low percentage of paid installations.

Saudi Arabia performed exceptionally well, ranking second overall and earning 7 top 10 and 3 top 5 rankings. Outstanding categories included entertainment, shopping, finance, travel, music, communication, and more. The region's rankings are mainly due to lower competition intensity and a lower percentage of paid installations.

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In the emerging markets with outstanding performance, we found that Vietnam ranks first in the photography category, which is due to the country's data showing a lower percentage of paid installations and a higher willingness to download new apps.

Android x Games:

The competition for top rankings is fierce, with the United States, India, and Japan occupying the top three spots.

The US market has won 5 Top 1 and 8 Top 3 rankings in the Android gaming market, mainly due to its high percentage of paying users. In addition, its high IAA index and total number of installations also contributed to its ranking. However, it should be noted that the US market is highly competitive, with little variation among popular apps.

India has achieved 3 Top 1 and 10 Top 3 rankings in the Android gaming sector, mainly due to its significant number of installations and low percentage of paid installations. However, it should be noted that India's performance is weaker in terms of percentage of paying users and growth in advertising spending.

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In terms of dark horses, the Netherlands ranks second in the gambling game sector, Peru ranks sixth in the desktop game sector, and Uzbekistan ranks seventh in the elimination game sector.

Non-gaming apps on Android: India tops the list, followed by Kazakhstan at second place.

India has a huge market size and ranks first in 13 out of 24 categories in the Android non-gaming segment, including shopping, entertainment, tools, finance, fitness, photography, gambling, food and drink, music, and education. Its high score can be attributed to the low percentage of paid installations and relatively weak competition. However, it is important to note that its weakness lies in low percentage of paid users and spending growth indicators.

Kazakhstan is a strong second, with a total of 5 Top 5 rankings and a third-place ranking in social, finance, and business apps. This is mainly due to its low percentage of paid installs and high willingness to download new apps.

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In the non-game Android platform rankings, we found Nigeria ranked third in entertainment apps and Egypt ranked fourth in utility apps, both of which are related to their low percentage of paid installs and high willingness to download new apps.

Re-engagement Ranking

India tops the shopping list

Re-engagement is crucial for industries such as e-commerce and finance. India secured the top spot in the shopping ranking thanks to its total installation size, as well as its high 30-day paid user and retention rates. Russia closely followed with a high score in the 30-day data category.

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In the gaming industry, the United Kingdom topped the gambling ranking, with outstanding scores in the competition and 30-day data categories.

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At the same time, we also discovered some excellent dark horses. Egypt topped the re-engagement list for elimination games, mainly due to low competition and high participation in re-marketing advertising activities. Colombia ranked third in the shopping re-engagement list, with advantages coming from its 30-day paid user and retention rates scores.

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(Resource: Wechat Public-AppsFlyer)