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2025 App Marketer Survey Reveals Bigger Budgets and Strong Ad Performance

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Liftoff and AppsFlyer survey finds 54% of app marketing professionals are chasing more aggressive KPI targets, but are meeting the challenge with new advertising channels, network partners, and larger budgets.

Liftoff, the leading provider of marketing, monetization, and creative solutions for the mobile industry, and AppsFlyer, the global leader in marketing measurement, attribution, and data analytics, have published their 2025 App Marketer Survey.

The report—which includes data from Sensor Tower, the leading source of mobile app, digital advertising, retail media, and audience insights—analyzes the responses of over 700 mobile marketing professionals from across multiple regions and app verticals, working with monthly ad budgets ranging from $50,000 to over $1,000,000.

Liftoff and AppsFlyer’s 2025 App Marketer Survey provides a holistic look into how app marketing professionals react to industry changes and technological innovations affecting the mobile ecosystem. It also provides insights into ad spend budgets, performance trends across various app categories, and how mobile marketers allocate resources to achieve their goals in the year ahead.

Key findings include:

  • Non-gaming apps are experiencing strong growth in downloads and revenue: Downloads of apps from non-gaming app categories increased by 12% in 2024, while consumer spending grew by $13.7 billion over 2023 to $69.2 billion. Entertainment apps saw the biggest revenue increase, at $4.4 billion year over year. Comparatively, the performance of gaming apps remained relatively flat, with a slight 1% decline in revenue generated by in-app purchases.
  • Mobile marketers are navigating demanding KPIs, but still hitting performance targets: Over half of mobile app marketers (54%) report more aggressive KPI targets compared to 12 months ago, with those based in North America and Latin America more likely to set aggressive targets (61%). Around 90% of respondents stated they were close to or reaching these challenging goals. In terms of KPIs, 50% cited return on ad spend (ROAS) as their top priority.
  • To achieve their goals, mobile marketers are looking to new partners and channels: Around 56% of marketers stated they had established new partnerships over the past 12 months, an increase of over 14% compared to last year. This seems to be a direct response to more demanding KPIs, with 74% stating they sought out new partners to improve ROAS/ROI. In the same vein, many marketers are also looking to alternative channels, with over half of respondents investing in both organic social and influencer marketing.
  • Despite the challenges that await, marketers are optimistic about the year ahead: Most mobile marketers feel the industry is heading in the right direction, with 80% of respondents expecting 2025 to be an improvement, or at least the same, as 2024. One explanation for this positivity is a boost to resources. Nearly half of all respondents said they’re working with a larger budget in 2025, with 15% reporting a significant increase.
  • Apple’s AdAttributionKit responds to ongoing interest in re-engagement: Immediately after ATT, re-engagement campaigns on iOS seemed to face an uncertain future—but Apple’s AdAttributionKit looks like it may be changing all that. While only 31% reported currently running re-engagement campaigns on iOS, 48% of respondents said they would like to start. Overall, 67% of respondents cited at least some familiarity with AAK.
  • Three years on from launch, marketer’s struggles with SKAN continue: Despite several years having passed since its launch, marketers remain divided on whether SKAN’s impact on performance: 32% felt SKAN had no impact on UA at all, 30% thought it had actually negatively impacted results, while only 24% stated they had seen a noticeable positive uplift. What mobile marketers were much more certain about was generative AI, with 54% of respondents citing its benefits to creative production and optimization.

Joey Fulcher, SVP, Global Demand Sales at Liftoff, said: “According to marketer responses, KPIs are becoming more aggressive year-over-year, and across the board, UA performance is keeping up despite a competitive environment. 90% of those surveyed say that they are close to or reaching their KPIs. This speaks to the speed and depth of innovation in ad tech.

As ML models evolve, they can accommodate more customized requirements. The latest ML models can more effectively target audiences that are likely to engage with the unique features of different apps. This leads to more conversions and improves retention. As ad budgets grow in 2025 and marketers evaluate where to allocate their spend, they should look for partners with a customized approach and robust technology offerings capable of delivering top performance.”

Shani Rosenfelder, Director of Insights at AppsFlyer, said: “App marketers are approaching 2025 with a sense of measured optimism. With 80% expecting stable or improved performance, the focus is on refining strategies that balance growth with efficiency. As budgets expand, marketers continue reassessing how they allocate resources, exploring a mix of acquisition and retention efforts to drive long-term value. AI and advanced data-driven insights are becoming more central to campaign decision-making, helping teams navigate an increasingly complex landscape.

At the same time, challenges persist. More than half of marketers report working with more aggressive KPIs, reflecting the pressure to maintain profitability while scaling. Moving forward, success will depend on thoughtful investments in cutting-edge measurement and optimization, creative effectiveness, and cross-team collaboration to ensure marketing efforts remain both impactful and sustainable. The State of App Marketing Survey provides valuable insights into these trends, helping marketers benchmark their strategies and navigate an increasingly complex landscape.”

For more information about Liftoff and to download the full report, visit info.liftoff.io.

The post 2025 App Marketer Survey Reveals Bigger Budgets and Strong Ad Performance appeared first on European Gaming Industry News.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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BACKFORCE extends long-standing partnership with BIG through 2028

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Berlin International Gaming (BIG) is proud to announce the extension of our longest-standing partnership: BACKFORCE, a premium German gaming chair manufacturer, will continue to support BIG and its athletes for another three years, until at least mid-2028.

Since the beginning of our partnership in September 2019, BACKFORCE has been a fundamental pillar of support. Their gaming chairs, “Made in Germany”, have set new ergonomic and quality standards in the industry and have helped our athletes perform at the highest level. Whether it was during our CS:GO team’s rise to the top of the world rankings or our recent international victories across various titles, BACKFORCE has always had our backs. Also, during challenging times, they keep supporting BIG, which shows their dedication to the German and European esport scene.

More than just a supplier, BACKFORCE has also been a driving force in our content strategy. These series will continue, alongside new content formats and offline activations in the years ahead. We can also announce that they will be part of our next Overtime party at IEM Cologne, stay tuned for more information!

The extension of our collaboration is a testament to the mutual trust, shared values, and the strong personal connection between our organisations. We are incredibly thankful for BACKFORCE’s continued belief in BIG and the support for our community. #GOBIG

Statement Daniel Finkler, CEO of BIG: BACKFORCE is not only our longest-standing partner, but they are also one of our most loyal. Since 2019, they have provided our professional teams with what I consider the best gaming chairs in the world. Their support has always gone far beyond the commercial side: every person at BACKFORCE genuinely cares about BIG, our community, and the future of German esports. Extending our partnership for another three years means a lot to us. We’re proud and thankful to continue this journey together with Head of BACKFORCE Stefan “slame” Krumme and his team!

Statement Stefan Krumme, Head of BACKFORCE: It was actually back at IEM Cologne in 2018 when Backforce decided to partner with BIG. We saw the passion, the surroundings, and everyone welcoming people with an open heart. We already went through highs and lows, and supported the players as well with some warm words after losses or wins. The mutual trust between Backforce and BIG is unmatched. It´s easy to switch to a more successful team, that’s just not who we are and what you should be. Support the team when it’s needed the most. Stay with them and rise again. I personally just have one wish at this point. I attended so many Tier 1 tournaments, seeing other teams we support, I would love so much to see BIG on a stage again. #GEMEINSAM!

 

The post BACKFORCE extends long-standing partnership with BIG through 2028 appeared first on European Gaming Industry News.

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WEMADE to Launch Steam Playtest for Tactical FPS Black Vultures

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  • First public reveal of tactical FPS Black Vultures: Prey of Greed via Steam playtest
  • Playtest runs July 25–28 for players in North and South America
  • Major gameplay improvements implemented following April FGT
  • New trailers highlight core gameplay and NVIDIA-powered AI combat system

 

Global game publisher WEMADE announced today that it will host the first Steam playtest for Black Vultures: Prey of Greed, a new tactical first-person shooter developed by THISMEANSWAR, a WEMADE studio, and published globally by WEMADE.

About the Playtest

The Steam playtest will run from July 25, with access open to players in North and South America. Interested players can request access on the game’s official . Selected participants will receive email instructions ahead of the test. Additional entry opportunities will be offered through community events on the official .

The playtest follows an April Focus Group Test (FGT), which provided valuable user feedback and prompted significant enhancements to the game’s combat balance, control systems, and overall feel.

To preview the upcoming experience, two new trailers have been released:

  • – A look at the in-game action and core mechanics players will experience during the test.
  • – A behind-the-scenes look at Viper, the AI-powered combat gear co-developed with NVIDIA, and how it integrates into the battlefield for strategic decision-making.

Players can stay up to date and explore in-depth gameplay information through the game’s official Discord and Steam Community Hub, which serve as the primary channels for community engagement and development updates.

About Black Vultures: Prey of Greed

Black Vultures: Prey of Greed is a tactical FPS set in a fractured warzone where trust is scarce, resources are limited, and every mission begins with a choice. Navigate abandoned infrastructure and hostile zones. Intercept transmissions, gather intel, and complete your objective—before rival squads get there first. Choose your battles carefully. The deeper you go, the higher the risk—but the greater the reward.

Core Features

  • Three-Faction Conflict: Battle between three rival squads in an unforgiving warzone. No teams. No alliances. Just shifting tactics and uncertain outcomes.
  • Life Ticket System: Each team starts with a shared pool of lives. Once depleted, respawns end and survival becomes personal. Every life matters.
  • Team-Based Looting: Loot is stored in a shared squad inventory and only granted upon extraction. Coordination is key. Greed is a risk.

Community-Driven Development

With the Steam Alpha Playtest on the horizon, community feedback will directly influence the future of Black Vultures. Through a Community-Driven Development approach, the team at THISMEANSWAR is building the game hand-in-hand with players.

Help shape the experience. Let us know what works, what doesn’t, and what makes every match worth playing. Join the discussion on Discord and help define the battlefield.

 

The post WEMADE to Launch Steam Playtest for Tactical FPS Black Vultures appeared first on European Gaming Industry News.

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Goldex Casino by N1 Partners: a new brand tailored for top GEOs

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N1 Partners continues to strengthen its position in the iGaming market by expanding its portfolio with the launch of a new brand — Goldex Casino.

Goldex Casino is strategically focused on key Tier-1 GEOs, including Australia, New Zealand, Canada, Germany, Austria, Switzerland, Norway, Ireland, Denmark, and Slovenia. The product supports eight languages with localised content, ensuring broad reach and engagement.

Goldex Casino features a portfolio of over 5,000 games, while its unique Journey Map system transforms gameplay into a personalised adventure with rewards of up to €/$5,000 and 1,000 free spins. VIP players benefit from an exclusive program offering tailored bonuses, higher limits, dedicated account management, and a final prize — a Rolex Sky-Dweller or its cash equivalent of €20,000.

Special attention has been paid to adaptive design across devices, an intuitive interface, and a suite of features that enhance the user experience and drive player retention. Fully licensed, the brand guarantees a high level of transaction security.

With Goldex Casino, partners gain a robust tool to scale traffic across top GEOs and secure long-term profitability. Join N1 Partners and achieve top-tier results together.

On a related note, N1 Partners is currently running its large-scale N1 Puzzle Promo. All registered teams earn puzzle pieces for driving traffic to N1 brands, including Goldex Casino, with the most active participants competing for luxury prizes. The ultimate reward – a private Robinson helicopter, awarded to the winning team at the end of the promo. The campaign runs until the end of the year.

Learn more about opportunities with N1 Partners

The post Goldex Casino by N1 Partners: a new brand tailored for top GEOs appeared first on European Gaming Industry News.

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