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.

February 2025 is shaping up to be an electrifying month for poker enthusiasts as Natural8 India unveils a series of high-stakes events and promotions designed to reward players with unparalleled winnings. With such exciting giveaway, the platform is all set to make this month one for the record books.

Millions Week 2025 brought together some of the fiercest poker talent, all competing for a chance to turn their skills into life-changing prizes. With staggering daily prize pools, the highlight of the series was undoubtedly the grand Main Event, which saw intense competition among 1,226 players. Among the standout performances, Tarun Goyal secured an impressive 8th-place finish, earning INR 27,429,007 for his deep run in the tournament. Whether seasoned professionals or emerging contenders, players will have an equal shot at making their mark on the poker landscape.

But the excitement doesn’t stop there. Natural8 India is rolling out its biggest February promotion yet—the massive February Giveaway. Running throughout the month, this massive giveaway ensures that no player is left behind in the race for extraordinary rewards. Cash game lovers will be drawn to the leaderboard frenzy between February 9 and 25, where intense cash amounts in prizes will be up for grabs across multiple game formats, including Spin & Gold, Rush & Cash, No Limit Hold’em, and many more.

In addition to all the mega events happening,, another highly anticipated event is the GGMasters Freezeout Fifth Anniversary. This milestone celebration will feature an array of thrilling tournaments, giving players a chance to showcase their skills in a true test of endurance and strategy. As part of the anniversary events, a special ticket drop was distributed on February 14, offering players access to one of the most prestigious tournament series of the year. The celebration further reinforces Natural8 India’s commitment to providing an unmatched poker experience.

Speaking on the exciting line-up for February, Kunal Patni, Executive Director and Country Head of Natural8 India, shared his enthusiasm: “At Natural8 India, we are always looking for ways to elevate the poker experience for our players. February has been one of our biggest months yet, with Millions Week offering massive prize pools in the beginning of the month. and the massive Giveaway providing something for everyone. Whether you’re a cash game regular, a tournament grinder, or someone looking for fun and rewards, there’s no better time to play. We’re excited to see our players take on the challenge and make the most of these incredible opportunities.”

With such thrilling opportunities lined up, February is set to be a month of non-stop action for poker enthusiasts on Natural8 India. Whether it’s securing leaderboard victories, taking a shot at a seven-figure payout, or enjoying special Valentine’s treats, there’s something for everyone. As always, the platform remains committed to ensuring a seamless and rewarding experience for its players, solidifying its position as the go-to destination for poker in India.

Legendary gamers are set to take over the cricket pitch, with Red Bull players Jonathan Gaming and Techno Gamerz leading the charge in the most intense Red Bull Showdown yet!

Jonathan Gaming and Techno Gamerz, two of the biggest Indian gaming personalities, are set to face off at the Red Bull Showdown, captaining teams to settle their rivalry. This time, there is a lot at stake as they compete in a winner-takes-all match with exciting rules.

Captain Jonathan will lead Team Red, which features the following top creators:

• Eklavya
• Saurabh
• Lolzzzz
• ZGod
• Owais
• Ocean
• Focused Indian

Captain Techno, on the other hand, will lead Team Blue, featuring some of the most renowned gaming personalities in India:

• Willy Gaming
• Thugesh
• Techno
• Shravan
• Joker
• Regaltos
• Snax
• Venom

With the likes of Snax, Regaltos, and Joker in Team Blue, and Lolzzzz, ZGod, and Jonathan Gaming in Team Red, fans can expect to witness some classic GodLike vs S8UL rivalry at the Red Bull Showdown as well, intensifying the match-up between Jonathan and Techno.

This Red Bull Showdown is set to be the best one yet, as the two teams will not compete in an ordinary cricket match. The match will feature 4 innings, with 8 overs per innings. That’s not all—the innings will include exciting rules such as the Power Over, where runs are doubled, and the bowling team has a chance to reduce the opponents’ runs.

Fans can catch all the action live on the Red Bull Game On YouTube channel at 8 PM IST on Feb. 18.