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2025 App Marketer Survey Reveals Bigger Budgets and Strong Ad Performance
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.
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Running, Riding, and Rising Together: Wellness Takes the Lead at MARE BALTICUM 2025
MARE BALTICUM Gaming & TECH Summit 2025 Breaking News:
Ultramarathoner Živilė Šerkšnaitė to Guide the Morning Networking Run!
Join us for an exciting running route across beautiful Vilnius, where we will be led by Živilė Šerkšnaitė – Ultramarathoner, Artist, Mountaineer, and human extraordinaire!
At HIPTHER, we’ve always believed that great ideas flow better when the body moves and the mind is clear. That’s why fitness and wellness are not just side activities at our conferences – they’re part of our DNA.
Join us for the Morning Networking Run in Vilnius: All paces are welcome – just bring your energy and running shoes!
Meet Your Running Guide: Živilė Šerkšnaitė
This year, the MARE BALTICUM Gaming & TECH Summit 2025 is taking that ethos to new heights – or, shall we say, new strides.
On May 28th at 07:30 AM, attendees are invited to join a Morning Networking Run across scenic Vilnius, guided by none other than Živilė Šerkšnaitė – Ultramarathoner, Artist, Mountaineer, and all-around human powerhouse. With up to 8km of easy-paced movement and conversation, the run will return by 08:45 AM – just in time for a quick refresh and a powerful Day 2 kick-off.
And of course, we’ll keep you hydrated and happy: A big shoutout to WALLETTO, our Replenish Sponsor, for fuelling our runners with vitamin water and good vibes!
👉 Secure your spot: https://hipther.com/MBGTSvilnius
A Legacy of Movement…
HIPTHER introduced Morning Networking Runs in 2022, bringing early risers together for invigorating starts in Prague, Riga, Budapest, and Warsaw. The initiative was met with open arms (and elevated heart rates), prompting us to add Morning Yoga Sessions in 2023, creating moments of calm and clarity before packed agendas.
These aren’t just wellness gimmicks. They reflect our deep commitment to human-centric growth, nurturing not just minds, but bodies and spirits too. Because in our world, strong connections are built not just in panels and presentations, but on running paths, yoga mats, and bike routes.
So whether you’re lacing up your sneakers or strapping on your helmet, we can’t wait to move with you in Vilnius!
…Beyond Conferences
To help our community stay active beyond conference days, we’ve also created two growing digital wellness spaces – where movement meets motivation:
👟 HIPTHER’s iGaming & TECH Run Club on Strava brings together runners from across the industry who are eager to stay fit, share their achievements, and inspire each other. Whether you’re training for your next 10K or just enjoying a weekend jog, this is your place to connect.
🚴 And now, for the pedal-powered pros and weekend wanderers alike, we’re proud to introduce the brand new iGaming & TECH Cycling Club. Hop on your bike, track your rides, and cycle alongside fellow gaming & tech professionals – virtually and globally.
Join the movement here:
- Run Club: https://www.strava.com/clubs/igamingtechrunners
- Cycling Club: https://www.strava.com/clubs/1501357
Let’s run, ride, and rise – together! #hipthers
The post Running, Riding, and Rising Together: Wellness Takes the Lead at MARE BALTICUM 2025 appeared first on European Gaming Industry News.
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S8UL acquires North America’s leading Mobile Legends: Bang Bang roster ahead of Esports World Cup 2025
S8UL Esports, a global powerhouse in esports and gaming content, has officially acquired the renowned North American Mobile Legends: Bang Bang (MLBB) team formerly known as BloodThirstyKings (BTK). With this move, S8UL makes a historic entry into the MLBB competitive circuit, becoming the first Indian organisation to sign a top-tier international MLBB roster ahead of the Esports World Cup (EWC) 2025 and other major tournaments.
The roster joining S8UL comprises:
– Michael “MobaZane” Cosgun
– Ian “FwydChickn” Hohl
– Jang “Hoon” Seong-hun
– Ziameth-Jei “ZIA” Caluya
– Vo “Shark” Trung
– Carlos “Bestplayer1” Ortega Vega
Founded in 2020, BTK rose to international prominence after their third-place finish at the MLBB M3 World Championship, where they notably defeated the Filipino powerhouse Blacklist International, taking home $80,000 (INR 68.4 lakh). Since then, the team has been a consistent force in North America’s MLBB ecosystem, with multiple regional championship wins and strong global performances to their name.
The roster officially qualified for the MLBB Mid Season Cup (MSC) at the upcoming EWC 2025 following a dominant run in the recently concluded North America Challenger Tournament (NACT) Spring Season, where they defeated Area 77 in the Grand Finals with a 4-2 scoreline.
With players who have competed across multiple MLBB world championships, S8UL’s newest roster brings immense experience and proven ability to perform under pressure. This acquisition marks a milestone moment for Indian esports, positioning S8UL at the forefront of global competition in one of the world’s most watched mobile esports titles.
Animesh Agarwal, aka 8Bit Thug, Co-founder and CEO of S8UL, commented, “We’re committing to MLBB in a big way — becoming a partnered organization and aligning closely with the S8UL vision, with the legendary Michael ‘MobaZane’ Cosgun leading the charge. As a mobile-first org, MLBB holds a special place for us — it’s the only mobile title among the eight games we’re part of. The game’s growth in India is promising, and we’re excited to contribute to its rise by working closely with key Indian stakeholders. This is just the beginning of what we aim to build with MLBB”
The team’s previous accolades include a hard-fought 4-3 victory over Gaimin Gladiators in the NACT Spring Finals and an unforgettable reverse sweep against Cloud9 in the NACT Fall 2024 Grand Finals, turning a 0-3 deficit into a thrilling 4-3 win. That comeback secured their place at the M6 World Championship, where they went on to finish in the top 10. Collectively, the roster has earned close to $150,000 (approx. INR 1.2 crore) in prize winnings, establishing themselves as one of the most accomplished MLBB teams in North America.
“We’ve been on a long journey together, from grassroots tournaments to the world stage, and every chapter has shaped who we are as a team. Joining S8UL feels like the beginning of something bigger than just competition. It’s about aligning with an organisation that understands not just the game, but the grind, the setbacks, and the stories that build champions. We’re not here just to play, we’re here to evolve, to represent, and to create a legacy that goes beyond titles and trophies. With S8UL behind us, we now have the platform to take that next big leap.” said team captain Michael Cosgun aka MobaZane.
According to data from Esports Charts, MLBB is the world’s most popular esports game in 2025, with a peak viewership of 2.7 million. The M6 World Championship held last year recorded an impressive peak viewership of 4.13 million and maintained an average viewership of 709,000 across its 120-hour broadcast, making it one of the largest and most-watched esports tournaments of 2024.
At EWC 2025, 16 of the world’s top MLBB teams will compete in double elimination group stages and best-of-5 knockout rounds which will culminate in a best-of-7 grand final. With a $3,000,000 (approx. INR 25.6 crore) prize pool on the line, this year’s MSC is set to be one of the biggest mobile esports events in history.
S8UL’s MLBB roster brings a balanced mix of experience and synergy across all roles. MobaZane leads as the Jungler, with FwydChickn in the EXP Lane and Hoon anchoring the Mid Lane. ZIA handles the Gold Lane, while Shark plays Roamer, driving team engagements. Bestplayer1 adds depth as a second Jungler, offering strategic flexibility for different matchups.
With this announcement, S8UL has now unveiled rosters across seven different titles for EWC 2025. The lineups are as follows:
Apex Legends: Rick Wirth (Sharky), Benjamin Spaseski (Jesko) and Tom Canty (Legacy)
Call of Duty: Warzone: Colin Bowers-Wilson (Trikempathy), Braxton Trice (Braxtvn), and Ryder Skarzinski (Ryda)
Chess: Nihal Sarin and Aravindh Chithambaram
EAFC25: Jonas Wirth (Jonny) and Aaron Rivera (Happy)
Mobile Legends Bang Bang: Michael Cosgun (MobaZane), Ian Hohl (FwydChickn), Jang Seong-hun (Hoon), Ziameth-Jei Caluya (ZIA), Vo Trung (Shark), and Carlos Ortega Vega (Bestplayer1)
Starcraft II: Pyung Jae Koh (GuMiho)
Tekken 8: Arja Gamoori (Sephiblack) and Nino Schwarz (Nino)
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Week 20/2025 slot games releases
Here are this weeks latest slots releases compiled by European Gaming
Another star has joined the galaxy with ICONIC21’s latest slot release, Stellar Fruits 20. This is the second title in its Stellar Fruits series, which promises classic fruit action and cosmic energy. Stellar Fruits 20 expands the Stellar Fruits universe with a title that brings simplicity, colour and excitement, catapulting players into a thrilling and rewarding orbit.
With Spring traditionally being the season of re-birth, now’s the perfect time for Swintt’s loveable woodland critter, Max, to come out of hibernation for a brand-new adventure where each non-winning spin could lead to increasingly rewarding prizes in Max The Winner Multi. Set across a simple three-reel, five-payline gameboard, Max The Winner Multi celebrates the sights and sounds of nature in full bloom by taking place in a lush springtime paradise filled with fluttering butterflies and blossoming flowers, where gigantic wins of up to 3,065x are up for grabs.
Reflex Gaming, takes players on a vibrant journey to the afterlife in its latest online slot, Dead Lucky DuoMax™, powered by Yggdrasil. Bursting with colour and character, the game is set in a dazzling Día de los Muertos celebration, where skeletons and festive spirits turn every spin into a thrilling party. Players join the skeleton guitarist, Dead Sheeran as he chases explosive wins in a realm where the dead never sleep.
PopOK Gaming has released Rico Rabbit, the latest title in its Rico series of slot games. Featuring a compact 3×3 layout and straightforward mechanics, Rico Rabbit offers players a simple, engaging gaming experience with a mix of familiar features and clear gameplay. Rico Rabbit introduces a well-dressed rabbit character, set against a background inspired by themes of Asian wealth and prosperity.
Experience the neon lights and pulsing rhythm of the City of Sin in Vegas Velocity from Rival. This is a slot where players shift into gear and hit the gas as they race towards big wins. Vegas Velocity sees players strap in for a thrill ride like no other, lighting up the reels with Expanding Turbo Wild symbols and an Overdrive Re-spin feature.
Belatra, has released its retro reels ride, Cyber Gypsies. This latest hit from Belatra carries players into a bright world where digital technology blends with the spirit of console gaming. Taking inspiration from the look and feel of retro video games, Cyber Gypsies offers a classic 5-reel, 20-line layout packed with modern twists. A joyfully electro soundtrack puts the finishing touches on a game bursting with dynamic features, accumulating multipliers, and slick gameplay.
Spinomenal has released its new Western-themed action-adventure game, Outlaw’s Redemption. The 5×3 game unfolds in a dusty frontier town under a twilight sky that is lit by lanterns hanging along a row of wooden cabins. A soft guitar riff is complemented by maracas, building tension on the reels populated with Golden Horseshoes, Whiskey Barrels, Longhorn Skulls, Cowboy Boots, and Revolvers.
Play’n GO gets spooky at the cinema with Treats of Terror, a 5×5 grid slot set in a shadowy cinema where ghostly confections and cascading symbols bring unexpected rewards with every drop. Lights flicker and curtains twitch as Treats of Terror fills the screen with glowing sweets and spectral surprises. Set within a haunted theatre, this scatter-pays slot challenges players to land six or more matching symbols anywhere on the grid. Winning icons vanish in a cascade, replaced by fresh drops – and that’s where the tension truly builds.
TaDa Gaming, is offering palatial style play in new slot release 10 Sparkling Crown. A randomly triggered Jackpot Poker game puts serious dazzle power in players’ hands with special win multipliers applied to the four individual jackpots. With Expanding Wilds and solid gold Scatters giving multipliers up to 100x the bet, the five reels, three rows and 10 fixed paylines game offers royal win potential with 10,000x max.
Playson, the accomplished digital entertainment supplier, invites players to reel in their riches in 3x Catch. Thrilling Collector symbol elevates base play, while Free Spin mode offers a fresh twist to the Bonus Game, boosted by three eye-catching Modifiers. Despite the peaceful lake setting, the 5×4 slot ignites excitement with each fishing-themed symbol, supported by Angler cash Collect and four in-play jackpots rising to 1,000x.
PopOK Gaming is excited to introduce its newest slot release – Rico DJ! This high-energy game brings a fresh spin to the popular Rico Series. This time, Rico – everyone’s favorite party-loving lizard – is stepping up as a DJ, dropping beats and lighting up the reels with serious club vibes. With a unique 3-4-3 layout and 10 fixed paylines, Rico DJ offers a colorful, fast-paced experience.
Just Slots has announced the upcoming release of its latest title, Cyber Egypt, which will launch as a timed exclusive with Stake on 16 May 2025, ahead of a wider release on 16 June 2025. Merging ancient Egyptian mythology with futuristic AI technology, Cyber Egypt invites players into a vibrant reimagining of a world where Pharaohs harness artificial intelligence to forge the empire of their dreams. Cyber Egypt challenges players to imagine a world where the Egyptian gods have gone digital, hieroglyphs are machine-etched, and the Pharaohs reign supreme through technological might.
The post Week 20/2025 slot games releases appeared first on European Gaming Industry News.
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