Latest News

2025 App Marketer Survey Reveals Bigger Budgets and Strong Ad Performance

Published

2 months ago

February 18, 2025

Reading Time: 3 minutes

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.

Latest News

Soft2Bet Foundation Fuels US Growth Through Gamification and Innovation

Published

5 minutes ago

April 22, 2025

Zoltan "Hawkie" Tundik

In the dynamic world of US iGaming, where the competition is fierce and consumer expectations are high, one element has become crucial to success: gamification. It’s no longer just a feature but necessary for driving user engagement, retention, and growth. Amid this challenge, the Soft2Bet Foundation has positioned itself as a catalyst for innovation, ensuring the brand’s rapid expansion in the US market.

With a focus on gamified engagement at the core of its product development, Soft2Bet isn’t just entering the US—it’s embedding itself into the fabric of the region’s gaming ecosystem.

The Soft2Bet Foundation is key in this approach, driving long-term growth while balancing regulatory compliance.

Introducing the Soft2Bet Foundation

The Soft2Bet Foundation is a crucial link between the company’s internal research and development and external stakeholders.

Acting as a think tank and an implementation hub, the Foundation ensures a seamless flow of innovation from concept to market implementation, refining Soft2Bet’s offerings and driving long-term growth.

Mission-Driven Innovation

At the heart of the Foundation’s mission is the goal of driving responsible gamification. This encompasses not just creating entertaining experiences but also ensuring that these experiences are fair, safe, and aligned with market-specific regulations—particularly as Soft2Bet looks to grow its presence in tightly regulated markets like the US.

By facilitating collaboration, the Foundation allows Soft2Bet to refine and optimize its offerings, ensuring compliance while pushing the envelope of what’s possible within the iGaming industry.

Soft2Bet’s Approach to Gamification

The Foundation’s influence is most visible in the company applying gamification beyond superficial mechanics.

Creating Personalized Journeys

Rather than layering achievements or badges on top of existing content, Soft2Bet designs the player experience from the ground up, blending real-time interaction, adaptive content, and tier-based reward systems to improve retention and lifetime value.

Features Engineered for Performance

Gamification features currently being rolled out include:

Personalized daily challenges tailored to player behavior
Engagement loops tied to real money and social activity
Reputation-based leaderboards designed for regulatory alignment
Integrated loyalty economies mapped to acquisition KPIs

This infrastructure delivers measurable value—not just for users but also for operators and partners who need modular, compliant solutions that scale.

Why the US Is Key to Soft2Bet’s Expansion Strategy

The US market represents a rapidly growing opportunity in the iGaming industry, where consumer expectations and regulatory frameworks continuously evolve. Soft2Bet’s strategic focus ensures it capitalizes on this dynamic market to build a long-term presence.

Understanding Regional Nuance

The Soft2Bet Foundation’s research division has dedicated significant resources to understanding the various nuances of the US market.

Focusing on states like New Jersey, Pennsylvania, and Michigan, Soft2Bet has developed market-specific insights that allow for product readiness across multiple jurisdictions. This data-driven approach ensures that Soft2Bet’s platforms are engaging and compliant with state regulations from day one.

Building with Compliance in Mind

Navigating US regulatory frameworks can be daunting, but Soft2Bet’s model includes a streamlined compliance strategy. Soft2Bet has implemented a robust model that partners with local regulatory experts and US-based technology providers to ensure compliance across fragmented state laws.

This allows for rapid deployment while maintaining adherence to strict state-specific gaming regulations. By collaborating with licensed US-based partners, Soft2Bet ensures its products are fully compliant and scalable without overextending its internal compliance resources.

Recent Wins and the Road Ahead

Soft2Bet’s expansion strategy is already gaining momentum. Recent initiatives include:

Deployment of a US-specific gamification engine for localized platforms.

Collaboration with university-led research groups focused on responsible gaming.

Licensing discussions with state-level regulators are underway for several markets.

Forward-Looking Focus

The Soft2Bet Foundation plans to continue its investment in data science, further enhancing personalized player journeys and engagement strategies.

Additionally, Soft2Bet focuses on frictionless onboarding processes and community-driven content, ensuring that every aspect of the user experience is optimized for retention and growth.

With these initiatives, Soft2Bet is positioned to succeed in the US market and redefine what it means to deliver a world-class gaming experience.

Conclusion

As the US iGaming market continues to mature, operators are facing increasing pressure to innovate quickly, stay compliant, and engage players meaningfully. Soft2Bet’s gamification-first approach, powered by the Soft2Bet Foundation, sets the stage for long-term growth.

For US-based operators and tech partners, Soft2Bet offers a blueprint for navigating the competitive landscape—blending innovation with compliance to stay ahead in an increasingly saturated sector. As Soft2Bet continues its US expansion, it will be an operator to watch for years.

Visit Soft2Bet’s official website today to explore partnership opportunities or learn more about gamification strategies that drive growth.

Latest News

ProgressPlay and Playtech Join Forces To Redefine the Future of Online Bingo And Immediately Power Bingo To Over 120 UK Gambling Sites

Published

23 minutes ago

April 22, 2025

George Miller

Reading Time: 3 minutes

The online bingo industry is undergoing a transformative revolution, and at the forefront of this evolution are ProgressPlay and Playtech, two powerhouses in the iGaming world. Together, they are setting a new standard for innovation, engagement, and profitability in the bingo sector.

Playtech announced a landmark long-term partnership with ProgressPlay, selecting Playtech as their exclusive bingo provider. This collaboration marks a significant milestone as ProgressPlay becomes the first white-label network to launch Playtech’s cutting-edge bingo platform, which went live in December 2024.

The partnership between ProgressPlay and Playtech is a perfect synergy of innovation and expertise. ProgressPlay’s white-label bingo platform, combined with Playtech’s industry-leading bingo network, creates a best-in-class experience for operators and players alike.

The UK online bingo market is thriving, with 3.5 million players engaging in online bingo games every week and a gross gambling yield (GGY) exceeding €700 million annually. ProgressPlay and Playtech are poised to capitalise on this growth, offering operators and players an unparalleled bingo experience.

With 120+ gambling sites already on board, the success of ProgressPlay’s white-label bingo speaks for itself. This partnership is not just a milestone, it’s a vision for the future of online bingo, where innovation, engagement, and profitability come together to create a truly transformative gaming experience.

Marina Nahhas, Head of B2B Sales and Marketing at ProgressPlay, emphasised: “With ProgressPlay leading the charge, operators now have an unmatched solution to attract and retain bingo players. This is next-gen bingo, built for scalability, engagement, and profitability.”

For operators, the platform offers scalability, increased revenue through cross-sell opportunities, and enhanced player retention thanks to engaging features and seamless gameplay.

This strategic alliance strengthens the existing relationship between the two companies, further solidifying Playtech’s position as the B2B market leader in bingo. By joining Playtech’s network, ProgressPlay gains access to the largest B2B liquidity in the market, offering players a wide variety of networked rooms and beloved bingo experiences.

ProgressPlay’s next-generation white-label bingo has officially launched across 120+ UK gambling sites, redefining how operators deliver engaging, high-performing, and scalable bingo experiences. Designed for both established operators and new brands, ProgressPlay offers a white-label bingo solution packed with innovative features that keep players entertained and coming back for more.

The platform’s key features include customisable branding, allowing operators to tailor the experience to reflect their unique identity. Multi-device play ensures a seamless experience across mobile, tablet, and desktop devices, while dynamic jackpots and exciting prize structures keep players engaged.

Enhanced social features, such as chat rooms and community-building tools, foster player interaction, and seamless integration with sportsbook, casino games, slots, and live dealer experiences creates a holistic gaming ecosystem. This isn’t just bingo, it’s next-level entertainment, profitability, and engagement.

For players, the partnership delivers variety, flexibility, and excitement. Access to a wide range of networked rooms and side games, including Playtech’s Eyecon studio slots, ensures there’s something for everyone. A smooth, responsive, and immersive experience across all devices keeps players engaged, while tailored promotions and jackpots enhance the gaming experience.

Marat Koss, VP of Interactive Gaming at Playtech, commented: “We are delighted to welcome ProgressPlay to the Playtech Bingo network. This partnership allows us to extend our successful collaboration into the bingo vertical, offering ProgressPlay’s players a best-in-class experience with a wide choice of content, attractive prizes, and a variety of games.”

The collaboration between ProgressPlay and Playtech is a testament to the power of innovation and partnership in the iGaming industry. Together, they are redefining what bingo can be, offering operators a scalable, customisable, and profitable solution while delivering players an immersive and engaging experience. The bingo revolution is here, and ProgressPlay and Playtech are leading the charge.

Itai Loewenstein, CEO at ProgressPlay, added: “We are thrilled to integrate Playtech’s innovative bingo platform into our offerings. This collaboration enables us to deliver unparalleled gaming experiences and next-level entertainment to our operators. Together, we are setting a new standard for the industry.”

The post ProgressPlay and Playtech Join Forces To Redefine the Future of Online Bingo And Immediately Power Bingo To Over 120 UK Gambling Sites appeared first on European Gaming Industry News.

Latest News

A Closer Look at Galaxsys’ New Slot ‘Funny Faces: Hoglet Moglet’

Published

23 minutes ago

April 22, 2025

George Miller

Reading Time: 2 minutes

Galaxsys is pleased to introduce Funny Faces: Hoglet Moglet, a cheerful and dynamic slot game designed to bring smiles and entertaining gameplay to players. Packed with playful animations, quirky characters, and unique bonuses, this new title adds a fresh and fun spin to the company’s ever-growing slot portfolio.

Vigen Safaryan, Chief Product Officer at Galaxsys, commented, “With Funny Faces: Hoglet Moglet, we wanted to create something that not only entertains but also brings a sense of adventure to every spin. The innovative mechanics and fun visuals set this game apart, offering players more than just a typical slot experience. We’ve incorporated unique features, like the Hoglet-Dice symbol and increased winning opportunities, which elevate the overall gameplay and keep players engaged.”

About the Game

Funny Faces: Hoglet Moglet is a slot game with a unique twist. After every bet, players have a chance to land the special Hoglet-Dice symbol, which moves them forward on a track that surrounds the playing board. This playful feature turns every spin into a mini adventure, adding excitement and surprises along the way. With its vibrant theme and lively animations, the game offers an interactive and engaging experience that keeps the action going.

Key Highlights That Set the Game Apart

External Board Game – Hoglet-Moglet

After every bet, players have a chance to land the special Hoglet-Dice symbol, which advances them along a dynamic board game path that surrounds the slot grid.

Bonus Game – Sticky Wilds

The “Wild” symbol, which substitutes for all other symbols, may appear in the bonus game. Unlike the regular game, where it lasts for one round, it stays on the board until the bonus round ends.

Funny Faces: Hoglet Moglet is now live and available for Galaxsys’ global network of partners.

Galaxsys is an innovative games studio with a diverse portfolio of award-winning titles. Our 30+ games portfolio, which includes instant, crash, mines, bingo, turbo, skill, and slot games, is designed with a focus on innovation, player-centric experiences, and engagement.

Guided by a commitment to creativity and quality, our games are seamlessly integrated into platforms worldwide, connecting players through a trusted network of over 150 partners. Our achievements have been recognised with numerous prestigious awards in the iGaming industry, highlighting our dedication to creating innovative games.

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