The latest data shows that global gambling-related mobile apps will experience explosive growth in 2024. According to the annual report released by AppsFlyer, downloads of casino apps have soared by 102% year-over-year, and sports betting apps have also achieved a 93% increase.
This data is based on an analysis of 35,000 applications and 140 billion installations.
It is noteworthy that despite the strong demand for user acquisition, the advertising investment by related companies appears relatively conservative. Advertising spending in the casual game category only grew by 3%, accounting for 64% of the market share.
In contrast, advertising spending for casino games actually decreased by 12%, indicating an adjustment in the industry's marketing strategies.
Geographically, Australia leads with a 7% increase in gaming advertising spending, while the US market has declined by nearly 7%. The French and Japanese markets have contracted the most significantly, with advertising expenditures decreasing by 14% and 23%, respectively.
AppsFlyer President Brian Quinn pointed out: "2024 is a pivotal turning point for the app economy. Although overall advertising spending grew by 5% to reach $65 billion, there are significant differences across various sectors." He specifically mentioned that advertising investments in financial apps like Robinhood surged by 61%, in stark contrast to the conservative strategy of gambling-related apps.
Industry analysts believe that this phenomenon of "high growth, low investment" may stem from several factors: rising customer acquisition costs forcing companies to optimize marketing efficiency, stricter regulatory policies limiting promotional channels, and the new focus on extracting value from existing users.
As the integration of gaming and non-gaming industries progresses further in 2025, it is expected that marketing strategies in the mobile gambling sector will become more diversified and precise.
