June began with Apple’s yearly occasion: the 2022 version of their WWDC. And this month could have introduced us sunshine and warmth waves, but it surely additionally introduced the top of TweetDeck’s mac app and the departure of Sheryl Sandberg, a determine at Meta (previously Fb). Let’s dive into all the newest information!
Apple’s 2022 WWDC
Not like the 2 earlier editions, WWDC 2022 didn’t maintain a variety of bulletins for ASO professionals and app entrepreneurs. Right here’s what was introduced:
- New options for the SKAdNetwork API to raised measure advert efficiency whereas preserving consumer privateness
- Developer Mode with iOS 16 to stop sideloading or as Apple calls it “inadvertently putting in doubtlessly dangerous software program on their gadgets”
- Apple Pay Later permits customers to pay in installments
- Enhancements for App Clips, they’ll be simpler to develop and check
- New benchmarks in App Retailer Join to match your app’s efficiency to related apps
- App Intents framework to make your app accessible for techniques reminiscent of Siri and Shortcuts
iOS 16’s developer beta is already accessible, the general public beta ought to change into accessible in July. The OS itself will change into public in September at a nonetheless unknown date.
Play Retailer’s upcoming deadlines
Google printed a report on cellular video games
Google printed a report full of insights on cellular video games. In it, you will discover a variety of attention-grabbing details about cellular players’ behaviors.
For starters, whereas most players begin taking part in a recreation as a result of they’re bored or have some spare time, 21% of them do it as a result of they noticed a put up on social media. That means that paid UA on socials is fairly helpful to drive folks to your recreation. 27% of them begin taking part in as a result of they’re within the temper for competitors, that means that in case your recreation has a particular competitors occasion happening, you might use that information to amass extra customers. Showcase it with in-app occasions or LiveOps, discuss it on social media, and let folks find out about it!
There may be extra attention-grabbing information reminiscent of how localization of a recreation’s content material is necessary for 90% of players. You possibly can apply that information to your app’s itemizing pages. Don’t be scared to localize!
They’ve additionally questioned how cellular players uncover video games, and for 37% of them, it’s by means of the app shops. Proper behind with 35% are social media advertisements and cellular recreation advertisements with 34%. It’s time to brush up in your UA and ASO abilities!
Not solely that however 41% of players attempt a brand new recreation as a result of the story is attention-grabbing. As we’ve stated in a earlier put up, storytelling is the important thing to profitable cellular recreation video advertisements! Along with that, 32% of cellular players are satisfied by trailers and/or screenshots. So give your visible belongings some love!
Furthermore, solely 14% of cellular players are usually not in any respect within the in-game advertisements they see. The remainder of them are at the very least barely . Take that chance to financial institution on that curiosity to spice up your downloads.
Cell advert spend is again on the rise
Cell advert spend is getting over the ATT hurdle. In keeping with a brand new examine from Tenjin and Development FullStack, 65% of cellular advertisers are planning to extend their advert spend in 2022, despite the fact that half of them (55%) reported that it had change into tougher in 2021 following ATT.
When it was launched, ATT triggered an estimated 39 p.c income loss for cellular advertisers in 2021. They had been all involved about the way forward for their enterprise. A yr later, they’re adapting both with different instruments (reminiscent of fingerprinting or SKAN) or by deploying in-house information analysis.
Cell advert spend is anticipated to achieve $350 billion in 2022, $50 billion greater than the earlier yr. In the meantime, the German antitrust watchdog has launched an investigation over Apple presumably giving its personal apps a bonus by exempting them from ATT.
Airship acquires Gummicube
Airship, a advertising firm that makes a speciality of producing customized messages addressed to shoppers and buyer analytics, acquired Gummicube. Airship’s CEO, Brett Caine, praised Gummicube’s “industry-leading enterprise-class ASO know-how and skilled companies”. This acquisition will assist them present their shoppers with an even bigger alternative and assist them optimize their ASO.
Gummicube’s co-founders, Dave Bell and Anh Nguyen, will now be VPs and co-general managers of the Gummicube enterprise unit at Airship.
Information from the Dutch entrance on Apple vs relationship apps
Apple lastly offered a suitable answer to the conundrum that’s been happening because the starting of the yr. The Dutch watchdog (ACM) had said beforehand that Apple’s refusal to permit different cost strategies was anticompetitive and had fined the Cupertino agency €5 million per week for ten weeks.
Apple had provided a number of options that weren’t deemed acceptable by the ACM (the primary one implied that relationship app builders would want to construct a wholly separate app which is an pointless trouble). They’ve lastly agreed to permit different cost strategies to adjust to the ACM’s necessities.
Dutch relationship app builders will now be capable of select “whether or not they need to supply another cost methodology mixed with Apple’s in-app purchases”. Nonetheless, they are going to nonetheless must pay a payment for these funds.
Netflix’s guess on cellular video games is paying off
The streaming firm introduced its need to convey over 50 cellular video games to its platform by the top of the yr. Up to now they’ve printed 24 titles which might give them 6 months to double their supply.
The announcement tweet teased a number of video games, each new, primarily based on their television present or not, and video games already present on different platforms that Netflix will convey to cellular. For the latter, I recommend attempting out Spiritfarer as soon as it’s accessible, it’s a gem!
Up to now their printed video games have attracted 13 million downloads worldwide throughout the App Retailer and the Play Retailer. Their high title is Stranger Issues 1984 which has been downloaded 2 million instances. Their different Stranger Issues-themed recreation is hanging out close to the rostrum too.
Stranger Issues’ 4th season boosted the recognition of their two video games primarily based on the present. Stranger Issues 1984’s downloads shot up 2.6x through the first week of season 4.
Outdoors of cellular gaming, the corporate is trying into including an ad-supported tier to win again misplaced customers.
Fb too needs to be a TikTok clone
The Verge obtained a leaked memo from Meta discussing Fb’s future. Tom Alison, the chief in command of Fb laid out the plan: Fb’s feed will begin recommending posts “no matter the place they arrive from” and cease prioritizing posts from adopted accounts, identical to TikTok. Messenger can even be introduced again into Fb.
Along with that, they’re planning an emphasis on Reels, their TikTok-like function, in hopes to “reverse the app’s stagnant progress and doubtlessly lure again younger folks”.
The trick can be to draw a youthful viewers with out alienating the older one. We’ll see how that works for them.
Sheryl Sandberg steps down from Fb
On the primary day of June, Sheryl Sandberg introduced she was stepping down from her place of Chief Working Officer at Fb/Meta. She joined the corporate in 2008 and has been ever since one of many fundamental figures of the corporate subsequent to Mark Zuckerberg.
Meta’s Chief Development Officer Javier Olivan will substitute her.
Instagram retains attempting to implement a full-screen scroll on the homepage
After the very unfriendly welcome beta tester reserved for Instagram’s full-screen check, it was a world reduction when the homepage went again to regular. Not for lengthy although. Zuckerberg himself introduced a brand new full-screen check.
As a substitute of all post-types being in full-screen, solely movies can be proven in full-screen whereas scrolling on the homepage. It will be a combination between the common homepage and the failed check.
This check homepage ought to change into accessible to chose customers quickly.
Numbers of the month
June’s App Advertising Snack episodes
What we talked about
Marine Nozerand
Hello there, I am Marine (she/her), I am a Content material Supervisor at Apptamin. Apptamin is a artistic company specialised in app movies (video advertisements, app retailer movies, and many others.).
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