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iOS Users Spent $1 Billion in Social Casino Apps Amid COVID-19 Pandemic, Says New Report from Liftoff and GameRefinery
The report also shows a 10% spike in cost-per-install on iOS following Apple’s IDFA privacy regulations
Liftoff, one of the world’s largest independent and privacy-friendly platforms fueling the entire mobile app growth cycle across user acquisition, engagement, monetization, and analytics, along with GameRefinery, a mobile games insight and analytics platform, today released its mobile social casino apps report, revealing unique trends in the mobile market. The report reveals record spend in social casino during the height of the pandemic, as well as shifts in platform engagement following Apple’s privacy regulations and key insights into the value of global regions.
This data draws on more than 83 billion ad impressions and 1.1 billion clicks across 12 million installs and 239 apps between August 1, 2020 and August 1, 2021, to find:
iOS users spent nearly $1 billion on casino apps during the peak of the pandemic
As the pandemic drove a decrease in foot traffic to in-person casinos, social casino titles hit the jackpot. Many consumers took to a new habit of online social casino games, which offer a gambling-like experience without the stakes. According to the report, iOS users in the U.S. spent a record $990 million in social casino apps during the height of the pandemic, Q3 2020 to Q2 2021. Even as vaccinations increased in the U.S. and real casinos in key states were already reopened, the success of social casino didn’t slow down. By Q2 2021, quarterly profits reached a new high of more than $260 million — a particular feat, as the category’s U.S. market share had dropped year-over-year, from 19.43% in Q3 2020 to 18.89% in Q2 2021.
Interestingly, social casino users are older than every other gaming genre — more than half are over 45. The user base is also split about 50/50 men and women, showing that the gaming category has broad appeal.
“As we examine the effects the pandemic has had on gaming, it’s no surprise casino apps are soaring in popularity around the globe,” said Joel Julkunen, Head of Game Analytics of GameRefinery. “Since we are seeing more movement in this market, it’s vital for mobile marketers and developers in this vertical to use these insights to inform long-term strategies.”
Apple kills the IDFA, leading Android to win this round of the “Platform Wars”
Amid Apple’s recent IDFA policy changes, the report sees Android edging out iOS as the leading platform for casino apps. As marketers adjusting to the post-IDFA landscape shifted their ad spend habits, cost-per-install (CPI) on iOS increased to 9.9% year-over-year, up to $11.09. Meanwhile, Android CPIs dropped 13.7% between August 2020 and August 2021, widening the affordability gap for Android — iOS install costs are now 122% higher than that of Android, compared to 2020’s 74%.
The report also shows Android edging out the competition in return-on-ad-spend (ROAS). While iOS takes the early lead over Android, Android pulls ahead 1.9% by Day 30.
Regional: Bet Big, Win Big
While North America (NAR) shows great engagement, reaching those engaged users comes at a cost. At $10.37, CPIs are the highest of all global regions. Asia-Pacific (APAC), meanwhile, offers a CPI half that of NAR, at $5.68. The regions aren’t far off on 30-day ROAS, with NAR (26.47%) only slightly outperforming APAC (21.8%). Marketers looking for great value may want to consider expanding their sights to gamers in APAC, as the up-and-coming market shows great promise.
For more details on Liftoff+Vungle and to download the full report, visit LINK.
Methodology
The 2021 Social Casino Report draws from Liftoff+Vungle and GameRefinery’s internal data from August 1, 2020 and August 1, 2021 — which spans 83 billion ad impressions, 1.1 billion clicks across 239 different apps, 12 million installs and 39 million events to deliver ad performance insights to show how marketers can get the most out of their games.
Gaming
10-15% Of Gamers In Florida Show Signs Of Gaming Addiction: Here Are 10 Signs Your Kid Is Suffering From It (And How You Can Help)
Recent studies indicate that 10-15% of young gamers in Florida exhibit signs of gaming addiction. These findings underscore the need for early identification of symptoms to prevent negative impacts on children’s mental and physical health. Gaming addiction, if not dealt with, can lead to poor academic performance, social withdrawal, and even health problems.
Marin Cristian-Ovidiu, CEO of FreezeNova, discusses key indicators of gaming addiction and offers practical advice for parents.
Recognizing Early Signs
“Early recognition of gaming addiction is crucial in preventing long-term negative outcomes,” Marin explains. The following signs can help parents identify if their child might be developing an addiction:
Exhaustion and Irritability
Constant tiredness and grumpiness during the day could indicate late-night gaming sessions interfering with sleep.
Gaming Obsession
If gaming dominates your child’s thoughts and conversations, and they plan their day around it while neglecting other responsibilities, it could be a sign of addiction.
Decline in Academic Performance and Lost Interests
A noticeable decline in academic performance or loss of interest in previously enjoyed activities may suggest your child is prioritizing gaming over more important tasks.
Emotional Volatility
Extreme emotional reactions to in-game outcomes, such as uncontrolled anger, known as ‘Gamer Rage’, or intense celebrations, could indicate an unhealthy attachment to gaming.
Physical Strain
Signs of repetitive strain injuries like ‘Gamer’s Thumb’ or ‘Nintendo Neck’ from prolonged screen time are warning signals.
Neglecting Basic Needs
If your child is neglecting basic needs like eating, sleeping, or hygiene to keep playing, gaming has likely taken an unhealthy control over their life.
Creating a Supportive Environment
While video games can be a great source of entertainment and connection, around 70% of people with signs of gaming addiction also experience social disorders. Marin recommends a few tips for building a supportive and open environment for your child.
Teamwork and Setting Boundaries
“Parents and children should work together to create a healthy gaming environment. Gaming addiction requires a holistic approach,” Marin advises. Start by setting clear boundaries on gaming time to ensure there’s room for schoolwork, chores, and quality family time.
Revisit activities your child once loved, like football practice or exploring new hobbies together. It’s vital for your child to take breaks from screens, so create a balanced daily routine that includes homework, chores, exercise and just some gaming time. This allows your child to enjoy their games without neglecting other aspects of their life.
Open Communication
Maintain open communication. Discuss the games your child enjoys and any concerns you might have. By understanding their world, you can work together to find solutions.
Remember, you’re not alone. If you feel overwhelmed, seek professional help from specialists in gaming addiction. Marin concludes, “By working as a team, setting clear boundaries, and fostering open communication, we can help your child develop a healthy relationship with gaming and thrive in all areas of life.”
Bally’s Interactive, the digital and sports betting division of Bally’s Corporation, has launched the all-new Bally Bet Sportsbook & Casino app in Ontario, Canada. This latest release marks another significant milestone for the company, following the recent app update in New Jersey and a series of successful app launches in the past year, including the introduction of Bally Bet Sportsbook across multiple states and Bally Casino in Rhode Island.
The updated Bally Bet Sportsbook & Casino app represents a major step forward, as it combines the functionalities of the existing Bally Casino app and Bally Bet Sportsbook app into one comprehensive platform. Powered by White Hat Gaming, this new app allows players residing in or traveling to Ontario to conveniently place wagers on both sports and casino games using a single app, account, and universal wallet.
“We are thrilled to introduce the new Bally Bet Sportsbook & Casino app, marking a significant milestone for Bally’s. This integrated platform merges the features of our previous apps, providing players in Ontario with a seamless experience for both sports and casino betting. Our commitment to enhancing the player experience remains at the forefront as we strive to personalize the enjoyment of playing Bally Bet,” said Robeson Reeves, CEO of Bally’s Corporation.
PENN Entertainment Inc. has launched its stand-alone Hollywood Casino app in Pennsylvania. Built on PENN’s proprietary technology platform, Hollywood Casino offers more than 700 iCasino games, a variety of daily promotions, and exciting jackpots.
Available on Android, iOS and desktop, customers in the Keystone State can access Hollywood Casino through either the ESPN BET app or through the new Hollywood Casino app using their same ESPN BET login credentials, allowing for a seamless experience across PENN’s online betting and casino platforms. PENN plans to launch Hollywood Casino in additional jurisdictions in 2025, subject to regulatory approvals.
Hollywood Casino features a variety of online slots, table games and live dealer content, including bespoke live dealer tables and a dedicated “Casino Floor” lobby that allows users to easily find virtual versions of their favorite slot games from PENN’s retail properties. Hollywood Casino also features original titles from PENN Game Studios, PENN’s in-house casino game development studio that has produced a number of popular online games, including Legendary LarryTM and Wuji MinesTM.
“We’re excited to launch Hollywood Casino as a stand-alone app in Pennsylvania, giving our customers access to their favorite games in a dedicated, casino-first experience. With four Hollywood Casino properties in the state, the app leverages our trusted retail brand and creates a seamless connection between our online and retail gaming experiences. We look forward to bringing this enhanced Hollywood Casino experience to more iCasino markets in early 2025, pending regulatory approvals,” said Aaron LaBerge, Chief Technology Officer at PENN Entertainment.
Hollywood Casino is also fully integrated with PENN Play, the Company’s omnichannel loyalty program that allows members to earn and redeem rewards, including PENN Cash, exclusive tier benefits and personalized services.
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