Worldwide mobile app growth report by Adjust

The first half of 2023 has been marked by intriguing trends and powerful performances in the mobile app industry, as revealed by Adjust’s Mobile App Growth Report. The report presents an overall view of worldwide mobile app growth, divided into market regions and country data for more detailed insights. 

According to Adjust‘s data, the global average Mobile Growth Score for all sectors in the first half of 2023 stands at a robust 29.9. The Asia-Pacific (APAC) region takes the lead with an impressive score of 43.3, overshadowing Europe 35.9, and North America 30. MENAT follows at 29.5, with LATAM trailing at 27.9.

The mobile game industry steals the spotlight with an impressive Growth Score of 53.5, showcasing its resilience after a challenging 2022. Despite the hurdles, mobile game installations have made significant strides in 2023, achieving a higher Growth Score. Shopping apps claim the second-highest score globally at 43.2, while travel apps secure the third spot with 41.6. Finance apps 34.1, and food and beverage apps 32, closely follow suit.

The global mobile game industry, bouncing back from a challenging 2022, boasts a high Growth Score of 53.5, holding the highest potential for app marketers. This aligns with the consumer spending on mobile games reaching $41 billion in the first half of 2023, with game downloads surpassing 30.4 billion.

Breaking down gaming categories, action games lead with 30.7, followed by hyper-casual games at 29.8. Sports games secure the third spot with 27.9 while role-playing games (RPG) follow closely with 27.5.

For game app growth in the MENAT region, it’s crucial to consider specific sub-sectors. Saudi Arabia leads in hyper-casual games with a score of 25.4, while Turkiye excels in the strategy category with a score of 25.8. The UAE also thrives in hyper-casual games, with a score of 25.8.

The MENAT region is a hotbed for mobile gaming, with users downloading an average of 26,200 apps per minute, and spending around 5.5 hours daily on their mobile devices. Turkiye holds the highest country score in the MENAT region at 26.3, sustaining demand despite a slight dip in total mobile game revenue last year.

Saudi Arabia, a key player, earned $1.8 billion in 2022, contributing approximately 45% to the total MENA gaming revenue. With a Growth Score of 25.7, Saudi Arabia hosts over 21 million mobile gamers, with almost 60% spending money on mobile games.

The UAE boasts a Growth Score of 25.9, with mobile games dominating the market. Anticipated to reach $176 million in volume by 2023, the focus here is on casual gamers, who constitute a significant portion of the market.

In the first quarter of 2023, mobile games in the region maintained a consistent 1st-day user retention rate of 25%. By the 7th day, this figure dropped to 9% in Saudi Arabia and the UAE and 8% in Turkiye , reflecting a consistent trend across the region. According to the report, the figures paint a picture of remarkable consistency in the MENAT region, indicating a promising trajectory for the mobile game industry.

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