Data collected by marketing researcher AppsFlyer has revealed that downloads for casino and gambling apps increased by 100% in 2024 compared to the previous year.
AppsFlyer’s recently published app marketing report has highlighted the top 2024 app marketing data trends with corresponding information and predictions for the year ahead.
The data sample was fully anonymous and aggregated, with the report examining 35,000 apps, 140 billion overall installs and 53 billion remarketing conversions.
Of note, the report revealed that while total app downloads were up by 7% globally, casino and gambling app downloads have increased by 102% year-over-year (YoY) in 2024 compared to the previous year.
Meanwhile, sports betting app downloads had a growth rate of 93% YoY when compared to 2023.
However, regarding overall installs, casino apps declined by 5% YoY in 2024. The report noted that year-over-year, user acquisition ad spend in casino games is also down by 12% compared to 2023.
In-app purchase revenue for casino apps rose 4% YoY in 2024 compared to the previous year. As for paid conversions, paid installs for casino apps have declined by 15% compared to last year, but AppsFlyer noted that the decrease “aligns with drops in CPIs and ad spend”.
For the year ahead, AppsFlyer stated that according to financial experts Morgan Stanley, the global economy is expected to grow by 3%.
“With macroeconomic conditions a key indicator of ad spend, it’s another positive indication on the direction of app marketing budgets will take in 2025,” the report said.
While this might assist in marketing budgets and ad expenditure, the organic growth seen by casino apps across downloads and revenue over the past year could suggest that not much will change for them in terms of user acquisition spend.
However, new iGaming market launches could affect spending for casino apps, as plenty of operators will seek to achieve a strong position in newly regulated markets going live, such as Brazil.
AppsFlyer also highlighted the release of Google’s Privacy Sandbox as a major change expected in 2025, with a “smooth and gradual rollout” anticipated.
However, the marketing researcher is confident that the industry will be able to adapt to the release following the experience with iOS changes, therefore Privacy Sandbox is “unlikely to affect longer-term budget allocation”.
The report said: “In short, the industry as a whole demonstrated resilience in recent years, overcoming challenges amid a rapidly changing landscape.”
