General News
AppsFlyer Reveals Gaming App Install Ad Spend Reaches $26.7B Globally Despite Slowing Growth in Installs

AppsFlyer has released its State of Gaming App Marketing for 2023, an in-depth report on key gaming trends for app developers, marketers and game studios to utilize as they navigate through a year of challenging macro trends, including the new age of data privacy.
As the post-Covid era unfolds, a digital slowdown, or return to pre-Covid conditions, is taking place. While the effects are becoming increasingly apparent in metrics like overall app installs by consumers, the gaming app economy still showed resilience with nearly $27 billion invested in ad spend by gaming marketers and developers worldwide in 2022 in order to acquire new users.
Overall, Android game app installs rose slightly, by 8% compared to 2021, whereas iOS game app installs showed a small decline, with a 5% drop.
Based on advertising investment, the United States remains the largest target market for gaming app marketers by a significant margin, followed by Japan, South Korea, Germany and the United Kingdom.
“If 2021 and the first quarter of 2022 was the golden age of gaming, the second half of 2022 and especially 2023 will be a time that marketers, developers and studios will need to overcome challenges to adopt highly-focused, efficient strategies for attracting and inspiring loyal, valuable players,” said Shani Rosenfelder, Director of Market Insights at AppsFlyer.
“Evolving marketing budgets coupled with drops in consumer spending across some genres mean game businesses are compelled to prioritize profits over growing the sheer size of their numbers of players. Despite the hurdles, however, mobile gaming remains a lucrative powerhouse nearing three billion players globally.
Marketers will continue to succeed by putting more focus on modern measurement capabilities, utilizing techniques that deliver an engaging experience while respecting user privacy, and leveraging remarketing and owned media channels further in order to offset increases in their cost-per-installs (CPI).
Additionally, they will need to dive deep into the complex yet promising SKAN 4.0 from Apple, and invest more in campaigns outside of the United States, as gaming is truly a global phenomenon.”
As for gaming app revenues, the State of Gaming report reveals that consumers spent the most on in-app purchases (IAP) in role playing and social casino (not real money) games. Purchases in these game categories declined mostly in the second half of 2022, leading to an overall drop in IAP revenues by 7% compared to the first half of the year.
The economic downturn appears to have impacted consumer behaviour in high IAP genres of role playing and social casino more than other categories like match or puzzle games, which rely more on micropayments. In-app advertising (IAA) remained the strongest driver of revenues for hyper casual, match and simulation games, though IAA revenues also declined across most genres towards the second half of 2022.
Key Insights from the 2023 State of Gaming App Marketing:
- $26.7 Billion total gaming app install ad spend worldwide in 2022. The US commands nearly half at $12.2B thanks to its high-volume and high-cost media landscape; Japan is a distant second with nearly $2B in spend.
- Worldwide, Android game app installs rose slightly in 2022, iOS game app installs showed a small decline. There was an 8% YoY growth in total app installs of Android games. A -5% YoY install drop on iOS reflects the continued challenges iOS app marketers are facing following Apple’s privacy changes (despite the improvement vs. the previous 2022-2021 YoY figure of -13%). In the US, still considered the most important market for gaming app marketers, 2022 saw a 19% growth in Android app installs and -1% decline in installs of iOS gaming apps when compared to 2021.
- The second half of 2022 in particular was a struggle for in-game purchases with the economic uncertainty in the market. There was a -7% overall drop in in-app purchase (IAP) revenue in H2 2022 compared to H1 2022, with iOS down 9% and Android down 4%. Overall, in-app purchases on Android gaming apps were down -14% year-over year (YoY), while iOS was down -1% YoY. This was driven largely by a decline in Role Playing and Casino game genres that typically have high rates of in-app purchases, and where the economic downturn appears to have impacted consumer spend.
- Categories that saw largest growth in 2022 vs. 2021: 48% growth rate for Android casino games, 3x more than second-place Hypercasual and 5x higher compared to the growth rate in puzzle and Role Playing games (RPG). Casino games led growth on the flagging iOS side, clocking an impressive 17%.
- Cost-per-installs on iOS continue to climb: 88% is the increase in CPI on iOS from Q1 2021 to Q4 2022, shooting up $3.75 per install as iOS marketers continue to accept high prices to acquire valuable Apple users. YoY rates show a 35% jump.
- Marketers increasingly leveraging owned media channels: As marketers look to get more value out of their budgets, the use of owned media strategies such as push notifications, in-app messages and cross promotion is seeing a sustained rise. This has led to a significant YoY increase in the number of owned media conversions, with a 16% growth on iOS and a 34% surge on Android.
“As gaming marketers continue to navigate their way through a shifting economic landscape along with privacy changes, particularly on iOS, they face fresh challenges and opportunities in regards to their app marketing efforts,” said Adam Smart, Director of Product, Gaming at AppsFlyer.
“Privacy restrictions on iOS limit the ability of marketers to leverage user-level data, which was previously the cornerstone of their ability to connect campaign performance to attracting new users.
“Yet despite a significant rise in media costs and measurement challenges, gaming apps are still investing heavily in capturing high-quality players on iOS, and are not shifting those resources to Android even if the approach results in attracting fewer users overall.
“This gives greater importance to the use of privacy-enhancing tech and data clean rooms in 2023 and beyond, and will also provide advantages to those able to leverage accurate and comprehensive data for making the timeliest decisions on where, when and how to optimally invest budgets in ways that attract and retain the most valuable players.”
“With Europe and North America often being a benchmark for African countries, it is safe to say that the gaming industry on the continent also follows the same trend. Overall, gaming app installs ad spend reached $26.7 billion globally in 2022, with a small portion of this attributed to Africa, primarily South Africa.
Based on AppsFlyer’s recent report on the State of Gaming App Marketing, we have seen that gaming app installs have decreased on iOS, while there has been a notable increase across android devices.
This is a sign of things to come for the African gaming industry, and we predict that more African countries will contribute to the overall ad spend on gaming app installs in the coming years.
“With the United States comprising almost half of global gaming ad spend at $12.2 billion, investing in the country is important despite the heightened competition. But, other countries have growing gaming populations and are not as competitive when it comes to hunting for paid installs. High population countries like South Africa, Indonesia, India, and Vietnam are always hungry for new content” he added.
General News
AFC Proffers Action Plans for Nigeria, Africa to Unlock $4trn from Investors to Grow Economy

Nigeria and other African nations can tap up to $4 trillion in capital from institutional investors, an amount that could be used to fund the continent’s infrastructural gaps and engineer much-needed economic growth, according to the Africa Finance Corporation.
While there are as investable domestic capital across banking assets, institutional funds, and reserves, the multilateral lender revealed on Thursday that funds are still being channeled into “low-risk and short-term instruments instead of being channelled into the real economy.”
“Redirecting more savings into the real economy is critical,” said Rita Babihuga-Nsanze, AFC chief economist and director of strategy, speaking during the AFC’s 2025 State of Africa’s Infrastructure briefing. “Africa must build its intermediation infrastructure to match its development needs.”
Nigeria is however demonstrating how Africa can unlock domestic capital for infrastructure, with its pension fund investments in the sector rising from just $6 million in 2015 to more than $155 million in less than a decade.
This milestone, driven largely by reforms and credit enhancement mechanisms like InfraCredit, underscores the growing role of pensions in financing long-term development on the continent.
Data from the Africa Finance Corporation (AFC) shows that as of February 2025, Nigeria’s infrastructure-related pension assets had grown to N250.87 billion, representing 1 percent of total assets under management (AUM).
This is a sharp increase from the N1.19 billion recorded in 2015, which stood at just 0.02 percent of AUM.
A turning point came in 2017, with the launch of InfraCredit and Nigeria’s maiden corporate infrastructure bond. The credit guarantee initiative helped de-risk infrastructure projects, attracting conservative institutional investors like pension fund administrators (PFAs).
Chinua Azubike, managing director of InfraCredit said the credit-guarantee institution has helped facilitated bonds to build critical infrastructure, citing the bond raised for the construction of the Lagos Free Zone.
Azubike noted that while perception of risks persists, the company has “zero default rate” despite being involved in well over 12 sectors.
But while Nigeria’s growth is notable, pension allocations across Africa remain largely skewed toward low-risk, short-term instruments such as government securities and money market funds.
In countries like Ghana and Uganda, over 75 percent of pension assets are held in government bonds. Nigeria itself still holds 63 percent of its pension assets in these instruments.
This conservative stance, analysts say, reflects both regulatory caution and the underdevelopment of local capital markets.
In contrast, economies like India and OECD countries show a more balanced allocation, with significant exposure to corporate debt, real estate, and alternative investments. For example, OECD pension funds allocate nearly 20 percent to alternatives, according to AFC data.
To replicate Nigeria’s model, experts are calling for a coordinated effort to deepen capital markets, build risk assessment capacity, and create vehicles that can intermediate long-term finance effectively.
Beyond returns, pension investments in infrastructure have the added benefit of creating jobs, boosting productivity, and supporting economic resilience, critical needs in a post-pandemic, climate-vulnerable Africa.
General News
DSO: STBMAN Accuses NBC of Contempt, Seeks Presidential Intervention

Association of Set-Top Box Manufacturers of Nigeria (STBMAN) has accused the National Broadcasting Commission (NBC) of sidelining indigenous manufacturers and flouting a subsisting court order in its push to launch a new satellite-driven Digital Switch Over (DSO) scheme, tagged ‘The Big Picture’.

Charles Ebuebu, director-general, NBC
The group is calling on President Bola Tinubu to urgently intervene.
STBMAN, in a statement issued by Sir Godfrey Ohuabunwa, its chairman, described the NBC’s approach as “incoherent and unfair”, alleging a consistent pattern of disregard for existing agreements and stakeholders.
“It is becoming routine for the Commission to embark on a course without the slightest consideration to agreements and for key stakeholders in the DSO ecosystem,” the group stated.
The manufacturers expressed concern over NBC’s plan to import five million hybrid set-top boxes from China, despite a presidential executive order promoting local content in procurement.
They argue this move contradicts the “Nigeria First Policy” and undermines years of local investment.
“NBC should therefore be a promoter of economic activities and not a destroyer of ideas and investments,” STBMAN said, highlighting that its members still hold unsold boxes manufactured to NBC’s original specifications.
READ THE FULL STATEMENT BELOW:
PRESS RELEASE BY THE ASSOCIATION OF SET TOP BOX MANUFACTURERS OF NIGERIA, ON THE JOINT PRESS RELEASE BY THE DIRECTORS GENERAL OF THE NATIONAL BROADCASTING COMMISSION (NBC) AND NIGCOMSAT ON THE UNVEILING OF SATELLITE DRIVEN DIGITAL SWITCH OVER (DSO) TAGGED ‘‘THE BIG PICTURE’’.
The Association of Set Top Box Manufacturers of Nigeria (STBMAN)is once again compelled to issue a statement on the very incoherent and unfair practices being pursued by the National Broadcasting Commission (NBC)in its implementation of the FGN’s policy on the migration from analogue to digital broadcasting. Regrettably, it is becoming routine for the Commission to embark on a course without the slightest consideration to agreements and for key stakeholders in the DSO ecosystem.
The public is invited to note that STBMAN is a body of technology driven businesses and is not averse to the introduction and use of new technologies.
Similarly, it should be noted that the Association is not alluding to any inference that it should be the ultimate determiner of how the project is implanted.
For any keen follower of the DSO since its conception by the DigiTeam, it is not far- fetched to recall its decision on the adoption of the Digital Terrestrial Television (DTT) option as against the DTH on grounds of the cost that will be difficult to bear by the larger part of the TV viewing population.
Secondly, as at today the Federal Government of Nigeria has spent close to over N60Billion on DSO program, excluding Millions of Dollars spent by Broadcast Signal Distributors, local DTT factories and other stakeholders who have deployed DTT Infrastructure. This is not minding the over 10 million Poor Television Households that will be impacted by mindless action of hybrid box.
As we are not averse to any change of any government policy, it is on record that STBMAN at various times have encouraged NBC to partner with NIGCOMSAT to provide the necessary signal transmission/ coverage to ameliorate the heavy cost that was being paid to foreign satellite distribution/ carriers but the NBC outrightly refused to consider this.
It is heart-warming to note finally that NIGCOMSAT is now the latest and best to provide signal coverage.
Curiously, the Press Release stated that local manufacturers would be engaged to produce hybrid compliant reception devices yearly, yet there has been no form of engagement with the 13 licensed STB manufacturers who have committed huge financial cost in the manufacture of DTT boxes specifically ordered and made to specifications provided by the NBC/ Digiteam.
It is imperative for the public to note that the STB manufacturers have toiled and sacrificed for the success of the DSO but at each turn, there appears to be deliberate and calculated move to scuttle their efforts and investments.
For almost 10 years, members of STBMAN have been left with scores of boxes in their warehouses without being able to sell because of NBC’s inability to deliver on its obligations and contractual agreements.
The least that any well-meaning governmental body that cares for the growth of its economy should have done, would have been an engagement with the existing licensed manufacturers to work out an acceptable arrangement, considering the financial investments as well as the changes in technology that have become necessary to undertake.
The public is invited to note further that it was on grounds of this and NBC’s attempt to undermine the agreement and the exclusivity granted the pioneer manufacturers that the Association took out a Writ of Summons in Suit No: FCT/HC/GAR/CV/442/2024 to protect its interest by seeking Court intervention to stop any attempt at licensing new manufacturers of STBs. It is *instructive to emphasis here that on the 11th day of September 2024, the High Court of the Federal Capital Territory, sitting in Abuja made interim orders restraining NBC from taking any further step in relation to the reliefs being sought by the Claimants.
Notwithstanding the fact that NBC is not only seized of the pendency of the case/ action but has joined issues with the Claimants, it has chosen the path of contempt to short circuit the ends of justice.
An order of court, whether valid or not must be obeyed if it is subsisting by all no matter how lowly or lightly placed in society until it is set aside. This is what the rule of law is all about.
As if NBC is running a different Government, in the press release, they intend to import 5,000,000 Hybrid/DTH Set Top Boxes from China, in total disregard of the Presidential Executive Order “The Nigeria First Policy’ which makes it mandatory, that Nigeria comes first in all procurement processes.
No foreign goods or devices that are already produced locally will be procured without a clear justified reason. Accordingly, the policy reflects the vision of President Ahmed Tinubu GCFR in industrializing Nigeria, shielding the economy from global shocks and building sustainable local capacity. NBC should therefore be a promoter of economic activities and not a destroyer of ideas and investments.
In the light of the foregoing, we call on Mr. President, Alh. Bola A. Tinubu GCFR to urgently wage in and stop this rather dangerous trend sought to be perpetrated by the NBC leadership and its advisers.
Thank you.
For: ASSOCIATION OF LICENCED SET TOP BOX MANUFACTURERS OF NIGERIA. (STBMAN)
SIR GODFREY N. OHUABUNWA
CHAIRMAN
General News
Jumia Marks 13 Years of E-Commerce Innovation and Impact in Nigeria

Jumia, Africa’s e-commerce platform, is celebrating 13 years of transforming the way Nigerians shop. Since its launch in 2012, Jumia has evolved into more than just an online shopping destination. It has become a catalyst for economic growth, digital inclusion, and everyday convenience for millions of Nigerians.
From small business owners and rural consumers, Jumia has played a key role in shaping a more inclusive digital marketplace. Over the past decade, the platform has helped hundreds of local and international brands reach customers across the country, while also supporting thousands of sellers with tools, training, and access to logistics and digital payments.
To commemorate this milestone, Jumia is launching the 2025 Anniversary Campaign under the theme “Enjoyment Overload”, running from June 2 to June 22. While the campaign will feature attractive deals from Nivea, Xiaomi, Itel, Diageo, Ecoflow, Skyrun, Oraimo, Adidas, Reebok, Unilever, Reckitt, and more, it also reflects a deeper celebration of the brand’s enduring impact.
“We are proud of the journey so far, not just in terms of business growth, but in the real-life stories of empowerment and access that Jumia has made possible. With this anniversary campaign, we’re pulling out all the stops to create a celebration that rewards loyalty, excites new users, and showcases the very best of what e-commerce can offer.
This is our way of saying thank you to the millions of Nigerians who have grown with us, challenged us, and inspired us every step of the way,” said Sunil Natraj, CEO, Jumia Nigeria.
“Beiersdorf Nigeria owner of Nivea Brand, is proud to partner with Jumia as the Platinum Sponsor for the 2025 Jumia Anniversary Celebration. This three-week event allows us to showcase our commitment to skincare innovation and reward consumers nationwide.
“NIVEA will highlight key innovations, including our new NIVEA SUNSCREEN – UV Face, re-launched Deep Maxx Tech Body Lotion, and Radiant & Beauty Even Glow, specially designed to meet the unique skincare needs of African skin.
“Through this partnership, we’re bringing trusted skincare solutions to more Nigerians, with exclusive discounts and a 4.5 million Naira grand prize for the top shoppers,” said Dele Adeyole, Country Manager, Beiersdorf Nivea Consumer Product Limited.
Shoppers can look forward to daily flash deals, brand days, games, treasure hunt, and exciting giveaways from Jumia and partner brands.
As Nigeria’s digital economy continues to evolve, Jumia remains committed to simplifying daily life through technology, innovation, and a customer-first approach.
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