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Liftoff’s most comprehensive survey of global app marketers finds rising optimism amid macroeconomic and privacy challenges



Liftoff’s most comprehensive survey of global app marketers finds rising optimism amid macroeconomic and privacy challenges


Liftoff, the leading growth acceleration platform for the mobile industry, today released the industry’s most comprehensive survey of global app marketing professionals. Liftoff’s 2022 App Marketer Survey brings together responses from over 500 mobile marketers, offering a detailed look at what it’s like to run mobile marketing campaigns for an app right now – and what marketers see as the key trends ahead in 2023.

App marketers – drawn from APAC, EMEA, North America, and LATAM – were asked a range of questions covering topics such as the impact of App Tracking Transparency (ATT) to changes in ad campaign budgets, and in which channels beyond conventional mobile ads they plan to invest.

Respondents were also asked their view on the current state of app marketing, and whether they are optimistic for the future of the space. As we approach the end of 2022, 58% said they felt positive or neutral about the industry, versus 42% who’s outlook is more negative. That’s understandable, as app marketing has had a turbulent year with COVID-19 winding down, a tough macroeconomic climate and industry headwinds all combining to make life more difficult for marketers.

However, the view of the future was brighter, with 63% of respondents believing that 2023 would be the same or better than 2022, and 88% expecting to maintain or exceed their current mobile advertising spend budget.

The impact of greater user privacy protections is a significant issue for app marketers, with 43% citing the industry shift toward being more privacy-first as their top challenge of the past year and the biggest obstacle ahead for 2023. While 59% of respondents said that changes such as App Tracking Transparency (ATT) had been good for consumers, 64% said this shift has had a negative impact on their UA campaigns, with a lack of available data and an increase in UA costs cited as the biggest issues.

Despite these and other challenges, marketers are planning to spend more in 2023, with 52% of respondents saying they plan to increase their overall ad budget, and only 12% expecting to reduce it in the coming year.

The survey also showed marketers turning to less trackable channels as a way of augmenting their mobile advertising campaigns. Influencer marketing (53%), social media content (52%), and investment in building fan communities (30%) are all areas where marketers plan to increase their ad spend in 2023.

“We set out to explore the current state of our industry, and app marketers from around the world have told us they are split on what the future holds, with positivity for the future tempered by a series of challenges – some technical, and some down to global economic trends”, said Dennis Mink, Chief Marketing Officer at Liftoff. “The good news is that the marketers we spoke to aren’t downbeat. Rather, our survey shows them becoming more adaptive and rising to the challenges ahead.”

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BET99 selects GeoComply as its new geolocation provider in Ontario





GeoComply Solutions Inc., a leading provider of cutting-edge anti-fraud and geolocation solutions, today announced that Canadian online sportsbook BET99 has chosen GeoComply as its geolocation supplier for Ontario, Canada.

The Canadian-focused sportsbook is determined to provide the very best customer experience with gold-standard geolocation solutions for desktop and mobile that help increase pass rates, detect fraud, and boost gross gaming revenue.

BET99 Chief Technology Officer Paul Nyzuk commented, “We are excited to partner with GeoComply. They have more experience than any other geolocation provider and a commitment to innovation, as evidenced by GeoComply’s new No Download Browser Solution. Our priority is ensuring the best player experience while achieving the highest standards in compliance. GeoComply’s cutting-edge technology brings tremendous efficiencies so BET99 can achieve these goals.”

GeoComply’s new solution allows mobile and desktop players to validate their location in one click without leaving the page or downloading a companion app or plugin, thus removing a player pain point and boosting conversion.

GeoComply Senior Vice President Lindsay Slader added: “We are thrilled that Bet99 has adopted our new technology, which makes geolocation compliance easier than ever for players and easier than ever for BET99 to integrate, helping to keep them compliant, profitable and safe.”

GeoComply’s no-download desktop and mobile solution can help protect operators at all stages of the player journey, from registration to deposit and withdrawal, with fraud solutions that detect spoofing devices, account takeovers, bonus abuse, and other forms of fraud. Operators can proactively mitigate location and payment fraud with deposit and withdrawal checks and extra data review points.

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Gaming Innovation Group powering Goldenpark expansion into Ontario





Gaming Innovation Group (GiG), has announced an agreement for its multiple award winning platform to power Goldenpark into the Ontario regulated online market, expanding on a strong existing partnership between the two and marking the first deal for the brand outside of the Iberian peninsula.

As an established GiG partner, Goldenpark will look to build on its online foothold in Spain and a recently launched licence in Portugal. With five GiG partners already either live or in development in Ontario, Goldenpark will look to leverage GiG’s vast experience and innovative technology in the region, to grow and deliver a strong localised and personalised customer experience.

GiG has placed significant value on the strength of harvesting relationships with its partners, with open, bespoke and tailorable technology, and access to over 30 regulated markets with 8 more in the development pipeline, placing brand control in the operators hands for the first time.

The Ontario Province’s market opened in April 2022, and has since generated an estimated C$35.6bn ($26.41bn) in total wagers as of the end of July ‘23. With approximately C$1.4bn ($1.04bn) in total gaming revenue and over 1.6m monthly players covered by 40-plus licensed operators, according to iGaming Ontario (iGO).

Marcel Elfersy, CCO of GiG said: “The Ontario online market is a significantly strong one for GiG, and as a valued existing partner we’re delighted to be able to take Goldenpark into North America for the first time. It’s a testament to the strength and flexibility of our offering, and the relationship we’ve built with Goldenpark that we are able to explore and grow new opportunities together.”

José Giacomelli, Consejero Delegado of MGA Online Division, said: “One of Goldenpark’s biggest challenges for 2024 is the launch of our Ontario operation. Ontario represents a vibrant and rapidly growing market, and we believe that together with GiG, Goldenpark will meet its goals. This agreement signifies not just a geographical expansion, but also an evolution in how both companies envision the future, seize opportunities, and tackle challenges. As always, our core commitment is to our customers and to delivering top-tier solutions, and we are confident that this partnership will allow us to further elevate that standard.”

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Alex Bolton Casino Manager at Mobinc

Greentube expands reach in Ontario with Mobinc deal





Greentube, the NOVOMATIC Digital Gaming and Entertainment division has taken its content live with Mobinc in Ontario to further its reach in the province.

The dynamic provider’s flagship brand Conquestador entered the regulated Canadian province this year and is already proving popular with Ontarian casino fans.

The offering has now been enhanced, with local players able to pit their wits against a wide array of new slots by Greentube, including the Diamond Cash and Diamond Mystery series, titles featuring the popular Win Ways Mechanics, and the famous Book of Ra collection.

Games from Greentube are also now available to operators looking to enter the Ontario market with their own brand via Mobinc’s White Label Solution.

Jordan Wall, Key Account Manager at Greentube, added: “Mobinc is a logical partner for Greentube in regulated markets like Ontario and we are excited about opportunities the cooperation presents for both companies.

“Our content has been performing strongly in North American markets and with the region being a core focus for us, we are thrilled to further our reach through this partnership.”

Alex Bolton, Casino Manager at Mobinc, said: “Greentube’s games have always been popular in land-based jurisdictions, and we’re pleased to have reached an agreement to host them in Ontario.

“In licenced markets like Ontario it is important to have not only the latest games but also acclaimed titles that have attracted followers for years. We now have both to offer our players and partners.”

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