June began with Apple’s yearly occasion: the 2022 version of their WWDC. And this month might have introduced us sunshine and warmth waves, however it additionally introduced the tip of TweetDeck’s mac app and the departure of Sheryl Sandberg, a determine at Meta (previously Fb). Let’s dive into all the most recent information!

Apple’s 2022 WWDC

Not like the 2 earlier editions, WWDC 2022 didn’t maintain a number of bulletins for ASO professionals and app entrepreneurs. Right here’s what was introduced:

• New options for the SKAdNetwork API to higher measure advert efficiency whereas preserving consumer privateness
• Developer Mode with iOS 16 to forestall sideloading or as Apple calls it “inadvertently putting in doubtlessly dangerous software program on their gadgets”
• Apple Pay Later permits customers to pay in installments
• Enhancements for App Clips, they’ll be simpler to develop and take a look at
• New benchmarks in App Retailer Join to match your app’s efficiency to related apps
• App Intents framework to make your app accessible for programs resembling Siri and Shortcuts

iOS 16’s developer beta is already accessible, the general public beta ought to change into accessible in July. The OS itself will change into public in September at a nonetheless unknown date. 

Play Retailer’s upcoming deadlines

Google revealed a report on cell video games

Google revealed a report stuffed with insights on cell video games. In it, you’ll find a number of attention-grabbing details about cell players’ behaviors. 

For starters, whereas most players begin enjoying a sport as a result of they’re bored or have some spare time, 21% of them do it as a result of they noticed a submit on social media. That means that paid UA on socials is fairly helpful to drive individuals to your sport. 27% of them begin enjoying as a result of they’re within the temper for competitors, which means that in case your sport has a particular competitors occasion happening, you can use that data to amass extra customers. Showcase it with in-app occasions or LiveOps, discuss it on social media, and let individuals find out about it!

There may be extra attention-grabbing information resembling how localization of a sport’s content material is vital for 90% of players. You possibly can apply that data to your app’s itemizing pages. Don’t be scared to localize!

They’ve additionally questioned how cell players uncover video games, and for 37% of them, it’s via the app shops. Proper behind with 35% are social media adverts and cell sport adverts with 34%. It’s time to brush up in your UA and ASO expertise!

Not solely that however 41% of players strive a brand new sport as a result of the story is attention-grabbing. As we’ve stated in a earlier submit, storytelling is the important thing to profitable cell sport video adverts! Along with that, 32% of cell players are satisfied by trailers and/or screenshots. So give your visible property some love!

Furthermore, solely 14% of cell players usually are not in any respect within the in-game adverts they see. The remainder of them are not less than barely . Take that chance to financial institution on that curiosity to spice up your downloads. 

Cell advert spend is again on the rise

Cell advert spend is getting over the ATT hurdle.  In response to a brand new examine from Tenjin and Development FullStack, 65% of cell advertisers are planning to extend their advert spend in 2022, despite the fact that half of them (55%) reported that it had change into tougher in 2021 following ATT.

When it was launched, ATT induced an estimated 39 % income loss for cell advertisers in 2021. They have been all involved about the way forward for their enterprise. A 12 months later, they’re adapting both with different instruments (resembling fingerprinting or SKAN) or by deploying in-house information analysis. 

Cell advert spend is anticipated to achieve $350 billion in 2022, $50 billion greater than the earlier 12 months. In the meantime, the German antitrust watchdog has launched an investigation over Apple probably giving its personal apps a bonus by exempting them from ATT. 

Airship acquires Gummicube

Airship, a advertising and marketing firm that focuses on producing customized messages addressed to customers and buyer analytics, acquired Gummicube. Airship’s CEO, Brett Caine, praised Gummicube’s “industry-leading enterprise-class ASO know-how and skilled companies”. This acquisition will assist them present their shoppers with a much bigger alternative and assist them optimize their ASO. 

Gummicube’s co-founders, Dave Bell and Anh Nguyen, will now be VPs and co-general managers of the Gummicube enterprise unit at Airship.

Information from the Dutch entrance on Apple vs relationship apps

Apple lastly supplied an appropriate resolution to the conundrum that’s been happening for the reason that starting of the 12 months. The Dutch watchdog (ACM) had acknowledged beforehand that Apple’s refusal to permit various cost strategies was anticompetitive and had fined the Cupertino agency €5 million per week for ten weeks.

Apple had supplied a number of options that weren’t deemed acceptable by the ACM (the primary one implied that relationship app builders would wish to construct a wholly separate app which is an pointless trouble). They’ve lastly agreed to permit various cost strategies to adjust to the ACM’s necessities. 

Dutch relationship app builders will now be capable of select “whether or not they need to provide an alternate cost technique mixed with Apple’s in-app purchases”. Nonetheless, they’ll nonetheless have to pay a payment for these funds. 

Netflix’s guess on cell video games is paying off

The streaming firm introduced its need to carry over 50 cell video games to its platform by the tip of the 12 months. Up to now they’ve revealed 24 titles which might give them 6 months to double their provide. 

The announcement tweet teased a couple of video games, each new, based mostly on their television present or not, and video games already current on different platforms that Netflix will carry to cell. For the latter, I counsel attempting out Spiritfarer as soon as it’s accessible, it’s a gem!

Up to now their revealed video games have attracted 13 million downloads worldwide throughout the App Retailer and the Play Retailer. Their high title is Stranger Issues 1984 which has been downloaded 2 million occasions. Their different Stranger Issues-themed sport is hanging out close to the rostrum too. 

Stranger Issues’ 4th season boosted the recognition of their two video games based mostly on the present. Stranger Issues 1984’s downloads shot up 2.6x throughout the first week of season 4.

Exterior of cell gaming, the corporate is trying into including an ad-supported tier to win again misplaced customers. 

Fb too needs to be a TikTok clone

The Verge obtained a leaked memo from Meta discussing Fb’s future. Tom Alison, the manager in control of Fb laid out the plan: Fb’s feed will begin recommending posts “no matter the place they arrive from” and cease prioritizing posts from adopted accounts, identical to TikTok. Messenger may even be introduced again into Fb. 

Along with that, they’re planning an emphasis on Reels, their TikTok-like function, in hopes to “reverse the app’s stagnant development and doubtlessly lure again younger individuals”. 

The trick can be to draw a youthful viewers with out alienating the older one. We’ll see how that works for them. 

Sheryl Sandberg steps down from Fb

On the primary day of June, Sheryl Sandberg introduced she was stepping down from her place of Chief Working Officer at Fb/Meta. She joined the corporate in 2008 and has been ever since one of many predominant figures of the corporate subsequent to Mark Zuckerberg. 

Meta’s Chief Development Officer Javier Olivan will exchange her.

Instagram retains attempting to implement a full-screen scroll on the homepage

After the very unfriendly welcome beta tester reserved for Instagram’s full-screen take a look at, it was a world aid when the homepage went again to regular. Not for lengthy although. Zuckerberg himself introduced a brand new full-screen take a look at. 

As an alternative of all post-types being in full-screen, solely movies can be proven in full-screen whereas scrolling on the homepage. It will be a mixture between the common homepage and the failed take a look at. 

This take a look at homepage ought to change into accessible to chose customers quickly.

Numbers of the month

June’s App Advertising Snack episodes

What we talked about