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A decisive boost for the non-gaming space was an unmissable trend globally for 2024 . In-app purchases ( IAPs ) grew nearly 20 % outside gaming , driven by sophisticated monetisation strategies and inflation-related price increases . For gaming , IAP revenue was either quite stable , or slightly declining ( Casino + 4 %, Midcore -2 %, Casual -5 %).

Whilst non-gaming ad spend experienced an increase globally of 8 %, in the UK it saw a remarkable + 48 % year-over-year ( YoY ) increase , driven by advanced monetisation strategies and growing adoption of deep linking . Gaming ad spend , meanwhile , declined by approximately -9% YoY in the UK , aligning with global gaming trends but less severe compared to Japan or France . Within this trend globally , finance apps led with a significant 61 % YoY increase , driven by developments including growth in crypto and FinTech , while travel ad spend rose 20 %. Shopping ad spend saw a modest decline of 8 %, reflecting normalisation after a 2023 surge driven by large Asian players ’ aggressive worldwide market penetration .

“ After a remarkable 48 % YoY increase in 2024 , we expect non-gaming ad spend to continue leading the way in the UK 2025 ,” said Paul Wright , General Manager Western Europe and MENAT at AppsFlyer . “ This growth is fuelled by advanced monetisation strategies and the adoption of owned media technologies which are enhancing personalisation and driving hybrid experiences . AppsFlyer is committed to empowering businesses with the tools and insights they need to navigate this dynamic and evolving landscape .”

Top global data trends of 2024 :

• Hybrid monetisation drives IAA growth : In-app advertising ( IAA ) revenue grew by + 26 % YoY in non-gaming and + 7 % in gaming , driven by the adoption of hybrid casual monetisation strategies

• Generative AI dominance : Global installs grew modestly overall , with Generative AI apps achieving a standout 200 % YoY increase

• Leisure categories surge : Installs of leisure apps like casinos & gambling (+ 102 %), sports betting (+ 93 %) and lifestyle (+ 43 %) boomed , while ‘ needs-based ’ app categories

such as transportation and utility remained stable

• Cross-vertical investments : Major gaming ad networks recorded a 38 % YoY increase from non-gaming investments in gaming inventories , contrasting with a 19 % decline in gaming investments within the gaming market . This trend is expected to continue in 2025 with more growth opportunities in non-gaming , although gaming app spend will still dominate investment in the gaming sector

• Gaming-specific shifts : Casual games saw a modest 3 % growth in ad spend , consolidating their market share at 64 %. Hypercasual games remained stable ( -1%), while mid-core categories and casino games faced steep declines of 21 % and 12 %, respectively

• Deep linking expansion : Adoption surged across key channels as brands focus on owned media and maximising lifetime value of existing users : web-toapp led with 77 % growth followed by email-to-app (+ 45 %), text-to-app (+ 29 %) and QR-to-app (+ 16 %)

• Remarketing outpaces paid installs : Similar to the owned media trend , remarketing conversions on paid channels grew by 22 % YoY , far exceeding the 2 % growth in user acquisition

• AI-driven creative innovation : The number of creative variations produced by the average app increased by 40 % in 2024 to reach no less than 839 per month , driven largely by apps with larger budgets . Measuring creative performance has become an essential feature to deal with the sheer scale of creatives that have to be produced to achieve success – and that will continue through 2025 x

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