2021年社交博彩游戏应用报告（英）-31页_8mb

Social Casino Gaming Apps Report Summary

Core Content Overview

This report provides an in-depth analysis of the social casino gaming market from 2020 to 2021, focusing on revenue trends, user acquisition costs, in-app features, and motivational drivers that influence player engagement. It highlights the evolving landscape of the genre and offers insights for marketers and developers to optimize their strategies.

Market Trends and Revenue

• Market Growth: The social casino market experienced significant growth in 2020, with total global gross gaming revenue (GGR) reaching $6.2 billion. It is projected to grow to $7.5 billion by 2026.
• U.S. Revenue: Social Casino apps generated nearly $1 billion in revenue on iOS alone in the U.S. during the forecast period.
• Market Share: Despite the revenue increase, the market share of social casino apps in the app gaming market slightly declined by 1 point compared to the previous year.
• Competitive Landscape: The market has become more competitive, with traditional gambling companies entering the space. Top titles maintain their dominance, but new entrants struggle to scale.

Cost Metrics and ROI

• Cost-per-Install (CPI):
  • The average CPI for social casino apps was $7.21 in 2021.
  • The highest CPI was recorded in November 2020 at $7.63.
  • Android offered better value, with CPIs averaging $5, which is over 2x less than iOS.
  • The gap between iOS and Android CPIs widened in 2021, with iOS CPIs increasing by 9.9% to $11.09.
• Return-on-Ad-Spend (ROAS):
  • Day 7 ROAS averaged 11.12%, while Day 30 ROAS averaged 25.18%.
  • iOS outperformed Android on Day 7, but Android showed better performance by Day 30.

In-App Features

• Top Features:
  • Album Collectibles is the most popular feature, appearing in 74% of the top 100 games, with a 39% increase in usage.
  • Piggy Banks are also widely used, present in 70% of the top 100 games.
  • Battle Passes have grown significantly, appearing in 36% of games (up from 5% in 2020).
• Special Side-Modes:
  • These have become a key part of the social casino experience, transforming simple games into more complex, narrative-driven experiences.
  • 71% of the top 100 games now include Special Side-Modes, up from 40% in 2020.
  • These features are often linked to the main game loop through in-game currencies or resources.

Motivation Framework

• Motivational Drivers:
  • Players are motivated by thrill, competition, collecting, and social interaction.
  • The framework, based on data from over 7,000 players, identifies 12 drivers grouped into 6 motivational groups:
    • Social: Working with others, competing against others.
    • Mastery: Improving skills, completing milestones.
    • Management: Strategic planning, resource optimization.
    • Expression: Role-playing & emotions, customization & decoration.
    • Exploration: Discovering new worlds, collecting treasure.
    • Escapism: Thinking & solving, excitement & thrill.
• Player Persona:
  • Players are older than those in other genres, with nearly half over the age of 45.
  • The user base is gender-balanced, with 50% male and 50% female.
  • Players value thrilling gameplay and treasure collection, with 5 being very important and 1 not important in their preference scale.

User Acquisition Insights

• CPI Trends:
  • CPIs dropped in 2021, with a low of $6.25 in April.
  • By July, CPIs returned to above-average levels at $7.31.
• Regional Performance:
  • LATAM offers the best value, with CPIs averaging $1.43.
  • North America shows strong ROAS performance, indicating better returns for users willing to spend.

Key Takeaways

• Marketing Strategy: Marketers should focus on high-quality creatives and data-driven strategies to maximize ad performance and user retention.
• Feature Optimization:
  • Album Collectibles, Piggy Banks, and Battle Passes are critical for engagement and monetization.
  • Special Side-Modes enhance the player experience by adding narrative and complexity.
• Platform Differences:
  • iOS is more expensive to acquire users than Android, but Android delivers better long-term ROI.
• Player Behavior:
  • Players are more likely to engage with games that offer social interaction, competition, and progression.
  • Machine learning is essential for automating creative asset selection and optimizing marketing efforts.

Report Methodology

• Date Range: August 1, 2020 – August 1, 2021
• Data Sources: Liftoff and GameRefinery provide 83 billion impressions and 12 million installs for analysis.
• Partners: Liftoff and GameRefinery collaborate to offer feature-level data and ad performance insights.

Author Notes

• Liftoff is a mobile app marketing platform that helps companies acquire and retain high-quality users using unbiased machine learning, creative technology, and a cost per revenue model.
• GameRefinery by Vungle provides feature-level data and analysis tools to help developers and publishers understand the drivers of success in mobile gaming.

Conclusion

The social casino market has seen increased competition and higher revenue, but marketers must adapt to rising costs and changing player preferences. Leveraging data insights, feature innovation, and machine learning can help optimize campaigns and improve player engagement and retention.