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Mobile gaming apps spent an estimated $29 billion worldwide on app-install advertising in 2023, according to AppsFlyer. Its U.S. figures add up to $12.1 billion across iOS and Android—about 42% of the global estimate. The total is an estimate of paid user-acquisition ads, excludes China spending, and is not game revenue or a measure of every kind of marketing.
What the $29 billion figure measures
AppsFlyer’s 2024 State of Gaming App Marketing report estimates global mobile gaming app-install advertising spend at $29 billion for 2023. In this context, user acquisition means paid efforts to attract new players, and the reported figure is specifically an estimate of ad spend aimed at generating app installs.
It should not be read as mobile-game revenue, total marketing expenditure, or the amount players spent in games. The estimate excludes spending in China, though it includes spending by Chinese companies outside China. AppsFlyer says it estimated spend by multiplying non-organic installs by cost per install and adjusting for data.ai market-share data. The report describes AppsFlyer’s estimate and methodology; it is not an independent audit of the total.
How much went to the U.S.?
AppsFlyer reported $6.6 billion in U.S. iOS app-install ad spend and $5.5 billion in U.S. Android spend for 2023. Together, those platform figures equal $12.1 billion, or approximately 42% of the $29 billion global estimate.
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| Market or platform | 2023 estimated app-install ad spend |
|---|---|
| Global total | $29 billion |
| U.S. iOS | $6.6 billion |
| U.S. Android | $5.5 billion |
| U.S. iOS and Android combined | $12.1 billion, approximately 42% of the global estimate |
The U.S. share is calculated from the report’s platform totals divided by its global estimate; it is not a separate quoted percentage. Because China is omitted from the global estimate, the 42% comparison is relative to that China-excluding denominator.
How AppsFlyer built the estimate
The report’s underlying dataset was an anonymous aggregate of 21.2 billion non-organic installs across about 15,000 gaming apps from January 2023 through June 2024. Apps in the analysis met a threshold of at least 3,000 non-organic installs per month. AppsFlyer combined install volumes with cost-per-install estimates and adjusted using data.ai market-share information to arrive at the spend estimate.
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That sample window is longer than the calendar year measured by the $29 billion headline. The headline is for 2023; the broader dataset and some of the report’s trends extend into June 2024.
What the report says about game monetization
AppsFlyer reported that the share of games using hybrid monetization rose from 36% to 43% during its measured period. Hybrid monetization combines in-app advertising with in-app purchases. The finding provides context for why publishers may care about acquiring players who can contribute through more than one revenue channel; it is a report-period result, not a 2026 benchmark.
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How to interpret the number
- It is a paid-acquisition estimate: it covers app-install ad spend, not every activity a publisher might classify as marketing.
- It is geography-limited: China spending is excluded, although spend by Chinese companies outside China is counted.
- It depends on the report’s method and sample: AppsFlyer derived it from non-organic installs, cost per install, and market-share adjustment data rather than publishing an independently audited industry ledger.
- It is historical: the report provides a 2023 spend estimate and trends through June 2024, not a comparable total for 2025 or 2026.
For comparisons among acquisition markets, platform, geography, cost per install, and game genre all matter. The report identifies Match games as leading ad spend, but its published summary and release do not provide a single consistently stated genre allocation to use as a precise dollar comparison.
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