Non-gaming apps are on the rise. In 2022, consumer spend on non-gaming mobile apps in the US App Store surpassed spending on mobile games for the first time.

While gaming has long been among the top app categories for mobile users, non-gaming apps, such as chat, streaming, entertainment, education and travel, are all gaining in popularity. 

Yet to succeed in user acquisition and growth, you’ve got to play the game, and that includes non-gaming apps. Here are some tips and strategies for how to grow non-gaming apps in today’s market:

  1. Target smarter: Leverage AI-based segmentation to target specific audiences and consumer segments that align with your app’s value proposition. Using Likely-to-be Audiences and Curated supply is a good way to go.
  2. Expand your channels: Acquiring high-value users is not without risk. Explore and diversify your acquisition channels, and experiment with timing and messaging to maximize potential and minimize risk.
  3. Test, test, test: Test your ad creatives and get more original and exciting. Take advantage of generative AI to create immersive and compelling ad experiences that will attract high potential users.
  4. Access predictive data programmatically: Programmatic platforms that offer real-time bidding and automated optimization of ad campaigns are your friend! Plus, with predictive user data, you can analyze and predict the value of users across their lifetime with the app, and build user acquisition strategies to target high value users. 

With the right adtech and mindset, developers of non-gaming apps can drive user acquisition and support sustained growth in a thriving and competitive market.

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