AppsFlyer, Google Unveil Nigeria’s Mobile Gaming Market Performance, Others

A partnership was established between AppsFlyer and Google to ascertain the market performance of various mobile gaming applications in Nigeria and two other African Nations.

At the heat of the coronavirus pandemic in 2020, the survey revealed that the African app market performed quite considerably well during the lockdown.

The survey between Google and AppsFlyer tracked mobile app activities across Nigeria, Kenya and South Africa, three of Africa’s largest app markets between the first quarter of 2020 and 2021.

Surprisingly, the African app market, predominantly dominated by Andriod Gadgets, witnessed an overall installation that grew by forty-one per cent.

For the duo to develop the statistics mentioned earlier, they had to examine data from six thousand applications and a maximum of two billion mobile installations in three of Africa’s largest app markets. 

Their research also showed that Nigeria registered the highest growth, with a forty-three per cent rise; South Africa’s market increased by thirty-seven per cent, while Kenya increased twenty-nine per cent, respectively.

Appsflyer, Google’s Findings on Mobile Gaming Market

Meanwhile, AppsFlyer and Google recorded the most significant trend in the third quarter of 2020 to be ‘In-App Purchases.’

The researchers highlighted that for gaming and non-gaming apps, both increased by forty-four per cent and forty per cent between the first two quarters in 2021 compared to the second quarter in 2020.

The software/App platform revealed that in the same period, calculations from in-app purchasing revenue experienced a staggering 136% increase compared to the second quarter of 2020.

Also, their findings noted that the in-app transactions amounted to about thirty-three per cent of the total revenue obtained in the region.

In a more understandable presentation, the numbers pulled by the three countries reveal that in-app purchasing revenue among South African consumers increased by two hundred and thirteen per cent. At the same time, Nigeria witnessed one hundred and forty-one, and Kenyan consumers recorded a seventy-four per cent increase.

What was unusual about this trend is the point that AppsFlyer and Google, in this part, only highlighted how much African consumers were spending within apps, from retail purchases to gaming upgrades.

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