The mobile app ecosystem in 2023 was a whirlwind of change. Both Apple’s App Store and Google Play Store implemented significant policy and algorithm shifts, reshaping the landscape for app developers and marketers alike. But there were also positive moments if we were talking about profits in the field of mobile marketing.
According to Statista, mobile app revenue is predicted to increase from 541, 13 billion USD in 2024 to around 611 billion USD by 2025, making mobile apps a central player in the digital commerce space.
Games are definitely the most profitable niche in the mobile app market since the share of game applications is considerably higher than others. Besides, it also tends to have stable growth. Social networking and entertainment are the top three most profitable mobile app categories. If you are considering entering the global mobile apps market, you may also view photos and videos, lifestyle, music, or productivity categories that are also on the list of most profitable apps.
Attracting mobile app users in 2024 will be more important than ever. The mobile app market is a space filled with competition, rapid changes in user preferences, and continuous technological progress. It requires a strategic approach to stand out and ensure user engagement. In fact, this is not news, because we already wrote about these in the trends for the current year.
This article delves into the key events of 2023, exploring how they impacted mobile app marketing and what they might mean for the year ahead. Additionally, we’ll look toward the future and identify the main trends that app developers or marketers should be prepared for in 2024. Are you prepared to stay ahead of the competition and adapt to the ever-changing landscape of mobile app marketing? Get ready and let’s start!
Top events on Google Play
In 2023, Google Play experienced major transformations that shaped its environment and had global implications for users. These changes included stricter app approval and review processes, new AI-powered features, the expansion of some other Google Play services, and more. Here’s an in-depth overview of that news.
Enhanced Focus on Safety and Security
In November 2023, Google announced changes to the requirements for publishing new apps on the platform: if you have a newly created personal developer account, you must run a closed test for your app with a minimum of 20 testers who have been opted-in for at least the last 14 days continuously. Certain features in Play Console, such as Production and Pre-registration, will be disabled at that time. Play Console offers different types of testing tracks, including internal testing, closed testing, open testing, and production. To apply for production access, developers must answer questions about their app, its testing process, and production readiness. Recruiting testers for your app can be done through personal and professional networks, social media, and community outreach.
Moreover, in July 2023, Google announced new verification requirements for new Play Console developer accounts, expected between November 8, 2023, and February 29, 2024. Existing developers who created their Play Console account before these changes can choose their preferred deadline for account verification. If unable to complete verifications, their developer profile and apps will be removed from Google Play.
To verify a personal or organization account, developers must provide legal name, address, contact email address, preferred locale for email communications, contact phone number, and developer email address. Organizations must also verify their merchant payment details. Developers with unverified bank accounts will have their developer presence and apps removed from Google Play.
Additionally, Google Play implemented a stricter moderation algorithm for reviews in February 2023. As you may know, Keyapp.top provides High-Quality Reviews with a 30-day guarantee. Therefore, for our part, we monitor the situation, adapt to these changes, and contentiously improve our service to achieve the best result.
A more rigorous app review process was established to identify and remove apps violating Google Play’s policies, proactively safeguarding users from potentially harmful or fraudulent content. Overall, this resulted in a significant increase in app rejections and delays in app approvals. Many developers faced challenges getting their apps approved due to the stricter moderation process. Some apps required modifications or additional documentation to comply with the updated guidelines.
New Features with AI
Google is using AI to enhance Google Play, making it simpler for developers and users to accomplish their objectives. In 2023, they are introducing new features driven by Google’s AI technology that will assist in presenting an app or game effectively and aiding users in discovering it.Now, app developers can take advantage of Google’s innovative generative AI technology to begin creating store listings in English. This experimental feature assists with drafting content with minimal effort. By providing a few prompts about the target audience and key theme to the AI helper, a draft can be generated, which you have full control over—editing, discarding, or using as inspiration.
In 2024, Google plans to expand its generative AI technology for custom store listings to support multiple languages, allowing app developers to reach a wider global audience. Additionally, the AI helper will be enhanced with more advanced algorithms, enabling it to provide even more accurate and tailored suggestions for creating compelling app descriptions. These advancements aim to further streamline the app discovery process and empower developers with efficient tools for effective mobile app marketing.
Expansion of Google Play Pass and Google Play Games on PC
Google Play Pass, the subscription service granting access to ad-free apps and games, saw its global reach significantly expand in 2023. It entered 15 new markets, including major players like Brazil, India, Indonesia, and Mexico, bringing the total to 30 available countries. This strategic expansion aimed to cater to the growing mobile gaming and app markets in these regions, allowing users to enjoy a curated selection of premium content without incurring additional costs.
By expanding into these new markets, Google is tapping into the potential for increased revenue and user engagement in regions with a strong demand for high-quality mobile content. This expansion also presents an opportunity for developers to reach a larger audience looking for premium services and monetize their apps in these emerging markets. This move positions Google Play Pass as a key player in the global app and gaming subscription market in 2024.
Google Play Games on PC has grown significantly since its beta launch last year, now offering over 3,000 titles across 120+ countries. Popular mobile titles like Clash of Clans, Clash Royale, Free Fire MAX, and Angry Birds 2 are already available, with many more to come.
The platform has incorporated new gameplay features based on community feedback, such as microphone support, compatibility with popular game controllers, and dynamic display options up to 4K resolution. To simplify game discovery, the user install journey has been streamlined. When visiting the Play Store from a Windows PC, users now see a dedicated homepage showcasing PC-optimized games ready for immediate installation.
Looking ahead, Google Play Games on PC aims to introduce even more features for its growing player base and unlock new opportunities for developers to expand their reach. If you’re a developer interested in leveraging Google Play Games on PC for growth, head over to their developer site to discover new features and optimization guides.
Top events AppStore
The App Store witnessed significant changes in 2023, impacting app development, promotion, and user experience. Here’s a more detailed look into some of the significant news and events that took place:
EU iPhone users may gain access to apps outside the AppStore
It’s been said that Apple is getting ready to allow sideloading on iOS devices, as required by the Digital Markets Act antitrust legislation. The beta code for iOS 17.2 indicates that Apple is making preparations for this change in Europe. There’s a new ManagedAppDistribution API with features like allowing third-party apps to install other apps and basic controls for downloading and updating from external sources. It also has measures in place to ensure app compatibility with specific devices or iOS versions and even references a possible region lock for compliance requirements, such as those in the European Union. Apple must follow the DMA legislation by March 2024 and will probably discuss including the App Store in these regulations with EU authorities.
App Store Search Ads Enhancements
In 2023, Apple significantly bolstered its App Store Search Ads platform, empowering developers with greater control and flexibility in their advertising efforts. Key improvements included:
Custom Product Pages. Developers gained the ability to create customized product pages for their ads, offering a dedicated space to showcase specific app features, highlight benefits, and target relevant audiences more effectively. This allowed for more compelling and targeted advertising, leading to increased user engagement and app downloads.
Search Match Updates. Apple improved its search matching algorithm, ensuring ads appear for relevant user queries with greater accuracy. This resulted in increased ad relevance and an improved user experience, as users were more likely to discover apps that matched their specific needs and interests. This translates to higher conversion rates for app developers and a better overall advertising experience for users.
Advanced Targeting Options. New targeting options were introduced, allowing developers to reach users based on a wider range of criteria. These included device type, app usage history, demographics, and interests. This level of granularity enabled developers to refine their advertising campaigns and reach more precise user segments, leading to increased ad effectiveness and reduced wasted ad spend.
Does the AppStore change its search algorithm?
One of the latest news was that the AppStore is undergoing changes to its ASO algorithms. The AppTweak platform’s anomaly detector shows one of the highest values as of today (December 6) in the last four years: 6. This means that search keywords are being re-indexed, and a huge number of applications are changing their positions in a matter of hours.
The last anomalies were observed on March 14, 2023, with a value of 6, and on October 26, 2021, with a value of 5.2. There is no official information from Apple yet, so we are just monitoring the situation and tracking what happens next in 2024.
What’s Next For Us? How to Prepare Your App for Mobile Marketing Trends in 2024?
- Further refinement of app store algorithms. Both Apple and Google are expected to continue raising the bar for app quality through stricter testing requirements, data security regulations, and user privacy measures.
- Rise of blackhat apps on AppStore. As Google Play Store policies become more restrictive, we may see the rise of blackhat apps on AppStore offering greater flexibility and reach for developers. At this particular time, it is observed that more and more iGaming (casino, betting) apps appear on the Apple AppStore. In most cases such applications are used for traffic arbitrage and for now there are several advantages in working with Apple in this niche including:
- an easier moderation process and a higher percentage of successful publications (yes-yes, that’s what observed for now despite the fact how strange it may look taking into account that Google Play previously was a more convenient and widely accepted store)
- no issues with indexation – the apps are getting to the index for keywords fast without any obstacles as it usually happens with blackhat apps on Google Play now
- perfect results of keyword promotion due to the high effectiveness of keyword installs and the fact that not all the developers have already moved to work with this store in this particular niche
In general, for now, it is the best moment to start working with iOS in the niche of iGaming apps. The competitiveness is not so high at this moment so you have the chance to enter the market in advance and occupy the top ranks for many keywords, as well as keyword installs showing really impressive results now on AppStore. For more case studies, contact our support team or your manager.
- ASO. In 2023, the app store market underwent significant changes; however, in 2024, the fundamental principles of ASO remain crucial: focusing on relevance, user needs, and continuous improvement. The use of long-tail keywords and semantic core will help identify hidden user intentions. Employing captivating visuals and strategic localization will establish your app’s presence in a global context. Continuous optimization will be key to achieving enduring success through long-term visibility in the app store.
- Personalization and user data. Personalization remains a key trend in mobile marketing. Users expect content and offers tailored to their behavior and preferences. Companies are ethically and transparently collecting user data to deliver more relevant experiences.
- Augmented Reality (AR) and Virtual Reality (VR). The metaverse and AR/VR will open up new opportunities for mobile app developers to incorporate these technologies into their apps. This will not only increase user engagement but pave the way for innovative apps across various industries, such as gaming, education, and even healthcare.
- Increased user awareness and regulatory focus on privacy: With growing concerns about data privacy, users will be more cautious about sharing their information with apps and brands. This will require app marketers to be transparent about their data collection practices and ensure compliance with evolving privacy regulations.
To sum up
2023 was a year that tested the resilience and adaptability of the mobile app market. From stricter app store policies to the rise of new technologies, the industry has transformed immensely. But amidst the challenges, there were also growth opportunities. Developers who focused on user experience, followed data protection requirements, and adopted cutting-edge technology performed successfully.
As we set our sights on 2024, the future holds both challenges and opportunities. App stores will likely continue to refine their algorithms, demanding more sophisticated ASO strategies. Data privacy and security will remain paramount, requiring brands to build trust and prioritize ethical data practices. But with the rise of AR/VR, 5G, and AI, the potential for immersive and personalized mobile experiences is immense.
The future may hold twists and turns, but by incorporating the insights gained in 2023 and remaining adaptable in response to change, we can maneuver through the evolving landscape and unleash the remarkable opportunities of mobile app marketing in 2024 and beyond. Therefore, Keyapp.top team continues to monitor all the news and trends in mobile app marketing. Stay tuned for the latest trends and adapt to these dynamic changes!
