In the evolving landscape of mobile gaming, particularly following the introduction of iOS 14 and its App Tracking Transparency (ATT) framework, optimizing ATT opt-in rates has become paramount for game developers and marketers alike. This pivotal shift, necessitated by the need for users to grant permission before accessing their advertising ID (IDFA), has dramatically altered targeting and user acquisition strategies. Consequently, securing high ATT opt-in rates is now crucial in maintaining the effectiveness of personalized advertising and ensuring the sustainability of hyper-casual games and other mobile gaming genres. The challenge, however, lies in persuading users, including AT&T authorized users, to opt-in, thus preserving the flow of vital data needed for refined ad targeting and measurement.
Addressing this challenge, the forthcoming article meticulously outlines the key factors influencing ATT opt-in rates, delves into best practices for augmenting these rates, and showcases enlightening case studies of successful mobile games that have adeptly navigated the post-IDFA era. Through a comprehensive exploration of strategies ranging from the timing of the opt-in prompt to leveraging in-game incentives, the discussion spans various methodologies to enhance user willingness to share their advertising ID. This approach not only shines a light on practical tactics for boosting att rates but also equips developers and marketers with actionable insights to adapt and thrive amidst the evolving digital landscape of mobile gaming.
Overview of ATT and its Impact on Mobile Games
App Tracking Transparency (ATT) is Apple’s user privacy framework that requires apps on iOS to request user permission via a pop-up prompt to access the Identifier for Advertisers (IDFA) for tracking purposes. This framework transformed the mobile advertising ecosystem, necessitating a complete rethinking of measurement and attribution approaches on iOS.
What is ATT?
ATT prioritizes user data protection and privacy, making it crucial for app developers and marketers to maximize ATT consent rates as part of their iOS strategy. Before ATT, app developers and marketers could access user-level data on iOS for attribution via the IDFA by default, which was integral for gathering information on user interests, demographics, and in-app behavior. However, with ATT, users now can allow or block app developers from tracking them, and their IDFA will be zeroed out if they do not explicitly consent.
Why it Matters for Mobile Game Developers
The impact of ATT on the mobile gaming industry has been transformative, prompting significant shifts in user acquisition and monetization strategies. ATT privacy measures have led to increased challenges in measuring and generating non-organic installs, resulting in elevated user acquisition costs. According to AppsFlyer, the average cost per install on iOS has grown to $3.80 as of Q4 2022, up 88% from Q1 2021, the last quarter before the rollout of ATT.
ATT’s impact has been especially hard on game app developers, who depend on ads placed in other mobile games, within apps, and alongside search results in app stores to grow their user bases. A survey by Liftoff found that 64% of mobile app developers said ATT their user-acquisition campaigns. Games like Impulse, a mobile app featuring brain training games, saw their customer acquisition costs (CAC) increase by 40% and experienced a significant drop in revenue in ATT’s immediate aftermath.
To adapt to the evolving landscape, the mobile gaming industry has embraced hybrid-casual games, which adhere to ATT’s constraints while offering a sustainable model for prolonged user engagement. These games, enriched with meta layers, have ushered in a new era of gaming, showcasing the industry’s resilience and adaptability in the wake of ATT.
Key Factors Influencing Opt-in Rates
User Trust
User trust and brand affinity play a crucial role in influencing ATT opt-in rates. Well-established brands with a strong presence tend to have an advantage, as users are more likely to trust and consent to data sharing with companies they recognize and have a positive association with. For example, developers with a portfolio of popular entertainment properties or companies with a strong high street or e-commerce presence are likely to experience higher opt-in rates.
However, this does not mean that newer apps or those with less brand recognition are at a complete disadvantage. Investing resources in branding campaigns, developing a strong social media presence, cross-promoting within other apps, leveraging email marketing, and utilizing paid marketing can help boost brand affinity and, consequently, ATT opt-in rates.
App Category Differences
ATT opt-in rates vary significantly across different app categories. According to recent data from Adjust, the top app categories by ATT opt-in rates are :
- Gaming (37%)
- Food & Drink (36%)
- E-commerce (34%)
- Fintech (29%)
- Social (26%)
- Travel (25%)
- Entertainment (25%)
The category with the lowest ATT opt-in rates is Education, averaging only 7%. This low rate is primarily due to numerous privacy regulations surrounding data collection from minors, who often use educational apps.
Game Genre Differences
Within the gaming category, there are notable differences in ATT opt-in rates across various game genres. Hyper-casual games have the highest overall average opt-in rate, an impressive 44%, followed by sports games (43%), racing games (40%), and hybrid-casual games (39%).
The gaming genres with the lowest opt-in rates are family (2%), educational (4%), and music (8%) games. Similar to the education app category, these low rates are influenced by data regulations for minors.
Interestingly, the power of cross-promotion is evident in driving higher opt-in rates for the hyper-casual vertical. While hyper-casual games already boast the highest opt-in rate by network average, the number climbs to a substantial 59% for installs via cross-promotion. This suggests that developers with a range of apps within their publishing suite can experiment with cross-promotion to potentially boost opt-in rates, even if the impact may not be as significant as in the hyper-casual genre.
Best Practices for Improving ATT Opt-in Rates
To increase ATT opt-in rates, developers need to provide users with compelling reasons to consent to ad tracking and assure them that their data will be handled responsibly. Here are some best practices:
Customize ATT Prompt
While the first part of the ATT prompt text is fixed by Apple, developers can customize the second part, known as the “purpose string“. This allows them to allay users’ privacy concerns and explain the value of opting in, using user-focused language that builds trust and confidence. The goal is to frame the user benefits clearly and concisely, prioritizing the most resonant benefits for the target audience.
Use Pre-Prompts
Pre-prompts are pop-up messages displayed to users right before the official ATT prompt. Unlike the ATT prompt, pre-prompts offer complete flexibility in design, messaging, timing, and follow-up actions. Developers can leverage this freedom to create pre-prompts that align with their app’s branding, build trust, educate users, and motivate them to opt in.
Effective Timing
Timing is crucial when displaying the ATT prompt. Studies suggest a “golden window” for ATT pop-up timing, typically within the first 6 to 30 seconds of gameplay for gaming apps. However, the ideal timing may vary based on the app category and user journey. For example, e-commerce apps may benefit from delaying the prompt until users start viewing products, while subscription-based apps could show it right after sign-up. Understanding the typical user journey is key to determining the optimal timing.
Case Studies of Successful Mobile Games
Case Study 1: Hyper-Casual Game
Hyper-casual games, known for their simple gameplay and quick appeal, have witnessed remarkable success in navigating the post-IDFA landscape. A prime example is Voodoo’s hit title “Helix Jump,” which achieved an impressive 59% ATT opt-in rate. This success can be attributed to several strategic approaches employed by the developers.
- Leveraging Pre-Prompts: Voodoo utilized pre-prompts to educate users about the benefits of opting in, such as personalized advertising and improved gaming experiences. These pre-prompts were designed to build trust and allay privacy concerns before presenting the official ATT prompt.
- Timing Optimization: The ATT prompt was strategically displayed during the “golden window” of gameplay, typically within the first 30 seconds. This timing ensured that users were engaged and receptive to the prompt, increasing the likelihood of opting in.
- Incentivization: Voodoo offered in-game rewards, such as virtual currency or power-ups, to users who consented to ad tracking. This incentivization strategy proved effective in motivating users to opt in, as it provided tangible benefits for their gaming experience.
Case Study 2: Social Game
Social games, which thrive on user interactions and community engagement, have also found innovative ways to boost ATT opt-in rates. A notable example is Zynga’s “Words With Friends,” which achieved a 40% opt-in rate by leveraging its established brand reputation and implementing strategic prompting techniques.
- Brand Trust: As a well-known gaming company with a strong presence, Zynga capitalized on its brand recognition and the trust users had in the company. This brand affinity played a crucial role in persuading users to opt-in to ad tracking.
- Contextual Prompting: Zynga strategically displayed the ATT prompt during moments when users were actively engaged in the game, such as after completing a round or during natural pauses in gameplay. This contextual approach ensured that users were receptive to the prompt and understood the value proposition of opting in.
- Personalized Messaging: Zynga customized the purpose string of the ATT prompt to resonate with its user base. The messaging focused on how opting in would enable personalized advertising, leading to a better overall gaming experience tailored to individual preferences and interests.
These case studies highlight the effectiveness of strategic approaches in improving ATT opt-in rates. By leveraging pre-prompts, optimizing timing, offering incentives, capitalizing on brand trust, and employing contextual and personalized messaging, developers can increase the likelihood of users consenting to ad tracking, ultimately benefiting both user experiences and advertising revenue streams.
Conclusion
Throughout this exploration, we have dissected the critical elements and strategies essential for enhancing ATT opt-in rates within the mobile gaming industry. The journey highlighted the significant impact of the ATT framework on advertising strategies and underscored the importance of building user trust, optimizing the timing of prompts, and the strategic use of pre-prompts and incentives to encourage consent. Notably, case studies from leading mobile games like “Helix Jump” and “Words With Friends” provided tangible evidence of successful tactics in navigating the post-IDFA landscape, showcasing the power of brand trust, contextual prompting, and personalized messaging in securing higher opt-in rates.
These insights not only underscore the evolving dynamics of mobile game marketing in the wake of Apple’s privacy measures but also chart a course for developers and marketers seeking to adapt and thrive. By embracing the outlined best practices, the mobile gaming sector can continue to innovate and grow, ensuring a balanced approach between respecting user privacy and delivering personalized gaming experiences. As the digital ecosystem continues to evolve, the continued exploration and adaptation to these changes will be paramount for maintaining engagement and optimizing the monetization strategies essential for the sustainability of mobile games.