If there is one thing that differentiates performance marketers of games and non-gaming apps, it’s the channel considerations they make when allocating their ad spend. A majority of mobile performance marketing is dominated by casual gaming advertisers with the benefit of a wide ranging audience. Casual gamers are made up of nearly any demographic and can be found anywhere.
However, non-gaming app marketers require more granular targeting capabilities when spending on new user acquisition channels. For instance, dating apps typically want to acquire users who are mature and single and must be more careful when buying users from publishers with a wide demographic range, such as gaming apps.