Overview and trends of game development and apps in Ukraine, Belarus, and Kazakhstan

What the talk is about

Tania Volkova from AppsFlyer and Anastasiia Bortnyk from Google present a joint study of the mobile games and apps market in Central and Eastern Europe, focusing on Ukraine, Belarus and Kazakhstan from July 2020 to September 2021 across 1,200 apps and roughly 700 million installs. They compare install growth, in-app purchase revenue and ad monetization across countries and genres. In the practical part, they share advice for game studios working with machine-learning ad networks: focus on profitability and LTV, set up solid analytics and attribution, and invest heavily in creatives. Because automated algorithms handle most of the targeting (accounting for only 5–30% of return), creatives drive 50–80% of campaign profitability and remain the main lever for growth. Useful for mobile marketers, UA managers and publishers.