Reports: app store optimization

App discovery has come a long way since the rise of mobile app stores. What were once relatively simple app marketplaces are evolving into more carefully curated experiences, in a bid to showcase effectively a greater amount of the two million strong app ecosystem, rather than just the top 50.

Discovery is accentuating the app economy divide. Superstar app developers can afford TV ads and supercharged digital campaigns to distinguish their apps from the ever-growing pool of competitors, leaving smaller developers increasingly locked out. Supercell and King’s combined $1bn annual marketing spend is not only out of reach for most, it also drives up mobile ad costs with inventory supply struggling to keep pace with demand.