While the gaming sector has long prioritized data-driven insights to optimize user retention and monetization, non-gaming apps are now realising the value of a similar approach. Now, with increasing competition and shifting user expectations, non-gaming apps are facing a new challenge - how to captivate and retain their audiences just as effectively as their gaming counterparts.

This growing demand for deeper audience insights beyond the gaming sector led Liftoff to create AppRefinery. Built on the proven methodologies of GameRefinery, AppRefinery delivers data, competitive analysis, and engagement strategies tailored specifically for non-gaming apps. Christie Crable, Director of Global Sales, GameRefinery & AppRefinery, and Brendan Fraher, GM at GameRefinery, a Liftoff Company, walk us through the benefits.

What specific trends or challenges in the mobile app industry led Liftoff to recognize a demand for deeper audience insights beyond the gaming sector?​

AppDevelopers are asking themselves one critical question: What is the key to user engagement? It’s no secret that user engagement has been a focus for gaming apps, and for the last 10 years, Liftoff’s GameRefinery has led the market with the data and insights game developers need to build the most engaging apps. However, more recently, non-gaming apps are waking up to the reality that in order to get ahead, they need to follow in the footsteps of their gaming counterparts. 

That’s why we developed AppRefinery. Building on the framework set out by GameRefinery, AppRefinery provides developers with the tools, data, and audience insights they need to truly engage their audiences. 

In a landscape with various analytics platforms, what distinct features or methodologies does AppRefinery offer that set it apart from competitors?​

Although you may be able to view some performance data via market sales data platforms, there is no one place that catalogues the qualitative side of non-gaming apps. AppRefinery answers questions like: What app features truly engage audiences? What monetization strategies are most effective at driving long-term revenue? What do those features actually look like when implemented in my top competitors? What trends are gaining traction that I should be aware of?

There is no platform that allows you to see the full implementation of non-gaming apps like ours does. Combine this with on demand insights and category expertise from our global team, and AppRefinery offers a unique perspective that you wont get from any other tool or platform currently on the market.

How does Liftoff envision AppRefinery influencing the strategies of app developers and marketers in the coming years?​

Historically, gaming and non-gaming audiences have been viewed separately. However, the delineation between audiences is eroding as developers have come to the understanding that their non-gaming users are also playing mobile games. 

Therefore, insights into Audience affinity in both Consumer apps and Mobile games is very valuable. The mobile audience web is forming, and being able to segment it by demographics, motivational drivers, and monetization frameworks will be paramount. Different lanes in an app store won't be valid anymore. As with our experience in gaming, AppRefinery takes data from theoretical to reality.

In what ways has Liftoff integrated the analytical approaches and insights from GameRefinery to enhance AppRefinery's offerings for non-gaming apps?​

Liftoff’s GameRefinery is the leader in the gaming insights space, having a 360 view on the market with Live Event Frameworks, Feature Trends, and Motivational Drivers combined with Creative Insights and Motivators. Consumer Apps share the same audience and both can be broken down to segments. The established engagement systems and techniques are applicable to each. 

It's been very fast for us to bring these insights to the App space. Apps are monetizing more and are experimenting with different systems and features to engage and retain users. Their audiences have already been exposed to these types of systems in games and have an expectation of functionality and level of engagement. So it’s a clear quick win for non-gaming developers to adopt and innovate on these features for their own verticals.

With increasing emphasis on user privacy and data security, how does AppRefinery ensure compliance while providing valuable insights to its users?​

Our audience motivational model is based on features, not individual user data - so we’re not capturing, collecting, or selling any PII. We track habits and fact based trends, not intruding on user privacy. This allows developers to be confident in using our directional insights, because our audience insights are not vulnerable to restrictions or regulation.

What upcoming features or expansions can users expect from AppRefinery to further support their app development and marketing efforts?

In the future, you can expect that AppRefinery will surface relevant information and insights through AI agents, reducing time to insight. We also plan a continued integration between our Gaming & Non-Gaming insights and offerings as the line between the two market sectors blurs. 

There will also be an ever-expanding list of apps analyzed and featured on our platform. And we’ll continue to host bespoke sessions on important topics in the non-gaming world, like iGaming and Rewarded Play apps. But best of all: core AppRefinery is available to developers now!