At the Mobile Acquisition & Mobile Analytics (MAMA) event in Dubai, AppsFlyer unveiled new data that shows that the UAE’s app economy is pivoting from scale to sustainability. Finance apps saw a staggering 700% growth in installs over three years. This is a sevenfold surge in finance app installs in the country. Another key finding was a 50% drop in ad fraud (YoY) on Android phones.
This is a clear indicator that the country is moving towards a cashless society, and there is quick adoption in the booming fintech sector. The study showed that shopping and lifestyle apps also showed steady gains, powered by hybrid retail models and BNPL solutions.
“We’re seeing the UAE set a new global benchmark for sustainable app growth,” said Sarah Maina, Regional Manager for France and the Middle East at AppsFlyer. “Marketers here are showing that when you invest in data integrity, user trust, and creative innovation, profitability naturally follows.”
Gaming plateaus, loyalty takes center stage
Gaming app installs have leveled off, but developers are innovating with immersive events and hybrid monetization to boost retention. They are indulging in deeper user retention strategies that can keep players engaged beyond initial downloads. Meanwhile, iOS is gaining ground among high-value users, while Android remains dominant for reach. Together, these shifts signal a market that is no longer chasing downloads but focusing instead on building loyalty and profitability.
Ad fraud declines as trust rises
The UAE’s digital ad ecosystem is maturing fast. Android ad fraud dropped 50% in the past year, while iOS saw a 25% decline. This shift is tied to more strategic ad spending, which is up 32% on Android and 36% on iOS. There is also a growing emphasis on measurable engagement over raw acquisition.
MAMA Dubai brought together 400+ leaders from HSBC, Libertex, Wolt, and AppsFlyer to explore loyalty in finance and the fusion of gaming and commerce. The conclusion was a consensus that UAE ad economy is evolving, with attention to toward long-term customer value, transparency, and creative collaboration.