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Mobile Madness: March Is a Time for Growth

Taylor Lundgren

March has arrived and with it comes the madness of big plays, buzzer beaters and opportunities for mobile growth.

It’s important to be laser-focused on your genre. And with’s App IQ, coupled with our Mobile Performance Score, you can go from playing defense to playing offense.

That’s because App IQ helps to identify your closest competitors. And by compiling performance data with our proprietary artificial intelligence, we’re able to create our Mobile Performance Scores so you can understand how you stack up against the competition.

Since launching App IQ – now with 19 genres and 152 subgenres – our subgenre coverage has expanded into: Automotive, Business, Education, Entertainment, Finance, Food & Drink, Graphic & Design, Health & Fitness, Lifestyle, Photo & Video, Shopping, Social Media, and Utility & Productivity.
Want to know who's at the top of your genre? Read on to find your path to victory.

Buzzer-Beating Growth: Fantasy Sports in March

It’s no secret that March is intense; winter melts away and sports heat up. Looking at the sports categories within App IQ provides visibility into how mobile app users are gearing up for March and how seasonality can make a huge impact on install growth and app health.

Two App IQ categories are impacted heavily by March Madness: Sports Betting and Fantasy Sports. Outside of the NFL season kicking off, March is the most critical time for Sports Betting and Fantasy Sports apps when it comes to new user acquisition and engagement.

Year-over-year, March has become a bigger focus for new app users in these two categories. And it’s important to be aware of chances to marry seasonality with smart feature implementation in order to maximize the new attention.

With the sports genre growing as a whole, it's tricky to tell who's pulling ahead of the competition, just looking at the overall numbers. Sure, the sports app market is growing. But if you’re not tracking your performance against your competition's performance, it can be difficult to gauge whether your position in the market is changing.

Thanks to App IQ’s genres and subgenres, you can dig far deeper than typical app store categorization into apps similar to yours. Which means you can identify which apps are competing for the same customers as you and, utilizing our AI-powered analysis tools, create audiences and product roadmaps to secure the competitive advantage.

Identifying your direct competition is a fundamental piece of building a solid app strategy. And whether it’s for mobile monetization or preparing for the big game, arming yourself with the right data is critical to achieving success.

Meet the Coach: Mobile Performance Score

Trying to improve is challenging without knowing where you can gain the most ground. Digging through performance metrics and piles of data is time consuming and creates the potential for blindspots and missed opportunities.

The Mobile Performance Score (MPS) helps give you visibility into the performance of your app like never before, thanks to AI. That’s because our proprietary AI pulls in performance data from all over the mobile market and distills that into four key pillars of mobile health: Acquisition, Engagement, Sentiment and Monetization.

The AI powering MPS generates a comprehensive score for these four tentpole categories, and provides a comprehensive aggregate score, as well. Which gives you a quick breakdown of which apps are driving performance … and how they’re doing it.

Using MPS, you can visualize precisely how improvements in one area of your app directly correlate to increases in your overall score. For example, significant jumps in new user acquisition or engagement can move you ahead of the competition, creating trickle-down effects for the other key MPS pillars of mobile health.

In the above chart, it’s easy to see precisely how improvements in one area directly correlate to increases in an app’s overall score. Like when a significant increase in user acquisition generates a ripple effect in the other two MPS mobile health pillars.

Take, for instance, the improvement in overall MPS seen in ESPN’s Tournament Challenge – an app focused specifically on the bracket challenge associated with March Madness. And the deeper we get into March, the steeper the decline in the app’s acquisition and engagement score.

This is the flip-side of seasonality, where it’s important to provide features and content that help you maintain user engagement via relevance, even after the timeliness of the event is over. Which is exactly what apps like FanDuel and Yahoo Fantasy Sports do to ride the wave of March Madness in spring into the sporting events of summer and fall, for example.

No matter the game, is on your team. And we’ll make sure you get the data you need, when you need it. Only at

DISCLAIMER: is a mobile market estimate service provider. is not registered in any investment advisory capacity in any jurisdiction globally, and does not offer any legal, financial, investment or business advice. Nothing contained in this communication, or in any products, services, communications, or other offerings, should be construed as an offer, recommendation, or solicitation to buy or sell any security or investment, or to make any investment decisions. Any reference to past or potential performance is not, and should not, be construed as a recommendation or as a guarantee of any specific outcome. You should always consult your own professional legal, financial, investment and business advisors. Additionally, by providing the information herein, does not make any representations or warranties and does not undertake any legal or contractual obligations whatsoever. No liability may accrue to as a result of providing this information to you.

March 20, 2023

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