The UAE’s app economy is entering a new phase of profitable, retention-led growth, according to new data unveiled by AppsFlyer at the inaugural MAMA Dubai (Mobile Acquisition & Mobile Analytics). The research highlights two key shifts defining the market’s evolution: a sevenfold surge in finance app installs between 2021 and 2024, and a 50% drop in ad fraud year-over-year on Android, underscoring growing user trust and maturing marketing practices across the ecosystem.
“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.”
From scale to sustainability: how the UAE’s app market is maturing
The data points to a clear transition underway in the UAE, from an era defined by acquisition and entertainment-led expansion to one anchored in trust, quality, and long-term engagement.
Finance, shopping, and lifestyle apps have emerged as the new growth leaders. Between 2021 and 2024, finance apps recorded an extraordinary 700% increase in installs, fuelled by the nation’s push towards a cashless economy and a flourishing fintech landscape. Shopping apps have also sustained consistent growth, driven by the blending of digital and physical retail experiences and the rise of buy-now-pay-later (BNPL) solutions.
Meanwhile, gaming, once the dominant force in mobile app growth, has reached a plateau in new installs. However, developers are responding with innovation rather than retreat, focusing on hybrid monetisation models, immersive in-app events, and deeper user retention strategies that keep players engaged beyond initial downloads.
Another defining trend is the marked improvement in data integrity and advertising quality. AppsFlyer’s analysis shows ad fraud declined by more than half on Android and by 25% on iOS in the past year alone. This decline, coupled with more selective user acquisition spending (up 32% on Android and 36% on iOS) reflects a growing industry preference for value-driven, measurable engagement rather than sheer volume.
In terms of platform dynamics, iOS continues to gain traction among high-value users, while Android remains the channel of choice for reach and scale. Together, these shifts signal a market that is no longer chasing downloads but focusing instead on building loyalty and profitability.
These findings were presented at MAMA Dubai 2025, AppsFlyer’s first regional edition of its global marketing and analytics forum, held this month. The event gathered over 400 marketing, brand, and technology leaders to discuss the future of growth and innovation across the Middle East’s fast-evolving digital economy.
Panels explored key themes including the next era of loyalty in finance and the convergence of gaming and commerce. Speakers from HSBC, Libertex, Wolt, and AppsFlyer discussed how transparency, creativity, and data collaboration are reshaping customer engagement in sectors once defined by transactional relationships. The discussions reflected a region-wide trend toward strategic maturity – where growth is driven not just by scale, but by sustainable customer value.
Hazem El Taha, Senior VP, Global Marketing Technology, HSBC, comments: “It was a fantastic experience to be part of MAMA Dubai. The event brought together some of the brightest minds in the region, and the discussions were incredibly forward-looking. It’s great to see the level of collaboration driving innovation across industries.”
