“APAC” is not a Korea/Japan bid: check the geography grain first
AppsFlyer’s APAC marketing cut separates Japan & Korea from Southeast Asia and India—do not bid from a blended Asia average.
AppsFlyer’s State of Marketing in APAC 2026, as summarised in public coverage, splits the region into Southeast Asia, the Indian Subcontinent, Japan and Korea, and ANZ—and shows gaming installs, payer share and fraud moving differently by sub-region. Sensor Tower’s August 2026 store cut likewise lists Japan as its own revenue share, separate from India-led downloads. Neither source treats “Asia” as one bid cell. TechNode on AppsFlyer APAC; Sensor Tower August rankings.
Geography grain before the Korea/Japan bid
A blended APAC CPI or install-growth number can hide Japan fraud spikes, SEA install declines with rising payer share, or China iOS-only store coverage. Market-entry owners should require the sub-region label (and OS) on any “Asia” gaming UA chart.
TechNode is secondary reporting of AppsFlyer; the primary AppsFlyer report page was not successfully opened here, so treat detailed percentages as vendor claims relayed by the outlet and re-check the primary PDF when available.
Planning rule
Our recommendation is to keep KR, JP, CN (with store caveats), SEA and IN on separate lines in a first-test plan. If a report only prints “APAC”, mark country grain missing.
Inspect the evidence
Download the source-population and comparability card. The extraction separates documented facts from our analysis and unknowns.
| Field | Evidence or limit |
|---|---|
| Report / publisher | AppsFlyer State of Marketing in APAC 2026 (via TechNode); Sensor Tower August 2026 top games |
| Period | AppsFlyer: Jul 2024–Jun 2026; Sensor Tower: August 2026 |
| Population | AppsFlyer: ~12k apps / 30B installs across SEA, Indian Subcontinent, Japan & Korea, ANZ; Sensor Tower: App Store + Google Play (third-party Android excluded) |
| Metric under review | Geography grain for gaming UA: sub-regional install/payer/fraud divergence; country revenue shares (JP vs US/CN) |
| Aggregation | Sub-region and country aggregates; not a single Asia bid index |
| Critical limit | Blended “APAC” or “Asia” averages are not a Korea/Japan bid input; AppsFlyer primary PDF was not read from the primary source in this pass (secondary used). |
| Comparable with | The same sub-region label, OS and vertical |
| Not comparable with | A single Asia CPI target or a China Android-inclusive store chart without caveats |
Further reading in the existing archive: market-entry cards for Japan and related APAC posts; The state of mobile game acquisition in 2026. These links provide background; this check does not independently verify their full contents.
