FIFA World Cup 2026 mobile app trends for marketers | Adjust

Analysis of the 2022 FIFA World Cup reveals that mobile engagement peaked early, with the largest spikes in app installs during the tournament's first week—sports entertainment and news installs surged 131% to 204% above baseline, particularly on November 22 when multiple key matches occurred.
Engagement was heavily tied to national team performance; markets saw dramatic increases when their teams played, and declines after elimination.
For example, France's sports news installs jumped 418% on match day, while dropped 23% after Germany's exit.
Non-participating markets like China also showed huge interest, with sports entertainment installs up over 1,000%.
Different app categories showed distinct patterns: sports games had smaller but sustained growth, betting apps spiked during match days, and food delivery saw steady increases around match schedules.
The findings emphasize the need for real-time marketing strategies that adapt quickly to shifting fan attention across matches, regions, and devices.