We study the impact of Apple's App Tracking Transparency (ATT) policy, which requires apps to obtain explicit user permission before cross-app tracking, on the mobile gaming industry. Using SensorTower US data on the top 5,000 games on iOS and Android (2020?2023) and a difference-in-differences design, we show that ATT increases iOS games? revenue and revenue per user, with little impact on user numbers. Gains arise from re-optimised in-app purchase menus and more major updates, not higher prices or paywalls. ATT raises concentration and reduces entry, benefiting Apple and incumbents while raising barriers to entry for new competitors.

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12 August 2026     Paper Number CEPDP2207

Download PDF - Is data privacy a losing game? Evidence from Apple's App Tracking Transparency (ATT) policy

This CEP discussion paper is published under the centre's Growth programme.