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Since Apple's introduction of App Tracking Transparency (ATT) in 2020 to the subsequent implementation of iOS 14.5 in April 2021 and beyond, it is mandatory for app developers to obtain user consent before tracking their data across apps or websites owned by other companies for advertising purposes. The impact of ATT opt-in rates for mobile games and apps can be significant, and here are some key considerations:

1. Ad Targeting and Personalisation: With a lower opt-in rate, developers may have limited access to user data for ad targeting and personalisation. This could impact the effectiveness of targeted advertising campaigns, potentially reducing their relevance to users.
2. Advertising Revenue: Advertisers often rely on tracking user behaviour to measure the success of ad campaigns and optimise their strategies. A lower opt-in rate may lead to reduced ad revenue for developers and publishers, as personalised ads tend to perform better in terms of engagement and conversion.
3. Monetisation Strategies: Developers may need to explore alternative monetisation strategies if they can no longer rely on targeted advertising. This could include a greater emphasis on in-app purchases, subscriptions, or other forms of direct user monetisation.
4. User Experience and Trust: Apps that prioritise user privacy and provide clear information about data collection practices may build trust with users. On the other hand, apps perceived as intrusive or unclear about their data usage policies may face challenges in retaining and attracting users.

Get a better Opt-in Rate

1. Improve your pre-prompt design

Incorporating pre-permission prompts into a new user onboarding flow can boost the opt-in rate to 65%, serving as a preparatory buffer for users when the Apple pop-up emerges.

Consider the following strategies:

• Articulate the benefits of opting in, such as receiving more personalised recommendations, exclusive offers, and enhanced experiences.
• Integrate social approval into your messaging by emphasising that the decision is part of a collective social act, akin to joining a larger community.
• Communicate with users using clear, non-promotional language.

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2. A/B test your opt-in message

Experiment with various versions of your App Tracking Transparency (ATT) prompt and pre-prompt to gauge resonance. Test a prompt with a product-focused approach against one with a community-focused emphasis. As with any component of your mobile marketing strategy, consistently test different aspects, including your product, growth strategy, user journey, and messaging, to ensure optimal performance.

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Avoid offering incentives, such as discounts or other promotions, to encourage opt-ins, as this violates Apple's terms.

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3. Determine the optimal moment to display your opt-in prompt

Carefully identify the ideal moment in your app's user journey to present the opt-in prompt. This could be at the onset of your onboarding process or later, after conveying the value of your app and brand. Avoid displaying the App Tracking Transparency (ATT) prompt before users are adequately introduced to your app. Timing the prompt after establishing trust and communicating your value proposition may be pivotal in elevating your opt-in rate.

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82% of the games displayed ATT pop-up within the first 30 seconds of gameplay.

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Avoid the dark UX patterns

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Adopting an ethical approach to prompt ATT opt-in messages is important as game/app designers explore ways to AB test for higher opt-in rates. 

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UX practitioner, Harry Brignull, first defined the UX dark pattern in 2010 as: "a user interface that has been carefully crafted to trick users into doing things...they are not mistakes, they are carefully crafted with a solid understanding of human psychology, and they do not have the user’s interests in mind". 

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Crafted to deceive, these deceptive design patterns have become so widespread that some are now accepted as standard design practices. Dark patterns not only lead to customer dissatisfaction but also erode trust in a business. A positive user experience ranks among the most crucial factors influencing their purchasing decisions.

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Nagging

Redirection of expected functionality that persists beyond one or more interactions. The user’s desired task is interrupted one or more times by other tasks not directly related to the one the user is focusing on. 

Example: Pop-ups that obscure the interface, audio notices that distract the user, or other actions that obstruct or otherwise redirect the user’s focus.

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Obstruction

Making a process more difficult than it needs to be, with the intent of dissuading certain action(s).

E.g. Opt-in only to proceed. 

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Sneaking

Attempting to hide, disguise, or delay the divulging of information that is relevant to the user

Example: Showing ATT opt-in popup immediately after GDPR consent

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Interface Interference

Manipulation of the user interface that privileges certain actions over others.

Example: Toying with emotions, incentivising with in-app gifts etc

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It's important to note that the specific impact can vary based on the nature of the app, its reliance on advertising revenue, and its ability to adapt to changing privacy regulations. Additionally, the actual impact may become more apparent over time as users become more accustomed to making decisions about app tracking.

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Keep in mind that developments in the mobile industry, including changes to privacy policies and regulations, may have occurred since my last update. It's advisable to check the latest information and industry trends for the most up-to-date insights.

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Source:

‍https://www.adjust.com/blog/opt-in-design-for-apple-app-tracking-transparency-att-ios14/

https://youappi.com/your-guide-to-pre-permission-idfa-opt-in/

https://www.gamerefinery.com/whats-the-best-time-to-request-permission-from-users-for-att-ios/