Survive(d) to 2025
As we head into 2025, the gaming world is buzzing with possibilities. New platforms, evolving player expectations, and industry shifts are all setting the stage for an exciting year. Drawing from insights shared by developers, publishers, and players, here’s a look at the key trends poised to shape gaming in 2025.
“Play Anywhere” Is the Future
Gaming is no longer tied to a specific device. In 2025, the “play anywhere” model is going to take off in a big way. Developers are focusing on creating seamless cross-platform experiences, whether on PC, console, mobile, or even web browsers.
With the M4 chip, iPads are now capable of running increasingly complex games. While Apple’s early release of Death Stranding on iOS may have been ambitious, it signals the arrival of premium AAA titles on mobile. The technology is here, and 2025 is likely to deliver a wealth of exciting new titles.
This evolution is a huge win for players. Imagine starting a game on your PC, then picking it up on your phone without missing a beat. More developers are embracing this flexibility, —not just for convenience but to meet players where they are. With web gaming and traditional platforms like PC and consoles playing key roles, the next year promises some remarkable innovations in accessibility and cross-platform gaming.
Is the future handheld?
Rumors suggest Sony is developing a new handheld device to counter the growing popularity of the Steam Deck, ROG Ally, and Lenovo Legion Go. The handheld market is on the verge of a breakthrough, especially with the much-anticipated release of Nintendo’s Switch 2. With digital backward compatibility confirmed, Nintendo is making it easy for players to transition while preserving the hybrid console magic that made the original Switch a hit.
Meanwhile, Steam continues to dominate PC gaming. With the influx of handheld devices in 2025, Steam is becoming the go-to OS for portable gaming without compromising quality. However, many games are still launched without optimizing for “Steam Deck Verified” status—a feature that will only grow in importance as the market expands.
Performance Marketing Matters More Than Ever
The lines between mobile and PC/console gaming are blurring. Mobile gaming companies are venturing into PC and console spaces, while traditional developers are exploring free-to-play (F2P) models that have long dominated mobile.
This shift creates some big opportunities – and challenges. Monetization strategies must evolve, particularly for F2P games, which require developers to understand their audience deeply and build sustainable engagement. Performance marketing will be critical for mastering user acquisition and retention strategies. Developers who excel in these areas will set the pace in 2025.
Hybrid Monetization Models Redefine Revenue Strategies
Ad monetization is undergoing a transformation, driven by the rise of hybrid models that combine in-app purchases (IAP) with in-app advertising (IAA). According to AppsFlyer’s 2024 State of App Monetization report, these models are delivering breakthrough results across gaming genres.
For Android Mid-Core games, hybrid models have achieved a 146% ROAS by Day 90—outperforming IAP-only (93%) and IAA-only (58%) approaches. In the hypercasual space, developers are creating entirely new games with hybrid strategies built into their foundations. These games have seen a 28% increase in Day 90 ARPU compared to traditional IAA-only models, showcasing the effectiveness of revenue diversification in this highly competitive and low-margin genre.
As user acquisition costs rise and privacy regulations tighten, hybrid monetization is becoming a cornerstone of gaming revenue strategies. Collaboration between marketing and monetization teams is critical, as is the ability to analyze metrics like ROAS and ARPU to refine strategies before and after installation. Games that successfully align their audience engagement and revenue strategies will lead the pack in 2025.
The Rise of Niche Creators
User-generated content (UGC) is still a big deal, but we’re seeing a shift. Instead of huge influencers dominating the space, niche creators are stepping into the spotlight.
Why? Because players are looking for authenticity. They want creators who “get” them—whether that’s someone who loves strategy games, retro titles, or even obscure indie gems. These niche creators build smaller but highly engaged communities, and they bring something fresh and real to the table. This trend toward authenticity and community-focused content will solidify in 2025, reshaping how gaming content is consumed and celebrated.
“Survive to 25” and What Comes Next
Let’s be honest: 2024 was tough for a lot of gaming companies. We lost some big-name studios, and it’s been a reminder of how challenging this industry can be. But I’m optimistic about 2025.
“Survive to 25” has become a rallying cry in the gaming world, and I think it reflects the grit and creativity that defines this industry. Companies that weathered the storm are emerging stronger, and 2025 is set to bring incredible growth and innovation. With the market stabilizing, developers and publishers have a solid foundation to build on.
From embracing platform diversity to adopting hybrid monetization models, collaborating with niche creators, and navigating monetization challenges, 2025 is shaping up to be a transformative year for gaming. The opportunities ahead are immense, and I’m eager to see how developers, publishers, and players will shape the industry’s next chapter.
