Mobile Gaming Rebounds in 2025 with AI & Emerging Markets

The mobile gaming market is bouncing back in early 2025, showing clear signs of growth, according to Adjust’s latest Gaming App Insights 2025 report. After a turbulent period, the industry is finding its footing again—driven by evolving monetization strategies and AI-powered personalization. Global Gaming App installs rose by 4% YoY in 2024, with emerging markets leading the charge. LATAM saw a 9% increase in installs, while MENA followed closely with 7%. Hyper-casual games dominated install share at 27%, though they struggled with retention, while strategy games surged with an impressive 83% install growth. AI is also reshaping user acquisition, helping developers fine-tune their ad strategies for better engagement. “After a period of market volatility, mobile gaming is back on a growth trajectory,” says Tiahn Wetzler, director of content and insights at Adjust. With mobile-first adoption booming in LATAM and MENA, […]

Ömer Yakabagi March 14

Highlights

State of Mobile Gaming 2025

Sensor Tower's State of Mobile Gaming breaks down how the market evolved in 2024, who the winners were, and what opportunities lie ahead for 2025. With the Q1 2025 drawing to a close, we can state at least one thing for certain - mobile gaming is back on track. Though downloads plateaued through 2024, IAP revenue, time spent, and sessions are all on the rise. The illustrated and interactive 50+ page report includes: ✅ A data-driven overview of the most important trends in the industry, including downloads, revenue, and engagement. ✅ A detailed exploration of the winners of 2024 and what drove their success ✅ A deep dive into mobile game marketing, including which ad networks saw the most impression share growth in 2024 and the three creative trends of 2024 you need to know But don’t take our word […]

Ömer Yakabagi March 11

Highlights

Mobile Game Leaders: February 2025

Hallo, Hei, Ahoj & SELAM! Welcome to the Feb'25 version of Mobile Game Leaders 🦄 Data source: AppMagic Global Leaderboard: Game Publishers Just Hypercasual? Ad Creative World Keep an eye on Saudi Arabia & Mintegral. Big moves there 👇🏻 Out of 207,000 Creatives on iOS Top GEOs by Impression US: 32% UK: 8% Japan: 7% Saudi Arabia: 7% Germany: 4% South Korea: 4% France: 4% Canada: 4% Turkey: 3% Australia: 4% Top Ad Networks by Impression Mintegral: 40% Facebook: 26% AppLovin: 11% Smadex: 6% Unity: 4% Out of 348,000 Creatives on Android Top GEOs by Impression Indonesia: 14% Mexico: 12% Brazil: 12% India: 10% US: 9% Turkey: 6% Saudi Arabia: 4% Ukraine: 4% Top Ad Networks by Impression Mintegral: 34% AppLovin: 30% Facebook: 14% AdMob: 10% YouTube: 3% Unity: 2% Global Games Leaderboard #1 Block Blast by Hungry Studio is on fire! […]

Ömer Yakabagi March 10

Reports

The 2025 Mobile Gaming Loyalty Index

Source: Mistplay & AppsFlyer Report Loyalty has become mission-critical for mobile gaming success, requiring publishers to adopt a holistic approach, drawing on insights from varied genres and collaborating across teams to foster retention, engagement, and monetization. Mistplay’s 2025 Mobile Gaming Loyalty Index, created in collaboration with AppsFlyer, sheds light on how loyalty drives sustainable growth, underpinned by four key metrics and insights from over 4,500 mobile gamers across Android and iOS, revealing the real factors behind player loyalty. Uncover insights such as: Puzzle takes the lead across both monetization and engagement to become the loyalty champion with a loyalty rating of 85. With nearly half of mobile gamers (49%) playing their favourite title for more than a year, it’s clear that fostering a deep connection with players can reap long-term rewards for publishers. The biggest reason for post-purchase regret is limited utility/impact of […]

Gamigion March 5

Reports

Türkiye Game Market Report 2024

Türkiye Game Market Report 2024 contains detailed information about the gaming industry in our country and the players who are an indispensable part of this industry. Every year, we hope that our report will be a guide that provides valuable information to our country's gaming ecosystem, those who want to be involved in this world, and everyone interested in gaming.

Gamigion March 5

Reports

Kill or Pivot: A Comprehensive Guide for Mobile Game Devs

Making your first mobile game is an emotional journey, but holding onto a game that isn’t making money for too long can be a big mistake. Many indie developers hope that one more update might just fix things, but the reality is different. In 2025, the mobile gaming market will be tough, and only a few titles will succeed. With AppMagic’s Success Meter, we can see how many games make good revenue. In our example, we set the benchmark at $100K in-app revenue per month. The data shows that in most casual game genres, only no more than 1% of games reach this level, meaning thousands of titles fail every year. The same holds for Hybridcasual and Hypercasual. Even with a lower benchmark of 100K installs per month, 5% of games at most manage to reach it. This guide will help you […]

Andrei Zubov February 28

Journal

My Take on Liftoff 2025 App Marketers Survey

🔴 Here's my take on what 700+ mobile marketers revealed in the latest industry survey from Liftoff Mobile: Source 📱 The big trend? Diversification.56% are working with MORE partners in 2024 (up from 42% last year)But here's where it gets interesting...Traditional paid channels aren't enough anymore:62% use organic social/viral (easy to talk, hard to walk the talk)51% leverage influencers 29% focus on community buildingAnd AI?34% see biggest benefits in creative production20% in creative optimization💰 Where's the money going in 2025?Ad networks: 41% (↑ from 36%) - Maybe, all meant Applovin. Self-attributing networks: 36%DSPs: 14%The message is clear: successful mobile marketers are expanding beyond traditional UA channels.

Samet Durgun February 20

Highlights

The State of Turkish Gaming Ecosystem: Invest in Türkiye

The Turkish gaming industry has emerged as a global force, particularly in mobile gaming. With Istanbul ranking as the second-largest gaming hub in Europe, following London, the region has demonstrated rapid growth, a strong investment climate, and a thriving startup culture. This article dives into the factors driving Turkey's mobile gaming success, key acquisitions, and what’s next for this booming industry. Published by Invest in Türkiye A Thriving Hub for Mobile Gaming Over the past decade, Turkey has evolved into a key mobile gaming market, attracting both local and international investors. The country has produced major success stories, including Peak Games (acquired by Zynga for $1.8 billion), Gram Games, and Rollic, which have set the stage for a new generation of game developers. Hyper-casual and hybrid-casual games have flourished, with Turkish studios leveraging efficient production cycles and data-driven decision-making to […]

Ömer Yakabagi February 19

Highlights

11 tips for Killer UA operations: Q1 2025

11 tips for Killer UA operations (Q1 2025) That’s it, 𝗻𝗼 𝗕𝗦 & 𝗯𝗿𝘂𝘁𝗮𝗹𝗹𝘆 𝗵𝗼𝗻𝗲𝘀𝘁! No fluff intro, straight to the point. Here we go again! The previous UA killer articles were super successful, so I started writing a UA killer tips segment. I will keep sharing these tips; don’t worry. Keep reading the tips to improve your UA. Simple, practical & efficient! That’s it, no bullshit & brutally honest! No fluff intro, straight to the point. 1. Creative KPIs & custom columns on Meta This is more advanced stuff, so people who are new to Meta ads might not get it, but… …these are some metrics you need to keep an eye on when testing videos: We have hook rate, hold rate and engagement score. You need to watch these when checking your creative performance. Important thing is, there […]

Matej Lancaric February 18

Journal

iOS in Mobile Gaming: 2022-2024

In recent years, there have been many changes within the iOS ecosystem (both on gaming and non-gaming side). As my report about iOS from 2024 got pretty good attention, I decided to refresh it for new data. I hope it will be useful :). ▪️ What does the current iOS ecosystem look like? ▪️ iPhone vs iPad performance ▪️ In which countries does iOS have a strong presence, and where is it less dominant? ▪️ How does iOS perform across different mobile gaming and non-gaming genres?All details about iOS in 2022-2024 you can find in my report 📕 📕 📕 - more than 60 pages with different data analyses, data points around iPhone/iPad, iOS in mobile gaming, iOS in non-gaming apps (from various data sources).#ios #mobilegaming #mobileapps #mobilegames #iphone #ipad

Mariusz Gąsiewski February 18

Journal

Mobile Gaming Benchmarks 2025

Checked GameAnalytics' Report? The report is based on data from 11,600 gaming applications across 9 regions on 2 platforms (iOS & Android) in 16 different genres. The MAU of all projects used for the report exceeds 1.48 billion. Retention Benchmarks ❗️The report uses classic, not Rolling Retention. By the end of 2024, the average D1 Retention for the top 25% of games ranges from 26.48% to 27.69%. This is worse than the 2023 results (28-29%). For the least successful 25% of projects, D1 Retention is at 10-11.5%. On iOS, the top 25% of projects have a higher average D1 Retention - 31-33% compared to 25-27% on Android. The median D7 Retention across all projects ranges from 3.42% to 3.94%. This is, again, lower than the 2023 results (4-5%). For the top 25% of projects, this indicator is at 7-8%, while […]

Gamigion February 17

Journal

7 Takeaways from Apptica State of Mobile 2024

The mobile gaming market is returning to a state of cautious optimism. Here are 7 interesting data points from Apptica’s State of the Market report I took myself: 1. The YoY trend indicates positive dynamics in downloads +8.7% and revenue + 9.62% across both apps and games.2. Android gaming market showed a downward trend (-1.44%) with total revenue exceeding $15.66B. Gaming outperformed Applications by more than 1.7x in the revenue scope.3. As for the revenue, iOS gaming market grew by 5.55% and accumulated >$25.29B. It's worth noting that Apple users spent more on applications than on games (unlike in Google Play).4. RPG is the biggest sub-category both on iOS and Android by revenue, while it also faced the biggest decline between 2023 and 2024. 5. Video stands for 85% of number of creatives compared to only 3.36% for playables and […]

Peter Fodor February 15

Reports

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