Key insights
6 slides
Trend shift
Downloads stabilized post-pandemic while IAP spending accelerated.
This acceleration is supported by Google Play's market dominance and an increasing share of higher-spending iOS users.
Genre split
Casual genres drive downloads while competitive genres drive monetization.
Simulation, Arcade, and Tabletop titles generate the bulk of download volume. In contrast, monetization is concentrated in competitive, engagement-heavy segments such as Shooter, Casino, and Strategy (4X).
Page 14 of the reportShooter50
Casino10
Strategy9
Puzzle9
Sports6
Simulation5
RPG2
Tabletop2
Domestic reach
India-based publishers maintain robust domestic downloads through culturally resonant titles.
Titles like Ludo King and Dream11 help India-based publishers maintain high download volumes domestically. However, monetization from these domestic efforts remains modest.
Page 23 of the report201771.2
2018184.7
2019314.7
2020491.2
2021652.4
2022828.2
20231,010
20241,200
International expansion
Publishers are expanding overseas to offset modest domestic monetization.
To offset modest domestic monetization, publishers are expanding overseas revenue streams. The US, Saudi Arabia, and the UK are emerging as key markets for this international growth.
Strategic advice
Publishers should pair mass-appeal casual titles with targeted monetization strategies.
The report advises publishers to adopt a dual-strategy approach. This pairs mass-appeal casual titles for domestic reach with targeted monetization for high-value competitive gamers.
Page 23 of the report- 01Mass-appeal casual titlesUse casual titles for domestic reach
- 02Targeted monetizationTarget high-value competitive gamers
Profitability pathway
The dual strategy aims to enhance overall profitability in India's mobile-gaming ecosystem.
Leveraging local appeal for mass reach while pursuing international growth is presented as a pathway to enhance overall profitability.
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Summary
India is positioned as the world’s largest mobile‑gaming market, with 8.45 billion downloads recorded in FY 2024‑25 yet only $400 million in in‑app purchase (IAP) revenue, underscoring a pronounced monetization gap despite high engagement. Downloads have stabilized post‑pandemic while IAP spending has accelerated, largely driven by Google Play’s dominance and an expanding share of higher‑spending iOS users. Demographic analysis shows that 77 % of players are aged 18‑34, 86 % are male, and lifestyle titles uniquely attract a larger female audience.
Genre‑level insights reveal that casual, family‑oriented categories—Simulation (driving/flight), Arcade (platformer/runner), and Tabletop board games—generate the bulk of download volume. In contrast, monetization is concentrated in competitive, engagement‑heavy segments such as Shooter (Battle Royale), Casino, and Strategy (4X). Publishers are advised to pair mass‑appeal casual titles with monetization strategies that target the growing cohort of high‑value, competitive gamers.
India‑based publishers maintain robust domestic download volumes through culturally resonant titles like Ludo King and Dream11, yet monetization remains modest. To offset this challenge, publishers are expanding overseas revenue streams, with the US, Saudi Arabia, and the UK emerging as key markets. The dual strategy of leveraging local appeal for mass reach while pursuing international growth is presented as a pathway to enhance overall profitability in India’s mobile‑gaming ecosystem.
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