Report · March 1, 2024

The Gaming App Insights Report: Unlocking Growth Opportunities for Mobile Marketers

Published by Adjust

Summary

The mobile gaming industry is entering a period of stabilization and renewed growth following recent volatility, characterized by a 7% year-over-year increase in global installs during late 2023. While consumer spending saw a marginal decline throughout the previous year, early 2024 data suggests a recovery driven by the rise of hybrid casual titles and the integration of artificial intelligence to streamline production. This shift is particularly evident in the Latin American market and within specific subverticals like Racing and Simulation, which experienced install surges of 61% and 53%, respectively. Despite these gains, the landscape remains competitive as organic install shares dropped to 50% and median day-one retention rates softened to 28.3%. Monetization strategies are evolving as developers pivot toward hybrid models that combine in-app purchases with advertising revenue. Although global effective cost per install nearly doubled to $0.99 in 2023, in-app revenue grew by 6%, led by high-value genres such as RPGs and Adventure games. These categories command the highest lifetime value and average revenue per monthly active user, particularly in mature markets like the United States and Japan. Conversely, hyper-casual games continue to prioritize volume and efficiency, maintaining low acquisition costs despite a broader industry trend toward more complex, long-term engagement models. The industry has demonstrated significant resilience regarding privacy changes, with global App Tracking Transparency opt-in rates rising to 39%. This adaptation, coupled with the superior performance of hybrid casual games in click-through rates and ad revenue, indicates a strategic move toward data-driven marketing and diversified revenue streams. As the sector moves through 2024, success depends on balancing high acquisition costs in premium markets with the massive scale offered by emerging regions like India and Southeast Asia, all while navigating a more privacy-centric digital ecosystem.

From the report

Contents Introduction �� 3 An optimistic future for mobile games ��3 The state of play on the mobile games market �� 6 Privacy challenges and finding new users �� 8 Methodology and key takeaways ��10 Strategic insights for a winning game plan ��12 Top apps, install patterns, sessions, and retention rates ��13 ΚPIs and cost: Finding the best value users �� 23 The crossplay era starts now�� 32 Revenue streams and lifetime value ��33 User LTV, in-app revenue, and average revenue per user �� 34 Conclusion �� 42 Reigniting app growth and reaching the next level �� 42 report insights app gaming The

INΤRODUCΤION Εmbracing change and opportunity: An optimistic future for mobile games Τhe past 18 months have been challenging for mobile gaming. Μergers and acquisitions have fallen, investment is harder to come by, and some of our colleagues have sadly lost their jobs. But it’s not all doom and gloom. We’re already seeing green shoots of revival in many verticals. Ιnnovation in some cutting edge genres such as hybrid casual is resulting in breakout hits and generative ΑΙ is leading to faster production and even more tailored creatives than has previously been humanly possible. Despite the difficulties, the slow pace of growth, the In this report you’ll take a deep dive into Adjust data and increasing install costs and decreasing returns, there’s light— hear from AppLovin and SparkLabs for expert insights on and a great deal of success—to be found at the end of the implementing the right marketing mix and activating the tunnel, if you seek out the right opportunities and channels� right channels, leveraging connected TV (CTV) advertising We’re seeing, for example, top results for gaming studios for maximum impact, and creating high-quality creatives investing in LATAM markets, and seeing the numbers turn at scale� In 2024, it’s the marginal gains that will be the around across the board, particularly in verticals like racing, difference between success and failure in a market where simulation, arcade, board, action, and of course hybrid casual� every cent counts � Once prod

d seeing the numbers turn at scale� In 2024, it’s the marginal gains that will be the around across the board, particularly in verticals like racing, difference between success and failure in a market where simulation, arcade, board, action, and of course hybrid casual� every cent counts � Once product-market fit is found, after successful softlaunches, picking the right channels makes scaling profitably easy� We might not be back at 2021 levels of engagement, but the line is slowly moving in the right direction� report insights app gaming The

“Τhe perception that mobile gaming is stagnating due, in part, to a crowded market overlooks one positive by-product of this competition: growth. We meet daily with partners who are launching new products successfully and at a rapid pace–in fact, Μonopoly GO! became a top-grossing game in the same year it was released. Ιn 2024, scaling games must be a collaborative process. Τo build games that have broad appeal, it’s essential to team up with growth partners who arm you with the data and insights necessary to kick off campaigns quickly and provide a feedback loop for experimentation.” Daniel Tchernahovsky VP, Global Business Development report insights app gaming The

“Μobile games have been disproportionately impacted by the global economic downturn, with consumer spend declining two years in a row. Τhe outlook for 2024, however, is significantly more optimistic, and Αdjust data reveals not only a high-level turnaround picking up, but areas of opportunity and growth that are already performing ahead of the curve. By investing in the right tools, prioritizing nextgen tech, ΑΙ, and personalization, games developers and studios can scale on new channels and platforms, regain install and session volume, and find users that play and pay.” Tiahn Wetzler Director of Content & Insights report insights app gaming The

Τhe state of play on the mobile games market Gaming app installs and sessions had Gaming app install and session growth Gaming app install and session growth percentages a less than optimistic 2023� Installs January 2022 - December 2023 (Global) YoY 2022 - 2023 decreased by 2% and sessions by 7%� Things are currently looking up, however, Ιnstalls 15% Ιnstalls with installs in Q4 2023 seeing a 7% YoY Sessions Sessions boost, a trend we predict will continue— 10% sessions in January 2024 increased 3% 7% compared to January 2023� 5% 1% While LATAM was the only region to see 0% YoY growth in 2023 (up 7% on the installs -5% -2% -3% -3% side and a small but welcomed 1% on the -7% -6% -6% -7% sessions side), Q4 was significantly better� -10% -9% APAC’s YoY installs increased by 3%, 22 22 22 22 22 22 22 22 22 22 22 22 23 23 23 23 23 23 23 23 23 23 23 23 EMEA’s by 12%, North America's by 6%, JΑN FEB ΜΑR ΑPR ΜΑY JUN JUL ΑUG SEP OCΤ NOV DEC JΑN FEB ΜΑR ΑPR ΜΑY JUN JUL ΑUG SEP OCΤ NOV DEC -15% Global ΑPΑC EΜEΑ LΑΤΑΜ North Αmerica and LATAM continued its upward streak, rounding out Q4 with a 19% YoY jump� report insights app gaming The

Pages: 43
Words: 8,925
Format: PDF
Type: Report

Topics

View this document on Game Industry Library.

Related Documents

Report

Gaming App Insights Report: 2025 Edition

The analysis tracks the state of the global mobile‑gaming market through 2024 and projects its trajectory toward 2025, emphasizing how emerging AI‑driven personalization will shape growth. It establishes that the sector is recovering from the volatility of 2023, with worldwide app installs climbing 4 % year‑over‑year in 2024, even as average session length contracted. Core user engagement metrics, however, show modest decline: day‑1 retention fell from 28 % to 27 % and median revenue per active user dropped from $0.31 to $0.28, indicating pressure on traditional monetization models. In contrast, advertising efficiency improved, reflected in higher installs per mille (IPM) and stronger ad‑performance indicators across major markets. The report’s geographic scope is global, encompassing all major mobile‑gaming regions, and its temporal frame spans the 2023‑2025 period. It integrates data from app stores, ad networks, and cross‑platform measurement tools to deliver a comprehensive view of user acquisition, retention, and revenue trends. The central thesis posits that the next wave of growth will be powered by AI‑enabled, culturally tailored experiences that adapt difficulty, blend monetization formats, and deploy live events to boost lifetime value. Developers and marketers who adopt a metrics‑focused, AI‑augmented approach—identifying pivotal in‑game moments and steering users toward optimal pathways—are projected to achieve the most scalable expansion. Cross‑platform analytics suites are highlighted as essential for delivering the visibility required to implement these strategies effectively.

market-analysis monetization user-acquisition+2

AdjustJan 2025

Report

2020 Mobile Gaming Apps Report

The global mobile gaming market is projected to surpass $100 billion in revenue in 2020, fueled by a 2.6 billion-person player base and a 24% surge in daily in-app payments. While the average cost per install has reached a record low of $1.47, the industry faces a tightening conversion landscape where install-to-purchase costs have risen by 24% and conversion rates have dropped to 3.3%. Midcore and strategy games have emerged as the most efficient segments, offering the highest 30-day return on ad spend at 39.5% while maintaining low acquisition costs, particularly on the Android platform. Geographic performance varies significantly, with Japan and North America established as the premier markets for user retention and monetization. Japan consistently outperforms global benchmarks, doubling the retention rates of its regional peers and exceeding return on ad spend targets by over 10 percentage points. While the Asia-Pacific region as a whole delivers high returns, it is characterized by the highest acquisition costs. In contrast, the EMEA region, specifically the United Kingdom, provides a high-value alternative by balancing affordable install costs with strong returns. Emerging markets like Brazil offer the lowest entry costs globally but present high risks due to poor long-term retention and low conversion. The hyper-casual sector is expected to reach $3 billion in 2020, though market saturation is driving a shift toward hybrid monetization models to combat declining long-term engagement. Across all genres, platform choice remains a critical strategic factor; iOS provides a slight advantage in return on investment but requires four times the acquisition spend of Android. Furthermore, while paid user acquisition drives initial engagement in midcore and social casino categories, organic users continue to demonstrate superior long-term loyalty, highlighting the ongoing importance of organic growth strategies in a competitive global landscape.

market-analysis player-demographics monetization+2

LiftoffJan 2020

Report

State of the Market 2023: An Annual Analysis of App Market and Advertising Activities

The 2023 market analysis evaluates global mobile advertising performance, concentrating on the two dominant operating systems, iOS and Android, and the leading social platforms that drive ad spend. Facebook and Instagram continue to command the largest share of the social advertising ecosystem, reinforcing their status as primary channels for marketers seeking broad reach and engagement across diverse audiences. Video advertising emerged as the pre‑eminent format throughout the year, registering a 16 % increase on iOS and a markedly higher 37 % rise on Android. This divergence underscores Android’s accelerating momentum in video consumption and ad adoption, while iOS maintains steady growth. Interactive ad formats also showed modest gains, with a 2.7 % uplift on iOS, indicating a gradual shift toward more engaging user experiences, though the expansion remains limited compared with video. Overall, the findings suggest that mobile video continues to dominate revenue generation, with Android delivering the strongest growth trajectory. The incremental rise in interactive formats points to emerging opportunities for richer creative solutions, yet video’s dominance will likely shape strategic allocations for the coming year. These trends highlight the importance of platform‑specific optimization and the need for advertisers to balance high‑impact video placements with exploratory interactive formats to maximize reach and performance across the mobile landscape.

market-analysis advertising global+1

AppticaMar 2024

Report

State of Mobile Gaming 2025

The global mobile gaming market entered a period of mature recovery in 2024, characterized by a strategic pivot toward live services and high-value player retention. While total downloads declined by 6.6%, global in-app purchase revenue grew by 4% to reach $82 billion. This growth was primarily driven by North America and the Middle East, offsetting spending declines in Asia. The industry has transitioned into a "live operations" era, where 84% of all revenue is generated by games utilizing continuous updates and seasonal events. This shift is further evidenced by a 50% decrease in new game releases since 2020, as publishers prioritize high-quality core titles over volume. Genre performance highlights a market dominated by Strategy and RPG titles, which collectively generated over $34 billion in 2024. Action games emerged as the fastest-growing category with a 46% revenue increase, fueled by breakout hits like Last War: Survival. Despite the dominance of established franchises, a record 11 games surpassed $1 billion in annual consumer spend, including MONOPOLY GO!, which secured the top global position. The market is also seeing a demographic shift, particularly in the United States, where the 18-24 age group now represents 18% of the player base, up from 13% in 2022. Marketing strategies have evolved to combat rising user acquisition costs, with a significant move toward high-intent creative content and short-form video platforms. TikTok experienced a 67% year-over-year growth in social ad share, while mid-core developers nearly doubled their impression share on social networks. To maintain profitability, publishers are increasingly leveraging external web stores, celebrity partnerships, and localized cultural influencers, such as virtual YouTubers in the Japanese market. These trends underscore a broader industry movement toward sophisticated monetization models and IP-driven growth in an increasingly concentrated competitive landscape.

market-analysis monetization mobile+1

Sensor TowerMar 2025