Updated Mar 17, 2026 by Adjust
Global mobile game installs increased by 7% year-over-year in late 2023, signaling a stabilization period following recent market volatility.
Hybrid casual titles and AI-driven production are fueling a 2024 recovery, with Racing and Simulation subverticals seeing install surges of 61% and 53%, respectively.
Monetization is shifting toward hybrid models combining in-app purchases and advertising, as in-app revenue grew 6% despite a marginal decline in overall consumer spending.
The global effective cost per install nearly doubled to $0.99 in 2023, while organic install shares dropped to 50% and median day-one retention softened to 28.3%.
RPG and Adventure games currently command the highest lifetime value and average revenue per monthly active user, particularly in mature markets like the United States and Japan.
Industry resilience to privacy changes is evidenced by a rise in global App Tracking Transparency opt-in rates to 39%.
Future growth strategies require balancing high acquisition costs in premium markets with the large-scale user potential found in emerging regions like India and Southeast Asia.
Global mobile game installs increased by 7% year-over-year in late 2023, signaling a stabilization period following recent market volatility.
Hybrid casual titles and AI-driven production are fueling a 2024 recovery, with Racing and Simulation subverticals seeing install surges of 61% and 53%, respectively.
Monetization is shifting toward hybrid models combining in-app purchases and advertising, as in-app revenue grew 6% despite a marginal decline in overall consumer spending.
The global effective cost per install nearly doubled to $0.99 in 2023, while organic install shares dropped to 50% and median day-one retention softened to 28.3%.
RPG and Adventure games currently command the highest lifetime value and average revenue per monthly active user, particularly in mature markets like the United States and Japan.
Industry resilience to privacy changes is evidenced by a rise in global App Tracking Transparency opt-in rates to 39%.
Future growth strategies require balancing high acquisition costs in premium markets with the large-scale user potential found in emerging regions like India and Southeast Asia.