Updated Mar 17, 2026 by Adjust
Global mobile app installs grew 11% year-over-year in 2025, with user sessions increasing by 10% as the industry shifts from volume-based acquisition to value-driven retention.
The Asia-Pacific region is the primary driver of global growth with a score of 45, led by India, which holds a national growth score of 49 and a gaming-specific growth score of 52.2.
Gaming remains the dominant global vertical, with Latin American and Middle Eastern markets projected to reach revenue milestones of $35.9 billion and $3.73 billion respectively by 2030.
In high-cost markets like North America, profitability now relies on maximizing average revenue per user and utilizing AI-driven analytics to optimize marketing spend.
Hyper-casual and hybrid-casual subgenres are the most potent gaming categories, particularly within emerging markets.
Success in the current landscape requires localized content strategies, evidenced by the specific rise of card and arcade gaming segments in Türkiye.
Western markets show a diversified app ecosystem where functional utilities and content-driven publications maintain consistent engagement alongside gaming.
Global mobile app installs grew 11% year-over-year in 2025, with user sessions increasing by 10% as the industry shifts from volume-based acquisition to value-driven retention.
The Asia-Pacific region is the primary driver of global growth with a score of 45, led by India, which holds a national growth score of 49 and a gaming-specific growth score of 52.2.
Gaming remains the dominant global vertical, with Latin American and Middle Eastern markets projected to reach revenue milestones of $35.9 billion and $3.73 billion respectively by 2030.
In high-cost markets like North America, profitability now relies on maximizing average revenue per user and utilizing AI-driven analytics to optimize marketing spend.
Hyper-casual and hybrid-casual subgenres are the most potent gaming categories, particularly within emerging markets.
Success in the current landscape requires localized content strategies, evidenced by the specific rise of card and arcade gaming segments in Türkiye.
Western markets show a diversified app ecosystem where functional utilities and content-driven publications maintain consistent engagement alongside gaming.