Global Mobile Games in July 2025: Advertising, Revenue, and Downloads

The July 2025 snapshot of the global mobile gaming market highlights a mix of steady performers and event‑driven surges. In advertising, Block Crush! dominated the top spot with 12,000 deduplicated ad creatives and an estimated 52.3 million impressions, driven by high‑frequency vertical video formats in English and a few supplementary languages. Color Block Jam followed closely, deploying 6,300 creatives that generated roughly 31 million impressions over a 29‑day campaign. Both titles illustrate the continued strength of casual puzzle formats, with Tetris‑style mechanics and color‑block puzzles capturing large audiences.

Revenue data from the App Store shows Last War leading with $87 million, a 14.5 % month‑on‑month rise, while Royal Match maintained its top‑three position with $83 million (+6.4 %). Honkai: Star Rail re‑entered the top 10, pulling in $31 million (+342.9 % MoM) thanks to a high‑profile Fate collaboration and popular characters. On Google Play, Free Fire generated $20 million (+11.8 % MoM) during its eighth‑anniversary event and a second Naruto collaboration, whereas 리니지M and GODDESS OF VICTORY: NIKKE posted $36 million and $14 million respectively, both benefiting from seasonal or crossover events.

Download figures underscore the dominance of U.S. markets for free titles: Fortnite Mobile captured about 2 million App Store downloads, while My Talking Tom Friends 2 achieved 11 million Google Play installs with a significant U.S. share (18.2 %). Puzzle titles such as Block Blast! and Tile Explorer also saw strong uptake, with 10 million and 15 million installs respectively, the latter driven by Indian users (22.7 %). Overall, July 2025 demonstrated that well‑timed collaborations and localized ad strategies can produce sharp revenue spikes, while casual puzzle games continue to command high download volumes across both major app stores.