Market (Mobile)ยทUpdated Mar 17, 2026 by Tenjin
The mobile gaming industry is shifting from hyper-casual to hybrid-casual models, driven by declining ad revenue profitability and the impact of iOS App Tracking Transparency.
Developers are increasingly adopting in-app purchases and meta-gameplay components to replace the traditional reliance on pure advertising revenue.
Data from 2022 shows a consistent downward trend in ad impressions and eCPMs across both Android and iOS platforms, while in-app purchase volume grew.
The United States remains the primary market for both ad revenue and in-app purchases, while India leads in total Android installs, emphasizing the split between scale in emerging markets and monetization in Tier 1 regions.
AppLovin is the leading monetization channel by total ad revenue across both iOS and Android platforms.
Apple Search Ads holds the top position for retention and lifetime value on iOS, while Meta Audience Network and ironSource lead eCPM performance on Android and iOS, respectively.
Developers are increasingly moving toward self-publishing models to retain greater control over their assets as major publishers become more selective.
The mobile gaming industry is shifting from hyper-casual to hybrid-casual models, driven by declining ad revenue profitability and the impact of iOS App Tracking Transparency.
Developers are increasingly adopting in-app purchases and meta-gameplay components to replace the traditional reliance on pure advertising revenue.
Data from 2022 shows a consistent downward trend in ad impressions and eCPMs across both Android and iOS platforms, while in-app purchase volume grew.
The United States remains the primary market for both ad revenue and in-app purchases, while India leads in total Android installs, emphasizing the split between scale in emerging markets and monetization in Tier 1 regions.
AppLovin is the leading monetization channel by total ad revenue across both iOS and Android platforms.
Apple Search Ads holds the top position for retention and lifetime value on iOS, while Meta Audience Network and ironSource lead eCPM performance on Android and iOS, respectively.
Developers are increasingly moving toward self-publishing models to retain greater control over their assets as major publishers become more selective.