Market (Overall)·Updated Apr 8, 2026 by Tenjin
The mobile gaming market is shifting away from pure hyper-casual models toward hybrid strategies that combine ad revenue with in-app purchases (IAP) to counter declining profitability.
Profitability in the hyper-casual sector has been negatively impacted by iOS App Tracking Transparency, post-COVID user behavior shifts, and higher publisher thresholds for hit metrics.
The United States leads global eCPM earnings across both Android and iOS, while India holds the top position for total ad impressions and IAP volume.
Apple Search Ads is the dominant ad network on iOS, occupying three of the top-ranked positions, whereas Applovin leads the Android advertising landscape.
IronSource and Meta are the top-performing networks for revenue generation across both Android and iOS operating systems.
Developers are increasingly moving toward self-publishing and integrating meta-gameplay elements to diversify monetization and improve long-term value (LTV) outcomes.
The mobile gaming market is shifting away from pure hyper-casual models toward hybrid strategies that combine ad revenue with in-app purchases (IAP) to counter declining profitability.
Profitability in the hyper-casual sector has been negatively impacted by iOS App Tracking Transparency, post-COVID user behavior shifts, and higher publisher thresholds for hit metrics.
The United States leads global eCPM earnings across both Android and iOS, while India holds the top position for total ad impressions and IAP volume.
Apple Search Ads is the dominant ad network on iOS, occupying three of the top-ranked positions, whereas Applovin leads the Android advertising landscape.
IronSource and Meta are the top-performing networks for revenue generation across both Android and iOS operating systems.
Developers are increasingly moving toward self-publishing and integrating meta-gameplay elements to diversify monetization and improve long-term value (LTV) outcomes.