Updated Mar 17, 2026 by Adjust
Global mobile-gaming app installs grew by 4% year-over-year in 2024, signaling a recovery from 2023 market volatility.
Monetization is under pressure as median revenue per active user declined from $0.31 to $0.28.
User retention metrics weakened in 2024, with day-1 retention falling to 27% from the previous year's 28%.
Advertising efficiency has improved, evidenced by higher installs per mille (IPM) and stronger performance indicators across major global markets.
Average session lengths contracted in 2024, contributing to a modest overall decline in core user engagement metrics.
Future growth is projected to rely on AI-driven personalization, including adaptive difficulty, blended monetization, and live events to increase lifetime value.
Global mobile-gaming app installs grew by 4% year-over-year in 2024, signaling a recovery from 2023 market volatility.
Monetization is under pressure as median revenue per active user declined from $0.31 to $0.28.
User retention metrics weakened in 2024, with day-1 retention falling to 27% from the previous year's 28%.
Advertising efficiency has improved, evidenced by higher installs per mille (IPM) and stronger performance indicators across major global markets.
Average session lengths contracted in 2024, contributing to a modest overall decline in core user engagement metrics.
Future growth is projected to rely on AI-driven personalization, including adaptive difficulty, blended monetization, and live events to increase lifetime value.