Market (Mobile)ยทUpdated Mar 17, 2026 by AppLovin
Market saturation and rising costs per installment are the primary obstacles for 41% of user acquisition managers, driven by intense competition from non-gaming entities.
Product managers are prioritizing LiveOps as their most significant challenge, with nearly 30% ranking it above traditional concerns like game economy balancing or prototyping.
The industry is shifting away from high-volume acquisition toward sustainable growth models that prioritize long-term user retention and lifetime value maximization.
Monetization teams are struggling with declining eCPM values and are under pressure from executives to innovate new revenue streams beyond traditional advertising.
Effective user segmentation is the most widespread concern for monetization teams, necessitating the use of artificial intelligence to achieve deeper audience personalization.
Commercial viability in the 2025 mobile market increasingly depends on revenue diversification, specifically through the adoption of subscription models and alternative storefronts.
Market saturation and rising costs per installment are the primary obstacles for 41% of user acquisition managers, driven by intense competition from non-gaming entities.
Product managers are prioritizing LiveOps as their most significant challenge, with nearly 30% ranking it above traditional concerns like game economy balancing or prototyping.
The industry is shifting away from high-volume acquisition toward sustainable growth models that prioritize long-term user retention and lifetime value maximization.
Monetization teams are struggling with declining eCPM values and are under pressure from executives to innovate new revenue streams beyond traditional advertising.
Effective user segmentation is the most widespread concern for monetization teams, necessitating the use of artificial intelligence to achieve deeper audience personalization.
Commercial viability in the 2025 mobile market increasingly depends on revenue diversification, specifically through the adoption of subscription models and alternative storefronts.