Global Mobile Games in October 2025: Advertising, Revenue, and Download Trends

The October 2025 snapshot of the global mobile gaming market highlights a resurgence of line‑drawing puzzle mechanics, with Tile Explorer from Oakever Games leading download growth on Google Play after a sharp 13 % month‑over‑month increase. Advertising activity for this title peaked at 4,250 unique creatives on October 2, underscoring the effectiveness of performance‑focused user acquisition campaigns. Concurrently, the Miracle MU franchise continues to expand its IP footprint; Webzen’s idle RPG MU: Pocket Knights launched in September and achieved 12,000 deduplicated ad creatives across platforms by October. Video ads dominated the creative mix (62.5 %), with vertical 720×1280 formats and AI‑voiced abstract storytelling gaining traction. The game’s promotional strategy mirrors contemporary gacha models, offering 20,000 free diamonds on launch and daily login rewards for the first week.

Revenue trends diverge between app stores. On the App Store, Royal Match remains the top earner with $77 million in October, up 5.7 % from September, while Color Block Jam generated $10 million despite a 4.1 % decline. Google Play saw eFootball™ from KONAMI surge to $12 million, a 44.3 % month‑over‑month rise, and Scopely’s Monopoly GO! posted $52 million, up 8.7 %. Download leaders also differ: Block Blast! topped App Store downloads with 5.1 million installs (+5.7 %), and Hole.io maintained steady traffic at roughly 2 million downloads. On Google Play, Tile Explorer’s 9 million installs (+13 %) and Magic Fashion: Doll Dressup’s 6.2 million downloads (+1.3 %) illustrate the continued appeal of casual and dress‑up genres.

The data, sourced from SocialPeta’s global advertising analytics, covers all major markets in October 2025 and includes deduplicated creative counts, platform‑specific revenue figures, and download volumes. Methodologically, the report aggregates ad spend, creative distribution, and in‑app purchase revenue across both Apple’s App Store and Google Play, providing a comprehensive view of performance drivers for mobile game publishers during the month.