ReportMoloco
2025 State of Mobile Gaming: In-App Purchase Trends of Leading Apps
1 Jan 202528 pages~17 min full read
Global IAP revenue grew by 4% in 2024 despite flat install volume, driven by a 6% increase in both install-to-payer conversion rates and Day 90 ARPPU.
The top 5% of players generate 48% of total revenue, with a hyper-niche segment of U.S. iOS users (0.02% of global installs) accounting for 20% of all global gaming revenue.
Competition for high-value spenders has intensified, causing bid prices for the top 1% of iOS users to surge by 140% year-over-year.
iOS now dominates the market, generating 55% of global IAP revenue, while emerging markets and the Rest of World (ROW) saw iOS revenue growth of 31% and 19% respectively.
Top-performing advertisers are countering rising acquisition costs by investing 5x more in interactive playable creatives and 3x more in re-engagement campaigns than the industry average.
The industry is shifting toward a hybrid model that integrates casual gameplay mechanics with deep IAP structures to maximize long-term player lifetime value.
The 2025 State of Mobile Gaming report analyzes the transition of the mobile gaming industry into a new growth phase characterized by refined monetization and sophisticated user acquisition. Based on an anonymized dataset of 100 leading global gaming advertisers and Sensor Tower estimates spanning 24 months, the analysis tracks the evolution of In-App Purchase (IAP) trends across 2.3 billion projected players.
The findings indicate that while global install volume remained flat in 2024, IAP revenue grew by 4%. This growth is driven by a 6% increase in install-to-payer conversion rates and improved long-term monetization, with Day 90 Average Revenue Per Paying User (ARPPU) rising by 6%. A significant shift in platform dominance has occurred, with iOS now generating 55% of global IAP revenue. High-value users represent a critical concentration of wealth; specifically, the top 5% of payers generate 48% of total revenue. In the United States, a mere 0.02% of global installs—representing high-spending iOS users—account for 20% of total global gaming revenue.
Market dynamics show fierce competition for these spenders, with the top 1% of iOS winning bid prices increasing by 140% year-over-year. To counter rising costs in mature markets like the U.S. and Tier 1 regions, leading advertisers are diversifying into the Rest of World (ROW) and emerging markets, where iOS revenue grew by 19% and 31% respectively.
Successful strategies among the top five advertisers include a heavy reliance on Return on Ad Spend (ROAS) optimization, a 5x higher investment in interactive playable creatives, and a 3x greater focus on re-engagement campaigns compared to the broader industry. The report concludes that the industry is moving toward a hybrid model where casual gameplay mechanics are blended with deep IAP structures to maximize lifetime value across a global audience.
