Market (Mobile)·Updated Mar 17, 2026 by Moloco
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.
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.