ReportAdjust
The Gaming App Insights Report: 2025 Edition
1 Jan 202540 pages~36 min full read
Mobile gaming is projected to generate $126.1 billion in 2025, capturing 49% of total global gaming revenue compared to console (28%) and PC (23%).
See it on page 3Global ATT opt-in rates reached 37.9% in Q1 2025, with arcade titles showing significant growth from 42.4% to 59.3%.
See it on page 11Advertising efficiency improved in 2024 as median cost per install fell from $0.38 to $0.36, while click-through rates increased from 7% to 9%.
See it on page 27Despite improved ad performance, monetization metrics declined, with average revenue per monthly active user (ARPMAU) falling from $0.31 to $0.28.
See it on page 37Growth in mobile gaming is shifting toward LATAM and MENA regions, with Indonesia (58.6%) and Malaysia (51.9%) leading in privacy compliance opt-in rates.
See it on page 12Casino and strategy genres are currently the primary exceptions to the broader industry decline in revenue-per-user metrics.
See it on page 36The 2025 Gaming App Insights Report presents a resilient mobile gaming market that rebounded strongly in 2024, projecting global revenue of $126.1 billion for 2025 and a 49% share of total gaming revenue, eclipsing console (28%) and PC (23%). AI‑driven personalization, dynamic monetization models, and cross‑platform play emerge as key drivers of higher retention, session length, and in‑app spending, particularly within battle royale and strategy genres. New acquisition channels—TikTok, connected TV, and influencer marketing—are reshaping player discovery, while studios that invest in AI for predictive churn mitigation and long‑term relationship building are positioned to capture the largest growth opportunities, especially as mobile gaming expands into LATAM and MENA regions.
Privacy compliance shows modest improvement, with global ATT opt‑in rates rising to 37.9 % in Q1 2025; arcade titles lead the surge (42.4 → 59.3 %). Regional gains are strongest in Indonesia (58.6 %) and Malaysia (51.9 %), whereas markets such as the UAE, Japan, Saudi Arabia, and the Philippines experienced slight declines. Despite these gains, compliance remains uneven across genres and geographies.
Advertising performance improved in 2024: installs per mille increased from 8.1 to 8.86, click‑through rates rose from 7 % to 9 %, and median cost per install fell slightly (0.38 → 0.36 USD). Median cost per mille dropped to $3.41, indicating more efficient ad spend. However, revenue‑per‑user metrics declined overall—ARPM fell across most categories and ARPMAU dropped from $0.31 to $0.28—though casino and strategy games bucked the trend with higher monetization.
The report concludes that mobile gaming’s next growth wave will hinge on AI‑driven, culturally tailored experimentation and hyper‑personalized user journeys. Precise targeting—through dynamic difficulty, hybrid monetization, and live events—combined with community‑building tactics drives higher lifetime value. Teams that leverage cross‑platform measurement and analytics to iterate on data‑driven decisions will be best positioned to scale and shape the future of mobile gaming.
