ReportXsolla
The Xsolla Report: State of Play Q2 2025
1 Jun 202528 pages~44 min full read
Mobile gaming is the industry's primary revenue driver, projected to reach $126 billion in 2025 with a total segment forecast of $150 billion.
See it on page 15Following the April 2025 Epic Games v. Apple court order, developers can now utilize direct-to-consumer web-shops to retain up to 95% of transaction value, with early adopters seeing millions in revenue recovery.
See it on page 7Hybrid monetization models—combining in-app purchases, advertising, and subscriptions—are used by 72% of developers and account for approximately 75% of total mobile revenue.
See it on page 20Global mobile user engagement reached 4.2 trillion hours in 2024, while the United States market alone generated $52 billion in in-app purchase sales.
See it on page 12Regulatory reforms in major markets including the EU, US, Japan, South Korea, and China are mandating alternative storefronts and increased transparency to dismantle traditional app-store monopolies.
See it on page 10Live-ops-driven hybrid-casual titles are currently delivering a 30% year-over-year growth rate.
See it on page 21Mobile gaming has become the dominant engine of the global video‑game market, now accounting for more than half of total industry revenue and projected to exceed $126 billion in 2025, with an overall forecast of $150 billion for the segment. The surge is driven by unprecedented user engagement—4.2 trillion hours of app usage in 2024—and a rapid shift toward direct‑to‑consumer (D2C) commerce following the April 2025 court order in Epic Games v. Apple, which obliges iOS platforms to permit external web‑shops and allows developers to retain up to 95 % of transaction value. Early adopters report revenue recoveries measured in millions and a 60 % increase in user engagement for high‑volume titles.
Regulatory reforms across the EU, United States, Japan, South Korea and China are dismantling traditional app‑store monopolies, mandating alternative storefronts, transparent odds disclosure and the elimination of hidden fees. Despite tighter oversight, the mobile ecosystem remains robust, with the United States generating roughly $52 billion in in‑app‑purchase sales, while emerging markets in Latin America, Southeast Asia and Saudi Arabia expand the geographic footprint. Hybrid monetisation—combining in‑app purchases, advertising and subscriptions—is employed by 72 % of developers and now represents about three‑quarters of mobile revenue; live‑ops‑driven hybrid‑casual titles are delivering a 30 % year‑over
