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User Acquisition
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Report
37 pages
Southeast Asia: Mobile Game Market Insights 2025
Southeast Asia is the world’s second-largest mobile gaming market by volume, recording 1.93 billion installs in early 2025, while ranking seventh globally in revenue at $625 million.
Indonesia is the region's primary volume driver with 870 million installs, whereas Thailand leads in monetization, generating $162 million in consumer spending.
Publishers based in Singapore and Vietnam have become a dominant global force, contributing over 5.8 billion installs to the international market through hypercasual and competitive titles.
Market Analysis
Mobile
Southeast Asia
+3
Sensor Tower
Jun 2025
Report
9 pages
Q2 2025 Gaming Ad Snapshot
Google Ads and Facebook Ads remain the dominant platforms for mobile gaming promotion in Q2 2025.
The active mobile gaming audience is composed of 61% males, 38.5% females, and 0.8% unclassified users.
High-performing mobile gaming ad assets demonstrate rapid scaling, with impressions growing from an average of 13 million to 47 million over their lifecycle.
In-Game Advertising
User Acquisition
Mobile
+1
MarketIQ
Jun 2025
Report
17 pages
Rewarded Returns
82% of developers using reward-based user acquisition report that these campaigns outperform traditional channels, with 79% noting stronger long-term retention from rewarded users.
77% of mid-sized mobile game developers in the US and UK have integrated reward-based campaigns into their strategies, with 59% planning to increase these budgets in 2025.
Fraud concerns for rewarded user acquisition have stabilized, with 47% of developers citing risks compared to 46% for traditional UA channels.
User Acquisition
Monetization
In-Game Advertising
+1
Almedia
Jan 2025
Report
35 pages
Guide to Growing Chinese Gaming Apps Overseas
Video advertising is the most effective monetization channel for Chinese developers in mature markets, currently yielding a 21% Day 7 return on ad spend.
Generative AI is being deployed at scale to automate the production of localized ad creatives, voice-overs, and performance-tested copy to reduce costs and speed up regional market entry.
Long-term player retention is increasingly driven by integrating social hangout spaces, customizable home systems, and minigames into core gameplay loops.
Market Analysis
Mobile
User Acquisition
+6
EA
Jan 2025
Report
80 pages
State of Mobile 2025: TikTok Edition
The mobile industry generated a record $150 billion in in-app purchase revenue in 2024, marking a 12.5% year-over-year increase despite a 1% decline in global downloads.
Artificial Intelligence is the primary industry catalyst, evidenced by a 200% revenue surge for AI chatbots and $1.3 billion in annual spend on generative AI applications.
The Productivity and Utility sector grew 35% to reach $15 billion in revenue, driven largely by the integration of AI tools.
Market Analysis
Monetization
User Acquisition
+1
Sensor Tower
Jan 2025
Report
41 pages
Mobile Growth and Monetization Report 2023
77% of players who make in-app purchases convert within the first two weeks, with the highest conversion efficiency achieved by pricing initial offers between $1 and $5.
Offerwalls contribute approximately 33% of total ad revenue and can increase day-7 to day-120 player retention by up to fivefold.
Multi-reward offerwall campaigns generate 60–82% of conversions and can yield up to $68 per completion, while delivering an average of $4.68 per converted user.
Monetization
User Acquisition
Market Analysis
+2
Unity
Jan 2025
Report
49 pages
Target. Connect. Engage: Driving Profitable App Growth with Revenue-Boosting Strategies
Integrating AppsFlyer’s measurement suite with TikTok’s advertising ecosystem enables brands to maximize ROAS through real-time attribution and privacy-compliant user acquisition.
Case studies demonstrate significant performance gains, including a 7x ROI for Burger King, a 44% conversion lift for Casas Bahia, and a 29% increase in in-app revenue for Carrefour.
App marketers should prioritize App Event Optimization (AEO) and Value-Based Optimization (VBO) to focus advertising spend on high-value user actions.
Monetization
Marketing
User Acquisition
+2
AppsFlyer
Jan 2025
Report
23 pages
The State of Puzzle Games: An Analysis of the Puzzle Category in Mobile Gaming
The hybridcasual puzzle model experienced a 430% revenue increase between early 2022 and early 2023, signaling a major shift in market structure.
Hybridcasual revenue in the 'pair' sub-genre grew from $7 million in Q1 2022 to $40 million in Q1 2023.
Traditional casual puzzle games are experiencing modest declines in both downloads and revenue despite maintaining overall market share through robust meta-features.
Market Analysis
Monetization
User Acquisition
+3
Sensor Tower
Jan 2025
Report
49 pages
Target, Connect, Engage: Driving Profitable App Growth
Mobile marketing strategy must shift from simple installation metrics to prioritizing high-value user engagement and long-term profitability to ensure sustainable growth.
Integrating Mobile Measurement Partners (MMPs) with platform-specific optimization tools is essential for navigating cross-channel journeys, mitigating ad fraud, and improving return on ad spend.
App Event Optimization and Value-Based Optimization are the primary methodologies for scaling performance through granular audience segmentation and real-time tracking.
Marketing
User Acquisition
Monetization
+2
King
Jan 2025
Report
46 pages
Japan Game Market Insights 2025
Domestic publishers maintain a dominant market position, capturing roughly one-third of total downloads and over 50% of all in-app purchase (IAP) revenue in Japan.
Anime-style intellectual property remains the primary revenue driver, accounting for 42% of total IAP revenue between January and July 2025.
Mobile action and strategy titles accounted for 63% of total digital advertising spend during the first half of 2025.
Market Analysis
Mobile
Japan
+1
Sensor Tower
Jan 2025
Report
71 pages
State of AI Apps Report 2025
Generative AI applications experienced explosive growth in H1 2025, reaching 1.6 billion downloads and $1.2 billion in in-app purchase revenue.
Revenue growth significantly outpaced adoption, with a 200 percent increase in in-app purchase revenue and a 67 percent rise in downloads compared to H2 2024.
The user base is heavily skewed toward younger males, with approximately 60 percent of users being male and nearly 70 percent under the age of 35.
Market Analysis
AI
Monetization
+2
Sensor Tower
Jan 2025
Report
40 pages
The Gaming App Insights Report: 2025 Edition
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%).
Global ATT opt-in rates reached 37.9% in Q1 2025, with arcade titles showing significant growth from 42.4% to 59.3%.
Advertising 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%.
Market Analysis
User Acquisition
Mobile
+2
Adjust
Jan 2025
Report
28 pages
2025 State of Mobile Gaming: In-App Purchase Trends of Leading Apps
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.
Monetization
User Acquisition
Retention
+2
Moloco
Jan 2025
Report
40 pages
Gaming App Insights Report: 2025 Edition
Global mobile-gaming app installs grew by 4% year-over-year in 2024, signaling a recovery from 2023 market volatility.
Monetization is under pressure as median revenue per active user declined from $0.31 to $0.28.
User retention metrics weakened in 2024, with day-1 retention falling to 27% from the previous year's 28%.
Market Analysis
Monetization
User Acquisition
+2
Adjust
Jan 2025
Report
40 pages
The Gaming App Insights Report 2025: Unlocking Growth Opportunities for Mobile Marketers
The mobile gaming market is projected to reach $126.1 billion in revenue by 2025, driven by a shift toward hybrid monetization and AI-powered personalization.
Global install volume grew by 4% in 2024, but growth is geographically polarized with stagnation in North America and Europe contrasted by expansion in Latin America and the MENA region.
Global App Tracking Transparency (ATT) opt-in rates remain low at 37.9%, with the United States market stagnant at a 32% opt-in rate.
Market Analysis
Mobile
User Acquisition
+5
GamingReport
Jan 2025
Report
34 pages
The Mobile App Growth Report: 2025 Edition
Global mobile app installs grew 11% year-over-year in 2025, with user sessions increasing by 10% as the industry shifts from volume-based acquisition to value-driven retention.
The Asia-Pacific region is the primary driver of global growth with a score of 45, led by India, which holds a national growth score of 49 and a gaming-specific growth score of 52.2.
Gaming remains the dominant global vertical, with Latin American and Middle Eastern markets projected to reach revenue milestones of $35.9 billion and $3.73 billion respectively by 2030.
Market Analysis
User Acquisition
Global
+1
Adjust
Jan 2025
Report
20 pages
The Importance of Wishlists in 2025: Do Wishlists Matter?
Steam wishlists are a primary indicator of commercial success, showing a 70% correlation between pre-launch counts and first-month unit sales.
The 100,000-wishlist threshold is the critical benchmark required to reliably forecast a breakout performance for a new title.
The vast majority of games launch with fewer than 10,000 wishlists, reflecting a highly top-heavy distribution of pre-launch momentum.
Market Analysis
Marketing
User Acquisition
+3
Video Game Insights
Jan 2025
Report
36 pages
Intelligence Top Mobile Games Challenges: A User Acquisition, Ad & Product Monetization Report
Market saturation and rising costs per installment are the primary obstacles for 41% of user acquisition managers, driven by intense competition from non-gaming entities.
Product managers are prioritizing LiveOps as their most significant challenge, with nearly 30% ranking it above traditional concerns like game economy balancing or prototyping.
The industry is shifting away from high-volume acquisition toward sustainable growth models that prioritize long-term user retention and lifetime value maximization.
Monetization
User Acquisition
In-Game Advertising
+2
AppLovin
Jan 2025
Report
71 pages
Insights into Global Mobile Game Marketing & Ad Spend Trends for H1 2024
Monthly active advertisers in mobile gaming grew 33.7% year-over-year in H1 2024, surpassing 55,000 total advertisers.
Rewarded playtime has become a primary monetization driver, generating eCPMs 2.7 times higher than standard ad formats.
Video remains the dominant ad medium at 77% of total formats, though average monthly creatives per advertiser dropped to 105 as AI-generated imagery gains traction.
Marketing
Advertising
User Acquisition
+2
SocialPeta
Jun 2024
Report
35 pages
Store Intelligence Data Digest: Q4 2023
Global mobile app downloads fell 6% year-over-year in Q4 2023 to 33.4 billion, driven by an 8% decline in Google Play installs despite a 1.3% increase in iOS downloads.
India remains the world's largest mobile market with 6.1 billion downloads, though Google Play installs in the region declined by 13% while iOS adoption grew.
TikTok reclaimed the top spot for global downloads following an 80% surge in China, while Temu dominated Western markets but struggled with user stickiness, maintaining daily engagement rates below 20%.
Market Analysis
Mobile
Global
+1
Sensor Tower
Mar 2024
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