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2025 Global Mobile Game Marketing Insights & Creative Breakdown

The 2025 Global Mobile Game Marketing Insights & Creative Breakdown provides a comprehensive analysis of the mobile advertising landscape, focusing on the evolution of ad creatives across more than 80 countries and 80 ad channels. Utilizing data from SocialPeta and Reforged Labs, the findings cover over 1.6 billion creatives and 10,000 tracked mobile games between January 2024 and October 2025. The primary thesis suggests that the mobile market is experiencing a significant surge in creative volume and a rapid shift toward AI-driven production to combat creative fatigue and rising competition. Key data points indicate that the average monthly creatives per advertiser rose to 123 in 2025, a nearly 20% year-over-year increase. New creatives now account for 58% of total monthly ads, peaking at over 60% in October. Geographically, North America and the Hong Kong, Macao, and Taiwan regions lead in total creative volume, while Europe maintains the highest refresh rate for new content. From a genre perspective, Strategy Games (SLGs) dominate advertising intensity with 325 monthly creatives per advertiser, while Casino games lead in creative turnover, with new assets making up 65.6% of their monthly output. The analysis highlights a clear platform divide, with Android hosting 77.6% of total creatives compared to 22.4% on iOS. Hard-core games represent the largest share of iOS creatives at 34.7%, whereas light games are more prevalent on Android. Video remains the dominant format, particularly for Puzzle games, where it accounts for 83.5% of ads. Furthermore, the industry has reached a tipping point in automation, with over 90% of advertisers now utilizing AI to generate scenes, characters, or scripts. Case studies of top performers like Royal Match and Monopoly GO! emphasize that successful marketing currently relies on "hook" innovation—such as diegetic sound, tactile satisfaction, and subverting brand expectations—to maintain high return on ad spend in an oversaturated market.

marketing advertising creative-ads+2

SocialPeta & Reforged LabsJan 2025

Report

Reclaiming the Game Distribution Landscape

This analysis examines the shifting dynamics of the mobile game distribution market as of Summer 2025, focusing on the transition from a duopoly dominated by Apple and Google toward a more diverse ecosystem of alternative app stores. The central thesis posits that the industry is at a critical "reset" point where developers are increasingly seeking to reclaim control over their revenue, discoverability, and platform policies. By diversifying distribution strategies, game makers aim to bypass high fees and restrictive environments that have historically stifled commercial and creative potential. The findings are based on a survey of 304 senior-level mobile game development professionals from the United States and United Kingdom, all of whom work at companies with 250 or more employees. The research was conducted in April 2025 by Atomik Research on behalf of Aptoide. The data reveals significant industry dissatisfaction: 67% of developers are concerned about over-reliance on the two major stores, 51% cite high fees as a primary pain point, and 50% believe the dominant platforms unfairly prioritize their own services. Despite the current dominance of the major stores—which still account for roughly 87% of revenue for the majority of respondents—there is a clear trend toward adoption of alternative platforms. Approximately 74% of developers expect alternative stores to be a standard part of their distribution mix within five years. Furthermore, 73% of respondents anticipate double-digit revenue growth from these alternative channels. Key perceived benefits include access to new user bases (42.8%), greater policy freedom (42.4%), and improved discoverability through curated content and better marketing support. The scope of the analysis covers the global mobile gaming industry with specific emphasis on the US and UK markets. It concludes that while the Apple and Google stores remain essential for reach, the rise of alternative stores and direct-to-consumer webshops offers a necessary path for growth, risk reduction, and improved profit margins in an increasingly competitive landscape.

market-analysis mobile global+1

AptoideJan 2025

Report

Growth of the Korean Emoticon Market: A New Distribution and Expansion Method for the K-Character Industry

The Korean emoticon market has evolved from a peripheral messaging feature into a multi‑billion‑won character‑IP industry, now valued at roughly KRW 1.5 trillion (≈US$1.2 trillion). This transformation is anchored by KakaoTalk, whose emoticon platform expanded from an initial KRW 100 billion base in the early 2010s to a dominant revenue stream that underpins a broader ecosystem of licensed characters and digital content. Over the past fourteen years, more than 850 000 distinct emoticons have been released, generating in excess of 300 billion individual sends, illustrating both high user engagement and the low‑sensitivity nature of the market’s cash flow. The core of this growth lies in the development of unique intellectual‑property (IP) assets such as KakaoFriends and LINE Friends. These brands have transcended simple sticker usage to become central brand assets that are licensed across a spectrum of media, including merchandise, mobile games, animation, and information‑communication‑technology services. By converting emoticons into high‑value IP, companies have created diversified revenue channels that extend well beyond the messaging platform itself. Export potential is accelerating, driven by corporate collaborations and strategic international expansion. Partnerships with established IP owners enable Korean firms to tap into global distribution networks, while the modular nature of emoticon‑based branding facilitates rapid adaptation to foreign markets. The overall trajectory suggests that the emoticon sector will continue to serve as a catalyst for the broader K‑character industry, reinforcing Korea’s position as a leading exporter of digital cultural content.

market-analysis monetization south-korea+1

KOCCA – Korea Creative Content AgencyJan 2025

Financial

FY25 Interim Financial Results for the Period 1 June 2024 to 30 November 2024

Frontier Developments achieved a significant financial turnaround during the first half of fiscal year 2025, covering the period from June 1 to November 30, 2024. Revenue reached £47.3 million, representing a 19% increase in underlying sales compared to the previous year. This growth, coupled with a 25% reduction in operating expenses following a strategic restructuring, shifted the company from a £4.9 million loss to an Adjusted EBITDA profit of £4.4 million. The company’s financial health is further evidenced by a gross margin improvement to 70% and a robust cash balance that grew to £30.5 million by December 2024. The recovery is anchored by a refined strategy focusing on the Creative Management Simulation (CMS) genre. The successful launch of Planet Coaster 2 served as a primary catalyst, selling over 400,000 units and generating more than £13 million in revenue within its first two months. This performance was bolstered by a resilient back catalogue and a notable resurgence in Elite Dangerous, where downloadable content revenue more than doubled year-over-year due to enhanced monetization and player engagement. The Jurassic World Evolution franchise also remains a cornerstone of the portfolio, having generated over £261 million in lifetime revenue to date. Looking ahead, the development pipeline is structured to release one major CMS title annually through fiscal year 2027. Key upcoming milestones include a third Jurassic World game scheduled for fiscal year 2026 to align with the theatrical release of Jurassic World Rebirth, followed by an unannounced CMS title in fiscal year 2027. While these forward-looking projections remain subject to market risks and the inherent volatility of the gaming industry, the current trajectory suggests a period of sustained profitability driven by disciplined cost management and a concentrated focus on core genre expertise.

investment market-analysis uk

Frontier DevelopmentsJan 2025

Report

Interview with Kim Yoo, License Manager at Bandai Namco Korea

The Japanese character market has evolved from a niche subculture into a mainstream value chain driven by a diverse demographic of high-spending fans. While male consumers maintain a strong presence in the traditional collectible figure segment, women in their 20s and 30s have emerged as a dominant force, shifting market demand toward lifestyle goods, customizable plush toys, and shareable social media content. This transformation is fueled by the global reach of streaming platforms, the normalization of fandom culture through K-pop, and an increasing consumer preference for immersive offline experiences such as pop-up stores and collaboration cafés. Strategic success in this landscape requires a dual-track approach that balances mass-market accessibility with premium, limited-edition offerings. Current growth is heavily concentrated in cross-category collaborations where character intellectual properties intersect with fashion, digital goods, and the music industry. Navigating this market necessitates a deep understanding of multi-tiered licensing structures and a commitment to protecting the narrative integrity, or worldview, of each IP. Establishing long-term credibility through disciplined execution remains a prerequisite for international partners seeking to enter this competitive ecosystem. Looking toward 2026, the industry is moving toward a hybrid model that prioritizes experiential content and convergence-driven trends. To remain competitive, businesses must develop the agility to identify these shifts early and execute initiatives swiftly. The integration of character IPs into broader cultural sectors like exhibitions and music suggests that the future of the market lies in creating holistic brand experiences rather than simple product manufacturing. This evolution underscores the necessity for strategic flexibility and rapid response to the changing tastes of a globalized fandom.

market-analysis player-demographics game-publishing

KOCCA – Korea Creative Content AgencyJan 2025

Report

Association of Swedish Game Developers: 2024 Report

The 2024 overview of Sweden’s games industry presents a comprehensive assessment of the sector’s performance, challenges, and forward‑looking dynamics within the Swedish market. It argues that, despite a noticeable wave of studio closures, the industry remains resilient and is entering a phase of regeneration driven by regional clusters, targeted investment schemes, and internationally successful titles. Analysis of the year shows that development activity is increasingly concentrated in hubs such as Skövde, where new studios have emerged and produced world‑hit games like *Satisfactory*, a title that secured both D.I.C.E. and Golden Joystick awards. This creative output underscores Sweden’s capacity to generate globally competitive products even as legacy firms exit the market. Growth is attributed largely to coordinated programmes—including Redeye Gaming Day, Invest in Games, and the EU‑funded CDG‑Booster mentoring cohort—that channel capital, mentorship, and market access to emerging developers. The findings highlight a sector that, while contending with consolidation pressures, is expanding its export footprint and sustaining employment through the formation of new companies and the scaling of award‑winning projects. Investment in talent development and cluster formation emerges as a decisive factor in maintaining Sweden’s reputation as a leading European game‑development hub. Overall, the 2024 snapshot confirms that Sweden’s games industry, spanning development, publishing, and ancillary services, continues to generate significant economic value and cultural impact, positioning itself for sustained growth in the coming years.

market-analysis game-development employment+1

Spelplan-ASGDJan 2025

Report

Casual Games Report H1 2025

The casual mobile gaming landscape in the first half of 2025 exhibits a high degree of market concentration, with three specific genres—Puzzle, Simulation, and Lifestyle—accounting for 80% of total industry revenue. This dominance underscores a significant narrowing of consumer spending patterns, where established mechanics and high-engagement loops drive the vast majority of monetization. While the broader casual market continues to see a high volume of new releases, financial success is increasingly gated behind these top-performing categories, leaving a fragmented 20% of the market to be contested by all other sub-genres. Geographically, the data reflects a global trend toward consolidated spending, though Tier-1 markets in North America and Western Europe remain the primary engines for this revenue density. The findings suggest that the barrier to entry for sustainable profitability has risen, as the top three genres benefit from sophisticated live-ops strategies and aggressive user acquisition scaling that smaller genres struggle to replicate. This concentration indicates that developers are prioritizing proven monetization frameworks over experimental gameplay, leading to a more predictable but highly competitive environment for stakeholders. Methodological analysis of app store performance and consumer spending metrics during the six-month period reveals that the Puzzle genre remains the undisputed leader in value generation. The growth in Simulation and Lifestyle categories further points to a shift in player demographics toward audiences seeking long-term progression and social expression. Ultimately, the H1 2025 data confirms that the casual gaming sector is no longer a broad field of equal opportunity, but rather a top-heavy ecosystem where strategic alignment with the dominant trio of genres is essential for achieving significant commercial scale.

market-analysis monetization global+2

AppMagicJan 2025

Report

Mobile App Trends Spotlight Edition: Türkiye 2025

The mobile application economy in Türkiye is entering a high-growth, maturing phase, with total revenue projected to reach $1.65 billion by 2029. Ranking eighth globally for both total downloads and time spent in-app, the market is driven by a young, tech-oriented population and an 87% internet penetration rate. Analysis of data from January 2023 through July 2025 reveals that while the market is scaling globally, it maintains unique local characteristics across the gaming, finance, and e-commerce verticals. The gaming sector remains a primary driver, with installs growing 12% year-over-year in 2024. Hyper-casual games dominate install shares at 28.6%, yet music and action genres command the highest session engagement. Notably, Turkish users spend an average of 32.8 minutes per gaming session, surpassing both regional and global averages. However, retention rates in Türkiye tend to be lower than global benchmarks, with only 19% of users returning the day after installation compared to 26% globally. The finance and e-commerce sectors show similar trends of high engagement and rapid adoption of new technologies. Finance app installs surged 30% in the first half of 2025, supported by a high mobile banking adoption rate of 85%. In e-commerce, local developers maintain a strong foothold, creating 80% of the top shopping apps. While session lengths in these categories are gradually declining—potentially indicating more efficient user paths to purchase—retention rates for finance and shopping apps in Türkiye consistently outperform global medians. A significant emerging trend is the rapid rise of generative AI applications, which saw a 142.5% increase in downloads between 2023 and 2024. This growth is fueled by a strategic pivot of local hyper-casual game studios toward AI-first apps and the development of proprietary Turkish-language models. These findings suggest that Türkiye is transitioning from a regional player to a global powerhouse, characterized by a highly engaged user base and a robust ecosystem of domestic developers.

market-analysis player-behavior monetization+2

AdjustJan 2025

Report

Sports Tech Market 2025

The 2025 sports‑technology market experienced an unprecedented surge of private capital, with roughly 500 announced transactions totaling $14.3 billion. Early‑stage investments alone contributed about $8.8 billion, underscoring a robust pipeline of emerging innovators and a strong appetite among venture investors for nascent solutions across performance analytics, fan engagement, and digital infrastructure. This influx of funding reflects a broader confidence in the sector’s growth trajectory and its expanding role within the global sports ecosystem. Concurrently, the year was marked by a wave of mega‑valuations and record‑size mergers and acquisitions, most prominently the $10 billion acquisition of the Los Angeles Lakers and the $6.1 billion purchase of the Boston Celtics. These franchise deals, together with a $76 billion NBA media‑rights package, illustrate the escalating financial stakes attached to elite sports properties and the premium placed on content distribution platforms. Valuation metrics for traditional sports‑tech firms stabilized around an average EV/EBITDA multiple of 4.2× and a revenue multiple near 13×, indicating a mature market where profitability and top‑line growth are increasingly scrutinized by investors. Overall, the analysis captures a market that is both capital‑intensive and consolidation‑driven, with the United States serving as the focal point for high‑profile transactions while broader global trends echo similar patterns of investment and valuation. The data suggest that continued inflows of private capital, coupled with strategic M&A activity, will shape the competitive landscape and set valuation benchmarks for the next phase of sports‑technology development.

market-analysis mergers-acquisitions investment+1

Drake Star PartnersJan 2025

Report

Mobile Gaming Benchmarks 2025

This analysis provides a comprehensive overview of mobile gaming performance metrics for the 2024 calendar year. Based on data from 11,600 games and approximately 1.48 billion monthly active users, the findings offer a global perspective on player retention, engagement, and regional behavioral trends across both iOS and Android platforms. The data indicates a general decline in retention compared to the previous year. Day 1 retention for the top 25% of games fell to between 26% and 28%, while 75% of all games failed to maintain a Day 28 retention rate above 3%. Platform-specific data shows that iOS consistently outperforms Android in early retention, though Android users typically engage in more frequent daily sessions. Engagement metrics reveal a median daily playtime of 22 minutes, though top-tier immersive titles can exceed four hours. Geographic analysis highlights significant cultural variations in playstyles. The Middle East leads globally in retention across all milestones, while Africa and Asia show the highest session counts despite lower retention and shorter individual sessions. Conversely, North America and Oceania favor a "fewer but longer" approach, characterized by lower session counts but the longest average session lengths. Genre-specific performance remains distinct, with Board, Card, and Puzzle games maintaining the highest long-term loyalty. While Multiplayer games achieve the longest individual session lengths due to their immersive nature, they struggle with the lowest overall retention rates. These benchmarks serve as a baseline for developers to evaluate game health, optimize user acquisition costs, and refine monetization strategies through improved content pacing and onboarding.

market-analysis player-behavior retention+2

GameAnalyticsJan 2025

Report

State of African Games Industry: H1 2025

The African games industry entered 2025 showing significant resilience and localized growth despite global macroeconomic headwinds. The sector is currently defined by a mobile-first landscape, where smartphone penetration has reached 52% across the continent, driving a projected annual revenue of $1.2 billion for the first half of the year. This growth is primarily concentrated in the "Big Four" markets—Egypt, South Africa, Nigeria, and Kenya—which collectively account for over 70% of the continent’s total gaming revenue and active player base. Strategic shifts in monetization have become a central theme, as developers move away from traditional premium models toward hybrid monetization strategies. In-app advertising and localized microtransactions, facilitated by integrated mobile money solutions like M-Pesa and Flutterwave, have seen a 15% year-over-year increase in adoption. This shift addresses the low credit card penetration in the region and allows studios to better capture value from a player base that is expected to exceed 200 million active users by the end of June 2025. Investment trends indicate a maturing ecosystem, with venture capital increasingly flowing into infrastructure and publishing rather than just individual game development. The rise of pan-African publishing houses has helped bridge the gap between local talent and global distribution, resulting in a 20% increase in African-developed titles appearing on international storefronts. While talent retention remains a challenge due to international competition, the proliferation of local game jams and specialized educational programs in hubs like Lagos and Cape Town is steadily building a sustainable pipeline of technical and creative professionals.

market-analysis monetization mobile+1

Games Industry AfricaJan 2025

Report

Newzoo Hypercasual Mobile Game Genre Report: Eastern vs Western Markets

Hypercasual mobile games represent a significant and evolving segment of the global gaming industry, accounting for 36 of the top 100 downloaded mobile games in 2021. While the genre is characterized by simple mechanics and high accessibility, it has faced increasing competition, leading to a shift toward hybrid-casual models. These newer titles incorporate meta-features and live operations to improve player retention, which typically falls below 10% by the seventh day for standard hypercasual titles. The market demonstrates distinct regional variations, with hypercasual games enjoying significantly higher popularity in Western markets like the United States and United Kingdom compared to Japan and South Korea. In 2021, runner and racing subgenres overtook simulation and puzzle titles as the most downloaded categories. Demographically, hypercasual players across key markets skew male, are often full-time employees with mid-to-high incomes, and are younger than the average mobile gamer. Monetization remains primarily driven by in-game advertising, with interstitial video identified as the most adopted format, followed by rewarded videos and banner ads. However, hybrid monetization is rising, with developers increasingly offering in-app purchases for ad removal or exclusive content. Data from 2021 indicates that the hypercasual sector is highly dynamic; only eight of the top 36 hypercasual titles from 2020 remained in the top rankings the following year. To maintain growth, publishers are leveraging broad targeting strategies that are less affected by privacy changes like IDFA and are utilizing sophisticated retention optimization tools to acquire loyal users.

market-analysis player-demographics hypercasual+1

NewzooJan 2025

Report

Mobile Growth and Monetization Report 2023

The report establishes that mobile game monetization is most effective when focused on early‑stage conversion and strategic ad placement. Analysis of 31 billion in‑app purchase events shows that 77 % of players who convert do so within the first two weeks, with currencies and limited‑time sales accounting for 22–23 % and 15–20 % of revenue respectively. Pricing the first purchase between $1 and $5 maximizes conversion efficiency, while targeting tier‑2 markets and deploying offerwalls can further enhance retention. Rewarded‑ad data, derived from 31 billion monthly impressions and 158 million installs, identifies high‑engagement placements between levels, in the IAP store, and lobby screens. Extra‑reward, currency, and gacha offers drive the greatest engagement. Offerwalls contribute roughly 33 % of total ad revenue, delivering about $4.68 per converted user; multi‑reward offers generate 60–82 % of conversions and can yield up to $68 per completion. These insights suggest that placing high‑visibility rewarded ads and integrating offerwalls can simultaneously boost retention and monetization. Complementary tactics such as custom store pages further improve player engagement. Offerwall conversions can increase day‑7 to day‑120 retention by up to fivefold, especially for high‑engagement segments. Custom store pages allow developers to align in‑game messaging with ad creatives, reducing resource costs and enhancing conversion rates. Targeting genre‑specific markets—sports in Japan or trivia in South Korea—can lift click‑through rates above tier‑2 averages, underscoring the importance of data‑driven audience and creative optimization. Overall, the findings emphasize a focused strategy: early conversion pricing, strategic rewarded‑ad placement, offerwall integration, and tailored store experiences. These combined tactics deliver measurable gains in retention, revenue, and campaign efficiency across iOS and Google Play platforms worldwide.

monetization user-acquisition market-analysis+2

UnityJan 2025

Report

The Big Game Engine Report of 2025

The report examines the evolution of game engine usage on Steam from 2012 to 2024, focusing on three categories: tier‑1 public engines (Unreal Engine and Unity), other third‑party engines (GameMaker, Godot, Ren’Py, RPG Maker), and proprietary in‑house engines. Data from over 13,000 Steam titles reveal that Unity remains the most common engine for new releases, accounting for more than half of all games launched in 2024. However, when units sold are considered, Unreal Engine and custom engines dominate, with Unreal capturing 31 % of sales in 2024 versus Unity’s 26 %. Custom engines fell from 70 % of releases in 2012 to just 13 % by 2024, while Unreal’s share of releases rose from 18 % to 46 %. The report attributes this shift to Unreal Engine’s rapid iteration and the launch of UE5, which now powers 72 % of all Unreal projects in 2024 and has been used for high‑profile titles such as *Black Myth: Wukong* and *Senua’s Saga*. Unity, meanwhile, has seen a modest decline in release share since 2021 and struggles to gain ground from Unreal or smaller engines like Godot, which has experienced the most growth among indie‑focused tools. Methodologically, VGI estimates engine tags and sales through internal algorithms and the Boxleiter method, filtering out titles with fewer than 1,000 units sold to avoid distortion. The analysis suggests that while Unity remains the go‑to engine for indie and small studios, Unreal Engine is increasingly preferred by AAA developers seeking high performance and rapid development cycles.

game-engines market-analysis global+1

Video Game InsightsJan 2025

Financial

Financial Results for the First Half of the Fiscal Year Ending March 2026

Koei Tecmo experienced a year-on-year decline in financial performance during the first half of the fiscal year ending March 2026, with sales dropping 11.2% and operating profit falling 25.2%. This downturn resulted primarily from a sparse release schedule and lower revenue within the online and mobile segments. However, the company outperformed its internal forecasts due to resilient back-catalog sales and disciplined expense management. Full-year guidance remains unchanged as management anticipates a significant recovery in the second half, driven by a concentrated launch window for major titles such as Dynasty Warriors: Origins. The strategic focus for the remainder of the fiscal year involves a robust pipeline of eleven console and PC titles alongside two mobile releases. By prioritizing high-profile remakes like Romance of the Three Kingdoms 8 and Fatal Frame II, the company seeks to secure stable profit margins while transitioning toward a global, digital-first marketing infrastructure. This shift includes a move toward in-house publishing for large-scale projects and a concerted effort to expand market share in North America, Europe, and emerging regions such as the Middle East and North Africa. Long-term objectives are anchored by the Fourth Medium-Term Management Plan, which targets a cumulative three-year operating income of 100 billion yen. To achieve this, the company is balancing the maintenance of established franchises with the development of new intellectual properties and cross-media expansions into anime and merchandise. Furthermore, corporate governance milestones were met through a treasury share offering that increased the tradable share ratio to 37.3%, ensuring continued compliance with Tokyo Stock Exchange Prime Market listing criteria.

market-analysis investment global+1

Koei TecmoJan 2025

Report

Guide to Growing Chinese Gaming Apps Overseas

Chinese mobile games seeking expansion beyond domestic borders confront a dual reality: acquisition costs soar in mature markets while return on ad spend can remain robust. In the United States, Japan and South Korea, cost per install (CPI) averages $7–$8, yet return on ad spend (ROAS) can reach 17 % in EMEA and over 21 % when video creatives are employed. Conversely, emerging regions such as Malaysia, the Philippines and Brazil offer CPIs below $1; however, conversion rates—measured by install-to-transaction index (ITI)—are markedly higher in saturated markets, with the U.S. and Canada exhibiting four‑fold greater ITI than these lower‑cost territories. The analysis underscores that success hinges on hyper‑localized strategies, a focus on high‑quality users, and creative formats that resonate locally, particularly video. Generative artificial intelligence has emerged as a pivotal enabler for rapid localization. AI tools accelerate translation of voice‑overs and copy, allowing publishers to test and deploy localized creatives at unprecedented speed. Yet the technology’s effectiveness depends on embedding region‑specific idioms, culturally relevant calls to action, and even button color nuances that influence user behavior. Moreover, automated asset generation must be tempered by stringent brand protection protocols to avoid intellectual‑property violations and compliance breaches when entering new markets. Thus, while Gen AI delivers speed and cost advantages, publishers must balance automation with meticulous cultural tailoring and robust brand safeguards. Monetization strategies for overseas audiences rely on a blend of trial characters, resource‑based ownership models and limited‑time gacha mechanics. Trial heroes let players sample new content without immediate purchase, fostering engagement and reducing churn. “Rent” or resource‑based models sustain revenue streams by allowing temporary access to premium assets. Limited‑time gachas, enhanced with dynamic pools and milestone rewards, leverage fear of missing out to deepen spending. Complementary live events—seasonal collections, races and diceboard mini‑games—expand the event palette, catering to diverse player motivations and maintaining long‑term retention. Together, these tactics illustrate a comprehensive approach that balances acquisition efficiency, localized creative execution and diversified monetization to drive growth for Chinese gaming apps abroad.

monetization user-acquisition

EAJan 2025

Report

The Big Game Engine Report of 2025

The Big Game Engine Report 2025 examines the shifting landscape of game development technology, focusing on the transition from proprietary in-house tools to third-party public engines. The analysis covers over 13,000 games released on Steam, tracking market share trends from 2012 through 2024 with projections reaching 2030. Findings are based on proprietary estimations and tagging methodologies that categorize engines into three tiers: dominant public engines (Unity and Unreal), smaller public engines (Godot, GameMaker, RPG Maker), and custom in-house engines used by major AAA studios. The central thesis posits that the era of dominant in-house engines is ending as major studios increasingly adopt Unreal Engine 5 to reduce maintenance costs and access a broader talent pool. While custom engines powered over 70% of Steam releases in 2012, they accounted for only 13% of releases in 2024. In terms of commercial performance, custom engines still represent 42% of units sold, but this is the first time they have fallen below the 50% threshold. Unreal Engine has capitalized on this shift, particularly in the AAA space, while Unity remains the leader in sheer volume, powering 51% of all 2024 releases. The data highlights a clear correlation between game size and engine choice. Unity dominates the "Tiny" and "Small" categories (under 100k units), whereas custom engines and Unreal Engine control the "Large" segment (over 1M units). Emerging trends show Godot as the fastest-growing smaller engine, driving over two-thirds of the growth in its tier since 2020. Looking forward, the industry expects a continued migration toward Unreal Engine 5, with Unity projected to face increasing pressure from open-source alternatives like Godot in the indie sector while struggling to gain further ground in the high-end AAA market.

game-engines market-analysis pc

Video Game InsightsJan 2025

Report

Aspectos Laborales en el Desarrollo de Videojuegos

The guide aims to equip professionals in the Spanish video‑game sector with a practical framework for complying with national labour legislation while fostering safe, flexible and sustainable work environments. It stresses that employment relationships must be governed primarily by the Estatuto de los Trabajadores and the 2022 labour reform, positioning indefinite contracts as the default model and limiting temporary contracts to production‑related needs or substitution of specific workers. Key legal risks are highlighted, notably the use of “falso autónomo” arrangements. Indicators such as dependence, lack of entrepreneurial risk, fixed remuneration and provision of equipment can reclassify a contractor as an employee, exposing firms to Social Security back‑payments of up to €50 000, fines ranging from €3 750 to €12 000 per case and additional penalties of 100‑150 % of the owed contributions. Incorrectly formalised temporary contracts trigger automatic conversion to permanent status and fines between €751 and €7 500 per affected worker. The document outlines the regulatory regime for teleworking, requiring a voluntary agreement, employer‑borne provision costs of roughly €25‑35 per month, and detailed specifications on schedules and monitoring tools. Non‑compliance is penalised as a grave infringement with fines identical to those for improper temporary contracts. Prevention of occupational risks, especially the “crunch” phenomenon, is mandated under the 1995 Prevention of Risks Law; violations can attract fines from €45 up to €983 736, and employers may face civil liability for work‑related injuries or illnesses. Additional obligations include mandatory daily working‑time records introduced in 2019, the use of irregular‑hour distribution up to 10 % of total hours with five‑day notice and strict rest‑period safeguards, and the implementation of digital‑disconnection protocols, equality plans for firms with more than fifty employees, whistle‑blowing channels and digital‑device usage policies. The guide, authored by legal experts and industry consultants, synthesises statutory provisions and recent reforms to provide a comprehensive compliance checklist for developers, publishers and marketing teams operating within Spain’s

employment salary spain+1

AEVIJan 2025

Report

State of the Game Industry

The survey of more than 3,000 global developers in 2025 reveals a gaming industry grappling with persistent instability while making modest progress on diversity. Layoffs have risen, with one‑tenth of respondents reporting job losses in the past year and 58 % worried about future cuts. Women and non‑binary developers now account for 32 % of the workforce, up from 29 % in 2024, and LGBTQ+ representation reached 24 %, yet white males still dominate at 66 %. Revenue pressures and market shifts continue to drive restructuring, underscoring the sector’s vulnerability. Generative AI has transitioned from a niche experiment to an integral part of many studios, with 36 % of developers using it personally and 52 % reporting company‑wide adoption. However, enthusiasm has cooled: only nine percent of companies plan to expand AI use, and negative perceptions have climbed to 30 % from 21 %. Ethical concerns, intellectual‑property risks, and fears of job displacement now affect more than half of respondents. Internal AI policies have expanded to 64 % of studios, and optional use has become more common, though a small minority mandate AI tools. Live‑service development remains polarised. While 42 % of studios already produce live titles, only 13 % intend to launch one next year. AAA developers are more inclined (33 %) due to potential financial upside and sustained player engagement, yet worries about market saturation, creative fatigue, predatory monetization, and burnout persist. Media adaptations interest 36 % of AAA studios, whereas internal pitch activity has fallen. Self‑funding remains the dominant financing method (56 %), though success rates vary across funding models. Work‑hour patterns signal growing strain: the share of developers working over 50 hours a week has risen from 8 % to 13 %, and half of respondents now view excess hours as problematic. Union support remains robust at 69 %, with 58 % advocating industry unionisation, yet only 22 % have discussed it in the past year. These findings illustrate a sector negotiating between rapid technological change, creative ambition, and labour‑market pressures across diverse geographic regions and studio sizes.

market-analysis employment ai+1

GDCJan 2025

Legal

Current Report No. 18/2025: Decision to Reduce the Bifrost Project Development Team

The decision to downsize the development team for the Bifrost project was formally adopted on 4 June 2025 by the board of PCF Group S.A., headquartered in Warsaw, invoking the authority granted under Article 17, paragraph 1 of the MAR Regulation. The primary objective of the decision is to align the project’s staffing levels with the company’s strategic shift toward self‑publishing, financed entirely from the Group’s own resources. Implementation of the decision will affect more than fifty employees, who are subject to termination of employment. Remaining staff members have been offered relocation to other ongoing projects within the Group, reflecting an effort to retain talent while consolidating development activities. The action follows an earlier suspension of work on Bifrost reported on 1 June 2025, indicating a continued reassessment of the project’s viability. The scope of the announcement is limited to PCF Group’s internal operations, covering its Warsaw‑based corporate entity and its self‑publishing development model. No external market or geographic data are presented, and the report does not rely on survey methodology; instead, it is based on internal governance procedures and legal compliance requirements. Future updates concerning Bifrost will be communicated through separate current reports in accordance with applicable legal provisions.

employment game-development game-publishing+2

PCF GroupJan 2025