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Market Analysis
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Report
47 pages
Mobile Games in 2025: Trends & Strategies Supercharging Revenue Growth
The mobile gaming market is shifting toward higher monetization efficiency, evidenced by a 3.8% increase in consumer spending to $65.7 billion despite a 6.6% decline in total downloads.
Spending per download rose by 11.2% in 2024, as the industry prioritizes high-value user retention over the volume-based acquisition strategies of previous years.
New game releases dropped by over 43%, yet top-tier titles are reaching the $1 million revenue milestone nearly twice as fast as they did in 2022.
Market Analysis
Monetization
Player Demographics
+2
AppFigures
Jan 2025
Report
32 pages
New Zealand Plays
Gaming is a mainstream activity in New Zealand, with 81% of the population playing and 73% of households owning two or more gaming devices.
The average New Zealand gamer is 36 years old, with 80% of the gaming population aged 18 or older.
Over 75% of parents implement gameplay limits for their children, with nearly 40% describing these rules as strictly enforced.
Player Demographics
Market Analysis
New Zealand Game Developers Association
Jan 2025
Report
25 pages
Mobile Casual Benchmarks Report 2025
Hybrid casual games are significantly more profitable than hypercasual models, with top subgenres like Merge 3, Luck Battle, and Life Simulator achieving ARPU figures between $11.08 and $14.83.
Pure hypercasual and simulation games suffer from poor long-term sustainability, characterized by low 30-day retention rates of approximately 3% and an ARPU of only $0.79.
Merge 3 games demonstrate high player engagement, leading all subgenres with an average session duration of 656 seconds.
Market Analysis
Player Behavior
Retention
+2
Appodeal
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
8 pages
Dynamics of Gaming Deals
Global gaming VC investment peaked at $5.3 billion across 186 deals in 2021 before contracting sharply to $874 million in 2023.
The decline in total capital was primarily driven by a scarcity of Series A-plus growth-stage funding, even as early-stage financing remained relatively stable.
A modest market rebound is underway in 2024, supported by the entry of new funds and expectations for higher returns despite ongoing user-acquisition challenges.
Investment
Funding
Market Analysis
+1
The Games Fund
Jan 2025
Report
22 pages
Mobile App Trends Spotlight Edition: Türkiye 2025
The Turkish mobile app market is projected to reach $1.65 billion in revenue by 2029, supported by an 87% internet penetration rate and a global top-ten ranking for downloads and time spent in-app.
Generative AI applications experienced a 142.5% surge in downloads between 2023 and 2024, driven by local hyper-casual studios pivoting to AI-first development and proprietary Turkish-language models.
Finance app installs grew by 30% in the first half of 2025, bolstered by an 85% mobile banking adoption rate and retention rates that consistently outperform global medians.
Market Analysis
Player Behavior
Monetization
+2
Adjust
Jan 2025
Report
29 pages
Mobile Game Market Insights: India 2025
India is the world's largest mobile gaming market by volume, recording 8.45 billion downloads in the 2024-25 fiscal year.
Despite high download volume, in-app purchase revenue is limited to $400 million, though it is growing at 8.5% year-over-year due to increased digital payment adoption and high-value iOS spenders.
Revenue is heavily concentrated in core competitive genres, with Battle Royale titles like Garena Free Fire and Battlegrounds Mobile India accounting for 50% of total market earnings.
Market Analysis
Monetization
India
+1
Sensor Tower
Jan 2025
Report
37 pages
Japan Market Report 2025
Japan generates 9.1% of global games revenue from only 2.2% of the global player base, with an average revenue per user of $223 compared to $145 in the UK.
International stakeholders have a $2.5 to $3.0 billion market opportunity when excluding mobile and Nintendo platforms, which currently command 70% of console hardware dominance.
Japanese gamers prioritize narrative depth, character design, and solo play, contrasting with Western preferences for open worlds, high-end graphics, and competitive multiplayer.
Market Analysis
Player Demographics
Player Behavior
+1
UKIE – UK Interactive Entertainment
Jan 2025
Report
39 pages
Playing to Win: 2025 Digital Game Advertising Report
Global digital gaming advertising expenditure reached $8.7 billion in 2025, with major publishers like Microsoft and Dream Games utilizing aggressive spending to maintain market share.
The industry has shifted its primary success metric from sheer download scale to engagement quality, despite a year-over-year decline in total mobile and PC downloads.
Roblox continues to bypass traditional external advertising, generating 187 billion visits through organic traffic and internal discovery mechanisms.
Advertising
Market Analysis
Global
+1
Sensor Tower
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
38 pages
The 2025 Guide to US Gaming Audiences: From Data to Personas
The US gaming audience is now gender-balanced and financially stable, with significant segments earning between $51,000 and over $250,000 in net worth.
Modern gamers prioritize immediate lifestyle quality and discretionary spending over long-term asset accumulation, frequently investing in premium groceries and convenience services.
Gaming is primarily a social and familial activity rather than a solitary pursuit, with consumer habits heavily influenced by multi-generational household dynamics.
Market Analysis
Player Demographics
Marketing
+1
Anzu & Semcasting
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
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
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
49 pages
Mobile App Trends 2025: Japan Edition
Japan’s mobile market generated $16.5 billion in consumer spend in 2024, supported by a 7% year-over-year increase in total installs.
The finance sector is a primary growth driver, with a 50% surge in installs fueled by the adoption of payment and banking applications.
Gaming remains a stable pillar, with card games seeing a 127% increase in sessions and role-playing games maintaining 40-minute average session lengths.
Market Analysis
Monetization
Mobile
+1
Adjust
Jan 2025
Report
117 pages
State of Gaming & Influencer Marketing 2025
The global gaming industry reached $187.7 billion in 2024, with mobile gaming remaining the dominant sector at $92.6 billion and the total player base projected to hit 4 billion by 2027.
PC gaming is a primary growth driver, highlighted by Steam’s record $10.8 billion revenue in 2024 and indie game sales surpassing those of AA and AAA titles for the first time.
Influencer marketing spending is projected to reach $32.55 billion by 2025, with a strategic shift toward niche engagement and nano-influencers who achieve engagement rates exceeding 10%.
Market Analysis
Marketing
Global
+1
AAA Agency
Jan 2025
Report
19 pages
What Does the Monetization Landscape Look Like for Video Games in MENA?
The MENA-3 gaming market (KSA, UAE, Egypt) generated $2 billion in player spending in 2024 and is projected to grow to over $2.7 billion by 2028.
Payment infrastructure is a major barrier, as 67% of the regional population lacks access to traditional credit or debit cards, necessitating the integration of local payment networks like Mada in Saudi Arabia and Fawry in Egypt.
Direct-to-consumer (D2C) web shops are essential for bypassing 30% app store fees, with 53% of paying gamers in the region already utilizing official game websites for purchases.
Monetization
Market Analysis
Player Demographics
+1
Xsolla & Niko Partners
Jan 2025
Report
60 pages
PowerUP: Spelbranschen – en svensk basnäring
Sweden's video-game sector requires a national strategy and a dedicated investment fund to support an ecosystem of 1,000 firms, 87% of which are micro-enterprises.
The industry faces a critical talent shortage with a projected need for 25,000 new developers over the next decade, while 40% of the current workforce is already foreign-born.
Despite generating over SEK 3.5 billion in revenue and employing 15,000 staff abroad, the sector is hindered by inadequate national financing and regulatory barriers that impede start-up growth.
Market Analysis
Employment
Sweden
Dataspelsbranschen
Jan 2025
Report
20 pages
Match-3 Genre Snapshot Report: May 2021
Candy Crush Saga remains the market leader with a 16.74% share and a revenue per download (Rev/DL) of $11.27 as of Q1 2021.
Project Makeover demonstrates the most aggressive growth in the sector, capturing a 10.57% market share with a high-premium monetization strategy yielding a $45.51 Rev/DL.
Modern match-3 success is driven by fast-paced core loops, quick animations, and progression systems integrated with home or makeover themes, as seen in titles like Royal Match and Project Makeover.
Market Analysis
Match 3
Mobile
+1
GameRefinery
Jan 2025
Report
13 pages
Interview with Kim Yoo, License Manager at Bandai Namco Korea
The Japanese character market has shifted from a niche segment to a mainstream industry driven by high-spending female consumers in their 20s and 30s.
Market demand is moving away from traditional collectible figures toward lifestyle goods, customizable plush toys, and content optimized for social media sharing.
Strategic success requires a dual-track model that balances mass-market accessibility with premium, limited-edition product offerings.
Market Analysis
Player Demographics
Game Publishing
KOCCA – Korea Creative Content Agency
Jan 2025
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