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Report
231 pages
The State of Video Gaming: 2025
The video game industry is undergoing a structural correction characterized by a 12% decline in real-term content spending following the post-2021 plateau of previous growth engines.
Market polarization has intensified as AAA production budgets reach $500 million, causing revenue and engagement to concentrate within established franchises while crowding out new releases.
Chinese developers have significantly expanded their global footprint, increasing their share of non-domestic content spending from 0.5% to 12.5% over the last 13 years.
Market Analysis
Market Forecast
Global
+4
Epyllion
Jan 2026
Report
28 pages
H1 2025 AIGC Mobile App Marketing Analysis
The number of active AI-advertisers in the mobile market contracted by 35–45% in H1 2025, while the remaining players increased their creative output by 84% to an average of 416 monthly creatives per advertiser.
Meitu’s revenue grew 12.3% to RMB 1.8 billion in H1 2025, driven primarily by a 45.2% surge in AI-powered imaging and design subscriptions, which reached RMB 1.35 billion.
Video advertising currently dominates the AI mobile landscape, accounting for 84% of all ads, with over half of inventory utilizing 15–30 second formats.
Market Analysis
AI
Marketing
+4
SocialPeta
Dec 2025
Report
18 pages
Leveling Up for the New Reality: The Gaming Report
AAA development budgets surged 360% between 2012 and 2023, while the volume of AAA title releases dropped by 73%, signaling a shift toward fewer, more expensive productions.
Global gaming revenue grew at a 1% CAGR from 2017 to 2023, reflecting a post-pandemic correction that has moved the industry from double-digit growth to modest expansion.
Mobile revenue is increasingly driven by in-app advertising, which now accounts for up to 31% of the segment's total share.
Market Analysis
Global
Investment
+2
InvestGame
Dec 2025
Report
26 pages
Predictions for the Digital Economy in 2026
Generative AI applications are projected to reach $10 billion in in-app purchase revenue, 4 billion downloads, and 43 billion hours of user engagement by 2026, becoming a top-five mobile category.
Short-drama vertical video is forecast to surpass traditional OTT streaming in global downloads and capture 40% of total user time spent by 2026.
By the end of 2026, half of the top 1,000 U.S. websites are expected to receive more traffic from generative AI than from paid sources, with AI-related traffic rising over 130% year-over-year.
Market Forecast
Monetization
AI
+3
Sensor Tower
Dec 2025
Report
67 pages
2025 Global Games Market Report
The global games market is projected to reach $188.8 billion in 2025, a 3.4% year-over-year increase, driven by a player base that has expanded to 3.6 billion people.
Mobile gaming remains the industry leader with $103.0 billion in revenue (55% of the total), while console gaming is expected to see the highest growth rate at 5.5%, reaching $45.9 billion.
Average spend per player is declining, forcing a strategic shift toward long-tail engagement and retention rather than aggressive monetization in saturated markets.
Market Analysis
Market Forecast
Player Demographics
+4
Newzoo
Sept 2025
Report
35 pages
Video Game Market Update: Q3 2025
The $55 billion public takeover of Electronic Arts highlights a strategic shift toward large-scale consolidation as the primary driver of industry growth in Q3 2025.
The launch of the Nintendo Switch 2 acted as a major catalyst for console sector strength, reinforcing the market value of established intellectual property.
The global video game industry saw a Q3 2025 resurgence fueled by a rebound in mobile in-app purchases and strong performance across PC and console platforms.
Market Analysis
Global
Mobile
+2
Aream & Co
Sept 2025
Report
46 pages
Digital Market Index: Q2 2025
In Q2 2025, non-gaming applications surpassed mobile games for the first time, accounting for 52% of the record $40 billion in total in-app purchase revenue.
Global mobile gaming downloads contracted by 6.8% year-over-year, while Strategy titles replaced RPGs as the highest-grossing gaming category with a 23% increase.
ChatGPT became the fastest application to reach one billion downloads and secured a top-five position in global revenue, signaling a major shift toward AI-driven utility.
Market Analysis
Global
Mobile
+1
Sensor Tower
Aug 2025
Report
133 pages
Vorhaus Digital Strategy Study: All Findings 2025
Digital-first entertainment has become the US standard, with smart TV penetration at 63% and connected devices officially surpassing traditional broadcast media.
Gaming is now a near-universal activity with 80% of the population participating, driven by daily mobile play and a significant rise in total annual in-game spending.
Consumers are adopting 'subscription cycling' to manage costs, despite the average household maintaining 3.5 video services and younger consumers (18–34) increasing annual digital media spending by $235.
Market Analysis
Player Behavior
Mobile
+1
Vorhaus Advisors
Aug 2025
Report
16 pages
Mobile Game Feature Impact Spotlight
Strategic feature selection, rather than exhaustive feature adoption, is the primary driver of commercial success across the top 1,000 mobile games globally.
In the hybridcasual segment, implementing in-app purchase (IAP) bundles correlates with a $1.77 increase in lifetime revenue per download.
Casual puzzle leaders like Royal Match and Candy Crush Saga maintain market dominance with lower feature density, proving that core gameplay often outweighs the addition of luxury elements like cinematic cutscenes.
Market Analysis
Global
Mobile
+1
Sensor Tower
Jun 2025
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
28 pages
The Xsolla Report: State of Play Q2 2025
Mobile gaming is the industry's primary revenue driver, projected to reach $126 billion in 2025 with a total segment forecast of $150 billion.
Following 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.
Hybrid monetization models—combining in-app purchases, advertising, and subscriptions—are used by 72% of developers and account for approximately 75% of total mobile revenue.
Market Analysis
Monetization
Market Forecast
+2
Xsolla
Jun 2025
Report
231 pages
The State of Video Gaming in 2026
The video game industry is in a period of contraction, with real-term spending on content declining by approximately 12% since 2021.
AAA production budgets have ballooned to between $200 million and $500 million, contributing to a capital-constrained environment marked by record-high layoffs and studio closures.
A small cohort of entrenched live-service titles now dominates the market, acting as 'black holes' that consume the majority of player time and spending, making new independent launches increasingly difficult.
Market Analysis
Global
Mobile
+2
Epyllion
May 2025
Report
50 pages
State of Mobile Gaming 2025
Global mobile gaming revenue grew 4% to $82 billion in 2024 despite a 6.6% decline in total downloads, signaling a shift toward high-value player retention.
The industry has entered a 'live operations' era, with 84% of total revenue now generated by games utilizing continuous updates and seasonal events.
Publishers have reduced new game releases by 50% since 2020, focusing resources on high-quality core titles rather than volume.
Market Analysis
Monetization
Mobile
+1
Sensor Tower
Mar 2025
Report
32 pages
Mobile Games Industry Trends Survey: Winter 2024/25
Rising user acquisition costs are the primary threat to profitability, cited by 64.2% of industry professionals as the greatest challenge to the sector.
The industry is in a period of consolidation, with 56.7% of professionals identifying widespread layoffs as the most impactful trend of the 2024/25 period.
Strategic focus has shifted away from new IP, as evidenced by over 40% of organizations releasing zero new titles in the past year to prioritize existing live operations.
Market Analysis
Mobile
Global
PocketGamer.biz
Mar 2025
Report
42 pages
Mobile App Trends: 2025 Edition
Global mobile consumer spending is projected to reach $626 billion by 2030, supported by a 2024 surge in app installs and a 35% App Tracking Transparency opt-in rate.
Mobile commerce accounts for 73% of global e-commerce sales, with 2025 revenues expected to hit $2.5 trillion despite rising acquisition costs averaging $3.44 per install.
The mobile gaming sector is projected to reach $126.1 billion in 2025, with strategy games experiencing an 83% growth in installs and global session lengths exceeding 30 minutes.
Market Analysis
Global
Mobile
+1
Adjust
Mar 2025
Report
56 pages
Mobile Gaming 2022-2024
Mobile gaming revenue growth is decoupling from user acquisition, with Google Play revenue rising 10% and iOS revenue growing 12% in 2023–2024 despite stagnant or slowing download volumes.
Market power remains highly concentrated, as the top ten publishers continue to capture the vast majority of earnings despite the overall acceleration in consumer spending.
The mobile ecosystem is shifting toward a maturity model where revenue increases are driven by monetization depth and brand loyalty rather than the expansion of the total user base.
Market Analysis
In-Game Advertising
Mobile
+1
Mariusz Gasiewski (Google)
Jan 2025
Report
95 pages
State of Mobile 2025
The global mobile economy reached $150 billion in consumer spend in 2024, driven by a 25% surge in non-gaming revenue despite a four-year decline in total app downloads.
Mobile gaming revenue recovered to $80.9 billion, with 80% of earnings generated by titles older than two years and a record eleven games surpassing $1 billion in annual revenue.
Generative AI became a primary engagement catalyst, with chatbot downloads increasing by 635 million and generating nearly $1.3 billion in revenue.
Market Analysis
AI
Mobile
+1
Sensor Tower
Jan 2025
Report
8 pages
Tower Defense Games - Industry Snapshot
Top-tier Tower Defense games achieve a 3.83% conversion rate and an ARPDAU of $1.66, significantly outperforming Idlers, Platformers, and Board Games.
The genre sustains a highly committed player base with an Average Revenue Per Paying User (ARPPU) of $83 and an average daily playtime of 130 minutes.
China is the most lucrative market for the genre, reaching a conversion rate of 8.7%, while France leads in engagement with 210 minutes of daily playtime.
Market Analysis
Player Behavior
Tower Defense
+2
GameAnalytics
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
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