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Report
61 pages
Mobile Monetization Report 2025
Top US mobile titles are increasingly bypassing platform fees, with direct-to-consumer revenue via webshops and alternative payment systems growing by 46%.
The App Store is significantly outperforming Google Play, evidenced by a 71% increase in 90-day ARPPU and a rise in high-value US players spending over $100 from 22% to 32%.
The Strategy genre surged over 25% globally, driven by a 213% explosion in Card Battlers, while the Puzzle genre grew 15% behind a 911% revenue spike in Block Puzzles.
Monetization
Market Analysis
Player Behavior
+2
AppMagic
Jan 2025
Report
23 pages
2025 Mobile Gaming Benchmarks
75 percent of mobile games failed to achieve a 3 percent retention rate by day 28 in 2024, highlighting a widespread struggle to maintain long-term player loyalty.
Retention is the primary driver for both user acquisition ROI and sustainable monetization, making it the most critical metric for long-term viability.
Multiplayer titles command the longest average session durations of 8 to 9 minutes but struggle significantly with long-term user retention.
Market Analysis
Player Behavior
Retention
+2
GameAnalytics
Jan 2025
Report
13 pages
China Game Industry Report 2025
Chinese self-developed mobile games generated US$20.455 billion in overseas revenue in 2025, marking a 10.23% year-on-year increase and the sixth consecutive year exceeding RMB 100 billion.
The United States remains the primary overseas market for Chinese games, accounting for 32.31% of total export revenue, followed by Japan at 16.35% and South Korea at 9.15%.
Strategy games (SLG) dominate the overseas market, capturing 49.97% of earnings, significantly outpacing shooters at 9.69% and RPGs at 9.39%.
Market Analysis
Market Forecast
China
+4
Meridian Play
Jan 2025
Report
15 pages
Interactive Entertainment 2025: Global Market Sizing and Forecast
The global interactive entertainment market is forecast to reach $250.2 billion in 2025, marking a 4.6% year-over-year recovery driven by software publishing and established intellectual property.
Mobile gaming remains the industry's primary revenue driver, generating $115.7 billion in 2025, while PC gaming leads in growth rate at 4.2%.
Console hardware revenue is projected to contract by 31% in 2024 as the current hardware cycle concludes, though this is partially mitigated by a 5% increase in accessory sales.
Market Analysis
Market Forecast
Mobile
+3
Aldora
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
23 pages
Mobile Gaming Benchmarks 2025
Retention is the primary driver of long-term engagement, revenue, and user acquisition ROI across the 11,600 titles analyzed.
Average session lengths have decreased, with top-tier games averaging 8–9 minutes and median-tier games averaging 5–6 minutes.
Midcore titles lead in engagement frequency, generating six to seven sessions per day.
Market Analysis
Retention
Mobile
+1
GameAnalytics
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
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
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
12 pages
Top 10 Hybridcasual Games in Q1 2025: The Great Puzzle Takeover
The top ten hybrid-casual games generated $87 million in net IAP revenue in Q1 2025, marking a 67 percent year-over-year increase.
Puzzle and arcade titles dominate the hybrid-casual market, collectively accounting for over 90 percent of total earnings with a 48 percent and 45 percent revenue share, respectively.
Block-puzzle games lead the puzzle category with 71 percent of revenue, while sort-puzzle titles experienced the fastest growth, increasing 5.6 times year-over-year.
Market Analysis
Monetization
Mobile
+2
AppMagic
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
10 pages
Hyper-Casual Games – Industry Snapshot 2020
Hyper-casual developers should target a day-one retention threshold of approximately 40% early in the development cycle to ensure viability.
Timing games lead the sector in day-one retention at roughly 44%, while traversal titles demonstrate superior long-term engagement with day-seven retention near 41%.
Monetization performance varies significantly by sub-genre, with ARPPU ranging from $18 for physics-based games to $42 for timing titles, despite conversion rates remaining consistently below 1%.
Market Analysis
Player Behavior
Hypercasual
+2
GameIntel
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
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
10 pages
Take Rates in China: Will Quality Development Beat Out Traditional Distribution?
Major Chinese developers like miHoYo, Lilith Games, and NetEase are bypassing traditional Android app stores to achieve gross profit margins exceeding 95%, compared to the 50% margin typical of standard distribution.
The Chinese mobile gaming market is dominated by a 50% take rate imposed by smartphone manufacturers and tech firms organized under the Mobile Hardcore Alliance and the Global Developer Service Alliance.
High-profile titles are successfully leveraging direct-to-consumer models and community platforms like TapTap and Bilibili to circumvent traditional distribution fees.
Market Analysis
Game Publishing
Monetization
+2
Niko
Jan 2025
Report
30 pages
Growth of the Korean Emoticon Market: A New Distribution and Expansion Method for the K-Character Industry
The Korean emoticon market has grown into a KRW 1.5 trillion (≈US$1.2 trillion) industry, anchored by the KakaoTalk platform.
Over the last 14 years, the market has seen the release of more than 850,000 distinct emoticons, resulting in over 300 billion individual sends.
Emoticons have evolved from simple messaging features into high-value intellectual property (IP) assets, such as KakaoFriends and LINE Friends, that drive revenue across merchandise, mobile games, and animation.
Market Analysis
Monetization
South Korea
+1
KOCCA – Korea Creative Content Agency
Jan 2025
Report
5 pages
Mobile Gaming M&A Playbook: How to Identify and Target High‑Growth Gaming Companies
The mobile gaming market is projected to reach $138 billion by 2025, driving significant M&A activity as publishers seek to diversify portfolios and acquire new talent and intellectual property.
High-profile acquisitions demonstrate the scale of industry consolidation, including Zynga’s $2 billion purchase of Peak Games and EA’s $2.1 billion acquisition of Glu Mobile.
Effective target identification requires a data-driven approach using platforms like Sensor Tower to track specific genre trends, revenue trajectories, and regional market share.
Mergers & Acquisitions
Market Analysis
Mobile
+1
Sensor Tower
Jan 2025
Report
46 pages
Yearly Live Streaming Trends Report 2024
The live streaming industry reached 35 billion hours watched in 2024, reflecting a stable 3% year-over-year growth rate as the market shifts toward long-term sustainability.
Kick grew its viewership by 45% in 2024 by leveraging aggressive revenue-sharing models and non-exclusive contracts to challenge Twitch’s market leadership.
The 'Just Chatting' category remains the dominant content type, accounting for nearly 15% of all platform activity across the industry.
Market Analysis
Global
AI
+2
Stream Hatchet
Jan 2025
Report
26 pages
The Power of Marketing Mix Modeling
Marketing Mix Modeling (MMM) provides a more accurate view of incrementality than last-touch attribution (LTA), as evidenced by a case study where MMM attributed 43% more Day 7 revenue events to TikTok at a $5,000 daily spend.
Traditional LTA is increasingly inadequate for mobile gaming due to privacy regulations like Apple’s AppTrackingTransparency and a systemic bias that undervalues top-of-funnel media.
User acquisition costs in the gaming industry are projected to exceed $130 billion by 2025, necessitating more sophisticated measurement tools to manage rising expenditures.
Marketing
Advertising
Global
+1
Kochava & TikTok for Business
Jan 2025
Report
21 pages
Reclaiming the Game Distribution Landscape
As of April 2025, 67% of senior mobile game developers express concern over their over-reliance on the Apple and Google app store duopoly.
While Apple and Google currently command 87% of mobile gaming revenue, 74% of developers expect alternative app stores to become a standard part of their distribution strategy within five years.
Developers anticipate significant financial upside from diversification, with 73% of respondents projecting double-digit revenue growth from alternative distribution channels.
Market Analysis
Mobile
Global
+1
Aptoide
Jan 2025
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