Market Analysis

This report is provided for general information and discussion purposes only and is intended solely for subscribers. It does not constitute a financial promotion, investment advice, or a recommendation to engage in any investment activity. The content reflects the views of the authors at the time of publication and may be subject to change without notice.

Modern Times Group (MTG) concluded the 2024 fiscal year as a focused European mobile gaming entity, reporting net sales of SEK 6,015 million, representing a 3% currency-adjusted growth. Despite achieving an adjusted EBITDA of SEK 1,666 million, the group recorded a net loss of SEK 210 million. The company maintains a strong liquidity position with SEK 3,543 million in cash and equivalents and no utilized external debt, supported by a disciplined capital allocation strategy that includes active share buybacks and a commitment to long-term, evergreen game franchises.

The company’s strategic trajectory is defined by its "Gaming Village" model, which emphasizes organic growth and accretive M&A to bolster its portfolio of studios, including InnoGames, Hutch, and Ninja Kiwi. A transformative development in this period was the acquisition of Plarium Global Ltd, finalized in early 2025, which significantly scales the group’s mid-core gaming capabilities and adds the flagship title RAID: Shadow Legends to its offerings. This expansion is supported by the "Flow Platform," a centralized infrastructure designed to share business intelligence and user acquisition tools across the group’s subsidiaries.

Sustainability and governance remain central to the company’s operational framework. In 2024, MTG transitioned its reporting to align with the Corporate Sustainability Reporting Directive (CSRD) and European Sustainability Reporting Standards (ESRS). While this methodological shift resulted in a reported 118.2% increase in location-based greenhouse gas emissions due to expanded accounting scopes, the company has committed to a 50% reduction in value chain emissions by 2032. Furthermore, the group maintains a robust governance structure, reporting no incidents of corruption or bribery, and continues to prioritize consumer safety through transparent odds disclosure and data protection measures. The board remains focused on long-term shareholder value, integrating ESG metrics into executive incentive schemes while maintaining a stable, low-leverage financial foundation.

The white paper argues that the 2025 mobile app market has shifted from volume‑driven traffic growth to value‑centric, technology‑enabled optimization. It identifies a “scissor gap” where the number of active advertisers fell 16.7 % YoY while creatives per advertiser rose 73.3 %, indicating higher competitive thresholds and a focus on creative quality. Market share remains strongest in business & productivity, utilities, entertainment, and finance, but creative volume is dominated by short‑drama, reading, and AI apps. iOS and Android advertising ratios stabilized at 4:6, with iOS advertisers producing more creatives due to higher monetization expectations.

User acquisition spend reached $78 billion, a 13 % YoY increase driven almost entirely by iOS, with e‑commerce, fintech, and betting leading non‑gaming verticals. Video remains the dominant ad format (≈70 % of social inventory), while static and playable ads serve testing, Android traffic, and engagement signals. AI has moved from a marketing tool to a core capability; leading AI apps scale through volume and quality, while many smaller entrants exit due to weak monetization.

Finance apps maintain steady growth focused on user quality, lifetime value, and compliance, contrasting with AI’s rapid scaling. North America remains the most selective market, demanding high content quality and long‑term trust; success here signals scalability elsewhere. The paper concludes that sustainable growth now hinges on creative capability, system efficiency, AI integration, and long‑term value creation rather than sheer traffic volume.

SocialPeta’s analytics platform aggregates data from more than 90,000 micro‑drama advertisers and 80 million ad creatives across over 55 countries, positioning itself as a key resource for launching and scaling micro‑drama apps worldwide. The platform projects the global micro‑drama market to reach $6 billion by 2026, emphasizing its capacity to deliver actionable insights into advertising strategies, creative formulas, and regional audience preferences.

In 2025 the ecosystem expanded sharply: active advertisers rose by 63.6 % to over 700, while each advertiser produced a 144.9 % increase in creatives, largely thanks to AI‑powered production tools. Southeast Asia dominated genre preferences for “reversal of fortune” and “rebirth” dramas, whereas North America’s high‑paying users gravitated toward premium romance content. Europe remained the largest source of creative volume, underscoring a sustained upward trend in both advertiser participation and output across the globe.

A case study of “Evil Bride vs. The CEO’s Secret Mom” illustrates high‑impact marketing: 44 K creatives generated an estimated 2.7 B impressions in key markets such as the USA, UK, Canada, Australia, and Germany. AI‑driven tools—DSV restructuring and automated cover/clip generation—reduced production time, enabling rapid localization. Short, cliffhanger‑style ads with intense conflict and strong visual hooks outperformed longer formats, driving downloads and engagement in North America, Southeast Asia, Latin America, and the Middle East.

By late 2024 vertical micro‑dramas had matured into a stable ecosystem, with regional preferences—“reversal of fortune” in Southeast Asia and conflict‑driven stories in Latin America—fueling audience engagement. Production scaled to 55 vertical dramas in 2025 through standardized pipelines and AI‑enhanced marketing, allowing faster creative validation, lower volatility, and continuous data‑driven optimization. The analysis stresses that audience‑first IP development—testing concepts in short form before scaling—and multi‑platform, AI‑supported workflows are essential for reducing creative risk and converting IP into long‑term company capital.

Gaming has become the dominant entertainment medium for younger generations, with 80 % of under‑18s actively gaming and Gen Z allocating up to 22 % of free time to play. The study, combining first‑party data from SuperAwesome and Anzu with social listening, qualitative research, quantitative surveys, syndicated data, brand lift studies and parent‑tracking panels, covers the UK, France, Germany, the United States and global markets from 2023‑24. A sample of 30 000 children, teens and young adults (ages 4‑24) plus parent responses informs the analysis.

Key findings show that gaming captures more attention than social media for Gen Z, with 55 % of under‑18s reporting a strong affinity for branded in‑game experiences. Younger gamers are highly receptive to ads, with 75 % of Gen Z players in the UK and US saying in‑game ads improve their experience, compared to 34 % of older adults. In‑game advertising drives higher brand recall (+7 pts) and purchase intent (+9 pts) for audiences under 34, and generates a “halo effect” that boosts brand affinity by up to 86 % among under‑18s. Parents report that children influence household spending, with 86 % saying their child’s opinions matter in purchases and 82 % prioritising items for children.

The report recommends a multi‑platform, contextual approach that respects emerging data‑protection regulations and Age Appropriate Design Codes. It emphasizes early engagement before brand loyalties lock at age 16, contextual targeting over behavioural profiling, and rigorous creative vetting to avoid manipulative design. The analysis underscores gaming’s strategic importance for reaching Gen Alpha and Gen Z, offering measurable lift across awareness, consideration and purchase stages.

The 2026 State of Gaming analysis demonstrates a shifting landscape in which mobile gaming remains the largest driver of downloads—approximately 50 billion in 2025—but its growth rate is slowing. Revenue, however, continues to climb as monetization models mature and lifetime value deepens, especially within hybrid‑casual titles that now generate the most incremental income. In contrast, PC and console platforms experience record revenue growth, with Steam’s premium segment up 32 % and blockbuster releases such as Battlefield 6 capturing significant market share from incumbents. Shooter downloads on these platforms have plateaued, suggesting new titles are primarily cannibalizing existing audiences rather than expanding the category.

Genre‑specific dynamics reveal that strategy games are the only mobile genre to grow in downloads, driven by 4X titles from Eastern developers. Action and shooter games dominate PC/console gains, while hyper‑casual remains the largest download engine but shows a notable lift in time spent, particularly in Tier 2 markets. Casual titles face declining day‑7 retention, indicating a stickiness challenge that could erode long‑term player value.

Live‑ops and acquisition strategies have evolved toward retention‑focused events, multi‑tier season passes, and expedition‑style rewards. These mechanisms now represent the most reliable revenue drivers across competitive genres such as RPG, action, and simulation. Advertising spend remains concentrated on social channels—YouTube, Facebook/Instagram—and high‑attention formats like video, playable, and rewarded ads. Battlefield 6’s pre‑launch spend surpassed Call of Duty titles, leveraging Facebook, Reddit, and desktop display, while its post‑launch strategy pivoted to YouTube with cinematic, celebrity‑hook creatives.

Geographically, the U.S. market shows a skew toward lifestyle and puzzle categories despite lower IAP shares, whereas casino titles exhibit higher spend‑to‑revenue efficiency. Overall, the industry is moving from acquisition toward deeper monetization per user, with indie shooters and simulation titles gaining traction amid intense competition in the shooter segment.

The Q4 2023 Gaming Industry Report presents a global market that expanded to $212 billion, with the MENAP region contributing $2.8 billion and experiencing a 30% quarter‑over‑quarter rise in both gamers and investment activity. Mobile gaming remains the dominant platform, accounting for 46% of the global player base, while indie PC titles capture a growing share of revenue at roughly 30%. The report also highlights the continued diversification of the industry, noting that game‑to‑movie adaptations generated over $1.4 billion in 2023, underscoring cross‑media opportunities.

Regulatory scrutiny intensified across the sector, with a 15% increase in litigation and high‑profile antitrust cases against major platform holders such as Google and Apple. Significant fines were imposed for deceptive practices, reflecting a tightening legal environment that could reshape market dynamics.

M&A activity rebounded sharply in Q4, with transactions totaling $68.7 billion—a 769% jump largely driven by the Activision‑Blizzard deal—while global venture capital funding fell. In contrast, MENAP venture activity rose 30%, indicating a strategic pivot toward emerging markets including Asia, Africa, and MENAP for future consolidation. This trend presents both challenges and opportunities for indie studios, potentially enabling higher‑quality titles through increased resources.

Shorooq Partners focuses on early‑stage gaming investments within MENAP, targeting pre‑seed to Series A deals with ticket sizes of $1–8 million. The firm prioritizes studios that possess strong intellectual property, robust monetization models, and software solutions that enhance processing efficiency and scalable user connectivity. By engaging through conferences such as the WN Conference Abu Dhabi and LEAP 2024, newsletters, and partnership initiatives, Shorooq aims to nurture the growing MENAP gaming ecosystem.

The report establishes that Africa’s video‑game industry has entered a phase of rapid maturation, driven largely by mobile play in urban centres such as South Africa, Nigeria and Kenya. Mobile accounts for roughly 90 % of the $1.8 billion market in 2024, with a 10 % year‑over‑year rise in players to 349 million. PC and console remain niche but critical for studio visibility, with Steam dominating distribution (≈70 % of PC use) and local platforms like Gara and Jiwe capturing the remainder. Funding for studios is overwhelmingly sourced from international incubators and grants—Pro Helvetia, the French Agence Française de Développement, the British Council’s Ignite Culture and Digital Lab Africa—yet local infrastructure gaps (low internet penetration, limited payment systems, unreliable electricity) continue to constrain broader market development.

Key findings show that the fastest‑growing economies—Eritrea, Niger, Egypt, Ethiopia, Nigeria and South Africa—host studios such as Maliyo Games, Kayfc and Legends of Orisha that are producing mobile‑first IP while experimenting with higher‑production PC/console titles. Female representation and gender inclusivity are addressed through programmes like Pro Helvetia’s “She Got Game”, yet overall skill development remains uneven, with many studios still operating at the indie level and lacking robust business training.

The esports sector mirrors this mobile dominance, with titles like PUBG Mobile and Free Fire generating substantial prize pools and viewership across hubs such as Morocco, Egypt and Kenya. However, talent development is concentrated in a handful of urban centres, leaving Francophone and non‑English speaking regions underrepresented.

The analysis concludes that sustainable growth hinges on three pillars: deeper, studio‑level talent development; reliable data infrastructure for market intelligence; and evolved payment systems that reduce friction. Strengthening African‑European partnerships, expanding local incubation pathways, and ensuring annual data updates are essential to unlock the continent’s commercial potential while preserving African leadership in game creation.

The study evaluates the German games industry in 2025, building on earlier reports to assess economic performance, employment, and the influence of federal funding. It surveys 343 companies—28 % of a population of 1,205—and integrates primary data with secondary sources such as gamesmap and DLR. The sector has expanded rapidly, doubling core‑market firms from 619 in 2018 to roughly 1,200 by mid‑2025 and nearly doubling the extended core market. Revenue rose from €3.06 bn in 2018 to €3.73 bn in 2024, a 22 % increase, with development‑sector sales growing 148 %. Despite this growth, the market remains highly fragmented: three‑quarters of firms employ fewer than ten people and only 19 % belong to foreign conglomerates. Export earnings dominate, accounting for 76 % of revenue, largely within the EU and North America/Asia.

Employment data reveal a clear link between company size and workforce composition. Larger firms (>€25 M revenue) employ 85 % full‑time staff, whereas micro‑enterprises rely heavily on owners and freelancers. Female representation has risen to nearly one‑third of the workforce, and international talent now constitutes 35 % of employees. Technical and creative roles dominate, while commercial positions have declined. Salaries average €62 k annually, with lead‑level pay ranging from €50–80 k and a strong correlation between company size and remuneration.

Federal funding has been pivotal, with 71 % of developers receiving or planning to receive support. In 2023, €70 million in subsidies generated €277 million of investment and €453 million of total value‑creation, yielding a multiplier of 6.5 for output and 2.5 for fiscal impact. However, high personnel costs remain a significant challenge, with 57 % of respondents rating them as “very bad.” The industry also serves as a talent magnet and innovation catalyst, with 70 % of spill‑overs stemming from game engines, gamification, and AR/VR technologies adopted across automotive, architecture, film, training, AI, and other sectors.

The report argues that non‑gaming mobile applications are experiencing accelerated growth driven by AI integration, short‑form content, and intensified user acquisition competition. Key findings show that Android dominates download volume—particularly in Utilities (79 % of installs) and Life Services (58 %)—while iOS generates a higher share of revenue, especially in Finance & Business (56 % of iOS revenue) and Life Services (57 %). In 2025, AI‑focused apps such as ChatGPT (+1,340 %) and Perplexity (+3,613 %) achieved the highest year‑over‑year download growth, and Short Drama titles like Kuku TV (+45 % k) and RapidTV (+498 %) recorded explosive revenue increases, with AI Social apps (e.g., Character AI +918 %) also driving significant monetization.

User acquisition activity expanded across all major categories, with Life Services (+42 %) and Finance & Business (+43.5 %) leading the rise in app counts. Smart bidding adoption surged, with Target ROAS spend increasing by 50 % and Target CPE spending up 57 %, particularly in Utilities and Entertainment. Cost‑per‑install (CPI) analysis revealed that E‑Commerce on Android commands a 3× premium, while Finance & Business on iOS reaches 4.6×, underscoring high competition for transactional users.

Monetization patterns shift toward in‑app advertising (IAA), dominating across Education, Utilities, and Entertainment. Video formats—rewarded and interstitial—outperform banner ads by 128–165× eCPM, with North America delivering the highest rewarded video eCPMs (up to 11.8× in Short Drama). The report covers global markets excluding Mainland China from January to December 2025, drawing on anonymized data from Mintegral and Insightrackr across 100+ key app categories.

The 2026 State of Mobile report demonstrates that the global mobile ecosystem remains mature yet increasingly monetized, with 2025 in‑app purchase (IAP) revenue reaching $85.6 billion—a 21 % year‑over‑year rise that now places non‑game apps ahead of games for the first time. Generative AI and short‑form drama have become the fastest‑growing subgenres, driving double‑digit IAP growth; AI assistants such as ChatGPT alone generated $3.4 billion in 2025, while short‑drama apps captured more than ten percent of global video‑entertainment time. These categories also show a shift from acquisition to retention, with session volumes outpacing downloads and time spent tripling in AI apps.

Hybrid‑casual and hyper‑casual games continue to lead revenue growth, especially in Tier 2 markets where downloads are falling but engagement is surging. Publishers targeting these segments can capture higher revenue per user, though they face tighter ad‑spend competition and a move toward high‑attention formats. In the gaming web arena, Roblox dominates with 74 % of game‑publisher site visits in 2025, underscoring the importance of product‑centric web design.

Beyond entertainment, general‑shopping apps such as Temu and Amazon maintain massive download volumes, with grocery and buy‑and‑sell subgenres growing 5 % and 4 % YoY, respectively. Food & drink apps hit a record 2.4 billion downloads in 2025, driven largely by emerging markets like India and the Middle East. Mobility and sports apps also show notable shifts: Waymo’s standalone app captured 15 % of rideshare MAUs in key U.S. metros, while DFS‑style sports betting apps now command 80 % of the betting‑app MAU share, reflecting regulatory impacts and new market entrants.

Overall, the report covers a global geographic scope with particular emphasis on the U.S., India, Western Europe, and emerging Tier 2 markets. It spans 2025 data with forward‑looking insights for 2026, highlighting AI’s transformative role across monetization, user engagement, and competitive dynamics in the mobile industry.

The industry snapshot reveals a workforce that remains predominantly male and White, yet shows growing diversity in gender identity, sexual orientation, and geographic mobility. Two‑thirds of respondents are male, 24 % female, and 8 % non‑binary, with 28 % identifying as LGBTQ+. The U.S. dominates the sample (54 %), and California remains the top state of residence, while Washington has experienced the largest influx. Most workers are under 35 (64 %) and concentrated in design, programming, and visual arts roles.

Layoffs continue to be a significant concern, especially within AAA studios where two‑thirds of respondents report company layoffs and nearly one in five have been personally let go. Indie studios experience fewer corporate cuts, yet a higher proportion of individuals report personal layoffs. Roughly half of all respondents anticipate no layoffs in the next year, but those with prior layoff experience express greater uncertainty.

Generative AI elicits polarized views: 42 % see it as a productivity catalyst, while 38 % view it as ethically problematic and potentially job‑threatening. The debate centers on balancing efficiency gains against concerns over originality, labor displacement, and environmental impact.

VR/AR/MR remains a niche segment, with only 8 % of respondents engaged in such projects. Meta Quest/Horizon dominates the market, and accessibility features are widely adopted, though advanced options lag behind. Monetization trends show premium titles favor digital downloads and physical copies, whereas free‑to‑play games rely heavily on in‑app purchases for currency and cosmetics.

Crunch culture persists, with 87 % of workers clocking overtime in the past year and over half citing essential work or self‑pressure as drivers. Union support is strong in the U.S., with 82 % backing unionization and a majority expressing interest, though leadership opinions are slightly more divided.