AppLovin

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.