A $126 billion industry

The mobile gaming sector is on the rise again following a challenging period in 2023. The Mobile App Trends 2025 report published by Adjust highlights both regional growth opportunities and shifts in user engagement for marketers and developers. The report details the recovery in the sector, user retention rates, and the transformation in monetization strategies.

Key Findings of the Report:

Global Overview: Mobile game app installs increased by 4 percent in 2024.

The number of sessions, however, showed a decline of 0.6 percent.

Mobile gaming revenue is expected to reach $126.1 billion in 2025.

1.9 billion players are projected by 2027.

In 2024, mobile games accounted for 49% of total gaming revenue.

Regional Performance

In the MENA region, installs increased by 10 percent and sessions by 7 percent.

LATAM region: Installs showed an 8 percent increase, and sessions a 5 percent increase.

North America: Installs fell by 11 percent, and sessions by 14 percent.

APAC: Installs increased by 4 percent, while sessions decreased by 3 percent.

Europe: Installs declined by 1 percent, and sessions by 6 percent.

Game Sub-category Performance

Hypercasual: Leader in installs with 27 percent, but 11 percent in sessions.

Action games: High engagement with a 10 percent install and 21 percent session rate.

Strategy games: Stood out with an 83 percent year-over-year increase in installs.

Defining Trends for 2025

Personalized user experience with artificial intelligence.

Longer session durations with cross-platform games.

Hybrid monetization: Advertising, in-app purchases, subscriptions.

CTV and influencer marketing are opening new channels for user acquisition.