The gaming app market continues to grow. According to forecasts, revenue will reach $126.1 billion by 2025, and the number of players is expected to hit 1.9 billion by 2027.

This opens up new opportunities for both developers and advertisers. However, to make the most of them, it’s essential to understand current trends and adapt strategies accordingly.

According to Adjust, two key areas today are hybrid monetization and the growing use of AI to personalize user experiences.

These and other mobile gaming trends are covered in our overview of The Gaming App Insights Report: 2025 Edition by Adjust.

Mobile App Market: How the Gaming Segment Has Evolved Over the Past Year

In 2024, gaming app installs grew by 4% year-over-year. However, the total number of sessions declined by 0.6%, indicating that users are returning to games less frequently.

The LATAM and MENA regions performed best, with installs up 8-10% and sessions up 5-7%.

Europe, on the other hand, saw a decline:

• Installs down 1%
• Sessions down 6%

More Key Figures on Mobile Gaming from Adjust:

• The average number of ad partners per gaming app increased from 5.7 to 6.2.
• Day 1 retention dropped slightly from 28% to 27%.
• The strategy genre saw a record +83% growth in installs year-over-year.
• Racing games experienced a sharp rise in CTR — from 18% to 26%.

What’s Ahead for the Mobile Gaming Market in 2025

The global mobile gaming industry is at a turning point. After a challenging 2023, the market rebounded in 2024 thanks to new technologies and promising trends.

Currently, the outlook for the segment is positive. According to The Gaming App Insights Report: 2025 Edition, gaming app revenue is projected to reach $126.1 billion in 2025.

At the same time, more users are choosing mobile over other platforms. In 2024, mobile games accounted for 49% of total gaming revenue, compared to 28% from consoles and 23% from PC.

In 2025, mobile’s share is expected to grow even further.

For brands and ad platforms, this is a clear signal: audience attention is centered on mobile.

That’s why it’s more important than ever to invest in mobile-first strategies.

If you’re looking to effectively deliver key messages and build loyalty, the BYYD platform – a leader in in-app advertising – is here to help.

Check out our case studies and reach out to us at hello@byyd.me to launch your next campaign.

Top Mobile Game Genres in 2025

According to The Gaming App Insights Report: 2025 Edition, the most downloaded mobile game genres in 2025 are:

• Hyper-casual
• Hybrid-casual
• Puzzle
• Strategy

These genres are easy to pick up, highly engaging, and appeal to a broad audience – which is why they consistently stay at the top of the charts.

In addition, the ultra-casual genre is rapidly evolving in the mobile gaming market. The main characteristics of these games are simple mechanics, low entry barriers, and high replayability.

However, as user expectations grow and demand for more immersive experiences increases, retention in ultra-casual games is becoming more challenging. Players quickly lose interest if they don’t feel engaged.

To address this, developers are introducing:

• regular updates,
• in-game events,
• personalized rewards.

Games based on well-known brands – such as Monopoly Go! and Pokémon TCG Pocket – also continue to hold strong popularity.

In these cases, it’s not just about gameplay. Nostalgia, emotional connection to the franchise, and the desire to be part of an active community all play a major role in driving engagement.

This is supported by data from the State of Mobile 2025 report: users are increasingly choosing trusted titles over new releases.

Global hits like Subway Surfers, Royal Match, and Candy Crush Saga continue to hold their top positions worldwide.

Additionally, the multiplayer and competitive gaming segment is seeing strong growth. Retention in these types of games is maintained through:

• live events,
• esports tournaments,
• frequent content updates.

How Much Time Do Users Spend in Mobile Games?

According to The Gaming App Insights Report: 2025 Edition, the average session length in 2024 remained stable at 30.75 minutes, slightly up from 30.35 minutes in 2023.

However, session duration varies significantly by genre.

Action games continue to lead in user engagement, with an average of 45.15 minutes per session. Other strong performers include:

• Sports games – up to 26.72 minutes
• Simulators – 24.31 minutes
• RPGs – over 37 minutes
• Hybrid casual – 21.6 minutes
• Hyper casual – 18.97 minutes

In adventure and family games, the average session length has slightly decreased.

Which Countries Have the Longest Play Sessions?

Data from Adjust shows that Asia leads in terms of session duration.

Top countries include:

• Indonesia – a record 44.31 minutes
• Philippines – 43.4 minutes
• Thailand and South Korea – over 35 minutes

Other regions show slightly lower, yet still high, numbers:

• MENA – 30.58 minutes
• Europe – 27.54 minutes
• North America / U.S. – around 24.7 minutes

How Do Players Discover Mobile Games in 2025?

The ways users find mobile games continue to evolve. In-app ads that drive traffic to the App Store or Google Play are no longer the only effective channel.

Today, developers and advertisers are increasingly exploring alternative approaches. In 2025, two key discovery channels stand out:

• Connected TV and Streaming Ads

Players frequently watch gaming content on TV and streaming platforms.

Advertising in these formats works well not only for user acquisition, but also for re-engagement and boosting retention.

• Alternative App Stores

With commissions on the App Store and Google Play continuing to rise, developers are exploring alternative ways to promote and monetize their apps.

Gaining popularity are:

• Alternative app stores
• Rewarded installs
• Independent gaming platforms

These approaches are relevant not only for games, but also for in-app brand advertising. Alternative stores have proven to be effective channels for capturing user attention.

We actively use them in our campaigns.

Mobile Gaming Trends & BYYD Recommendations

We’ve explored the current state of the mobile app market – from the most popular game categories to user session times and how players are discovering new apps.

To wrap up, here are the key mobile gaming and app market trends identified by Adjust, along with insights we observe in our own campaigns:

• Interactive Advertising

As competition grows, players are becoming more selective and expect tangible rewards for engaging with in-game ads.

That’s why it’s increasingly important for advertisers to focus on rewarded and interactive in-app formats that truly engage users and deliver real value.

• Cross-Platform Play

Players are moving more frequently between smartphones, PCs, and consoles – but mobile gaming remains the main entry point.

For brands, this means one thing: a mobile-first focus is essential, as this is where the user journey begins.

• AI in Gaming

Developers who integrate AI gain a strong advantage through personalization, precise ad targeting, better retention, and enhanced user experience.

We also use AI to optimize ad campaigns – and we see firsthand that it’s a powerful and effective tool.

It’s now clear: mobile games are a powerful environment – for both developers and brands.

Curious to test mobile advertising for your business?

Check out our case studies – let’s start delivering results.

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