2025 Mobile Gaming Report

The mobile gaming industry in 2025 is characterized by dynamic growth, evolving monetization models, shifting market geographies, and increasingly sophisticated player engagement strategies. According to Appfigures’ comprehensive analysis of the top 1,000 revenue-generating mobile games across both the App Store and Google Play, the global mobile games market reached $65.7 billion in consumer spending during 2024, reflecting a year-over-year growth of 3.8%. Despite a notable 6.6% drop in global downloads, which decreased from 46.2 billion in 2023 to 43.1 billion in 2024, players are spending more per download. In fact, global consumer spending per download climbed by 11.2% to reach $1.52, and in the United States, it rose to $6.43, up 11.1% from the prior year. This indicates a growing willingness among players to invest in fewer but higher-quality game experiences.

AppFigures 2025 Mobile Gaming Report: Growth trends shaping the $66B market

The competitive landscape is clearly dominated by a select group of publishers. Tencent leads by a wide margin, followed by Scopely, Activision-Blizzard-King, Playrix, and NetEase. In terms of individual titles, Tencent’s "Honor of Kings" stands at the top, with other high performers including "Monopoly Go," "Royal Match," "Game for Peace," and "Roblox." Interestingly, many of the top-earning games were not recent launches. Titles released as far back as 2015 and 2018 still rank among the highest earners, demonstrating the power of long-term engagement and ongoing live-service support. Nonetheless, new titles also made a mark, especially those from Asia. In 2024, the most profitable new releases included "Dungeon & Fighter: Origins," "Pokémon TCG Pocket," "Whiteout Survival," and "Three Kingdoms: Domination," with Chinese and Japanese developers dominating the charts and extending their reach into Western markets.

Highest earning publishers

Genre-wise, the landscape is increasingly shaped by Mid-Core games, which include Strategy, Shooter, and Role-Playing Games (RPGs). These titles collectively make up half of the top 1,000 revenue-generating games. RPGs alone constitute 33.7% of this list, far outpacing other genres. Casual games, though traditionally dominant in mobile, account for 32%, with Puzzle games leading the Casual category. Casino games contribute 11% and Sports & Driving titles 7%. A deeper look into subgenres reveals that MMORPGs and Action RPGs dominate the RPG category, while Tactical Battlers and 4X Strategy titles are prevalent within Strategy. In the Puzzle genre, Match-3 games remain the most lucrative subcategory, underscoring their enduring appeal.

Market geography is shifting in unexpected ways. While the United States, China, and Japan remain the top three countries by consumer spending, new high-growth markets are emerging rapidly. Brazil, Mexico, and Poland saw year-over-year spending increases of 47.3%, 47.1%, and 42.4% respectively. Turkey, Romania, and India also showed significant gains. These markets are becoming increasingly attractive for developers looking to expand beyond traditional powerhouses. Conversely, some mature markets experienced declines. Singapore led the drop with a 19% decrease in consumer spending, followed by Malaysia, Hong Kong, and Japan. These trends suggest that developers should monitor regional shifts carefully and adapt their strategies to maintain growth momentum.

On a per capita basis, Hong Kong, Taiwan, South Korea, and the United States continue to show the highest levels of spending. This metric offers another way to prioritize markets, especially for premium or highly monetized game experiences. Notably, while some of these markets are seeing overall declines, their per-user value remains extremely high, suggesting a need for tailored, high-value offerings.

Top Performing Mobile Games Released in 2024 by Consumer Spending

User acquisition and marketing strategies have evolved significantly. One of the most critical tools developers now use is crossover analysis—understanding which non-game apps share audiences with high-performing games. This insight is crucial for efficient ad placement. For instance, titles like "Brawl Stars," "Candy Crush Saga," and "Roblox" share substantial user overlap with apps like YouTube, TikTok, Instagram, and Discord. Leveraging these crossover points allows developers to optimize their advertising spend and engage with audiences where they’re already active. This form of behavioral marketing enables more efficient and targeted campaigns.

IP partnerships are also proving to be a lucrative marketing and monetization tool. A notable example is Supercell’s "Brawl Stars," which saw major revenue spikes from collaborations with Godzilla, SpongeBob, and Toy Story in 2024. Each crossover generated a significant increase in player spending—Godzilla drove an 86% jump, SpongeBob 68%, and Toy Story 22%. These events illustrate the powerful synergy between beloved external brands and in-game monetization opportunities. Such partnerships are becoming a staple for live-service games looking to maintain engagement and boost revenue.

Monetization models have become more complex and multi-layered. The report identifies that every single one of the top 500 games utilized consumables or currency via in-app purchases (IAPs), along with limited-time offers. Premium currency and bundle packages were used in at least 90% of these games. Unlockable cosmetics and battle passes also featured prominently, each present in more than half of the top titles. This suggests that a mixed-model approach combining IAPs with time-sensitive incentives and cosmetic enhancements is now essential for financial success.

Advertising remains a core revenue stream, particularly in free-to-play games, and understanding the ad network landscape is vital. Unity Ads had the highest adoption rate in 2024, used by 69% of the top 1,000 games. Facebook Ads and AdMob followed closely, with 57% and 56% adoption, respectively. Notably, most top games now utilize more than one advertising SDK, diversifying their monetization streams and mitigating risk from over-reliance on a single platform. Newer entrants like Supersonic, Fyber, and Mintegral are also gaining traction, indicating a broadening competitive field.

Percentage of Top 1K Earning Mobile Games in 2024 by Category

The speed at which games achieve financial milestones is accelerating. In 2022, the average game took 273 days to reach $1 million in revenue. By 2024, that figure had dropped dramatically to just 106 days, underscoring how refined marketing, monetization, and user acquisition tactics can significantly compress the path to profitability. This acceleration is especially important in an environment where user acquisition costs are rising and competition for attention is intense.

The analysis also notes a steep drop in the number of new game releases, from 222,000 in 2022 to just 126,000 in 2024. However, the number of $1 million-plus hits rose by over 18%, showing that fewer but more strategic launches are producing better results. Developers appear to be focusing on quality over quantity, leveraging better data, market insights, and monetization frameworks to drive success.

Ultimately, Appfigures’ report makes it clear that the mobile games market in 2025 is both maturing and evolving. Established genres like RPGs and Strategy continue to dominate revenue charts, while new opportunities are emerging in geographic markets previously seen as secondary. Developers are responding by refining their marketing approaches, experimenting with monetization models, and embracing cross-media collaborations. In this environment, the path to success lies in data-driven decision-making, nimble adaptation to player behavior, and a willingness to explore both old and new strategies with equal rigor.