2026 redesigned: What is next for developers

Matt Tubergen, EVP of Global Strategy & Partnerships at Digital Turbine, shares (below) his 2026 outlook for software, and the technology industry at large.

What I'm seeing today is a reorganization of the mobile economy driven by changes in consumer spending and global market dynamics, as well as the overwhelming integration of Artificial Intelligence into, well, everything.
For mobile app developers, adapting to these macro trends could mean the difference between scaling your business and getting left behind. Here are three critical shifts that are redefining our industry and what they might mean for your strategy in 2026.

Non-Gaming Takes the Lead in User Acquisition

One of the biggest shifts in mobile advertising is the changing of the guard in user acquisition (UA) spending. For the first time, non-gaming verticals—everything from finance and ecommerce to productivity and lifestyle apps—are claiming a meaningful share of the overall ad budget from the gaming sector.
The infrastructure of performance marketing was largely built by the gaming industry, but now, others are leveraging and scaling it. While global mobile UA ad spend (excluding China) hit about $65 billion in 2024, the growth was heavily concentrated in non-gaming apps, which grew their spend by roughly 8%. Meanwhile, gaming UA spend declined by 7%, primarily impacting mid-core and casino titles while casual titles remained steady.

This signals a competitive re-balancing. The established performance marketing rails remain the same, but the passengers have changed. Non-gaming advertisers are bringing a new level of sophistication to mobile growth, driving up efficiency and necessitating a re-think of creative and targeting strategies across the board.

New Global Powerhouses Emerge. 2026 redesigned: What is next for developers

The narrative around mobile growth has changed. We've spent years viewing certain areas—like Brazil, Mexico, Turkey, and India—as "growth regions," implying high volume but often lower average revenue per user (ARPU). That era is over. These markets have transitioned into stable, high-value ecosystems that are delivering dramatic revenue growth.

Developers in these regions are no longer just reacting to the global app economy; they are actively defining it. This massive user base is now coupled with significant consumer spending power, moving these countries from being secondary targets to primary centers of gravity for global revenue.

AI Becomes a Foundational Workflow Layer

Artificial intelligence has officially crossed the chasm from being a buzzword to becoming a basic element of the developer toolkit. In the immediate future, we will see AI enabling studios to build, test, and market products faster than ever before.
This change is about completely rebuilding workflows. As I look ahead, I predict that by 2026, AI will become foundational. We'll see entire processes—from game development to sophisticated user acquisition to creative optimization and localization—reconstructed around AI tools. This shift delivers faster production cycles, enables smarter targeting models, and allows for deeper, more effective personalization at scale.

Strategizing in a Redefined Mobile World

The mobile world is no longer about simple expansion, now developers have to think about strategic reorganization to succeed. Traditional UA channels are being redefined by non-gaming apps, new global centers of revenue are emerging, and AI is poised to completely rewrite the developer's rulebook.

In 2026, developers must be adaptable. Adjust your UA efforts to adapt to a UA market where non-gaming apps are spending more, look outside the established markets for growth, and, critically, invest in making AI a core part of how you build and market your product. Embracing and activating these trends is key to your success in the next chapter of the mobile app economy.

Matt Tubergen serves as EVP of Global Strategy & Partnerships at Digital Turbine. He is a 20-year veteran in the mobile app and content industry. From ringtones to mobile games to media networks, Matt has helped lead the strategy and deployment of cutting-edge mobile products and platforms. Today, Matt focuses mostly on the world of alternative distribution models for mobile applications and the evolving landscape of operating systems, apps stores, and payment platforms.

“In 2026, AI will stop being a buzzword and become foundational. From game development to user acquisition to localization, we will see entire workflows rebuilt around AI, leading to faster production, smarter targeting, and deeper personalization.”

Matt Tubergen, EVP of Global Strategy & Partnerships, Digital Turbine
Matt is a 20-year veteran in the mobile app and content industry. From ringtones to mobile games to media networks, Matt has helped lead the strategy and deployment of cutting-edge mobile products and platforms. Today, Matt focuses mostly on the world of alternative distribution models for mobile applications and the evolving landscape of operating systems, apps stores, and payment platforms.

About Digital Turbine 
Digital Turbine (NASDAQ: APPS) powers superior mobile consumer experiences and results for the world's leading telcos, advertisers, and publishers. Its end-to-end platform simplifies partners' ability to enhance awareness, acquisition, and monetization — connecting them with more consumers across more devices. Digital Turbine is headquartered in North America, with offices worldwide. Visit www.digitalturbine.com for more information.