REPORT

Thegamingappinsightsreport:

2025edition

Unlockinggrowthopportunitiesformobilemarketers

2

Contents

Introduction:Mobilegamingreachesanewlevel 3

Gameon:AIinmobilegaming 5

Entertheneweraofgamediscovery 8

Emergingacquisitionchannelsdrivinggrowth 8

Breakingboundarieswithcrossplatformplay 9

Keybenefitsofcross-platformplay 9

Mobilegaming’sgrowthstoryin2024 10

Balancingprivacychallengesandperformance 11

Methodology 13

Keytakeaways 14

Game-changinginsightsformaximumimpact 15

Topapps,installpatterns,sessionsandretentionrates 15

Crackingthecodeoncostandperformance 25

Costperinstall,impression,andclick+partnersperapp 25

Revenuestreams 34

Averagerevenueperuser 34

Thenextmove:Playingtowinin2025 39

Thegamingappinsightsreport

INTRODUCTION

Mobilegamingreachesanewlevel

Theglobalmobilegamingindustryisatadefiningmoment.Afterachallenging2023,themarketproveditsresiliencein2024,

bouncingbackthankstostrategicinvestments,technologicaladvancements,andnewgrowthareas.Withgamingapprevenuesettoreach

$126.1billionby2025

,alongsideaprojected

1.9billionplayersby2027,

there’sahuge,renewedopportunityforinnovationandgrowth.In2024,

mobileaccountedfor49%oftotalgamingrevenue

—outpacingconsole(28%)andPC(23%),reaffirmingits

massappealandresilientconsumerdemand.Gamingalsoremainedthe

leadingcategoryonboththeAppStoreandGooglePlay

.

Thegamingappinsightsreport

Mobilegamesaregettingsmarter,moreimmersive,anddeeply

personalized.But,innovationisn’tjusthappeningingameplay.Hybrid

monetizationhasbecomeanindustrynorm,withdevelopersnolonger

relyingonasinglerevenuestream.In-apppurchases(IAP),ads,battle

nostalgiacanbejustaspowerfulasinnovativegameplay,drawinginloyalfanbasesandfosteringstrongplayercommunities.

Meanwhile,competitiveandmultiplayergamescontinuetothrive,withliveevents,esports,andfrequentupdatesmaintaininghighretention.Cross-

platformfunctionalityisfurtherstrengtheningengagement,allowingplayers

toseamlesslytransitionbetweenmobile,PC,andconsole,increasingsessiontimesandoverallplayerinvestment.

In2025,successinmobilegamingwon’tcomefromplayingitsafe.The

studiosthatembraceAItocreatebetterexperiences,refinemonetization,anddeliverhigh-quality,localizedadsandgameplayflowswilldefinethenexteraofgaming.Areyoureadytoplaytowin?

passes,andsubscriptionsworktogethertomaximizerevenuewhilekeepingplayersinvested.Andit’sworking.Playersaren’tjustspending;meaningfulrewardsarenowexpected,fromexclusiveskinstopersonalizedperks.

Hypercasual,hybridcasual,puzzle,andstrategygamesremainthekings

ofdownloads.Anewwaveofultracasualgamesisalsoemerging,catering

toplayerswhoenjoysimplermechanicswithhighreplayability.However,

withcompetitionrisingandplayersseekingquick,engagingexperiences,

retentionremainschallengingforthesegenres.Studiosarerespondingwithsocialfeatures,in-gamecommunities,andlive-servicemodelsthatkeep

playersengagedbeyonddayone.Inparallel,IP-basedgameslikeMonopolyGo!andPokémonTCGPocketareprovingthatbrandrecognitionand

3

Thegamingappinsightsreport

“Afteraperiodofmarketvolatility,mobilegamingisbackonagrowthtrajectory.Installsarerebounding,making2025amomentto

maintainmomentumwhileimprovingretentionanduserstickiness.StudiosthatinvestinAI-drivenpersonalizationandembrace

predictiveengagementstrategieslikelifetimevalueoptimization

willseestronger,moresustainablegrowth.Asmobile-firstadoptionacceleratesinregionslikeLATAMandMENA,gamedevelopersandmarketersthatprioritizelong-termplayerrelationshipsovershort-termacquisitionwillreaptherewards.”

TiahnWetzler

Director,

Content&Insights

4

5

Thegamingappinsightsreport

Gameon:AIinmobilegamingforsmarterworldsandstrongerengagement

AI-DRIVENPERSONALIZATIONANDRETENTION

AIisrevolutionizingengagementbyadaptingexperiencestoindividualplayerbehavior.Dynamicdifficultyscaling,

forexample,ensuresabalancedchallenge,keepingcasualplayersengagedwhilemaintainingdepthforexperiencedgamers.AI-poweredrecommendationstailormissions,

rewards,andcontent,creatingaseamlessprogressionsystemthatfeelsorganicratherthanpre-programmed.

AIenablesstudiostoanticipatechurnbeforeithappens,

usingpredictivemodelingtoidentifydisengagedplayersandtriggerpersonalizedincentivestokeeptheminvested.Thisincludesthingslikeexclusivecontent,discounts,or

engagement-drivenrewards.

AIisreshapingmobilegaming.Fromdevelopmentto

playerengagementandmonetization,it’smakinggamesmoreintelligent,immersive,andefficienttorun.StudiosthatmasterAI—withoutlosingthehumantouch—will

shapeitsfuture.

AI-POWEREDGAMEDEVELOPMENT

Oneofthemosttransformativeshiftsingamedevelopment

isproceduralcontentgeneration.AIisnowcapableof

dynamicallycreatinglevels,textures,andentiregame

environments,ensuringuniqueexperienceswitheachsession.Non-playablecharacters(NPCs)havealsoevolved,theycan

nowrespondtoplayerinteractionsinrealtime,leadingtoricherstorytellingandmoreresponsivegameplay.

Beyonddesign,AIisstreamlininglocalizationandvoiceovers,enablingfaster,morecost-effectiveglobalreleases.

GenerativeAIvoiceactingisacceleratingmulti-language

rollouts,makinghighqualitylocalizationmoreaccessibletostudiosofallsizes.

6

AIINMONETIZATION:TRANSFORMINGGAMEECONOMICS

Monetizationstrategiesareshiftingawayfromstaticmodels,

withAIabletoadaptin-apppricinginrealtime—basedon

playerbehavior—andoptimizerevenueacrosssegments.

High-valueplayersmayseeexclusivepremiumoffers,while

casualplayersarepresentedwithlower,entry-priceincentives.

Advertisingisalsobecomingmoreintelligent.AI-poweredadplacementsensurethatadsappearatoptimalmoments,reducingdisruptionsandimprovingengagement.This

capabilitynotonlyenhancesuserexperience,itmaximizesadrevenueandconversionrates.

Thegamingappinsightsreport

AIINUSERACQUISITIONANDMARKETING

AsUAcostscontinuetoclimb,AIisrefiningacquisition

strategiesthroughreal-timeA/Btesting,enablingstudiostoquicklyidentifyandscaletop-performingadcreatives.

AI-drivencohort-basedtargetingisprovingessentialfor

precisionmarketing,particularlyincaseswhereaccessto

userIDsliketheIDFAisrestricted.Bysegmentingusers

basedonin-gamebehaviorratherthanpersonalidentifiers,

studioscandrivehigher-qualityacquisitions.AIalsoenhancesreal-timebidding(RTB),enablingmarketingteamstooptimizespendacrosskeyplatforms,topperformingchannels,

andprogrammaticadnetworksinreal-time.

Thegamingappinsightsreport

“AutomationandAIhaverevolutionizedtheapproachtoUAand

monetization,whichhasenabledtheindustrytobecomemore

product-driventhaneverbefore.Asaresult,morenewcompaniesarebreakingthrough,helpingtofuelthemarketgrowthweseetoday.Ifyoulookatthetop20gamescomparedtoayearago,there’sfarmorechangethanbefore—provingthatfreshcreativeideascanstillwin.”

DanielTchernahovsky

VP,GlobalBusinessDevelopment

7

8

Entertheneweraofgamediscovery

Thewayplayersdiscovermobilegames

isevolving.UAfrommobileads,wherealldownloadstakeplaceviatheAppStore

andGooglePlay,isnolongertheonly

scalablewaytofindplayers.Developers

areembracingnew,diversifiedacquisitionstrategiesthatreachplayerswherethey

spendthemosttime(andmoney).

EMERGINGACQUISITIONCHANNELSDRIVINGGROWTH

ConnectedTV(CTV)&streamingads:

CTVadspendisexpectedtogrow

by13.8%in2025,makingitoneofthefastest-growingUAchannels.Withmoreplayersconsuminggaming-relatedcontentonstreaming

platforms,CTVadsprovideahigh-valueopportunitytodriveinstalls,

re-engagement,andlong-termretention.

Influencer&communitymarketing:

Short-formvideoisnowaleadingdriveroforganicgamediscovery.Top-performing

gamesincreasinglyprioritizeinfluencer-

ledcampaignsonTikTok,YouTubeShorts,Twitch,andDiscord.Gamingcommunitiespoweredbycontentcreatorsandstreamershavebecomesomeofthemosteffective

engagementchannels,asplayerstrustrecommendationsfromcreatorsovertraditionalads.

Alternativeappstores&webshops:Asappstorefeescontinuetorise,developersare

takingcontroloftheirrevenuestreams.The

pushtowardalternativeappstores,direct-

to-consumer(DTC)models,

rewardedUA

,

andindependentgamestoresisaccelerating.Publishersarenowleveragingwebshopsandthird-partymarketplacestomaximizemarginsandbuilddirectplayerrelationships.

HOWADJUSTHELPS:

?

CTVAdVision:

Thefirstcomprehensive

measurementsolutionforCTVcampaigns,whichenablesattribution

ofimpressions,installs,andengagementsfromCTVads,aswellasinsightinto

howCTVboostsconversionratesonotherchannels.

?

InSight:

Identifywhichchannelsare

trulydrivinggrowthandinstallswith

ournext-gen,AI-poweredapproach

toincrementalityanalysis.Eliminate

budgetwasteandfocusspendonhigh-performingchannels.

Thegamingappinsightsreport

9

Breakingboundarieswithcross-platformplay

Cross-platformisbecominganindustry

standardingaming,asplayersincreasingly

callfortheflexibilitytomoveseamlessly

betweenmobile,PC,andconsole.

Developerswhosuccessfullyimplement

cross-playunlockhigherretention,stronger

lifetimevalue(LTV),andgreatermonetizationopportunities.

KEYBENEFITSOFCROSS-PLATFORMPLAY

Increasedin-gamespending:

Multi-platformplayersspendmoreon

IAPs,includingcross-platformbattlepasses,exclusivecontent,andpremium

in-gameupgrades.

Strongermultiplayer&socialcommunities:Cross-playstrengthensmultiplayer

communitiesbymakingcompetitiveandcooperativeplaymoreaccessibleacrossdevices.Thisdrives

longersessiontimesandincreasesword-of-mouthorganicgrowth.

Successinhighretentiongamegenres:

Cross-platformfunctionalityisespecially

impactfulinhigh-engagementgenreslikeshooters(BattleRoyale),strategy(MOBA),simulation,andsandboxgames

TitleslikeFortnite,Minecraft,andCall

ofDuty:WarzoneMobilehavealreadyproventhevalueofcross-play,paving

thewayformorestudiostoembracecross-devicegaming.

HOWADJUSTHELPS:

?

PC&Console

:

Unifytheplayerjourneyacrossmobile,PC,andconsole,with

accuratemeasurementofcross-platforminstalls,engagement,andmonetization.

?

Engage

:

Createseamless,branded

playerexperiencesacrossplatformswith

personalized,frictionlessjourneysthatdriverevenue.Fromweb-to-apptransitionsand

deeplinking

toaudiencesegmentation,

perfectlyoptimizethepathtoconversion.

Thegamingappinsightsreport

10

Mobilegaming’sgrowthstoryin2024

Gamingappinstallandsessiongrowth

January2023-December2024(Global)

Gamingappinstallsgrew4%YoYin2024,butsessionsdipped0.6%.Januarysawsessions

Installs

Sessions

rise12%aboveaverage,withFebruaryinstallsup15%YoY.Julyinstallsrose8%,yetsessionsfell2%.ByOctober,installsheldat+4%YoY,butsessionsdropped8%,signalingretentionissues.InDecember,installsfell5%YoYbut

stayed1%abovethe2024average,whilesessionsendedtheyeardown10%.

LATAMandMENAsawthemostgaming

appgrowthin2024,withinstallsrising8%

JAN23

FEB23

MAR23

APR23

MAY23

JUN23

JUL23

AUG23

SEP23

OCT23

NOV23

DEC23

JAN24

FEB24

MAR24

APR24

MAY24

JUN24

JUL24

AUG24

SEP24

OCT24

NOV24

DEC24

and10%YoY,andsessionsup7%and5%.Incontrast,NorthAmericasawthesteepest

decline—installsdecreased11%andsessionsdroppedby14%.APACposteda4%increaseininstalls,thoughsessionslaggedat-3%.

Europeexperiencedadownturn,withinstallsdecreasingby1%andsessionsfalling6%.

GamingappinstallandsessiongrowthpercentagesYoYbyregion2023-2024

15%

10%

5%

0%

-5%

-10%

-15%

-20%

10%

4%

4%

8%

7%

5%

-0.6%

-3%

-1%

-6%

-11%

-14%

GlobalAPACEuropeLATAMMENANorthAmerica

Installs

Sessions

Thegamingappinsightsreport

11

Balancingprivacychallenges

andmobilegamingperformance

Gamingapp

All ActionAdventure

Arcade

ATTopt-inratesQ12025vs.Q12024(Global)

45.9%

59.3%

Board

Card

Casino

Casual

FamilyHybridcasualHypercasualIdleRPG

Music

38.3%

39.1%

43%

27.6%

Puzzle

Racing

RPGSimulation

SportsStrategy

54.1%

Trivia

Word

10%

20%

30%

40%

50%

60%

70%

0%

Q12025

Q12024

InQ12025,gamingAppTracking

Transparency(ATT)opt-inrates(among

usersshowntheprompt)roseto37.9%,up

from37.5%inQ12024.Arcadegamessaw

thebiggestjump,risingfrom42.4%to59.3%,whilesports(54.1%),casino(38.3%),and

action(45.9%)alsogrew.IdleRPGsdeclinedfrom24.9%to21.8%,andhypercasualgamesdroppedfrom47.5%to43%.Gettingopt-in

messagingrightisthekeytobuildingandmaintainingahighrate.

Thegamingappinsightsreport

12

Someregionssawnotableincreases,

withIndonesiareaching58.6%(upfrom

54.2%)andMalaysiaclimbingto51.9%(from46.9%).Thailandalsoroseto51.4%from

49.7%andinMENA,rateshoveredaround

50%.Somemarketssawminordeclines,

suchastheUAE,whichdroppedfrom50.6%to49%,andSaudiArabia,whichdeclined

slightlyfrom51.7%to50.7%.TheU.S.remainedsteadyataround32%.

GamingappATTopt-inratebyregionandcountryQ12025vs.Q12024

37.9%

GlobalAPAC

58.6%

51.9%

47.4%

51.4%

India Indonesia Japan MalaysiaPhilippines SingaporeSouthKorea Thailand Vietnam Europe DACHFrance

51.4%

U.K.&IrelandLATAM BrazilMexicoMENA

50.7%

SaudiArabiaTurkey

UAE

NorthAmericaU.S.

10%

20%

30%

0%

40%50%

60%70%

Q12024Q12025

Thegamingappinsightsreport

13

Methodology

VERTICALS:

Games(all),action,adventure,arcade,board,card,casino,casual,family,hybridcasual,

hypercasual,idleRPG,music,puzzle,racing,roleplaying(RPG),simulation,sports,strategy,swap,trivia,word.

REGIONS:

Global,APAC,Europe,LATAM,MENA,NorthAmerica.

COUNTRIES:

Austria,Brazil,France,Germany,India,Indonesia,Ireland,Japan,Malaysia,Mexico,

Philippines,SaudiArabia,Singapore,SouthKorea,Switzerland,Thailand,Turkey,UnitedArabEmirates(UAE),UnitedKingdom(U.K.),UnitedStatesofAmerica(U.S.),Vietnam.

DATASET:

AmixofAdjust’stop5,000appsandthetotaldatasetofallappstrackedbyAdjust.Ourdatacomesfromtwosources,oneincludingalistof45countriesandonewithapproximately250basedontheISO3166-1standard.

DATERANGE:

January2023-March2025

RATIOSANDSHARES:

Reattributionandpaid/organicarebothexpressedasratios,whereX:1.Inthecaseofthe

paid/organicratio,avalueof3(3:1)meansthatforevery100organicinstalls,thereare300paidinstalls.Similarly,forthereattributionshare,avalueof0.7(0.7:1)wouldmeanthatforevery100totalactions(installs+reattributions),thereare70reattributions.

AlldollaramountsrepresentedareUSD.

Thegamingappinsightsreport

14

Keytakeaways

%

%

%

4

27

83

45

Gamingappinstallsgrewby4%YoYin2024,withLATAM(+9%)andMENA(+7%)leadinggrowth.

Hypercasualgamesdominatedinstallsshareat27%,withactiongamesaccountingfor21%of

totalsessions.

Strategyinstallsgrew83%YoYin2024andcasinosessionsincreasedby32%.

In2024,gamersspentthemosttimeplaying

actiongames,withanaveragesessionlengthof45.15minutes.

%

28

6.2

%

19

$

6.48

RacinggamesexperiencedthelargestincreaseinCTR,risingfrom18%in2023to26%in2024,whilehybridcasualgamesmaintainedthe

highestCTR,28%.

Themediannumberofpartnersperapprose

from5.7to6.2,withhybridcasualgamesleadingat12.3partners.

Day1retentionforgamesgloballydecreasedfrom28%to27%,butcasinosawanincreasefrom16%to19%.

RPGssawasignificantincreaseinARPMAUfromin-apppurchases,risingfrom$5.36to$6.48

Thegamingappinsightsreport

15

PART1

Game-changinginsightsfor

maximumimpact

Topapps,installpatterns,sessions,

andretentionrates

Thegamingappinsightsreport

16

Thegamingappinsightsreport

Top10mobilegamesbydownloads,2024

GLOBALAPACEUROPELATAMMENANORTHAMERICA

GarenaFreeFire

GarenaGamesOnline

GarenaFreeFire

GarenaGamesOnline

SubwaySurfers

M

BlockBlast!

HungryStudio

Roblox

RobloxCorporation

BlockBlast!

HungryStudio

1

GarenaFreeFire

GarenaGamesOnline

LudoKing?

Gametion

GarenaFreeFire

GarenaGamesOnline

Roblox

RobloxCorporation

Roblox

RobloxCorporation

Roblox

RobloxCorporation

2

MONOPOLYGO!

Scopely

SubwaySurfers

M

BrawlStars

Supercell

SubwaySurfers

M

BlockBlast!

HungryStudio

PizzaReady!

Supercent

3

FootballLeague2025

MOBILESOCCER

SubwaySurfers

M

PizzaReady!

Supercent

OfflineGames-NoWifiGames

JindoBlu

Township

Playrix

Roblox

RobloxCorporation

PizzaReady!

Supercent

4

PUBGMOBILE

Tencent

LudoKing?

Gametion

8BallPool

Gametion

LastWar:Survival

FirstFun

PizzaReady!

Supercent

MobileLegends:

BangBang

Moonton

5

EASPORTSFC?MobileSoccer

ElectronicArts

SubwaySurfers

M

BrawlStars

Supercell

StumbleGuys

Scopely

OfflineGames-NoWifiGames

JindoBlu

PizzaReady!

Supercent

OfflineGames-NoWifiGames

JindoBlu

6

SubwaySurfers

M

IndianBikesDriving3D

RohitGamingStudio

Zupee:EnjoyLudoOnlineGames

Zupee:EnjoyLudoOnlineGames

PUBGMOBILE

Tencent

RoyalMatch

DreamGames

BlockBlast!

HungryStudio

7

PUBGMOBILE

Tencent

BloodStrike-FPSforall

NetEase

PUBGMOBILE

Tencent

Roblox

RobloxCorporation

RoyalMatch

DreamGames

8

WordsofWonders:Crossword

Fugo

Paper.io2

voodoo

8BallPool

M

RoyalMatch

DreamGames

Pou

PaulSalameh

PizzaReady!

Supercent

WoodNuts&BoltsPuzzle

ABIGamesStudio

9

MyTalkingTom2

Outfit7

CandyCrushSaga

ActivisionBlizzard

Snake.io

Kooapps

BlockBlast!

HungryStudio

10

Source:sensorTower

17

Thegamingappinsightsreport

In2024,hypercasualgamescontinuedto

dominategamingappinstalls—accountingfor27%—withtheirsessionshareremaininglowerat11%.Puzzlegamesclaimedanequalshareofinstallsandsessionsat11%,whileactiongames,despitecapturingonly10%ofinstalls,drove

21%ofsessions.Hybridcasualtitlesmadetheirmarkwith11%ofinstallsand7%ofsessions,

whilesimulation(8%installs)andsportsgames(7%sessions)wereplayerfavorites.Strategy

andRPGheldasmallerinstallandsessionshare,eachstayingunder4%.

Thediscrepanciesininstallandsession

distributionreflectthecorebusinessmodelsofdifferentgenres.Forinstance,hyper

casualsprioritizeuseracquisitionandquicktitleturnover,relyingonin-appads,which

leadstofewersessionspergame.Genres

likeRPGfocusonretainingloyalplayersanddrivingrevenuethroughIAP.

2%

2%

1%——

1%

1%

Gamingappinstallsandsessionsbysubvertical2024(Global)

1%

1%

1%

2%

2%

3%

2%

1%

3%

2%

●Action

.Adventure●Arcade

●Board●Card●Casual●Family.Games

●Hybridcasual●Hypercasual●Music

●Puzzle●Racing●RPG

●SimulationSlots

●Sports●Strategy●Swap

.Trivia●Word

InstallsSessions

5%4%

7%3%

1%

3%

3%

2%

2%

-3%

27%

10%

21%

11%

11%

11%

11%

9%

8%

6%

5%

7%

1%

18

Strategyappstooktheleadin2024,with

installssoaring83%YoY.Casinoandarcadegamesalsosawsignificantengagement

gains,withsessionsrising32%and23%,

respectively.Bothhypercasualandhybridcasualcontinuedtoexpand,with14%

installgrowth,whilesessionsrose18%and

16%.Puzzleandsimulationfollowedsuit,

withinstallsup12%and25%,andsessions

increasing17%forboth.RPGtoldadifferentstory—despitea32%spikeininstalls,

sessionsdropped12%,pointingtoretentionchallenges.

GamingappinstallandsessiongrowthpercetangesbysubverticalYoY2023-2024(Global)

Installs

100%

83%

Sessions

80%

60%

51%

40%

32%

32%

25%

16%18%

14%14%14%

23%

17%

17%

16%

17%15%

2%

20%

12%

16%11%

5%6%

7%4%

0%

-1%

-4%-4%

-12%

-5%

-6%

-4%-4%

-8%

-11%

-11%

-20%

-40%

-17%-18%

-23%

Action

Adventure

Arcade

Board

Card

Casino

Casual

Family

Hybridcasual

Hypercasual

Music

Puzzle

Racing

RPG

Simulation

Sports

Strategy

Swap

Trivia

Word

-28%

-30%

Thegamingappinsightsreport

Thegamingappinsightsreport

Indonesiarecordeda21%jumpininstalls

anda6%increaseinsessions.Mexicoand

thePhilippinesalsohadasteadyclimb,withsessionsup11%and9%.Meanwhile,theU.S.andU.K.&Irelandexperienceddeclinesforbothinstallsandsessions.Vietnamsawthebiggestsessionsdropat-18%YoY.

GamingappinstallandsessiongrowthpercentagesYoYbycountry2023-2024

25%

20%

15%

10%

5%

0%

-10%

-15%

-20%

InstallsSessions

21%

3%

8%

11%

6%

2%

4%

9%

3%

10%

2%

0.3%

-8%

-4%

-1%

-5%

-9%

-4%

-1%-3%

-14%

-12%

-11%

-13%

-11%

-18%

Brazil

France

India

Indonesia

Japan

Mexico

Philippines

SaudiArabia

Turkey

U.K.&Ireland

U.S.

UAE

Vietnam

個

19

20

Gamingappreattributionshare2023-2024(Global)

All ActionAdventure ArcadeBoard

Card Casino Casual FamilyHybridcasual

Hypercasual

IdleRPG Music Puzzle Racing RPGSimulation

Sports

Strategy

Swap

TriviaWord

0.05

0.01

0.015

0.05

2024

0.025

0.03

0.035

0

2023

Re-engagementeffortsingamingappsremainedconsistent,withtheglobalmedian

reattributionshareat0.02inboth2023and2024.Casinogamessawaliftto0.03,

whilehypercasual,trivia,andpuzzlegamesremainedatthelowerend,witha0.01share.

Gamingappreattributionsharebyregionandcountry

2023-2024

Global

APAC India Indonesia Japan MalaysiaPhilippines SingaporeSouthKorea Thailand VietnamEurope

DACH

FranceU.K.&Ireland LATAMMexico

MENASaudiArabiaTurkey

UAENorthAmerica

U.S.

0.01

0.02

0.03

0.04

20232024

0.05

0.06

0.07

0.08

0

In2024,Singaporehadthehighestreattributionshare(0.07),upfrom0.06in2023,whileUAE,DACH,andJapaneachroseto0.05.Turkey,SaudiArabia,Vietnam,andThailandalsosawslightincreasesto0.04.Meanwhile,MENAandLATAMdeclinedfrom0.03to0.02.

Thegamingappinsightsreport

21

Gamingapppaid/organicratio2023-2024(Global)

All

Action

Adventure

Arcade

Board

Card

Casino

Casual

FamilyHybridcasualHypercasualIdleRPG

Music

Puzzle

Racing

RPG

Simulation

Sports

Strategy

Swap

Trivia

Word

01234567

20232024

Theglobalpaid/organicratioforgamingappssawaslightuptickfrom2.11in2023to2.18in

2024.Casinogamesdeclinedfrom6.24to3.52—likelydrivenbyincreasedorganictractioninexpandingmarketsliketheU.SandpartsofLATAM.Puzzleandracingappsleanedmoreonpaidacquisition,withtheirratiosrisingfrom2.88to3.44and2.86to3.22,respectively.

Gamingapppaid/organicratiobyregionandcountry2023-2024

Global

APAC India Indonesia Japan MalaysiaPhilippines SingaporeSouthKorea Thailand VietnamEurope

DACH

FranceU.K.&Ireland LATAMMexico

MENASaudiArabiaTurkey

UAENorthAmerica

U.S.

0.05

2

2.5

33.5

1

1.5

44.5

5

0

2023

2024

LATAMandMexicosawthemostsignificantincreases,bothclimbingfrom3.7to4.32,whileTurkeyrecordedthehighestpaid/organicratioat4.35.MarketslikeEurope(1.97to2.57)andtheUAE(2.55to3)alsosawnotablejumps.Indiawasoneofthefewregionswheretheratiodeclined,droppingfrom3.82to3.14.

Thegamingappinsightsreport

22

Gamingappsessionlengths2023-2024(Global)

All

Action

Adventure

Arcade

Board

Card

Casino

Casual

Family

Hybridcasual

Hypercasual

IdleRPG

Music

Puzzle

Racing

RPG

Simulation

Sports

Strategy

Trivia

Swap

Word

051015202530354045

Timeinminutes

20232024

50

Gamingappsessionlengthswerestablein2024,averaging30.75minutesglobally(upfrom

30.35in2023).Actiongamesledwith45.15minutes,whilesportsandsimulationroseto26.72and24.31.RPGremainedhighlyengagingatover37minutes,whilehyper(18.97)andhybrid

(21.6)casualgamesgrew.Adventureandfamilygamesdeclinedslightly.

Gamingappsessionlengthsbyregionandcountry2023-2024

Global

APAC India Indonesia Japan MalaysiaPhilippines SingaporeSouthKorea Thailand VietnamEurope

DACH

FranceU.K.&Ireland LATAMMexico

MENASaudiArabiaTurkey

UAENorthAmerica

U.S.

10

2025

30

35

40

50

5

15

45

0

Timeinminutes

20232024

Indonesiarecordedthelongestgamingsessionsin2024,atanaverageof44.31minutes,

withthePhilippines(43.4)andSingapore(39.14)followingclosely,allexperiencingslight

increases.ThailandandSouthKorearemainedstrong,bothexceeding35minutes.MENA(30.58)andEurope(27.54)hadmoderategains.NorthAmerica(24.66)andtheU.S.(24.76)sawlittlechange.

Thegamingappinsightsreport

23

Gamingappsessionsperuserperdayonday0

2023-2024(Global)

2023

2

2024

1.8

1.6

1.4

1.2

1

0.8

0.6

0.4

0.2

0

All

Action

Adventure

Arcade

Board

Card

Casino

Casual

Family

Hybridcasual

Hypercasual

IdleRPG

Music

Puzzle

Racing

RPG

Simulation

Sports

Strategy

Swap

Trivia

Theglobalmediangamingappsessionsperuserperday(day0)decl