Quo Vadis Gaming 2026

2023 – 2025
(Key Insights and Data)

●
Users in Gaming on different platforms

●
The Attention Economy: Gaming vs. Other Leisure Spending

●
Mobile Gaming Marketability

●
Downloads and Revenue Concentration in Mobile Gaming

●
Mobile Gaming vs Non-Gaming

●
Mobile Gaming Growth (Android vs. iOS)

●
Mobile Gaming Trends by Category (iOS & Android)

●
Mobile Gaming Trends in Top Countries (iOS & Android)

Mariusz Gasiewski
https://www.linkedin.com/in/MariuszGasiewski/

new!

Quo vadis Gaming 2026?

1. Market Resilience and Cross-Platform Growth

●
Sector Stability: Gaming—particularly mobile—shows no signs of slowing down; the industry continues to outperform previous growth

estimates.

●
User Depth: The proportion of “heavy users” is rising globally, signaling a highly engaged core audience.

●
Cross-Platform Integration: Cross-device gaming is moving from a niche concept to a mainstream reality,

2. Business shifts

●
Emerging markets are the primary drivers of user growth on both Android and iOS

●
Revenue remains heavily concentrated in Western markets, despite emerging markets driving volume

●
iOS Dominance in UA: Despite Android’s global footprint, iOS continues to command a disproportionately high share of User Acquisition

(UA) spend in many regions.

3. Competition and Monetization Trends

●
Games must compete against a wide range of digital entertainment for user time and money.

●
Revenue Concentration: The mobile sector has seen a significant “winner-take-all” trend, with revenue becoming increasingly

concentrated among top-tier titles over the last few years.

●
Diversification: Non-gaming app categories are experiencing robust growth, capturing a larger share of the overall mobile market.

Summary

Gaming vs users

Penetration of mobile

gaming is still growing

There is no danger that gaming and mobile gaming will go away.

US

UK

Which of these devices do you use to play games?

Source: GWI, Q1-Q3 2025

Using of smartphones for playing games is still increasing

TR

BR

Which of these devices do you use to play games?

Source: GWI, Q1-Q3 2025

…However, that growth is moderating because adoption rates

are already very high.

PL

IN

Which of these devices do you use to play games?

Source: GWI, Q1-Q3 2025

Share of heavy users in games

is growing in many countries

Share of Heavy Users in Games is Growing Across Key Countries

Global

US

Brazil

India

UK

South Korea

Source: GWI, Q1-Q3 2025, share of the audience among internet users, 16-64

Share of specific audiences among internet users 16-64 for Mobile games

This Effect is Less Intense for PC/Console Games

Global

US

Brazil

India

UK

South Korea

Source: GWI, Q1-Q3 2025, share of the audience among internet users, 16-64

Share of specific audiences among internet users 16-64 for PC/Console games

At the Same Time, Games Must

Compete for Attention with

Other Leisure Activities

Users spend a lot of time watching streaming services or short

videos

Worldwide

US

Hours spent last week with specific medium

Source: GWI, Q1-Q3 2025

UK

South Korea

Hours spent last week with specific medium

We see this trend in Western Markets…

Source: GWI, Q1-Q3 2025

India

Brazil

Hours spent last week with specific medium

…and in Emerging Markets

Source: GWI, Q1-Q3 2025

Vietnam

Turkey

Hours spent last week with specific medium

Users spend a lot of time watching streaming services or short

videos

Source: GWI, Q1-Q3 2025

Emerging Markets Will Be

the Key Drivers of Mobile

Gaming Growth

Mobile gaming dominates non-Western markets.

Source: GWI, Q1-Q3 2025

Share of internet user who use smartphones to play games

Western markets have very low growth of new smartphones

(net new smartphones and its growth between 2025 and 2029)

Source: Statista, December 2024

Consoles are especially popular in Western countries

Share of internet user who use consoles to play games

Source: GWI, Q1-Q3 2025

…while PC gaming is popular in Europe and Latin America

Share of internet user who use personal PC / laptop to play games

Source: GWI, Q1-Q3 2025

Gaming on many devices is

becoming real thing

Share of users playing on many devices is growing

Global

US

Brazil

India

UK

South Korea

Source: GWI, Q1-Q3 2025, share of the audience among internet users, 16-64

Number of gaming devices used for playing

Business in games

Games industry exceeded

previous estimates

Gaming revenue in 2025
(estimates)

Source: Newzoo, November 2025

According to the newest Newzoo data release, the value of the global gaming industry is $197 billion in 2025. This 7.5% annual

growth exceeds previous estimates, fueled primarily by stronger-than-anticipated momentum in mobile and PC gaming

Mobile is responsible for lion’s share of players and over 50% of

total revenue

Source:Newzoo, November 2025

Majority of user’s growth in games will be coming from Mobile

Source:Newzoo Quarterly Games Update November 2025

Players growth in different regions (Newzoo estimates)

All types of gaming will have some revenue growth in the next

years

Revenue growth in different regions (Newzoo estimates)

Source:Newzoo Quarterly Games Update November 2025

Significant regional differences in gaming revenue share by
device

Revenue share by devices in different regions

Source:Newzoo Quarterly Games Update November 2025

Strong competition for user

spending, including gaming

Source: GWI, US

Fierce competition for user spending…
(internet users,
US
)

In the last month, which of these have you paid for?

Source: GWI, PL

Fierce competition for user spending…
(internet users,
PL
)

In the last month, which of these have you paid for?

Source: GWI, US

Fierce competition for user spending…
(internet users,
VN
)

In the last month, which of these have you paid for?

User perception of AI:

potential opportunities for

gaming

Users from Emerging Markets see more benefits coming from AI

Source: GWI, 2025

AI enhances my daily life

…and feel more comfortable using AI products and services

Source: GWI, 2025

I am comfortable using AI products and services

Most of people do not believe that AI-generated content can be

of high quality, even with minimum or no human input

Source: GWI, 2025

AI-generated content can be of high quality, even with minimum or no human input

There are many people who believe that AI can be developed

ethically

Source: GWI, 2025

I am confident AI can be developed ethically

Mobile gaming –

overview

Mobile gaming revenue

growth has improved over

the past few quarters

Mobile gaming revenue growth has accelerated over recent quarters

Growth of revenue and downloads in mobile gaming

Source: Sensor Tower

Mobile gaming revenue growth has accelerated over recent quarters

Growth of mobile gaming

Source: Sensor Tower

Non-gaming app categories

saw robust growth and

increased market share

Non-Gaming growth rates significantly outpaced gaming growth

Growth of revenue and downloads in non-gaming apps categories

Source: Sensor Tower

Source: Sensor Tower

Non-Gaming growth rates significantly outpaced gaming growth

Growth of revenue and downloads in non-gaming apps categories

Downloads are higher in non-gaming than in gaming

Share of downloads in different apps segments

Source: Sensor Tower, Q1-Q4 2025, worldwide

…and revenue share shows a similar trend

Share of revenue in different apps segments

Source: Sensor Tower, Q1-Q4 2025, worldwide

Entry to the industry is becoming

even more challenging over the

years (both in gaming and

non-gaming)

Concentration of mobile gaming revenue
(Google Play)

Source: Sensor Tower, worldwide iOS + Google Play without China, 2019 – Q4 2025

Revenue concentration in mobile gaming grew significantly over

the last years

Concentration of mobile gaming revenue
(iOS)

Revenue concentration in mobile gaming grew significantly over

the last years

Source: Sensor Tower, worldwide iOS + Google Play without China, 2019 – Q4 2025

Concentration of mobile non-gaming revenue
(Google Play)

Revenue concentration in mobile non-gaming grew even higher

than in mobile gaming

Source: Sensor Tower, worldwide iOS + Google Play without China, 2019 – Q4 2025

Concentration of mobile non-gaming revenue
(iOS)

Revenue concentration in mobile non-gaming grew even higher

than in mobile gaming

Source: Sensor Tower, worldwide iOS + Google Play without China, 2019 – Q4 2025

Concentration of mobile gaming downloads
(Google Play)

Source: Sensor Tower, worldwide iOS + Google Play without China, 2019 – Q4 2025

Revenue concentration in mobile gaming grew significantly over

the last years

Concentration of mobile gaming downloads
(iOS)

Revenue concentration in mobile gaming grew significantly over

the last years

Source: Sensor Tower, worldwide iOS + Google Play without China, 2019 – Q4 2025

Concentration of mobile non-gaming downloads
(Google Play)

Revenue concentration in mobile non-gaming grew even higher

than in mobile gaming

Source: Sensor Tower, worldwide iOS + Google Play without China, 2019 – Q4 2025

Concentration of mobile non-gaming downloads
(iOS)

Revenue concentration in mobile non-gaming grew even higher

than in mobile gaming

Source: Sensor Tower, worldwide iOS + Google Play without China, 2019 – Q4 2025

Growth in mobile games

Share of iOS in User Acquisition spend is very high in many

countries

Global

Europe

UA spend share 2025

Source: AppsFlyer data

…especially in US and UK

US

UK

UA spend share 2025

Source: AppsFlyer data

Growth markets in mobile

games – Android

US is still the most important market in gaming

Source: Google data based on 20 000 apps, Q4 2025

Aggregated Google marketing spend by country for specific app category

Hypercasual – Android

Match3 – Android

…with many differences between top markets across game

subgenres

Source: Google data based on 20 000 apps, Q4 2025

Aggregated Google marketing spend by country for specific app category

Chess – Android

Ludo – Android

…with many differences between top markets across game

subgenres

Source: Google data based on 20 000 apps, Q4 2025

Aggregated Google marketing spend by country for specific app category

Hidden Object – Android

RPG – Android

…with many differences between top markets across game

subgenres

Source: Google data based on 20 000 apps, Q4 2025

Aggregated Google marketing spend by country for specific app category

Slots – Android

4X Strategy – Android

Growth markets in mobile

games – iOS

U.S. market dominance is more pronounced in iOS Gaming

Source: Google data based on 20 000 apps, Q4 2025

Aggregated Google marketing spend by country for specific app category

Hypercasual – iOS

Match3 – iOS

…although other markets play important roles for many

subgenres

Source: Google data based on 20 000 apps, Q4 2025

Aggregated Google marketing spend by country for specific app category

Chess – iOS

Ludo – iOS

Source: Google data based on 20 000 apps, Q4 2025

Aggregated Google marketing spend by country for specific app category

Hidden Object

RPG

…although other markets play important roles for many

subgenres

Source: Google data based on 20 000 apps, Q4 2025

Aggregated Google marketing spend by country for specific app category

Slots

4X Strategy

…although other markets play important roles for many

subgenres

In-game advertising will play a

significant role (if done

correctly)

In-game advertising is frequently undervalued within market

reports.

Source: Statista Market Insights, October 2025

Estimates for in-game advertising market

In-game advertising is huge business in US

Source: Statista Market Insights, October 2025

In-game advertising will be driven by growth of mobile ad

spending

Source: eMarketer, August 2025

Mobile ad spending, by industry as share of

total mobile ad spending in US in 2025

Mobile and nonmobile share of digital ad

spending by industry in US in 2025

In-game advertising matters in many countries

Source: Estimates based on Sensor Tower Nov 2024 – October 2025, Statista October 2025

Estimated revenue for 2025 in mln USD

Retention remains one of

the key metrics in mobile

gaming marketability.

Retention rates for top games in Gaming categories

(Gaming, US)

Source: Sensor Tower, Q4 2025, based on top 100-300 games per subcategory (by revenue)

Action

Adventure

Board

Card

Casino

Casual

Family

Music

Day 1 Retention

34%

32%

31%

31%

29%

34%

32%

34%

Day 7 Retention

12%

12%

13%

13%

11%

13%

12%

13%

Day 30 Retention

4%

5%

5%

5%

4%

4%

5%

4%

Action

Adventure

Board

Card

Casino

Casual

Educational

Music

Day 1 Retention

34%

33%

28%

32%

27%

34%

28%

32%

Day 7 Retention

11%

11%

12%

14%

10%

12%

8%

11%

Day 30 Retention

4%

4%

5%

6%

4%

5%

4%

4%

Apple App Store

Google Play

Puzzle

Racing

Role Playing

Simulation

Sports

Strategy

Trivia

Word

Day 1 Retention

32%

34%

32%

35%

37%

34%

30%

29%

Day 7 Retention

13%

11%

12%

13%

14%

13%

11%

12%

Day 30 Retention

5%

3%

4%

5%

5%

5%

4%

5%

Puzzle

Racing

Role Playing

Simulation

Sports

Strategy

Trivia

Word

Day 1 Retention

33%

34%

31%

35%

37%

33%

28%

30%

Day 7 Retention

14%

11%

11%

12%

14%

12%

10%

13%

Day 30 Retention

5%

4%

4%

4%

6%

4%

4%

5%

Google Play

Apple App Store

Retention rates for top games in Gaming categories

(Gaming, US)

Source: Sensor Tower, Q4 2025, based on top 100-300 games per subcategory (by revenue)

Retention rates are

declining in mobile gaming.

Source: GameAnalytics 2026 Mobile Gaming Benchmarks

Retention rates are declining in mobile gaming. We can observe

this across almost all data percentiles. Especially in D1 retention.

(D1, Gaming, worldwide)

Source: GameAnalytics 2026 Mobile Gaming Benchmarks

Retention rates are declining in mobile gaming. We can observe

this across almost all data percentiles.

(D7, Gaming, worldwide)

Source: GameAnalytics 2026 Mobile Gaming Benchmarks

This effect is less visible in D30 retention

(D30, Gaming, worldwide)

Mobile gaming in

details

Downloads and revenue

shares in Android

Android downloads are driven by Emerging markets

Share of Android downloads by countries, Q1 to Q4 2025

Source: Sensor Tower, Q1-Q4 2025

Android downloads are driven by Emerging markets

Android downloads by countries in mln downloads, Q1 to Q4 2025

Source: Sensor Tower, Q1-Q4 2025

Android downloads are driven by Emerging markets

Share of Android downloads by countries

Source: Sensor Tower, Q1-Q4 2025

Android in 2023

Android in 2025

US, JP, KR and top Western markets still drive the revenue

Share of Android revenue by countries, Q1 to Q4 2025

Source: Sensor Tower, Q1-Q4 2025

Top countries account for majority of in-app and subscription

revenue

Android revenue by countries in mln USD, Q1 to Q4 2025

Source: Sensor Tower, September 2024 – August 2025

Source: Sensor Tower, Q1-Q4 2025

..although there are some shifts between those countries in the

last years

Share of Android revenue by countries

Source: Sensor Tower, Q1-Q4 2025

Android in 2023

Android in 2025

iOS: Downloads and

revenue shares

iOS downloads are driven by US and China

Share of iOS downloads by countries, Q1 to Q4 2025

Source: Sensor Tower, Q1-Q4 2025

iOS downloads are driven by US and China

iOS downloads by countries in mln downloads, Q1 to Q4 2025

Source: Sensor Tower, Q1-Q4 2025

U.S. share of iOS downloads is declining

Share of iOS downloads by countries

Source: Sensor Tower, Q1-Q4 2025

iOS in 2023

iOS in 2025

US and China account for the majority of iOS revenue

Share of iOS revenue by countries, Q1 to Q4 2025

Source: Sensor Tower, Q1-Q4 2025

iOS revenue is highly concentrated in top markets

iOS revenue by countries in mln USD, Q1 to Q4 2025

Source: Sensor Tower, September 2024 – August 2025

Source: Sensor Tower, Q1-Q4 2025

U.S. share of iOS revenue grew over recent quarters

Share of iOS revenue by countries

Source: Sensor Tower, Q1-Q4 2025

iOS in 2023

iOS in 2025

Category trends in mobile

gaming

How to read genre and country reports?

●
Each bubble with the date 2025 shows growth rate for a specific genre in 2025 (Q1 –

Q4 2025 vs Q1 – Q4 2024)

●
Each bubble with the date 2024 shows growth rate for a specific genre in 2024 (Q1 –

Q4 2024 vs Q1 – Q4 2023)

●
The size of the bubble shows revenue of a specific genre (the size of bubble for

2025 bubbles shows estimated revenue in 2025 and size of the bubble for 2024

bubbles shows revenue in 2024)

●
Data for iOS categories does not include China (as China cannot be targeted by

majority of publishers). That data is included in country report.

●
All category slides include Turn-based RPG iOS 2025 data (to be able to compare

the size of different categories between slides)

●
All country slides in include GB iOS 2025 data (to be able to compare the size of

different countries between slides).

In some categories 2025 data shows stronger growth

momentum than 2024

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

In most categories revenue grows faster than downloads

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

We need to remember that data does not include D2C revenue

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

Some games created new subgenres…

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

In most categories revenue grows faster than downloads

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

Changes in small subcategories can be high, driven by just a few

games

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

In most categories revenue grows faster than downloads

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

In most categories revenue grows faster than downloads

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

Changes in small subcategories can be high, driven by just a few

games

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

Changes in small subcategories can be high, driven by just a few

games

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

In many countries 2025 data is even stronger than 2024

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

In many countries 2025 data is even stronger than 2024

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

In many countries 2025 data is even stronger than 2024

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

In many countries 2025 data is even stronger than 2024

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

Country trends in mobile

gaming

How to read genre and country reports?

●
Each bubble with the date 2025 shows growth rate for a specific genre in 2025 (Q1 –

Q4 2025 vs Q1 – Q4 2024)

●
Each bubble with the date 2024 shows growth rate for a specific genre in 2024 (Q1 –

Q4 2024 vs Q1 – Q4 2023)

●
The size of the bubble shows revenue of a specific genre (the size of bubble for

2025 bubbles shows estimated revenue in 2025 and size of the bubble for 2024

bubbles shows revenue in 2024)

●
Data for iOS categories does not include China (as China cannot be targeted by

majority of publishers). That data is included in country report.

●
All category slides include Turn-based RPG iOS 2025 data (to be able to compare

the size of different categories between slides)

●
All country slides in include GB iOS 2025 data (to be able to compare the size of

different countries between slides).

The U.S. market is slowly declining in importance by revenue, but

it is still the largest.

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

In most countries revenue grows faster than downloads

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

…especially in 2025

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

…and in Android

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

Some countries had significant revenue growth in 2025

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

…although downloads growth was very low across many countries

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

…although downloads growth was very low across many countries

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

Smaller markets are dwarfed by the size of GB but contributed

significantly to total gaming growth.

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

Smaller markets are dwarfed by the size of GB but contributed

significantly to total gaming growth.

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

Some countries had significant revenue growth in 2025

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

Some countries had significant revenue growth in 2025

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

…although downloads growth was very low across many

countries

(worldwide, 2024 vs 2025 and 2023 vs 2024, size of bubble = revenue)

growth rate in revenue in YoY

growth rate in downloads in YoY

Source: Sensor Tower, 2023 – 2025, size of bubble = downloads

1. Market Resilience and Cross-Platform Growth

●
Sector Stability: Gaming—particularly mobile—shows no signs of slowing down; the industry continues to outperform previous growth

estimates.

●
User Depth: The proportion of “heavy users” is rising globally, signaling a highly engaged core audience.

●
Cross-Platform Integration: Cross-device gaming is moving from a niche concept to a mainstream reality,

2. Business shifts

●
Emerging markets are the primary drivers of user growth on both Android and iOS

●
Revenue remains heavily concentrated in Western markets, despite emerging markets driving volume

●
iOS Dominance in UA: Despite Android’s global footprint, iOS continues to command a disproportionately high share of User Acquisition

(UA) spend in many regions.

3. Competition and Monetization Trends

●
Games must compete against a wide range of digital entertainment for user time and money.

●
Revenue Concentration: The mobile sector has seen a significant “winner-take-all” trend, with revenue becoming increasingly

concentrated among top-tier titles over the last few years.

●
Diversification: Non-gaming app categories are experiencing robust growth, capturing a larger share of the overall mobile market.

Summary

Proprietary + Confidential

About author

Mariusz Gasiewski

CEE Mobile Gaming and Apps Lead, Google