The gaming app insights report: 2025 edition

The gaming app
insights report:
2025 edition
REPORT
Unlocking growth opportunities
for mobile marketers

2
Contents
Introduction: Mobile gaming reaches a new level ………………………..3
Game on: AI in mobile gaming …………………………………………………………. 5
Enter the new era of game discovery ………………………………………………. 8
Emerging acquisition channels driving growth ………………………………8
Breaking boundaries with cross platform play ………………………………..9
Key benefits of cross-platform play ………………………………………………….9
Mobile gaming’s growth story in 2024 ………………………………………….. 10
Balancing privacy challenges and performance …………………………….11
Methodology ……………………………………………………………..\
…………………. 13
Key takeaways ………………………………………………………………\
………………. 14Game-changing insights for maximum impact
………………………….. 15
Top apps, install patterns, sessions and retention rates ����������������15
Cracking the code on cost and performance …………………………….. 25
Cost per install, impression, and click + partners per app ����������� 25
Revenue streams ………………………………………………………………\
…………. 34
Average revenue per user ���������������������������������������������������������������������� 34
The next move: Playing to win in 2025 ………………………………………. 39
The gaming app insights report

3
INTRODUCTION
Mobile gaming reaches a new level
The global mobile gaming industry is at a defining moment. After a challenging 2023, the market proved its resilience in 2024,
bouncing back thanks to strategic investments, technological advancements, and new growth areas. With gaming app revenue set
to reach $126.1 billion by 2025 , alongside a projected 1.9 billion players by 2027 , there’s a huge, renewed opportunity for innovation
and growth. In 2024, mobile accounted for 49% of total gaming revenue —outpacing console (28%) and PC (23%), reaffirming its
mass appeal and resilient consumer demand. Gaming also remained the leading category on both the App Store and Google Play .
Mobile games are getting smarter, more immersive, and deeply
personalized � But, innovation isn’t just happening in gameplay � Hybrid
monetization has become an industry norm, with developers no longer
relying on a single revenue stream � In-app purchases (IAP), ads, battle
passes, and subscriptions work together to maximize revenue while keeping
players invested � And it’s working � Players aren’t just spending; meaningful
rewards are now expected, from exclusive skins to personalized perks �
Hyper casual, hybrid casual, puzzle, and strategy games remain the kings
of downloads � A new wave of ultra casual games is also emerging, catering
to players who enjoy simpler mechanics with high replayability � However,
with competition rising and players seeking quick, engaging experiences,
retention remains challenging for these genres � Studios are responding with
social features, in-game communities, and live-service models that keep
players engaged beyond day one � In parallel, IP-based games like Monopoly
Go! and Pokémon TCG Pocket are proving that brand recognition and nostalgia can be just as powerful as innovative gameplay, drawing in loyal
fan bases and fostering strong player communities
�
Meanwhile, competitive and multiplayer games continue to thrive, with live
events, esports, and frequent updates maintaining high retention � Cross-
platform functionality is further strengthening engagement, allowing players
to seamlessly transition between mobile, PC, and console, increasing session
times and overall player investment �
In 2025, success in mobile gaming won’t come from playing it safe � The
studios that embrace AI to create better experiences, refine monetization,
and deliver high-quality, localized ads and gameplay flows will define the
next era of gaming � Are you ready to play to win?
The gaming app insights report

4
Tiahn WetzlerD ire c tor,
Content & Insights
“

After a period of market volatility, mobile gaming is back on a growth
trajectory. Installs are rebounding, making 2025 a moment to
maintain momentum while improving retention and user stickiness.
Studios that invest in AI-driven personalization and embrace
predictive engagement strategies like lifetime value optimization
will see stronger, more sustainable growth. As mobile-first adoption
accelerates in regions like LATAM and MENA, game developers and
marketers that prioritize long-term player relationships over short-
term acquisition will reap the rewards.”
The gaming app insights report

AI is reshaping mobile gaming� From development to
player engagement and monetization, it’s making games
more intelligent, immersive, and efficient to run � Studios
that master AI—without losing the human touch—will
shape its future �
AI-POWERED GAME DEVELOPMENT
One of the most transformative shifts in game development
is procedural content generation. AI is now capable of
dynamically creating levels, textures, and entire game
environments, ensuring unique experiences with each session.
Non-playable characters (NPCs) have also evolved, they can
now respond to player interactions in real time, leading to
richer storytelling and more responsive gameplay.
Beyond design, AI is streamlining localization and voiceovers,
enabling faster, more cost-effective global releases.
Generative AI voice acting is accelerating multi-language
rollouts, making high quality localization more accessible to
studios of all sizes.
AI-DRIVEN PERSONALIZATION AND RETENTION
AI is revolutionizing engagement by adapting experiences
to individual player behavior. Dynamic difficulty scaling,
for example, ensures a balanced challenge, keeping casual
players engaged while maintaining depth for experienced
gamers. AI-powered recommendations tailor missions,
rewards, and content, creating a seamless progression

system that feels organic rather than pre-programmed.
AI enables studios to anticipate churn before it happens,

using predictive modeling to identify disengaged players
and trigger personalized incentives to keep them invested.
This includes things like exclusive content, discounts, or
engagement-driven rewards.
5
Game on: AI in mobile gaming for smarter worlds and stronger engagement
The gaming app insights report

AI IN MONETIZATION: TRANSFORMING GAME
ECONOMICS
Monetization strategies are shifting away from static models,
with AI able to adapt in-app pricing in real time—based on
player behavior—and optimize revenue across segments.

High-value players may see exclusive premium offers, while
casual players are presented with lower, entry-price incentives.
Advertising is also becoming more intelligent. AI-powered
ad placements ensure that ads appear at optimal moments,
reducing disruptions and improving engagement. This
capability not only enhances user experience, it maximizes

ad revenue and conversion rates.
AI IN USER ACQUISITION AND MARKETING
As UA costs continue to climb, AI is refining acquisition
strategies through real-time A/B testing, enabling studios

to quickly identify and scale top-performing ad creatives.
AI-driven cohort-based targeting is proving essential for
precision marketing, particularly in cases where access to

user IDs like the IDFA is restricted. By segmenting users
based on in-game behavior rather than personal identifiers,
studios can drive higher-quality acquisitions. AI also enhances
real-time bidding (RTB), enabling marketing teams to optimize
spend across key platforms, top performing channels,

and programmatic ad networks in real-time.
6
The gaming app insights report

Daniel TchernahovskyVP, Global Business Development
7
“
Automation and AI have revolutionized the approach to UA and
monetization, which has enabled the industry to become more
product-driven than ever before. As a result, more new companies are
breaking through, helping to fuel the market growth we see today. If
you look at the top 20 games compared to a year ago, there’s far more
change than before—proving that fresh creative ideas can still win.”
The gaming app insights report

8
The way players discover mobile games
is evolving. UA from mobile ads, where all
downloads take place via the App Store
and Google Play, is no longer the only
scalable way to find players. Developers
are embracing new, diversified acquisition
strategies that reach players where they
spend the most time (and money).
EMERGING ACQUISITION CHANNELS
DRIVING GROWTH
Connected TV (CTV) & streaming ads:
CTV ad spend is expected to grow by 13.8%
in 2025, making it one of the fastest-growing
UA channels. With more players consuming
gaming-related content on streaming
platforms, CTV ads provide a high-value
opportunity to drive installs,

re-engagement, and long-term retention.
Influencer & community marketing:
Short-form video is now a leading driver of
organic game discovery. Top-performing
games increasingly prioritize influencer-
led campaigns on TikTok, YouTube Shorts,
Twitch, and Discord. Gaming communities
powered by content creators and streamers
have become some of the most effective
engagement channels, as players trust
recommendations from creators over
traditional ads.
Alternative app stores & web shops: As app
store fees continue to rise, developers are
taking control of their revenue streams. The
push toward alternative app stores, direct-
to-consumer (DTC) models, rewarded UA ,
and independent game stores is accelerating.
Publishers are now leveraging web shops and
third-party marketplaces to maximize margins
and build direct player relationships.
Enter the new era of game discovery
HOW ADJUST HELPS:
• CTV AdVision: The first comprehensive
measurement solution for CTV campaigns,
which enables attribution

of impressions, installs, and engagements
from CTV ads, as well as insight into

how CTV boosts conversion rates on
other channels.
• InSight: Identify which channels are

truly driving growth and installs with
our next-gen, AI-powered approach
to incrementality analysis. Eliminate
budget waste and focus spend on high-
performing channels.
The gaming app insights report

9
Cross-platform is becoming an industry
standard in gaming, as players increasingly
call for the flexibility to move seamlessly
between mobile, PC, and console.
Developers who successfully implement
cross-play unlock higher retention, stronger
lifetime value (LTV), and greater monetization
opportunities.
KEY BENEFITS OF CROSS-
PLATFORM PLAY
Increased in-game spending:
Multi-platform players spend more on
IAPs, including cross-platform battle passes,
exclusive content, and premium

in-game upgrades. Stronger multiplayer & social communities:
Cross-play strengthens multiplayer
communities by making competitive and
cooperative play more accessible across
devices. This drives

longer session times and increases
word-of-mouth organic growth.
Success in high retention game genres:
Cross-platform functionality is especially
impactful in high-engagement genres like
shooters (Battle Royale), strategy (MOBA),
simulation, and sandbox games
Titles like Fortnite, Minecraft, and Call

of Duty: Warzone Mobile have already proven
the value of cross-play, paving

the way for more studios to embrace
cross-device gaming.
Breaking boundaries with cross-platform play
HOW ADJUST HELPS:
• PC & Console : Unify the player journey
across mobile, PC, and console, with
accurate measurement of cross-platform
installs, engagement, and monetization.
• Engage : Create seamless, branded
player experiences across platforms with
personalized, frictionless journeys that drive
revenue. From web-to-app transitions and
deep linking to audience segmentation,
perfectly optimize the path to conversion.
The gaming app insights report

10
Gaming app installs grew 4% YoY in 2024, but
sessions dipped 0.6%. January saw sessions
rise 12% above average, with February installs
up 15% YoY. July installs rose 8%, yet sessions
fell 2%. By October, installs held at +4% YoY,
but sessions dropped 8%, signaling retention
issues. In December, installs fell 5% YoY but
stayed 1% above the 2024 average, while
sessions ended the year down 10%.
LATAM and MENA saw the most gaming
app growth in 2024, with installs rising 8%
and 10% YoY, and sessions up 7% and 5%. In
contrast, North America saw the steepest
decline— installs decreased 11% and sessions
dropped by 14%. APAC posted a 4% increase
in installs, though sessions lagged at -3%.
Europe experienced a downturn, with installs
decreasing by 1% and sessions falling 6%. Gaming app install and session growth
January 2023 – December 2024 (Global)
Mobile gaming’s growth
story in 2024
Gaming app install and session growth percentages
YoY by region 2023 – 2024
15%
10% 5%
0%
-5%
-10%
-20% -15%
4%
Global
– 0.6%
4%
8% 7%
10%
5%
-3%
APAC
-1%
– 6%
Europe MENA
L ATA M North America
Installs
Sessions
APR 23
M AY 2 3 JUN 23 JUL 23
AUG 23 SEP 23
OCT 23
NOV 23 DEC 23JAN 24FEB 24
MAR 24 APR 24
M AY 2 4 JUN 24 JUL 24
AUG 24 SEP 24
OCT 24
NOV 24 JAN 23
FEB 23
MAR 23
DEC 24
InstallsSessions
-11%
-14%
The gaming app insights report

11
In Q1 2025, gaming App Tracking
Transparency (ATT) opt-in rates (among
users shown the prompt) rose to 37.9%, up
from 37.5% in Q1 2024. Arcade games saw
the biggest jump, rising from 42.4% to 59.3%,
while sports (54.1%), casino (38.3%), and
action (45.9%) also grew. Idle RPGs declined
from 24.9% to 21.8%, and hyper casual games
dropped from 47.5% to 43%. Getting opt-in
messaging right is the key to building and
maintaining a high rate.
Gaming app ATT opt-in rates Q1 2025 vs. Q1 2024 (Global)
0%
All
Adventure Action
Board
Arcade
Casino Card
Family
Casual
Hybrid casual Hyper casual
Tr i v i a
Idle RPG
PuzzleMusic
Racing RPG
Simulation Sports
Strategy
Word 40%50%
10% 20% 30% 70%
60%
45.9%
59. 3%
38.3% 39.1%
43%
2 7. 6%
54.1%
Gaming app ATT opt-in rates Q1 2025 vs. Q1 2024 (Global)
Q1 2024Q1 2025
Balancing privacy challenges
and mobile gaming performance
The gaming app insights report

12
0%40%50%
10% 20% 30% 70%
60%
Some regions saw notable increases,
with Indonesia reaching 58.6% (up from
54.2%) and Malaysia climbing to 51.9% (from
46.9%). Thailand also rose to 51.4% from

49.7% and in MENA, rates hovered around
50%. Some markets saw minor declines,
such as the UAE, which dropped from 50.6%
to 49%, and Saudi Arabia, which declined
slightly from 51.7% to 50.7%. The U.S.
remained steady at around 32%.
Gaming app ATT opt-in rate by region and country
Q1 2025 vs. Q1 2024
Global
Malaysia Japan
Indonesia India
APAC
Singapore
Philippines
Thailand
South Korea
Europe
Vietnam
DACH
U.K. & Ireland France
Brazil
L ATA M
Mexico MENA
Saudi Arabia Tu r ke y
North America UAE
U.S.
Q1 2024Q1 2025 3 7.9 %
58 .6%
51 .9%
51.4%
51.4%
50.7%
4 7. 4 %
The gaming app insights report

13
VERTICALS:
Games (all), action, adventure, arcade, board, card, casino, casual, family, hybrid casual,
hyper casual, idle RPG, music, puzzle, racing, role playing (RPG), simulation, sports, strategy,
swap, trivia, word �
REGIONS:
Global, APAC, Europe, LATAM, MENA, North America �
COUNTRIES:
Austria, Brazil, France, Germany, India, Indonesia, Ireland, Japan, Malaysia, Mexico,
Philippines, Saudi Arabia, Singapore, South Korea, Switzerland, Thailand, Turkey, United
Arab Emirates (UAE), United Kingdom (U �K �), United States of America (U �S �), Vietnam �
DATASET:
A mix of Adjust’s top 5,000 apps and the total dataset of all apps tracked by Adjust �
Our data comes from two sources, one including a list of 45 countries and one with
approximately 250 based on the ISO 3166-1 standard �
DAT E R A N G E :
January 2023 – March 2025
RATIOS AND SHARES:
Reattribution and paid/organic are both expressed as ratios, where X:1 � In the case of the
paid/organic ratio, a value of 3 (3:1) means that for every 100 organic installs, there are 300
paid installs � Similarly, for the reattribution share, a value of 0 �7 (0 �7:1) would mean that for
every 100 total actions (installs + reattributions), there are 70 reattributions �
All dollar amounts represented are USD.
Methodology
The gaming app insights report

14
RPGs saw a significant increase in ARPMAU from
in-app purchases, rising from $5.36 to $6.48
The median number of partners per app rose
from 5.7 to 6.2, with hybrid casual games leading
at 12.3 partners.
Day 1 retention for games globally decreased from
28% to 27%, but casino saw an increase from 16%
to 19% .
Racing games experienced the largest increase
in CTR, rising from 18% in 2023 to 26% in 2024,
while hybrid casual games maintained the
highest CTR, 28%.
In 2024, gamers spent the most time playing
action games, with an average session length of
45.15 minutes.
Gaming app installs grew by 4% YoY in 2024, with
LATAM (+9%) and MENA (+7%) leading growth.
Hyper casual games dominated installs share at
27%, with action games accounting for 21% of
total sessions.
Strategy installs grew 83% YoY in 2024 and casino
sessions increased by 32%.
Key takeaways
%
4
%
27
83
45
%
19
%
%
28
6.2
6.48
$
The gaming app insights report

Top apps, install patterns, sessions,
and retention rates
15
PA RT 1
Game-changing
insights for
maximum impact
The gaming app insights report

16
Garena Free Fire
Garena Games Online
Garena Free Fire
Garena Games Online
Block Blast!
Hungry Studio
Roblox
Roblox Corporation
Subway Surfers
Miniclip�com
Block Blast!
Hungry Studio
Block Blast!
Hungry Studio
Subway Surfers
Miniclip �com
Brawl Stars
Supercell
Subway Surfers
Miniclip �com
Pizza Ready!
Supercent
MONOPOLY GO!
Scopely
Subway Surfers
Miniclip �com
Roblox
Roblox Corporation
Pizza Ready!
Supercent
Pizza Ready!
Supercent
Football League 2025
MOBILE SOCCER
To w n s h i p
Playrix
Ludo King®
Gametion
Pizza Ready!
Supercent
Subway Surfers
Miniclip �com
8 Ball Pool
Gametion
PUBG MOBILE
Tencent
Last War:Survival
FirstFun
Pizza Ready!
Supercent
Mobile Legends:
Bang Bang
Moonton
Stumble Guys
Scopely
Brawl Stars
Supercell
Offline Games –
No Wifi Games
JindoBlu
Indian Bikes Driving 3D
Rohit Gaming Studio
Royal Match
Dream Games
Offline Games –
No Wifi Games
JindoBlu
Block Blast!
Hungry Studio
Subway Surfers
Miniclip �com
PUBG MOBILE
Tencent
Zupee: Enjoy Ludo
Online Games
Zupee: Enjoy Ludo Online Games
PUBG MOBILE
Tencent
Blood Strike – FPS for all
NetEase
Roblox
Roblox Corporation
Royal Match
Dream Games
Royal Match
Dream Games
PUBG MOBILE
Tencent
Words of Wonders:
Crossword
Fugo
Pou
Paul Salameh
8 Ball Pool
Miniclip �com
Pizza Ready!
Supercent
My Talking Tom 2
Outfit7
Block Blast!
Hungry Studio
Pap er. io 2
voodoo
Snake.io
Kooapps
Candy Crush Saga
Activision Blizzard
Wood Nuts &
Bolts Puzzle
ABI Games Studio
Roblox
Roblox Corporation
Ludo King®
Gametion
Roblox
Roblox Corporation
Garena Free Fire
Garena Games Online
Garena Free Fire
Garena Games Online
Roblox
Roblox Corporation
GLOBAL APAC EUROPE L ATA M MENA NORTH AMERICA
Top 10 mobile games by downloads, 2024
EA SPORTS FC™
Mobile Soccer
Electronic Arts
1
2
3
4
5
6
7
8
9
10
Source:
The gaming app insights report
Offline Games –
No Wifi Games
JindoBlu

17
Hybrid casual
In 2024, hyper casual games continued to
dominate gaming app installs—accounting for
27%—with their session share remaining lower
at 11%. Puzzle games claimed an equal share of
installs and sessions at 11%, while action games,
despite capturing only 10% of installs, drove
21% of sessions. Hybrid casual titles made their
mark with 11% of installs and 7% of sessions,
while simulation (8% installs) and sports games
(7% sessions) were player favorites. Strategy
and RPG held a smaller install and session
share, each staying under 4%.
The discrepancies in install and session
distribution reflect the core business models
of different genres. For instance, hyper
casuals prioritize user acquisition and quick
title turnover, relying on in-app ads, which
leads to fewer sessions per game. Genres
like RPG focus on retaining loyal players and
driving revenue through IAP.
3%
Gaming app installs and sessions by subvertical 2024 (Global)
2%
1% 1%
1% 2%
2% 1%
1%
1%
3%
3% 2% 1%
1% 2%
3%
2%
2%
3%
2%
1%
Installs Sessions
Slots
Puzzle
Racing
Strategy
RPG
Simulation
Sports
Tr i v i a
Word
Swap
Action
Card
Games
Hyper casual
Adventure
Arcade
Board
Family
Music
Casual
21%
6%
5%
11%
11%
7%
3%
7%
4% 5%
10%
11% 9%
27%
11%
8%
The gaming app insights report

18
5% 6% 11% 16%
32%
7%
51%
14% 16% 14%
18%
14% 12%
17% 16%
32%
25%
83%
17% 15%
2%
17%
-4% -4%
-12%
-28% -23%
-8% -11%
-1% -5%
4%
23%
– 6% -4% -4%
-30%
-11% -17% -18%
Strategy apps took the lead in 2024, with
installs soaring 83% YoY. Casino and arcade
games also saw significant engagement
gains, with sessions rising 32% and 23%,
respectively. Both hyper casual and hybrid
casual continued to expand, with 14%
install growth, while sessions rose 18% and
16%. Puzzle and simulation followed suit,
with installs up 12% and 25%, and sessions
increasing 17% for both. RPG told a different
story—despite a 32% spike in installs,
sessions dropped 12%, pointing to retention
challenges.
Gaming app install and session growth percetanges by
subvertical YoY 2023 – 2024 (Global)
-40%
100%
60%
40% 20% 0%
-20% 80%
Installs
Sessions
Board
Arcade
Adventure
Family
Action
Casino
Card
Casual
Hyper casual
Hybrid casual
Racing
Puzzle
Music
StrategySwap
Sports
Tr i v i aWord
RPG
Simulation
The gaming app insights report

19
2%
21%
6%
11%
8%
4%
9%
3%
10%
2% 0.3%
-3%
-1%
-14%
-11%
-13%
-11%
-18%
3%
-4%
-1%
-9%
-4%
-8%
-5%
Indonesia recorded a 21% jump in installs
and a 6% increase in sessions. Mexico and
the Philippines also had a steady climb, with
sessions up 11% and 9%. Meanwhile, the U.S.
and U.K. & Ireland experienced declines for
both installs and sessions. Vietnam saw the
biggest sessions drop at -18% YoY.
Gaming app install and session growth percentages
YoY by country 2023 – 2024
-20% 25%
15%
10% 5%
0%
-10% -15%20%
Installs
Sessions
Indonesia
India
France
Saudi Arabia
Brazil
Mexico
Japan
Philippines
U.K. & IrelandTu r ke y
UAE
U.S.
Vietnam
-12%
The gaming app insights report

20
Gaming app reattribution share 2023 – 2024 (Global)
0
All
Adventure Action
Board
Arcade
Casino Card
Family
Casual
Hybrid casual
Swap
Idle RPG
PuzzleMusic
Racing
Tr i v i aRPG
Simulation Sports
Strategy
Word 0.050.025
0.05 0.010.015 0.035
0.03
Re-engagement efforts in gaming apps remained consistent, with the global median
reattribution share at 0.02 in both 2023 and 2024. Casino games saw a lift to 0.03,

while hyper casual, trivia, and puzzle games remained at the lower end, with a 0.01 share. In 2024, Singapore had the highest reattribution share (0.07), up from 0.06 in 2023, while UAE,
DACH, and Japan each rose to 0.05. Turkey, Saudi Arabia, Vietnam, and Thailand also saw slight
increases to 0.04. Meanwhile, MENA and LATAM declined from 0.03 to 0.02.
Gaming app reattribution share by region and country
2023 – 2024
0
Global
Malaysia Japan
Indonesia India
APAC
Singapore
Philippines
Thailand
South Korea
Europe
Vietnam
DACH
U.K. & Ireland France
L ATA M Mexico MENA
Saudi Arabia Tu r ke y
North America UAE
U.S. 0.060.07
0.01 0.02 0.030.04 0.05 0.08
20232024 20232024
Hyper casual
The gaming app insights report

21
Gaming app paid/organic ratio 2023 – 2024 (Global)
0
All
Adventure Action
Board
Arcade
Casino Card
Family
Casual
Hybrid casual Hyper casual
Swap
Idle RPG
PuzzleMusic
Racing
Tr i v i aRPG
Simulation Sports
Strategy
Word 45
1 2 3 7
6
The global paid/organic ratio for gaming apps saw a slight uptick from 2.11 in 2023 to 2.18 in
2024. Casino games declined from 6.24 to 3.52—likely driven by increased organic traction in
expanding markets like the U.S and parts of LATAM. Puzzle and racing apps leaned more on
paid acquisition, with their ratios rising from 2.88 to 3.44 and 2.86 to 3.22, respectively. LATAM and Mexico saw the most significant increases, both climbing from 3.7 to 4.32, while
Turkey recorded the highest paid/organic ratio at 4.35. Markets like Europe (1.97 to 2.57) and
the UAE (2.55 to 3) also saw notable jumps. India was one of the few regions where the ratio
declined, dropping from 3.82 to 3.14.
Gaming app paid/organic ratio by region and country 2023 – 2024
0
Global
Malaysia Japan
Indonesia India
APAC
Singapore
Philippines
Thailand
South Korea
Europe
Vietnam
DACH
U.K. & Ireland France
L ATA M Mexico MENA
Saudi Arabia Tu r ke y
North America UAE
U.S. 33.5 4.5
4
0.05 11.5 22.5 5
20232024 20232024
The gaming app insights report

22
0202530 35
10 15 50
40 45
Gaming app session lengths 2023 – 2024 (Global)
0
All
Adventure Action
Board
Arcade
Casino Card
Family
Casual
Hybrid casual Hyper casual
Tr i v i a
Idle RPG
PuzzleMusic
Racing
SwapRPG
Simulation Sports
Strategy
Word 202530 35
5 10 15 50
40 45
Gaming app session lengths were stable in 2024, averaging 30.75 minutes globally (up from
30.35 in 2023). Action games led with 45.15 minutes, while sports and simulation rose to 26.72
and 24.31. RPG remained highly engaging at over 37 minutes, while hyper (18.97) and hybrid
(21.6) casual games grew. Adventure and family games declined slightly. Indonesia recorded the longest gaming sessions in 2024, at an average of 44.31 minutes,
with the Philippines (43.4) and Singapore (39.14) following closely, all experiencing slight
increases. Thailand and South Korea remained strong, both exceeding 35 minutes. MENA
(30.58) and Europe (27.54) had moderate gains. North America (24.66) and the U.S. (24.76)

saw little change.
Gaming app session lengths by region and country 2023 – 2024
Global
Malaysia Japan
Indonesia India
APAC
Singapore
Philippines
Thailand
South Korea
Europe
Vietnam
DACH
U.K. & Ireland France
L ATA M Mexico MENA
Saudi Arabia Tu r ke y
North America UAE
U.S.
2023 2024
Time in minutes
Time in minutes
20232024
5
The gaming app insights report

23
20232023
2024 2024
Gaming app sessions per user per day on day 0
2023 – 2024 (Global)
The global median gaming app sessions per user per day (day 0) declined from 1.66 in 2023 to
1.64 in 2024. Hyper and hybrid casual games remained on top with 1.82 sessions each (though
this declined sharply starting at day 1), despite a minor drop from 1.86. Casino apps stood out
with an increase from 1.57 to 1.65, while arcade apps also saw a modest rise from 1.61 to 1.63. APAC markets continued to show strong engagement, though sessions per user in India (1.76
to 1.71) and Indonesia (1.81 to 1.73) dipped in 2024. Japan (1.78 to 1.74) and the Philippines (1.75
to 1.69) also experienced declines. Europe, MENA, and LATAM hovered between 1.61 and 1.65,
while Turkey dropped from 1.73 to 1.66. North America and the U.S. recorded the lowest session
counts at 1.58 and 1.57.
Gaming app sessions per user per day on day 0 by region and
country 2023 – 2024
All
Adventure
Action
Board
Arcade
Casino
Card
Family
Casual
Hybrid casual Hyper casual
Swap
Idle RPG
Puzzle
Music
Racing
Tr i v i a
RPG
Simulation
SportsStrategy
0 0
2
2
1.2 1.2
1 1
0.8 0.8
0.6 0.6
0.4 0.2
0.4
0.2 1.8
1.8
1.6 1.6
1.4 1.4
Global
Malaysia
Japan
Indonesia India
APAC
Singapore
Philippines
Thailand
South Korea
Europe
Vietnam
DACHU.K. & Ireland France
L ATA MMexico MENA
Saudi Arabia
Tu r ke y
North America UAE
U.S.
The gaming app insights report

24
20232023
2024 2024
Gaming app day 1 retention rate 2023 – 2024 (Global)
Day 1 retention rates for gaming apps globally decreased from 28% to 27% in 2024. Board and
card games held steady at 22%, casino climbed from 16% to 19%, and strategy (17%) and trivia
(16%) declined. Hybrid and hyper casual games maintained their lead at 28% and 27%—but
despite strong early engagement from these genres, by day 30, both dropped to just 2% (vs. the
overall games average of 5%). Most regions and markets saw day 1 retention decline in 2024, with APAC dropping from 20%
to 19%, and North America and the U.S. both slipping from 20% to 19%. Japan (24% to 23%) and
Indonesia (22% to 20%) also saw decreases. Vietnam also recorded a significant drop, falling
from 19% to 17%. DACH maintained the highest retention in Europe at 22%.
Gaming app day 1 retention rate by region and country
2023 – 2024
All
Adventure
Action
Board
Arcade
Casino
Card
Family
Casual
Hybrid casual Hyper casual
Tr i v i a
Idle RPG
Puzzle
Music
Racing
Word
Swap
RPG
Simulation Sports
Strategy
0%
30%
20% 15%
10% 5%
25%
Global
Malaysia
Japan
Indonesia India
APAC
Singapore
Philippines
Thailand
South Korea
Europe
Vietnam
DACHU.K. & Ireland France
L ATA MMexico MENA
Saudi Arabia
Tu r ke y
North America UAE
U.S.
0%
30%
20% 15%
10% 5%
25%
The gaming app insights report

25
PA RT 2
Cracking the
code on cost and
performance
Cost per install, impression,
and click + partners per app
The gaming app insights report

26
20232023
2024 2024
Gaming app IPM 2023 – 2024 (Global)
Global installs per mille (IPM) for gaming apps climbed from 8.1 in 2023 to 8.86 in 2024. Racing
maintained the highest IPM, increasing from 19.94 to 24.99, while music apps saw the most
growth, nearly doubling from 8.31 to 14.41. Adventure (4.79 to 7.48) and strategy (3.02 to 5.93)
also increased. Hyper casual dropped from 14.12 to 10.09, and hybrid casual declined from 8.42
to 6.33. In Europe, IPM climbed from 9.83 to 11.07, while MENA increased from 10.21 to 11.56. India
recorded one of the biggest boosts, up from 9.58 to 10.94. LATAM and Mexico both grew to
10.91, and North America saw an uptick from 10.68 to 11.11. South Korea’s IPM dipped from 6.58
to 6.15, and DACH declined from 5.29 to 5.15.
Gaming app IPM by region and country 2023 – 2024
All
Adventure
Action
Board
Arcade
Casino
Card
Casual
Hybrid casual
Hyper casual
Tr i v i a
Idle RPG
Puzzle
Music
Racing
Word
Swap
RPG
Simulation Sports
Strategy
0 0
30
14
20 6
4
15
2
10
5 12
25
10
8
Global
Malaysia
Japan
Indonesia India
APAC
Singapore
Philippines
Thailand
South Korea
Europe
Vietnam
DACHU.K. & Ireland France
L ATA MMexico MENA
Saudi Arabia
Tu r ke y
North America UAE
U.S.
The gaming app insights report

27
AllAdventure Action
Board
Arcade
Casino
Card
Casual
Hybrid casual Hyper casual
Tr i v i a
Idle RPG
Puzzle
Music
Racing
Word
Swap
RPG
Simulation Sports
Strategy
2023 2023
2024 2024
Gaming app CPC 2023 – 2024 (Global)
Cost per click (CPC) for gaming apps remained stable in 2024, holding at a global median
of $0.03. Idle RPG dropped from $0.43 to $0.24, while RPG declined from $0.25 to $0.08,
signaling lower competition for clicks in these categories. Strategy CPC also fell from $0.11 to
$0.04. Board games rose from $0.06 to $0.07 and swap games increased from $0.09

to $0.11. APAC’s CPC decreased in 2024, falling from $0.02 to $0.01, while North America and the U.S.
increased from $0.07 to $0.08. DACH also saw a bump from $0.03 to $0.04, while Singapore
(remaining at $0.05) and South Korea (increasing from $0.04 to $0.05) maintained relatively
high CPCs compared to most markets.
Gaming app CPC by region and country 2023 – 2024
0 0
0.01
0.5
0.09
0.4
0.05
0.04
0.35
0.03
0.3
0.02
0.25
0.2
0.15 0.1
0.05 0.08
0.45
0.07
0.06
Global
Malaysia
Japan
APAC
Singapore
Philippines
Thailand
South Korea
EuropeDACH
U.K. & IrelandFrance
L ATA MMexico
MENA
Saudi Arabia
North AmericaUAE
U.S.
$USD $USD
The gaming app insights report

28
Gaming app CPI by region and country 2023 – 2024
0
1.6
1.2 1
0.8 0.6 1.4
$USD
2023
2023
2024 2024
Gaming app CPI 2023 – 2024 (Global)
In 2024, the median cost per install (CPI) for gaming apps decreased from $0.38 to $0.36.
Casino apps climbed from $1.17 to $1.5, which, alongside the increase in organic installs, could
also be driven by rising competition in the U.S. and LATAM. Hyper casual games climbed from
$0.33 to $0.4, while hybrid casual nearly doubled, up from $0.54 to $0.95. North America ($1.03 to $1.2) and the U.S. ($1.04 to $1.22) saw notable increases in CPI, while
Singapore had the biggest jump, rising from $0.91 to $1.35. DACH also climbed from $0.8 to
$1.22, while APAC ($0.19 to $0.17) and India ($0.03 to $0.02) decreased.
All
Adventure Action
Board
Arcade
Casino
Card
Casual
Hybrid casual Hyper casual
Tr i v i a
Idle RPG
Puzzle
Music
Racing
Word
Swap
RPG
Simulation Sports
Strategy
03
2
1.5 1
0.5 2.5
Global
Malaysia
Indonesia
Japan
APAC
India
Singapore
Philippines
ThailandVietnam
South Korea
EuropeDACH
U.K. & Ireland France
L ATA MMexico
MENA
Saudi Arabia
North AmericaUAE
Tu r ke y
U.S.
$USD
0.40.2
The gaming app insights report

29
The average global click-through rate (CTR) increased from 7% in 2023 to 9% in 2024. Racing
games experienced the largest jump, rising from 18% to 26%, while puzzle and music games
also saw growth, reaching 11% and 15%. Hybrid casual games, now leading with a CTR of 28%,
declined from 29%. Hyper casual games also continued to perform well, maintaining a CTR of
26%, despite a dip from 31%.
Gaming app CTR 2023 – 2024 (Global)
2023 2024
0%
All
Adventure Action
Board
Arcade
Casino Card
Casual
Hyper casual
Hybrid casual
Tr i v i a
Idle RPG
PuzzleMusic
Racing
SwapRPG
Simulation Sports
Strategy
Word 20%25%
5% 10% 15% 35%
30%
The gaming app insights report

30
CTR in the U.S. decreased from 16% to 14% in 2024, while North America as a whole improved,
up from 13% to 15%. All markets in MENA saw boosts, with Saudi Arabia increasing from 13% to
18% and the UAE from 6% to 10%. The numbers in Europe (11 to 14%), LATAM (9 to 12%), and
APAC (6% to 9%) also climbed. India rose from 9% to 12%.
Gaming app CTR by region and country 2023 – 2024
0%
Global
Malaysia Japan
Indonesia India
APAC
Singapore
Philippines
Thailand
South Korea
Europe
Vietnam
DACH
U.K. & Ireland France
L ATA M Mexico MENA
Saudi Arabia Tu r ke y
North America UAE
U.S. 12%14% 16%18%
2% 4% 6%8%10% 20%
2023 2024
TIP
In regions like MENA, which have
shown notable growth, undertake
localized A/B testing to assess creative
approaches, integrating cultural
preferences and timing. Leverage AI to
optimize CTR by automating creative
testing and targeting. For insight into
mobile growth throughout Ramadan,
read our guide: What app marketers
need to succeed during Ramadan.
The gaming app insights report

31
Gaming app CPM 2023 – 2024 (Global)
0
All
Adventure Action
Board
Arcade
Casino Card
Casual
Hyper casual
Hybrid casual
Tr i v i a
Idle RPG
PuzzleMusic
Racing
SwapRPG
Simulation Sports
Strategy
Word 46
$USD $USD
2
12
10
8
The median cost per mille (CPM) decreased to $3.41 in 2024. Casino games experienced
the most notable increase, jumping from $8.01 to $10.97. Idle RPG and puzzle games also
saw increases, reaching $6.06 and $3.75, respectively. Genres such as racing and strategy
experienced slight declines. The U.S. had the highest CPM in 2024 at $16.21, up from $15.66 in 2023. In competitive and
mature markets like the U.S., a higher CPM signals increased demand for ad space, often
correlating with a higher return on investment (ROI). CPM also rose from $1.58 to $2.15 in the
UAE and from $1.82 to $3.45 in Saudi Arabia. Vietnam and Indonesia both declined, with APAC
overall dropping from $1.58 to $1.53.
Gaming app CPM by region and country 2023 – 2024
0
Global
Malaysia Japan
Indonesia India
APAC
Singapore
Philippines
Thailand
South Korea
Europe
Vietnam
DACH
U.K. & Ireland France
L ATA M Mexico MENA
Saudi Arabia Tu r ke y
North America UAE
U.S. 1214 16
2
4 6810 18
2023 2024
20232024
The gaming app insights report

32
All
Action
Adventure Arcade
BoardCard
0
14
12
86
4 2
10
Casual
Family
Casino
Hybrid casualHyper casual
PuzzleRacing
Music
Idle RPG
RPG
Simulation
StrategySwapTr i v i a
Sport
Word
In 2024, the median number of gaming
partners per app increased from 5.7 to
6.2, highlighting a growing trend toward
diversifying acquisition strategies. This shift
correlates with higher paid media share and
a reduction in CPI. Sports games saw the
largest jump, reaching 9.4 partners. Hybrid
casual and hyper casual games maintained
high partner numbers, at 12.3 and 10. Family
and trivia also increased their channel mix.
Gaming partners per app 2023 – 2024 (Global)
2023
2024
The gaming app insights report

33
09
8
6
5
4 32 1
7
Gaming partners per app by region and country 2023 – 2024
2023
2024
Singapore and Mexico maintained the highest partner numbers, at 8 partners per app. North
America and Europe both remained steady with 7 and 6.92 partners. In MENA, all markets
except the UAE decreased their partner numbers.
TIP
Expanding partnerships strategically
can drive scalability, but marketers
must regularly evaluate performance.
Focus on key metrics like ROI, user
retention, and LTV to identify top-
performing channels.
All
APAC
UAE
Saudi Arabia
Tu r ke y
Japan
India
Indonesia
MalaysiaPhilippines
SingaporeSouth Korea
Thailand
Vietnam
EuropeDACH
France
U.K. & Ireland
L ATA MMexico MENA
North America U.S.
The gaming app insights report

34
PA RT 3
Revenue streams
Average revenue per user
The gaming app insights report

35
$USD
08
7
6
4 3
1
2
5
Gaming app ARPM by region and country 2023 – 2024
2023
2023
2024 2024
Gaming app ARPM 2023 – 2024 (Global)
From 2023 to 2024, the global median ad revenue per mille (ARPM) for gaming apps saw a
general decline across most categories � Board games dropped from $2�13 to $0 �75 � Hybrid
casual also declined, falling from $3 �55 to $2 �70 � The most notable reduction occurred in
adventure games, down from $6 �97 to $4 �22 � Simulation games saw an increase, rising from
$ 7� 1 8 t o $ 7� 4 5� ARPM declined in APAC overall and in India, falling from $2.20 to $1.57 and $0.69 to $0.50,
respectively. Japan also dropped from $4.76 to $3.27. North America and the U.S. followed
suit, decreasing from $7.01 to $5.01 and $6.76 to $4.71. The declines seen in Saudi Arabia and
Mexico, however, were smaller.
All
Adventure
Action
BoardCard
Hybrid casual Hyper casual
Puzzle
Word
Simulation
Sports
08
7
6
4 3
1
2
5
Global
Malaysia
Indonesia
Japan
APAC
India
Singapore
Philippines
ThailandVietnam
South Korea
EuropeDACH
U.K. & Ireland France
L ATA MMexico
MENA
Saudi Arabia
North AmericaUAE
Tu r ke y
U.S.
$USD
The gaming app insights report

36
The average revenue per monthly active user (ARPMAU) for gaming apps decreased from $0�31
in 2023 to $0 �28 in 2024 � Casino apps, however, saw a notable increase, rising from $1 �39 to $1 �92,
along with strategy games, which grew from $0 �86 to $1 �18 � RPG declined from $4 �12 to $3 �63, and
hyper casual decreased from $0 �18 to $0 �15 �
Gaming app ARPMAU 2023 – 2024 (Global)
2023
2024
All
Adventure
Action
Board
Arcade
Casino
Card
Casual
Hybrid casual Hyper casual
Tr i v i a
Puzzle
Music
Racing
Word
RPG
Simulation
Sports
Strategy
0
4.5
4
3
3.5
2
1.5 1
0.5 2.5
$USD
The gaming app insights report

37
Gaming app ARPMAU by region and country 2023 – 2024
2023
2024
0
1.4
1.2
0.8 1
0.4 0.2
0.6
$USD
Along with the global trend, almost all regions and markets saw an ARPMAU decline in 2024.
APAC overall dropped from $0.54 to $0.43, with India maintaining its relatively low position at
$0.07, and Japan decreasing from $1.03 to $0.82. North America dropped from $1.21 to $1.06.
MENA saw an increase from $0.15 to $0.19, with Saudi Arabia up from $0.18 to $0.19.
All
APAC
UAE
Saudi Arabia
Tu r ke y
Japan
India
Indonesia
MalaysiaPhilippines
SingaporeSouth Korea Thailand
Vietnam EuropeDACHFrance
U.K. & Ireland L ATA M
Mexico MENA
North America U.S.
TIP
The decline in revenue per user is
not necessarily a signal to reduce
acquisition budgets. Use LTV
prediction models to guide your

UA strategy, ensuring that you focus on
acquiring high-value users. Implement
a post-install engagement strategy to
retain users, monetize effectively, and
maximize long-

term value.
The gaming app insights report

38
$USD
0
1.2
1
0.8
0.4 0.2
0.6
Gaming app ARPMAU IA by region and country 2023 – 2024
2023
2023
2024 2024
Gaming ARPMAU IA 2023 – 2024 (Global)
In 2024, the global average IAP per monthly active user (ARPMAU IA) declined from $0�83
to $0 �58 � Board games saw the largest decrease, dropping from $0 �74 to $0 �3 � On the growth
side, action games climbed from $1 �10 to $1 �46, RPG increased from $5 �36 to $6 �48, and
strategy games jumped from $2 �60 to $5 �34 � Most regions and markets saw drop offs in ARPMAU IA in 2024, including APAC (down from
$0 �66 to $0 �44) and Japan ($1 �14 to $0 �70) � North America, Europe, LATAM, and MENA
declined, with Saudi Arabia and Mexico charting the smallest decreases �
All
Adventure
Action
BoardCardCasual
Hybrid casual
RPG
Puzzle
Word
Simulation
SportsStrategy
07
6
4 3
1
2
5
Global
Malaysia
Indonesia
Japan
APAC
India
Singapore
Philippines
ThailandVietnam
South Korea
EuropeDACH
U.K. & Ireland France
L ATA MMexico
MENA
Saudi Arabia
North AmericaUAE
Tu r ke y
U.S.
$USD
The gaming app insights report

39
The mobile gaming industry is evolving, with new rules and
tactics needed to secure wins � The studios that thrive in
2025 will be those that embrace AI, refine their monetization
strategies, and build deeper connections with players �
To drive sustainable growth, mobile marketers must work
with consented, granular, first-party data where available,
while leaning on next-generation tools and solutions to gain
insight from aggregated data � For both UA and retention,
creative experimentation, AI-driven optimization, and user-
level precision are now essential � Whether capturing player
attention with highly personalized ads and onboarding
flows, or identifying critical moments in-game to secure LTV,
marketers and developers need to engage and monetize
users by effortlessly funneling them into the right pathways �
Make it your team’s goal to build a holistic approach that
combines personalization, community-building, and adaptive
content � From dynamic difficulty adjustments to hybrid
monetization, tailored in-game offers, and live events, there are many innovative ways to boost retention and
conversion
rates � Social features like in-game communities, multiplayer
modes, and cross-platform play are also proving essential to
extending player lifecycles � The key is seamless, value-driven
experiences that enhance—not disrupt—gameplay �
Fast-growing regions like LATAM and MENA present new
opportunities for a competitive edge, but success will
depend on localized, player-first strategies � The approach
in these markets must be tailored to cultural preferences,
engagement trends, and platform-specific behaviors �
The next phase of mobile gaming belongs to those who
innovate, iterate, and think long-term � The industry is at a
turning point, and the teams that leverage AI to make bold,
metrics-driven moves today will be well-positioned not

only to grow at scale, but to shape the future of the mobile
gaming landscape �
CONCLUSION
The next move:
Playing to win in 2025
Request a demo
Curious about the AI tools
and technologies that can
deliver real results for your
game? Request a demo today
to see Adjust’s attribution
and next-generation
measurement solutions in
action—and hear how we can
fuel your growth �
The gaming app insights report

ABOUT ADJUST
Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers
around the world to measure and grow their apps across platforms,
from mobile to CTV and beyond. Adjust works with companies at every
stage of the app marketing journey, from fast-growing digital brands
to brick-and-mortar companies launching their first apps. Adjust’s
powerful measurement and analytics suite provides visibility, insights
and essential tools that drive better results.
adjust.com
Learn more about Adjust at:
www.adjust.com
@adjustcom