The mobile app growth report: 2025 edition

The mobile app
growth report:
2025 edition
REPORT
Our user acquisition
leaderboard

2
Contents
Introduction ………………………………………………………………\
……………………………… 3
Methodology: The brand new Adjust Growth Score ………………………………5
The global growth map ………………………………………………………………\
…………… 6
Country scores ………………………………………………………………\
………………………… 7
Global app vertical scores ………………………………………………………………\
……….. 8

Part 1: Growth by region ………………………………………………………………\
………… 10
Focus on APAC: Country and vertical scores …………………………………………. 11
Focus on Europe: Country and vertical scores …………………………………….. 13
Focus on LATAM: Countries and verticals ……………………………………………… 15
Focus on MENAT: Countries and verticals …………………………………………….. 17
Focus on North America: Countries and verticals ………………………………… 19
Part 2: Spotlight on mobile gaming
……………………………………………………….21
Global Growth Scores ………………………………………………………………\
……………… 23
APAC Growth Scores ………………………………………………………………\
………………. 25
Europe Growth Scores ………………………………………………………………\
…………….. 25
L ATA M G r o w t h S c o r e s ………………………………………………………………\
…………….. 27
MENAT Growth Scores ………………………………………………………………\
……………. 29
North America Growth Scores ………………………………………………………………\
… 31

Conclusion ………………………………………………………………\
…………………………….. 33
The mobile app growth report: 2025 edition

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INTRODUCTION
Mapping the future of
mobile app growth
Global app growth is stable in 2025 so far, with installs up 11% year-over-year (YoY) and sessions up 10% YoY in the
first half of the year. With acquisition and engagement rising in tandem, it’s an exciting time to ignite growth and
scale strategically in markets offering the most potential for each app vertical and business model.
Since 2019, Adjust’s Mobile app growth report has helped marketers
identify these opportunities, comparing potential across regions,
countries, and verticals. Each edition has evolved alongside the industry’s
transformation—from new privacy frameworks to changing platform
policies and user behavior.
Today, acquisition costs are higher, user journeys are more fragmented,
and competition for attention is intensifying. Yet, this challenging
period is also marked by progress and innovation. Marketers are rapidly
embracing next-generation technologies and strategies, including AI-
driven analysis and optimization. They are also advancing in contextual
and hyper-personalized targeting while complementing attribution data
with marketing mix modeling (MMM) and incrementality to enable faster,
smarter decision-making. In line with the industry shifts, the Adjust Growth
Score has been reworked to take more factors into
account. In addition to installs and cost efficiency,

it now incorporates sessions per user per day and a
composite retention score, which are clearer indicators

of user quality and downstream value. With this update,
the mobile app growth report 2025 builds on Adjust’s
mission to give marketers clarity in a fast-moving landscape,
helping them prioritize investment, navigate uncertainty,
and uncover the markets where acquisition can deliver
fast wins and long-term app growth.
The mobile app growth report: 2025 edition

“
The challenge for marketers today isn’t a lack of data, it’s knowing
which signals matter most. With engagement and retention just
as critical as install volume and cost efficiency, the Growth Score
encapsulates the metrics that truly reflect holistic opportunities in
2025. By translating complex performance dynamics into a single,
comparable score, it provides the clarity marketers need to prioritize
investments, capture opportunities, and sustain growth in an
increasingly competitive landscape.”
Tiahn Wetzler Director,
Content & Insights

5
The Adjust Growth Score is designed to
benchmark the performance and potential
of apps across a wide variety of markets.
For the 2025 edition, we analyzed Adjust’s
dataset of the top 5000 apps and their
performance in the first half of the year.
The score is built on four inputs:
• Installs , capturing acquisition volume.
• Cost efficiency (inverse CPI),
showing how effectively those installs
are achieved.
• Engagement (sessions per user
per day), representing activity beyond
the download.
• Retention , a composite measure of how
long users stay active.
Together, these inputs balance scale,
efficiency, and quality. Each metric is
weighted to underscore its importance: installs at 40%, cost efficiency at 20%,
engagement at 20%, and retention at 20%.
Because install volumes vary dramatically,
from thousands in smaller markets to
millions in larger ones, all values were
normalized to ensure fair comparisons.
This makes it possible to compare
countries, regions, and verticals on a
level playing field.
In the previous editions, lifetime value
(LTV) was included in the score. In
2025, LTV was replaced by retention
and engagement, which provide earlier
and more reliable signals of user quality,
monetization potential, and downstream
conversion. Finally, all values were scaled to a range
of 0–100. Regional scores may appear
higher than individual country scores, since
they aggregate larger install volumes and
broader user behavior. This makes regional
scores useful for high-level benchmarking,
while country-level scores highlight more
specific opportunities.
METHODOLOGY
The brand new Adjust Growth Score
#
1
GROW TH SCORE
The mobile app growth report: 2025 edition

The global growth map
6
The global Growth Score averaged 29.2 in
H1 2025. This highlights overall trends in app
growth worldwide, serving as a reference
point and benchmark for evaluating regional
and country-level performance.
At the regional level, APAC leads with a score
of 45, ahead of all other regions. MENAT
(33.3), Europe (32.4), and LATAM (30.5)
are in the mid-range, while North America
is at 27.3, indicating its maturity and slower
expansion compared to emerging markets.
30.5
L ATA M
2 7. 3
NORTH
AMERICA
32.4
EUROPE
33.3
M E N AT
45
APAC
29.2
GLOBAL
AVE R AG E
GROW TH SCORE
The mobile app growth report: 2025 edition

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Country scores
India tops the country rankings with a Growth
Score of 49, demonstrating both market size
and engagement potential. Indonesia follows
at 43.1, while Argentina (34.9), Colombia
(34.5), and Vietnam (33.9) round out the top
five. The Philippines (33.3), Türkiye (31), and
Japan (30.9) perform just below this tier, with
Brazil (30.2) and Mexico (29.9) completing
the global top ten. Together, these markets
highlight the strength of emerging economies
in driving mobile growth, with India and
Southeast Asia setting the pace.
29.9
MEXICO
30.2
BRAZIL
34.9
ARGENTINA
34.5
COLOMBIA
33.9
VIETNAM
31
TURKEY
33.3
PHILIPPINES
30.9
JAPAN
43.1
INDONESIA
49
I NDIA
The mobile app growth report: 2025 edition

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Global app vertical scores
Games recorded the highest Growth Score
in H1 2025 at 45.8. This performance mirrors
wider industry momentum where global
gaming installs rose 4% YoY in 2024 and
a further 1% YoY in the first half of 2025,
with mobile gaming revenue projected to
surpass $126 billion this year. Beyond gaming,
publications ranked second with a score
of 30.8, while utilities (27), entertainment
(26.2), and finance (24.6) completed the

top five.
Shopping (24), lifestyle (22.7), and photo &
video (21.8) sat in the mid-range, signaling
steady demand but greater competition.
Education (19.3), health & fitness (18.8), and
food & drink (18.2) posted the lowest scores.
across larger audiences compared to higher-
performing categories.
Business
0
Education
Entertainment FinanceFood & drink Games
LifestylePhoto & video Publications
Shopping Social
Travel
Utilities
Health & fitness
App Growth Scores by vertical 2025 (Global)
50
40 45
30 35
20 25
10 15
5
20.4 19. 326.2
24.6
18.245.8
18.8 22.7
21.830.8
2421.5 20.6 27
The mobile app growth report: 2025 edition

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Bonus: App Growth Scores by subvertical 2025 (Global)
Card
34.1
Bank
33.6
Music
33.6
Swap
33.6
Board
32.7
Puzzle
32.2
Marketplace
40.8
Hyper casual
35.8
36.4
Hybrid casual
34.5
News & magazines
The mobile app growth report: 2025 edition

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PA RT 1
Growth by
region
The mobile app growth report: 2025 edition

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Focus on APAC: Country and vertical scores
27
AUSTRALIA
GROWTH SCORE
33.9
VIETNAM
GROWTH SCORE
30.9
JAPAN
GROWTH SCORE
2 7.1
SINGAPORE
GROWTH SCORE
25.1
SOUTH KOREA
GROWTH SCORE
29.5
THAILAND
GROWTH SCORE
43.1
INDONESIA
GROWTH SCORE
33.3
PHILIPPINES
GROWTH SCORE
29.2
NEW ZEALAND
GROWTH SCORE
29.9
MALAYSIA
GROWTH SCORE
49
INDIA
GROWTH SCORE
The mobile app growth report: 2025 edition

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In APAC, games remain the dominant vertical with a Growth Score of 37. Entertainment
follows at 31.9, supported by strong demand for video and social apps, while utilities
(28.6), photo & video (26.7), and publications (26.4) also secured positions in the top 5.
Finance recorded a score of 22.9, showcasing steady adoption of mobile-first banking
and payment solutions across emerging markets. Shopping followed closely at 22.6,
fueled by the region’s e-commerce boom, though competition is heating up.
0
20
15
10 5
40
30 25
35
App Growth Scores by vertical 2025 (APAC)
Business
Education
Entertainment FinanceFood & drink Games
LifestylePhoto & video Publications
Shopping Social
Travel
Utilities
Health & fitness
20
19. 5 31 .9
2 2 .9 18.6 37
21.2 23.726.7
26.4
22.6 20.7 21.528.6
Top non-gaming app Growth Scores by country and
subvertical 2025 (APAC)
Country SubverticalGrowth Score
VietnamMaps & navigation 58.1
IndiaMusic & audio 50.5
IndiaEntertainment 42
VietnamSocial network 40.6
MalaysiaSocial 38.5
IndiaUtilities 3 7. 6
JapanDating 3 7. 2
IndiaPhoto & video 3 7.1
Australia
Dating 34.2
IndonesiaMusic & audio 34.1
ABOUT THIS TABLE
This table shows the top 10 non-gaming app Growth Scores in APAC
by subvertical and country in H1 2025. It spotlights leading country and
subvertical combinations, showing areas with strong growth potential in APAC.
The mobile app growth report: 2025 edition

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Focus on Europe: Country and vertical scores
26.9
NETHERLANDS
GROWTH SCORE
28.9
NORWAY
GROWTH SCORE
2 7. 8
AUSTRIA
GROWTH SCORE
27
SWITZERLAND
GROWTH SCORE
2 7.1
GERMANY
GROWTH SCORE
29.1
FINLAND
GROWTH SCORE
2 7. 9
ITALY
GROWTH SCORE
2 7.1
SPAIN
GROWTH SCORE
2 7. 8
IRELAND
GROWTH SCORE
29.1
DENMARK
GROWTH SCORE
26.8
BELGIUM
GROWTH SCORE
26.6
FRANCE
GROWTH SCORE
26.3
U.K.
GROWTH SCORE
The mobile app growth report: 2025 edition

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0
20
15
10 5
35
30 25
App Growth Scores by vertical 2025 (Europe)
Business Education
Entertainment FinanceFood & drink Games
LifestylePhoto & video Publications
Shopping Social
Travel
Utilities
Health & fitness
21.2
1 7. 8 21.3 25
1 7. 4 32.7
1822.1
15.230.7
22.8 19. 720.3
18.2
In Europe, it was also games that emerged as the top vertical, with a Growth Score
of 32.7, thanks to strong monetization and steady user retention. The market is
projected to expand at a CAGR of 7.8% through 2030 , underscoring its long-term
revenue potential even as growth is not as superchanged as some other regions,
like A PAC . Outside gaming, publications stand out with a score of 30.7. Utilities (28.6) also
perform well, while entertainment (21.3) trails lower. Finance (25) and shopping
(22.1) continue to grow but face tougher competition.
Top non-gaming app Growth Scores by country and
subvertical 2025 (Europe)
Country SubverticalGrowth Score
FranceDating
31
Germany
Dating 30.5
U.K .
Dating 30
Austria Entertainment
25.9
Finland
Health & fitness 25.7
Netherlands Tr a v e l
24.9
Italy Finance
24.4
Finland
Utilities 23.7
Belgium Lifestyle 23.6
Germany Finance
23.4
The mobile app growth report: 2025 edition

30.2
GROWTH SCORE
28.2 29.9
GROWTH SCORE
34.9
GROWTH SCORE
34.5
GROWTH SCORE
GROWTH SCORE
15
Focus on LATAM: Country and vertical scores
The mobile app growth report: 2025 edition

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The mobile app industry in LATAM is projected to reach $35.9 billion in revenue
by 2030 , driven by rapid smartphone adoption and improving connectivity.
Games remain the region’s standout vertical with a Growth Score of 32.4,
and the LATAM gaming market is forecast to grow at a 10.6% CAGR through
2030 , reaching nearly $13.6 billion and reinforcing its role as one of the region’s
fastest-growing app categories. Beyond gaming, publications scored 29 and entertainment followed at 25.5.
Utilities also posted a solid 21.9.
Top non-gaming app Growth Scores by country and
subvertical 2025 (LATAM)
Country SubverticalGrowth Score
ColombiaSocial 38.3
ArgentinaEntertainment 32.8
ColombiaMusic & audio 31.8
Colombia Entertainment 30.9
Argentina Music & audio 30.7
Colombia Utilities 28.5
ColombiaTr a v e l 28.1
Mexico Publications 2 7. 5
Brazil
Tr a v e l 26.7
Argentina Utilities 26.3
0
20
15
10 5
35
30 25
App Growth Scores by vertical 2025 (LATAM)
Education Entertainment FinanceGames
LifestylePhoto & video Publications
SocialTravelUtilities
Health & fitness
1 7. 5
25.5
20.5 32.4
2 0.9 20.6
19. 7 29
18.5 19. 52 1 .9
The mobile app growth report: 2025 edition

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Focus on MENAT: Countries and verticals
31
GROWTH SCORE
26.4
GROWTH SCORE
24.5
GROWTH SCORE
The mobile app growth report: 2025 edition

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In MENAT, it is once again games that hold the top position, with a Growth Score
of 33.4. The region’s gaming sector is projected to generate $3.73 billion in 2025 ,
fueled by a young, mobile-first population and targeted investment. Publications
followed with a score of 27, while finance reached 25.1 on the back of mobile-first
banking and digital payments. Entertainment and shopping each recorded 22.3.
Top non-gaming app Growth Scores by country and
subvertical 2025 (MENAT)
Country SubverticalGrowth Score
TürkiyeMusic & audio 28.2
Türkiye Entertainment 25.6
TürkiyeEntertainment 23.7
Türkiye Lifestyle 23.4
Türkiye Utilities 23
Türkiye Shopping 22.7
Türkiye Tr a v e l 21.9
UAE Music & audio 21.8
Saudi Arabia
Music & audio 21.3
Türkiye Education 20.3
0
20
15
10 5
40
35
30 25
App Growth Scores by vertical 2025 (MENAT)
Business Education
Entertainment Finance
Food & drink Games
LifestylePhoto & video Publications
Shopping Social
Travel
Utilities
Health & fitness
21.2
18.622.3
25.1
16.633.4
18 .920.7
1 7. 7 27
22.3
16.519. 5
21.3
The mobile app growth report: 2025 edition

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27
GROWTH SCORE
26.4
GROWTH SCORE
Focus on North America: Countries and verticals
The mobile app growth report: 2025 edition

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In North America, games (again!) and publications stand out with Growth Scores
of 28.8 and 28.2, both above the regional score of 27.3. The mobile gaming market
revenue in North America is projected to reach $55 billion by 2030 , but unlike
faster-growing markets, growth here is driven less by new users and more by higher
average revenue per user (ARPU) and advanced monetization models. The region
also dominates the global news app market, accounting for 36.5% of total share .Finance apps came third with 19.8, followed by shopping (18.9), social (18.2), and
entertainment and travel (both 18.1).
Top non-gaming app Growth Scores by country and
subvertical 2025 (North America)
Country SubverticalGrowth Score
CanadaDating 32.4
U. S. Dating 23.7
Canada Publications 22.2
U. S. Messaging 21.6
U. S. Publications 20.3
Canada Music & audio 19.7
Canada Entertainment 19.6
Canada Lifestyle 19.5
U. S.
Tr a v e l 19.2
U. S. Social network 19.1
0
20
15
10 5
35
30 25
App Growth Scores by vertical 2025 (North America)
Business Education
Entertainment Finance
Food & drink Games
LifestylePhoto & video Publications
Shopping Social
Travel
Utilities
Health & fitness
14.7
16.7
18.119. 8
16.128.8
16.71 7.9
13.628.2
18 .918.2 18.1
15.7
The mobile app growth report: 2025 edition

PA RT 2
Spotlight on
mobile gaming:
A deep dive
21
The mobile app growth report: 2025 edition

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30.128.7 30.9
32.7
25.6
34.1
28.530.4 34.5
35.8
32.2
33.6
30.9 28.22 9. 5
30.2
2631.1
2 7. 8 33.6
2431.5
Gaming app Growth Scores by subvertical 2025 (Global)
0
25
20 15
10 5
40
35
Word
Gaming continues to anchor mobile growth in 2025, with a
Growth Score of 45.8, the highest of any vertical globally.
This strength, combined with the variation across subgenres,
regions, and countries, makes gaming a natural focus for a
deeper dive in this report.
Globally, hyper casual leads with a Growth Score of 35.8,
highlighting its mass-market reach and low barriers to entry.
Hybrid casual (34.5) and card (34.1) also perform strongly,
while genres such as music (33.6), swap (33.6), and board
(32.7) benefit from replayability and community-driven
features that support engagement.
Action
Adventure Arcade
Board
Card
Casual
Casino
MusicPuzzle
Idle RPG
RacingRPG
Simulation
Slots
Sports games StrategySwap
Hyper casual
Hybrid casual Family
30
Tr i v i a
Global Growth Scores
The mobile app growth report: 2025 edition

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Top 5 gaming subvertical Growth Scores 2025 (APAC)
BOARD 34.6
GROWTH SCORE
HYPER CASUAL 34.6
GROWTH SCORE
MUSIC 41.2
GROWTH SCORE
1
CARD 35.7
GROWTH SCORE
2
SWAP 35.3
GROWTH SCOREGROWTH SCORE
13
4
5
APAC Growth Scores
Top gaming app subvertical Growth Scores by country 2025 (APAC)
CountrySubverticalGrowth Score
Australia Board
35.5
IndiaRPG 80
IndonesiaMusic 54.2
JapanSwap 45.4
MalaysiaTr i v i a 53.6
New ZealandPuzzle 35.3
PhilippinesMusic 4 7. 4
SingaporeStrategy 35.4
South KoreaCard 3 7. 2
ThailandMusic 3 7. 4
Vietnam
Word 54.1 A
The mobile app growth report: 2025 edition

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APAC remains the world’s largest mobile gaming market,
projected to generate $66.7 billion in revenue in 2025 .
Growth is driven by a large and youthful population, the
rise of esports, and hybrid monetization models that lower
barriers to entry. Beneath this momentum, however, the
dynamics diverge sharply between markets.
India claims the top position with a Growth Score of 52.2,
supported by its base of more than 650 million mobile
gamers and low acquisition costs ( just $0.03 in H1 2025),
making an extremely powerful growth space in the
region. Indonesia (40.1) and Vietnam (36.2) are also top
performers, with Indonesia’s market forecast to reach $555
million in 2025 and Vietnam’s $454 million —evidence of
how smaller markets are scaling rapidly.
Gaming app Growth Scores by country 2025 (APAC)
0
Australia
India
Indonesia
Japan
South Korea
New Zealand
Malaysia
Philippines Singapore
ThailandVietnam
20
10 40
30 60
50
30.1
52.2
40.1
34.1
32.2
32 34.7
31.8
2 7. 8
31.6
36.2
The mobile app growth report: 2025 edition

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Top 5 gaming subvertical Growth Scores 2025 (Europe)
HYBRID CASUAL 33.3
GROWTH SCORE
SLOTS 33
GROWTH SCORE
CARD 36.3
GROWTH SCORE
1
SWAP 35.3
GROWTH SCORE
2
BOARD 34.4
GROWTH SCOREGROWTH SCORE
13
4
5
Europe Growth Scores
Top gaming app subvertical Growth Scores by country 2025 (Europe)
CountrySubverticalGrowth Score
Austria Board
39.3
BelgiumRacing 37.8
DenmarkBoard 3 7. 4
FinlandPuzzle 36.6
FranceCard 35.8
GermanySwap 36.9
IrelandArcade 46.4
ItalyCard 3 7. 2
NetherlandsMusic 38.3
NorwayAction 39.1
SpainCard 36.7
SwitzerlandCard 3 7. 4
U.K . Swap 34.6
The mobile app growth report: 2025 edition

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Europe’s mobile gaming sector was valued at $25.2 billion
in 2024 and is projected to nearly quadruple to $99 billion
by 2033. Beneath this expansion, Growth Scores reveal
sharp contrasts across the continent. Nordic markets such
as Finland (33.3), Denmark (32.7), and Norway (33.1) rank
highest, while Italy (31.7), Austria (31.9), Switzerland (31.1),
and Spain (30.6) also post solid results.
However, larger markets like the U.K. (29.2) and Belgium
(29.7) trail behind, showing that scale alone does not
guarantee stronger performance. This divide highlights
a key dynamic in Europe: some markets deliver a lower
volume of higher-value users, while others require greater
focus on retention strategies and ARPU optimization to
sustain growth.
Gaming app Growth Scores by country 2025 (Europe)
0
Austria
Belgium
Denmark
Finland
Germany
France
10
5 20
15 35
30
25
31 .9
2 9. 7 32.733.3
30.1 30.5 30.9 31.7
30.5 33.1
31.1
30.6
2 9. 2
U.K .
Switzerland
Spain
Norway
Netherlands
Italy
Ireland
The mobile app growth report: 2025 edition

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Top 5 gaming subvertical Growth Scores 2023 (LATAM)
ARCADE 36.7
GROWTH SCORE
ACTION 36.6
GROWTH SCORE
CARD 36.5
GROWTH SCOREGROWTH SCORE
BOARD 34.2
GROWTH SCORE
HYPER CASUAL 35.3
GROWTH SCORE
1
2
13
4
5
LATAM Growth Scores
Top gaming app subvertical Growth Scores by country 2025 (LATAM)
CountrySubverticalGrowth Score
Argentina Racing
46.2
BrazilArcade 36.8
ChileTr i v i a 52.7
ColombiaTr i v i a 5 7.1
MexicoArcade 36.7
The mobile app growth report: 2025 edition

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In 2025, LATAM’s mobile gaming market is set to generate
$2.1 billion in revenue . Growth Scores reveal clear leaders:
Argentina ranks highest at 38.7, just ahead of Colombia

at 38, and followed by Mexico (32.1), Chile (30.8), and
Brazil (30.4).
Gaming app Growth Scores by country 2025 (Europe)
0
Argentina
Brazil
20
15
5 10 30
25 45
40
35
38.7
30.4 30.8
38
32.1
Mexico
Colombia
Chile
The mobile app growth report: 2025 edition

29
Top 5 gaming subvertical Growth Scores 2025 (MENAT)
CARD 3 7.1
GROWTH SCORE
ARCADE 34.1
GROWTH SCORE
BOARD 34
GROWTH SCOREGROWTH SCORE
MUSIC 32.9
GROWTH SCORE
HYPER CASUAL 34
GROWTH SCORE
1
2
13
4
5
MENAT Growth Scores
Top gaming app subvertical Growth Scores by country 2025 (MENAT)
CountrySubverticalGrowth Score
Saudi Arabia Card
40.5
TürkiyeArcade 38.4
UAESport games 36.5
The mobile app growth report: 2025 edition

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Türkiye holds the highest Growth Score at 34, supported
by a strong developer ecosystem and its growing role as
an exporter of gaming talent. Mobile gaming revenue in
Türkiye is forecast to reach $427 million in 2025 , nearly
half of the country’s total gaming revenue. Saudi Arabia
follows with a score of 30.3, while UAE records 29.
Gaming app Growth Scores by country 2025 (MENAT)
0 5 25
15 20 40
35
30 10
Saudi Arabia
30.3
34
Tu r ke y
29
UAE
The mobile app growth report: 2025 edition

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Top 5 gaming subvertical Growth Scores 2023 (North America)
SWAP 32.8
GROWTH SCORE
BOARD 31.4
GROWTH SCORE
IDLE RPG 31.1
GROWTH SCOREGROWTH SCORE
CARD 30.5
GROWTH SCORE
HYBRID CASUAL 31
GROWTH SCORE
1
2
13
4
5
North America Growth Scores
Top gaming app subvertical Growth Scores by country 2025
(North America)
Country Subvertical Growth Score
Canada Swap
35.4
U. S.Swap
32.8
The mobile app growth report: 2025 edition

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CanadaU.S.
Gaming app Growth Scores by country 2025 (North America)
0 5 25
15 20 35 10 30
29.628.6
In North America, mobile gaming Growth Scores
are close, with Canada at 29.6 and the U.S. at 28.6.
In both markets, future expansion will need to rely on
a strategic combination of new installs, monetization
optimization, and retention strategies (as opposed to
pure, high-volume UA).
The mobile app growth report: 2025 edition

33
Winning in today’s mobile economy means
moving beyond volume and onto value,
balancing acquisition efficiency with long-
term user engagement. By distilling these
dynamics into a single benchmark, the
Adjust Growth Score provides UA managers
and app developers the clarity to prioritize
investments and uncover markets that can
serve as the next place to scale, and deliver
lasting value.
The 2025 results show how this balance plays
out globally. INSEA leads with scale and
cost efficiency, powered by India, Indonesia,
and Vietnam, while Japan and Europe’s
Nordics highlight the long-term value of
engagement and retention. LATAM benefits
from rising connectivity and cost-efficient
acquisition, MENAT reflects investment
and policy-driven expansion, and North America demonstrates that in saturated
markets, ARPU optimization and lifecycle
engagement are important pillars of success.
As competition intensifies and privacy
frameworks evolve, the ability to act on the
right data will determine good results from
great ones. Adjust supports and empowers
clients to make the most of these shifts, with
privacy-ready attribution and measurement,
AI-powered analytics and optimization,
multi-platform deep linking, and the brand-
new Adjust Growth Copilot—an AI, natural
language assistant for instant, contextual
answers to business and data questions.
Together, these solutions give marketers
the confidence to act quickly and capture
sustainable growth across the full user
journey. We’ll continue to track how Growth Scores
evolve across regions and verticals in the
year ahead. For a deeper dive into installs,
engagement, and the user behavior shaping
the ecosystem, get your copy of Mobile app
trends: 2025 edition , and stay tuned for fresh
insights in our future reports.
CONCLUSION
Where mobile growth goes next
The mobile app growth report: 2025 edition

Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers
around the world to measure and grow their apps across platforms.
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 AI-powered analytics solutions provide visibility and insights,
while deep linking and engagement solutions help to drive ROI.
ABOUT ADJUST
adjust.com @adjustcom
Learn more about Adjust at:
www.adjust.com