The mobile gaming industry is experiencing renewed growth in early 2025, according to Adjust’s Gaming App Insights 2025 report. The analytics company’s latest findings suggest a shift in market trends following a challenging period, with an increase in global gaming app installations and evolving monetization strategies contributing to recovery.

Growth in Global Gaming Apps

Adjust reports that global gaming app installs grew by 4% year-over-year in 2024, indicating a gradual rebound in the industry. The report attributes this growth in part to the adoption of AI-driven technologies that enhance in-game personalization and improve user engagement. These advancements also play a role in refining user acquisition strategies, allowing game developers to identify high-performing advertising creatives more efficiently. As a result, studios can optimize their marketing efforts and better target potential players.

Mobile Gaming In Emerging Markets Show Greatest Growth

Emerging Markets Drive Expansion

A significant portion of the growth in mobile gaming comes from emerging markets, particularly in Latin America (LATAM) and the Middle East and North Africa (MENA). In these regions, gaming app installations increased by 9% and 7% year-over-year in 2024, respectively. The report highlights that mobile-first adoption is accelerating in these areas, creating new opportunities for game developers looking to expand their reach. The increasing availability of affordable smartphones and improved internet access in these regions is contributing to the rising popularity of mobile gaming.

Trends in Game Genres and User Engagement

The report also highlights key trends in different gaming genres. Hyper-casual games accounted for the highest share of installs at 27%, reflecting their widespread appeal. However, these games had only an 11% share of total gaming sessions due to their high churn rates. In contrast, strategy games saw the highest install growth, increasing by 83% in 2024. This suggests a shift in player preferences towards more engaging and long-term gaming experiences.

Global Gaming App Installs and Sessions by Subvertical 2024

Industry Outlook and Future Considerations

Tiahn Wetzler, Director of Content and Insights at Adjust, commented on the findings, stating that mobile gaming is back on a growth trajectory after a period of market volatility. Wetzler emphasized that developers and marketers who focus on long-term player retention rather than short-term acquisitions are likely to see sustained success, particularly in regions where mobile-first adoption is accelerating.

The report's findings indicate that while challenges remain, the mobile gaming industry is adapting through technological advancements and strategic market expansion. As companies refine their approaches to monetization and user acquisition, continued growth in the sector appears likely.

Source: GamesBeat