This Week in Apps - Games Are Not the Same

This Week in Apps is a short, no-fluff, round-up of interesting things that happened in the mobile industry. Here are our top highlights.

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U.S. Revenue Index (vs. 30 days ago)

We recently published a comprehensive report about mobile games which includes the current trends, evolution of monetization, and an in-depth analysis of the top games. This week's roundup includes my top five takeaways from the report.

Insights

1. Mobile Gamers Are Spending More Per Download Than Ever Before

Here's a stat that surprised me and will probably surprise you too.

In 2024, the average consumer spending per mobile game download rose 11.2% to $1.52 globally, according to Appfigures Intelligence.

But here's where it gets even more interesting: in the U.S., that number jumps to $6.43 per download. And yes, that's also up 11.1% year-over-year.

So, what's going on?

On one hand, total downloads declined in 2024. Global installs were down 6.6% compared to 2023, and in the U.S., that drop was even sharper at 11.1%. Fewer people are installing games. That could signal saturation, fatigue, or both. And it's a trend we see across the entire landscape, not just with games.

But at the same time, total consumer spending grew, reaching $65.7 billion worldwide. Up almost 4% when compared to 2023.

Fewer downloads and more spending = games are squeezing more revenue out of every new install.

This isn't a fluke. It's the result of smarter monetization, something we've been tracking closely. The days of relying on banner ads or one-off purchases are gone. The most successful games now treat every player journey as a revenue funnel. Whether it's through consumable IAPs, limited-time offers, battle passes, or premium currency, the strategy is clear: monetize early and often (but don't force it).

And it's working.

Important: This trend isn't universal. In lower-spending markets, we're still seeing less than a dollar per download. But in mature economies such as the U.S., Japan, and South Korea, the trend is clear: downloads might be slowing, but LTV is growing. Make sure to consult the data before making big decisions.

I've been saying this for a while now, and if you're making games (or apps), this stat should shift how you think about growth. High-volume UA is great but optimizing monetization per user is clearly where the upside is. It's no longer just about how many installs you can drive. It's about what you do with each one.

2. Mid-Core Games Are Eating Everyone's Lunch

Let's talk about what's actually making money in mobile games right now. Not downloads. Revenue.

If you look at the top 1,000 earning mobile games of 2024, one trend stands out more than any other: Mid-Core titles dominate. And I mean that literally. Half of the list falls under the Mid-Core umbrella. Within that, RPGs alone make up 34% of the top earners.

To put that in perspective, that's nearly 340 of the top 1,000 games.

So what's Mid-Core, really?

We're talking about genres like RPGs, Strategy, and Shooters. These aren't hyper-casual time killers or slots reskins. They're deep, sticky, often multiplayer experiences with high retention and lots of monetization hooks. They usually take longer to build, require real game design, and appeal to more committed players.

But that commitment is paying off.

Why? Because Mid-Core players convert. They're willing to spend. And thanks to battle passes, gacha systems, and IAP bundles, developers have all the tools they need to capture that value over time. Unlike Casual players, who are often gone after a few sessions, Mid-Core players stick around and pay for the experience.

One other thing that stood out: Casual isn't dead. Far from it. Puzzle games (especially Match-3) still make up a healthy chunk of revenue. But the distance is growing. Mid-Core is where the upside is, and devs who follow the data know it.

If you're building a game today and wondering what direction to take, the data makes it clear: go Mid-Core or go niche. Anything else risks falling into the void between depth and dopamine.

3. Monetization Secrets from the Top 1,000 Games

Monetization has always been a hot topic in mobile. But the top games in 2024 are writing a new(ish) playbook and it's surprisingly consistent.

We analyzed the 1,000 highest-earning mobile games of the year to understand what monetization strategies they're using. What we found wasn't a scatterplot. It was a blueprint!

Every single one of the top games used two tactics:

• Consumables or currency via IAP
• Limited-time offers or events

Those two monetization mechanics are table stakes now. If your game doesn't have them, you're not even in the conversation.

Beyond that, most top games layered in other revenue engines.

• Premium currency appeared in 90% of games.
• Bundles and packages showed up in 80%.
• Unlocks or cosmetics via IAP were in 70%.
• Even battle passes made it into half of the top games.

The takeaway is simple: top games don't rely on one strategy but rather a mix.

The best monetization systems are multifaceted. They meet the player at different stages of engagement and spending intent. A player might start with a $0.99 consumable, then move into a bundle, and eventually opt into a $10 season pass. The monetization adapts as the player commits.

But here's the real insight: it's not just about having these features but rather presenting them well. Limited-time offers aren't effective on their own. They work because they're well-timed, well-priced, and paired with compelling visuals and progression hooks. And limited.

If you're building or optimizing a game, don't just copy what's in the top 10. Understand the strategy behind it. That's where the real leverage is.

4. Gamers Don't Just Play! They Scroll, Chat... and Grocery Shop?

We already know mobile gamers are on YouTube. And TikTok. And Discord. That's nothing new. But if you stop there, you'll miss the real opportunity.

We used a new dataset for this year's report to see which apps have the highest crossover audience with the top 10 highest-earning games of 2024. Think Roblox, Monopoly GO!, Royal Match, Clash of Clans, and others. YouTube, TikTok, Discord, the usual suspects, are all there. But keep scrolling down and the real gems appear.

According to our Appfigures Intelligence, gamers also spend their time in apps like:

• Duolingo
• Pinterest
• Picsart (Photo editor)
• Fetch (Rewards)
• Zedge (wallpapers and ringtones)
• And even Tinder

It's easy to assume your next players hang out in other games or the usual entertainment apps. But what this list really shows is that gamers are everywhere, including some unexpected places.

That means opportunity.

Let's say you're launching a puzzle game targeting casual players. Knowing they also use Zedge or Pinterest opens up placement and creative angles you may not consider if you're just running ads inside other games.

Building a strategy game for mid-core users? The crossover with apps like Paytm or MX Player suggests high engagement in financially active and entertainment-heavy segments, which are great signals for value-driven campaigns.

And these aren't just one-off anomalies. The same apps appear across multiple top games, suggesting consistent behavioral overlap, not coincidence.

So what's the takeaway?

If your UA strategy is still just "run ads in similar games", it's time to expand your lens. Context is everything. By understanding where your users are, what they listen to, watch, shop for, and interact with, you can build more precise, more effective campaigns.

And maybe even find untapped audiences your competitors haven't noticed yet.

The report has the full list. If you're doing UA or planning IP crossovers this year, it's worth a close look, especially below the fold. That's where the hidden opportunities live.

FYI - Crossover intelligence will be available in the competitors report later this summer.

5. The Real Winners in Mobile Gaming Aren't the Newest Games

We all love new. New titles. New mechanics. New trends. But in mobile gaming, old games are still eating everyone's lunch.

According to Appfigures Intelligence, the top-grossing mobile games in 2024 weren't all released last year. We grouped the top earners last year by their release year and the #2 spot went to games released in 2015!

The 2015 batch of games accounted for a combined $5.4 billion of gamer spending globally in 2024, according to our estimates. Yes, games released in 2015. That's a decade ago.

The top revenue-generating cohort was from 2022 with $5.7 billion, and 2018 followed closely behind.

What does this mean?

It means longevity matters. A lot.

The biggest winners are games that have built strong live ops, regular content updates, loyal communities, and robust monetization systems. These games weren't just a set of levels or a cool game mechanic but rather platforms. And they're still delivering.

This is a reminder that success in mobile isn't just about launch day. It's about everything that happens after. How you retain. How you grow. How you monetize over time. And how you stay ahead of the competition.

Take Candy Crush or Subway Surfers. These titles are more than 10 years old but continue to dominate in both revenue and brand recognition. Why? Because they've mastered the post-launch game. They've turned into ongoing services that evolve with their audience.

If you're a developer, this is both inspiring and a little intimidating. Launching is hard, but keeping players engaged and spending for 5+ years? That's where the real challenge begins.

The report has the full breakdown by release year, and the numbers are worth a look. Get the report →

App Intelligence for Everyone!

The insights in this report come right out of our App Intelligence platform, which offers access to download and revenue estimates, installed SDKs, and more! Learn more about the tools or schedule a demo with our team to get started.

Are you a Journalist? You can get access to our app and market intelligence for free through the Appfigures for Journalists program. Contact us for more details.

All figures included in this report are estimated. Unless specified otherwise, estimated revenue is always net, meaning it's the amount the developer earned after Apple and Google took their fee.