11 Mobile Game Trends in 2025 You Can't Afford to Miss
tl;dr - Ariel and Randy explore the top 11 mobile game trends shaping 2025, based on our latest mobile games industry report. They discuss monetization strategies, genre performance, global market shifts, and actionable insights for game developers looking to succeed in the evolving mobile gaming landscape.
The following is an AI-enhanced transcript of the video:
Introduction to the 2024 Mobile Games Industry Report
Ariel: Welcome to a brand new live stream! Today is an exciting one because I'm joined by Randy, who's been deeply involved in the app and game industry for a long time. Together, we're diving into our latest industry report on mobile games—a report packed with juicy data and insights that go far beyond just revenue numbers and top-earning countries.
We've never done a live coverage of an industry report before, but with so much happening in the mobile games space—especially with ongoing developments like Epic vs. Apple—it felt like the perfect time. We'll discuss the trends we're seeing, what's working for games right now, and where things are headed. If you haven't seen the full report yet, there's a link in the description below. It's comprehensive, in-depth, and focuses on actual monetization strategies, breaking down the top 1,000 games by revenue into genres and subgenres to really understand what's happening and who's making money.
Downloads Down, Revenue Up: The Big Trend
Ariel: The biggest trend I've been talking about for over a year now is that downloads are down across the board—including games—but revenue is up, and in a significant way. We'll dig into why that's happening and what opportunities exist for developers.
Randy, while I pull up the report, can you share a bit about your background in games and how you've seen the industry evolve?
Randy's Background in Games
Randy: Sure, Ariel. I've been a lifelong gamer and turned that passion into a profession back in 1996 as one of the launch editors for IGN. After a few years there, I moved into print magazines, working on PSM—the independent PlayStation magazine—for about a decade. I've also written for the unofficial Apple web blog, combining my love for Apple, apps, and games. I've been playing iOS games since the days when you had to pay upfront for titles like Fieldrunners and Canabalt. It's wild to think that free-to-play games now make so much more money than paid games ever did.
Ariel: Except for Minecraft, which is a unique case, but that's a story for another time!
2024 Mobile Games Market: Key Numbers
Ariel: Our report opens with the headline that the mobile games industry in 2024 is a $65.7 billion market, up 3.8% from last year. That's a substantial increase. But while revenue is up, downloads are actually down 6.6%. Getting a download is harder, but getting someone to pay has become easier.
Randy, what do you think is driving this shift?
The Rise of "Forever Games" and Changing Competition
Randy: There's a lot at play, but a major factor is the rise of "forever games"—titles that dominate the charts and continue to generate revenue years after launch. These games, like Clash of Clans and Candy Crush, are pouring resources into user acquisition and retention, making it harder for new titles to break through. The competition isn't necessarily bigger, but it's more concentrated. The top games are battling for users and spending the most on acquisition, while everyone else has to compete with these established titles.
Ariel: That can sound discouraging, but it really means the competition has changed. Users expect longevity and ongoing updates. The old strategy of flooding the app stores with hyper-casual games and hoping something sticks doesn't work anymore. The number of new releases is actually going down, even as the total number of games increases. Developers are focusing more on monetization and less on sheer volume.
Fewer New Hits, But Faster Success for the Right Games
Ariel: One of the most interesting stats: the number of new games earning $1 million+ in their launch year has dropped from 686 in 2022 to 399 in 2024. That's both good and bad news. Fewer games are making it big, but those that do are reaching $1 million faster than ever—down from 273 days in 2022 to just 106 days in 2024.
Randy: That's due to more refined soft launches, better pre-launch marketing (like pre-orders), and a focus on only moving forward with games that show strong early potential. There are more blockbuster, highly anticipated games launching each year, and publishers are leveraging data and testing to ensure success out of the gate.
Ariel: The key takeaway is that you have to be intentional and data-driven. Gone are the days when you could just build a game on a hunch and hope for the best. There's so much data available now—use it to inform your development and marketing strategies.
The Power of Longevity: Revenue by Release Year
Ariel: We looked at how much revenue games released in different years generated in 2024. Games from 2015 earned $5.4 billion this year—second only to games released in 2022. This shows that if you build something good and keep evolving it, you can ride that success for years. Retention is everything.
Randy: Absolutely. The "forever game" model is real. But it's not just for mega-hits—any game that retains players and evolves over time can benefit.
Top Categories and Genres: Where the Money Is
Ariel: Let's talk about categories. Among the top 1,000 games by revenue, midcore games make up half, followed by casual, casino, and then sports/driving. I was surprised sports and driving weren't higher. Midcore makes sense—it's a sweet spot between investment and accessibility.
Randy: We're seeing a migration of players who used to be on PC or console now incorporating mobile into their gaming lives. Hardware improvements mean mobile games can offer console-quality experiences. Casual games are still huge, but midcore is growing as more "hardcore" players embrace mobile.
Ariel: When we break it down by genre, RPGs are at the top (almost 34%), followed by puzzles, strategy, realistic sports, shooters, and simulation. Puzzle games have great retention, and RPGs offer depth without requiring constant attention.
Randy: The opportunities are in the subgenres. If you're a developer, look at what's making the most (or least) money within your target genre and calibrate your approach accordingly. Don't just build and hope—be intentional.
Global Opportunities: Growth Markets and Per Capita Spending
Ariel: We mapped year-over-year growth in consumer spending by country. The US isn't the fastest-growing market—Brazil, Mexico, Poland, Turkey, Romania, India, UAE, Saudi Arabia, Germany, and the Netherlands are all seeing huge growth. If you're a smaller developer, targeting these markets can be a "cheat code" for growth.
Randy: And when you look at per capita spending, Hong Kong tops the list at $104. Combining growth data with per capita spending helps you identify the most lucrative audiences.
View Question: Choosing Soft Launch Markets
Audience Question: How should you choose soft launch markets now?
Randy: It used to be about markets similar to the US, like Canada or Australia. Now, soft launches are more closely tied to where specific genres perform best. Test in a geographically diverse set of markets and use data to inform your choices—there's no more guesswork.
Emerging Trends: Cross-App and Cross-Property Insights
Ariel: We analyzed which non-game apps are most used by players of the top 10 games. The top five are usually social apps (Instagram, Facebook, TikTok, YouTube), but there are surprises—like Duolingo and Pinterest. Knowing where your users spend time helps you target engagement and re-engagement efforts more effectively.
Randy: The variation beyond the top five is fascinating and reveals opportunities for smarter marketing. For example, if your game is like Royal Match, Instagram is your best bet—not TikTok.
Ariel: We also looked at IP crossovers, using Brawl Stars as a case study. Supercell's limited-time events with Godzilla, Spongebob, and Toy Story each drove significant revenue spikes—up to 86% during the Godzilla event. You don't need a massive IP to benefit from crossovers; even smaller partnerships can drive engagement and revenue.
Monetization Mechanics: What Works in 2024
Ariel: We charted how top games monetize. The two dominant methods are consumable in-app purchases and limited-time events. In-app currency has always been big, but unlocking cosmetics (skins, personalization) is now used by 60–70% of top games. This trend is growing as more console/PC-style games succeed on mobile.
Randy: Skins and personalization are popular because they're easier to produce than new levels and help with both retention and monetization. If you're not implementing this in your game, you're leaving money on the table.
Ad Networks: AppLovin on the Rise
Ariel: We tracked which ad networks games are using. AppLovin is the big winner in 2024, overtaking others like Unity, Facebook Ads, AdMob, and IronSource. There's been a lot of chatter about AppLovin's innovations and controversies, but ultimately, if you're still monetizing with ads, you need to follow where the big players are going.
Randy: AppLovin has optimized its offering for game makers, and following these trends can help you maximize both monetization and user acquisition.
Final Thoughts: Follow the Data
Ariel: Randy, any final advice for game developers in 2025?
Randy: Follow the data. It's not just about knowing the popular categories or types of games—you have to look holistically at every stage: where your players are, what games they play, how they find them, and where you can reach them. Even small developers can use this data to create a successful strategy.
Ariel: The money is there, even though downloads are down. There's still room for new entrants, and smaller games can succeed by leveraging the right data and strategies.
View Question: Are Party Games Still an Opportunity?
Audience Question: Do party games still have opportunity in 2025?
Randy: Yes, there's still opportunity, especially with live operations and real-time multiplayer. You don't have to stick to one silo—mix genres, incorporate live ops, and look at what's working for similar games. The data shows there's still interest.
Ariel: The shift post-COVID is toward party games played together, like Jackbox. The opportunity is still there, but you may need to adjust your strategy.
Closing
Ariel: That's all the time we have today. Thank you, Randy, for joining me, and thanks to everyone who tuned in. If you enjoyed this format, let us know with a like or comment. We'll be back soon with more insights—next up, app store optimization and custom product pages to help you make more money. Stay tuned!
✨ This transcript was generated and enhanced by AI and may differ from the original video.
