Sensor Tower – State of Mobile Gaming 2025
The main theme of the report is the state of the mobile gaming industry in 2025.
Key findings include the return of growth in mobile gaming, increased adoption of hybrid monetization, the largest growth in Western countries driven by casual games, and the rise of TikTok and AppLovin's share of voice. Developers are focusing more on live services and applying hyper-casual game ad creative strategies. There is an optimization of strategy by combining in-app purchases and ad monetization. North America sees the largest absolute growth, while Asia experiences a decline in in-app purchase revenues. Developers concentrate on existing games due to challenges in attracting audiences to new games amid heightened privacy concerns. Revenue from in-app purchases grows by 4%, time spent in games increases by 7.9%, and the number of sessions rises by 12% from 2023 to 2024.
