Sensor Tower – State of Mobile Gaming 2025

The report analyzes the state of the mobile gaming industry in 2025.

Key findings include the return to growth for mobile games, increased adoption of hybrid monetization, and the significant growth of casual games in the West. TikTok and AppLovin are increasing their share of voice, and developers are focusing on live services. Creative advertising strategies for hyper-casual games have been adopted, and the combination of in-app purchases and ad monetization has become an optimized strategy. North America showed the highest absolute growth, while Asia saw a decline in in-app purchase revenues. Developers are focusing on existing titles due to difficulties in attracting audiences to new games amid privacy concerns. In-app purchase revenues increased by 4%, time spent in games rose by 7.9%, and sessions increased by 12% in 2024 compared to 2023. 84% of in-app purchase revenues in mobile games come from games with live operations.