Sensor Tower – State of Mobile, 2025

The report by Sensor Tower "State of Mobile 2025" highlights the resurgence of gaming and the growth of non-gaming consumer spend in mobile markets. In 2025, gaming in-app purchase (IAP) revenue increased by 4% YoY, driven by Strategy, Puzzle, and Action games. Non-gaming consumer spend saw a 25% YoY growth, as users are increasingly willing to pay for diverse services on mobile platforms. The global competition in retail apps is intensifying, with companies like Temu and SHEIN entering new markets. The resurgence of crypto apps is fueled by improved macroeconomic conditions and higher Bitcoin prices. Despite a decline in downloads, mobile engagement continues to rise, with significant IAP revenue growth in North American and European markets.