Gaming App Growth Rebounds, Fueled By AI, Hybrid Monetization And New UA Strategies

Adjust Gaming App Insights 2025 report details data-backed growth opportunities for marketers amid shifting engagement trends and monetization strategies

SAN FRANCISCO--(BUSINESS WIRE)--Leading measurement and analytics company Adjust today released its annual Gaming App Insights 2025 report, showing a resilient gaming industry on the other side of a challenging 2023. Global gaming app installs increased by 4% YoY in 2024, but sessions dipped slightly (-0.6%) – making 2025 a moment to maintain momentum while improving core metrics like retention and user stickiness.

“After a period of market volatility, mobile gaming is back on a growth trajectory,” noted Tiahn Wetzler, Director of Content and Insights at Adjust. "As mobile-first adoption accelerates in regions like LATAM and MENA, game developers and marketers that prioritize long-term player relationships over short-term acquisition will reap the rewards.”

Emerging markets leading mobile gaming growth

Adjust found that MENA (+10%) and LATAM (+8%) led global gaming app install growth in 2024, while sessions increased 7% and 5%, respectively. In contrast, North America saw the steepest decline, with installs down 11% and sessions dropping 14%, signaling user engagement challenges.

Elsewhere, APAC posted mixed results: Installs grew 4% but sessions declined 3%, indicating retention challenges. Europe experienced a drop in installs (-1%) and sessions (-6%), reflecting possible issues with user engagement.

ATT opt-in rates seeing incremental growth globally

Gaming App Tracking Transparency (ATT) opt-in rates increased slightly in Q1 of 2025 to 37.9% from 37.5% in the same quarter of 2024. Arcade games saw the most significant growth, with opt-ins jumping from 42.4% to 59.3%. Sports (54.1%), casino (38.3%) and action (45.9%) games also saw gains, while hyper casuals experienced a slight drop. Regionally, MENA’s markets remained strong, with opt-in rates hovering around 50%, and U.S. rates held steady at approximately 32%.

Gaming subvertical install and session growth patterns

Adjust’s data shows hyper casual games retained the highest global installs share (27%) in 2024, but contributed only 11% of sessions, underscoring high churn rates. On the other hand, action games, despite representing only 10% of installs, generated 21% of sessions, demonstrating strong retention and ongoing user engagement. Gamers spent the most time playing action games, with an average session length of 45.15 minutes.

Notably, strategy apps had the highest YoY install growth at 83%, while casino (+32%) and arcade (+23%) apps saw the strongest session growth, showing high user engagement.

Key overall shifts Adjust observes in the mobile gaming industry in 2025 include:

• AI-driven personalization enhancing player engagement: AI is revolutionizing in-game experiences and predictive retention strategies.
• Hybrid monetization on the rise: Developers are increasingly blending in-app purchases (IAP), ads, subscriptions and battle passes to diversify revenue streams.
• Cross-platform play expands: Seamless transitions between mobile, PC and console are increasing retention and lifetime value (LTV).
• New UA frontiers emerge: Connected TV (CTV), influencer marketing and alternative app stores are reshaping game discovery.

For additional findings and industry best practices, download the full report here.

About Adjust

Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers around the world to measure and grow their apps across platforms, from mobile to CTV and beyond. Adjust works with companies at every stage of the app marketing journey, from fast-growing digital brands to brick-and-mortar companies launching their first apps. Adjust's powerful measurement and analytics provide visibility, insights and essential tools that drive better results.