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1、The definitive mobile gaming industry report.State of Mobile Gaming 2025ReportState of Mobile Gaming 2025Copyright Sensor Tower02Executive Summary|Key Takeaways010402050306Mobile gamingreturns to growth.Hybridcasual monetizationadoption on the rise.Casual games drove the largest growth in the West.T

2、ikTok and AppLovingrow share of voice.Developers increasefocus on live services.Hypercasual ad creative strategies were adopted.Combining in-app purchase and ad monetization has emerged as an optimized strategy.North America saw the most absolute growth,while Asia was the only region to see in-app p

3、urchase revenue decline.Developers refocus on existing titles due to difficulty attracting audiences to new titles in a privacy centric world.Other product models utilized ad creative strategies used by hypercasual games to lower acquisition costs.In-app purchase revenue is up 4%,time spent is up 7.

4、9%,and sessions are up 12%2024 over 2023.4%YoY increase mobile in game in-app purchases 9%increase in Casual in-app purchase revenue in the US and Europe.84%of mobile gaming in-app purchases revenue went to games with live ops37%increase in Hybridcasual game in-app purchase revenue67%increase in mob

5、ile game impression share on TikTok amongst social networks397%increase in mobile game impression share on AppLovin amongst in-app ad networksAnalysis of top 200 games by downloads in select countries20billion hypercasual game downloads in 2024State of Mobile Gaming 2025Copyright Sensor Tower03Execu

6、tive Summary|Gaming at a GlanceNew App DownloadsIAPPurchasesTotalHours SpentTotalSessionsGame ad impressions captured$823903.55BillionBillionTrillionTrillionYoY GrowthYoY GrowthYoY GrowthiOS&Google PlayiOS&Google PlayiOS&Android PhonesiOS&Android PhonesiOS&Android Phones94,000 games downloaded per m

7、inute in 2024$156,000 spent per minute in 2024 hours per person on earth in 20241.2 sessions per day per person on Earth in 2024160,000 ad impressions every second in 202449Billion-6.6%+3.8%+7.9%+12%YoY GrowthContentsState of Mobile Gaming 2025Copyright Sensor Tower0401Macro Gaming TrendsPage 0504Co

8、nclusionPage 4403Mobile MarketingPage 3402Winners of 2024Page 2701State of Mobile Gaming 2025Copyright Sensor Tower05Mobile Game Macro Trends At CrazyLabs,we successfully embraced our transition to hybrid-casual gaming,aligning with evolving market trends.This strategic shift enabled us to craft mor

9、e engaging player experiences while developing a robust pipeline of innovative titles.Our multiple successful game launches this year demonstrate our teams agility and dedication to delivering compelling content that resonates with todays players.Sagi SchliesserCEO&FounderCrazy LabsSource:Sensor Tow

10、erNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.DownloadsMobile gaming,Worldwide,App Store and Google PlayIn-app purchase revenueMobile gaming,Worldwide,App Store and Google PlayMobile gaming back on growth track.Downloads have plateaued as discoverability remains

11、 a challenge,yet developers who have mastered player retention and optimized ARPPU(Average Revenue Per Paying User)continue to thrive.Despite a decline in downloads from 57.6B in 2020 to 49.3B in 2024,IAP revenue remains strong,reaching$82B,surpassing the previous two years.This indicates that growt

12、h is being driven more by increased spending per payer rather than an influx of new users.This points to a matured and consolidated free to play gaming ecosystem,where innovation is essential,not just for acquiring new players,but more importantly,for converting and retaining those payers.The iOS Ap

13、p Store remains the most valuable platform for IAP-driven audiences,particularly for Casual and Mid-core games,while the Google Play Store users continue to dominate video ad monetization,making it the preferred platform for Hypercasual and Hybridcasual models.Despite these distinct monetization adv

14、antages,successful new games must thrive on both platforms to maximize market potential.2024 has been a year of stability,where game marketers and developers have had to double down on audience retention and engagement.As a result,Live Operations has become a key requirement for long-term success,en

15、suring that games remain competitive and profitable in an increasingly saturated market.Mobile Gaming Macro Trends$90B$80B$70B$60B$50B$40B$30B$20B$10B020172018201920202021202220232024$47.2B$47.2B$54.1B$54.1B$63.5B$63.5B$79.5B$79.5B$87.4B$87.4B$79.2B$79.2B$78.6B$78.6B$81.7B$81.7BState of Mobile Gamin

16、g 2025Copyright Sensor Tower06UnifiedApp StoreGoogle Play60B50B40B30B20B10B02017201820192020202120222023202436.2B36.2B39.3B39.3B44.4B44.4B57.6B57.6B56.7B56.7B56B56B52.7B52.7B49.3B49.3BTotal hours spentMobile gaming,Worldwide,App Store and Google PlayTotal sessionsMobile gaming,Worldwide,App Store an

17、d Google PlayMobile game engagementis on the rise.While mobile gamers arent downloading new games as often,they are spending more time playing games,driving year over year in-app revenue growth.Developers are capitalizing on this behavior with a renewed focus on live operations:the method of treatin

18、g games as a live service,with fresh content delivered regularly.Strategy games saw the most time spent in them globally,with Brawl Stars driving the largest increase in time spent among strategy games.Brawl Stars had a groundbreaking year,adding a huge number of players in 2024.The next highest gen

19、res by time spent were Shooter,Simulation,Puzzle,Sports,and Arcade.The games driving the largest increase in time spent for each genre were Free Fire,Roblox,Royal Match,EA SPORTS FC Mobile Soccer,and Offline Games-No Wifi Games respectively.Mobile Gaming Macro TrendsSource:Sensor TowerNote:iOS and G

20、oogle Play combined.iOS only for China.State of Mobile Gaming 2025Copyright Sensor Tower07OverallTop Genres by Time Spent400B300B200B100B0202220232024351B362B390BHours4.0T3.5T3.0T2.5T2.0T1.5T1.0T0.5T02022202320243.04T3.17T3.55TSessionsCasual games saw the biggest download decline,but also the larges

21、t absolute IAP revenue gain.Mobile Gaming Macro TrendsMid-coreCasualHypercasualHybridcasualExclusive AccessHybridcasual games blend the simple gameplay of hypercasual games with long-term progression from mid-core games.These games tend to have around 50/50 ad and in-app purchases revenue.Examples:S

22、urvivor!.io,Match Factory!,BangBang SurvivorHypercasual games are low cost games with simple and repetitive game mechanics.Hypercasual games tend to have low retention and monetize almost 100%through ads.Examples:Block Blast!,Mini Games:Calm&Chill,My Supermarket SimulatorCasual games are designed fo

23、r a casual audience with easy to understand game mechanics.Casual games monetize primarily through in-app purchases,but also incorporate ads.Examples:Candy Crush Saga,Pokemon GO,MONOPOLY GO!Mid-core games target a core gaming audience,offering quality long-progression gameplay.Typically have minimal

24、 ads,relying on retention and in-app purchases to generate revenue.Examples:Call of Duty:Mobile,Clash of Clans,Honor of KingsGames accessible solely to members of an external subscription service,suchas Netflix.Often similar to paid(not free to play)games.Examples:GTA San Andreas-NETFLIX,Stranger Th

25、ings:1984,Football Manager 2024 MobileSource:Sensor Tower.Note:iOS and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by the app stores.2024 Downloads2024 Downloads2024 Downloads2024 Downloads2024 Downloads2024 IAP Revenue2024 IAP Revenue2024 IAP Revenue2024

26、IAP Revenue2024 IAP Revenue+1.2%YoY-16.7%YoY-2.0%YoY+3.4%YoY+19.9%YoY+0.2%YoY+6.4%YoY+73.6%YoY+37%YoY+161%YoY5.9 Billion16.7 Billion20.1 Billion6.5 Billion97 Million$45.9 Billion$32.4 Billion$316 Million$3.1 Billion$2.6 MillionMobile Gaming Product ModelsState of Mobile Gaming 2025Copyright Sensor T

27、ower08In-app purchase revenue grows outside of Asia despite download declines.Latin America experienced one of the strongest YoY growth rates in mobile gaming,with a 13%increase in in-app purchase(IAP)revenue.This growth is largely driven by Brazil,which has become the go-to soft launch market for m

28、any publishers looking to test and refine their games before a global rollout.As a result,the region is solidifying its position as a key market for mobile gaming expansion.The Middle East continues to heavily invest in mobile gaming,with an impressive 18%YoY growth in IAP revenue,the highest among

29、all regions.Beyond external investments,the region is also finding success in activating its internal market,with local players engaging more deeply in gaming ecosystems.This upward trend highlights the Middle East as an emerging powerhouse in the mobile gaming industry.Mobile Gaming Macro TrendsMob

30、ile gaming by region 2024DownloadsIAP Revenue$28 Billion(+9%YoY)North America$12 Billion(+14%YoY)Europe$1.5 Billion(+13%YoY)Latin America2.5 billion(+2%YoY)Africa$1.2 Billion(+18%YoY)Middle East$38 Billion(-3%YoY)Asia$1.5 Billion(+8%YoY)OceaniaSource:Sensor TowerNote:iOS and Google Play combined.iOS

31、 only for China.Revenue is gross inclusive of any percent taken by the app stores.State of Mobile Gaming 2025Copyright Sensor Tower09Game ClassPuzzle&LifestyleAction&StrategyCasinoSports&RacingUnderstanding how Sensor Tower classifies gamesGame GenreGame Sub-genrePuzzleShooterCasinoSportsMatch SwapF

32、PS/3PSSlotsRealistic SportsGameRoyal MatchCall of Duty:MobileJackpotPartyEA SportsFC MobileMobile Gaming Macro TrendsSensor Tower Mobile Game Genre TaxonomyExamples:State of Mobile Gaming 2025Copyright Sensor Tower1012345678910RankUSA is still the largest market and grew the most in 2024.All Classes

33、USAChina MainlandJapanSouth KoreaGermanyTaiwanUnited KingdomCanadaFranceAustralia0$2B$4B$6B$8B$10B$12B$14B$16B$18B$20B$22B$24B$26B20232024Mobile Gaming Macro Trends12345678910RankAll ClassesUSAChina MainlandJapanSouth KoreaGermanyTaiwanUnited KingdomCanadaFranceAustralia0500M1,000M1,500M2,000M2,500M

34、3,000M3,500M4,000M4,500M20232024Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by the app stores.State of Mobile Gaming 2025Copyright Sensor Tower11In-app purchase revenue by marketDownloads by marketSource:Sensor Tower.Note:iO

35、S and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by the app stores.Apps classified using Sensor Towers Game taxonomy as of January 5,2025.Simulation and puzzle dominate 2024 mobile downloads,strategy showing strong momentumIn 2024,Simulation and Puzzle ge

36、nres led global mobile game downloads,each capturing 20%of the total,with Simulation seeing slight growth(+0.4%)and Puzzle experiencing a modest decline(-3%).Arcade games,despite a significant 12.5%drop,maintained 19%of all downloads,reflecting their enduring popularity.Lifestyle and Action genres f

37、aced steeper declines,while Strategy games achieved notable growth(+14.5%)in downloads.Notably,Strategy games punched above their weight,commanding 21.4%of revenue despite accounting for only 4%of total downloads.These trends highlight a market where established genres continue to dominate,but emerg

38、ing growth in niche categories offers new opportunities.2024|Worldwide top mobile game genres by downloads|Powered by Sensor Tower Game TaxonomyWorldwideSimulationPuzzleArcadeLifestyleTabletopActionShooterStrategySportsRacingRPGCasinoSimulatorDriving/FlightSimulatorSandboxIdlerTycoon/Cra?ingTime Man

39、agementOthersRiddlePhysicsMatch SwapSortWordMatch PairEnvironmentalBlockMatch Merge 2OthersPlatformer/RunnerOther ArcadeArcade DrivingMusic/RhythmArcade Combat.ioCustomizationVirtual PetUltracasualBoardDrawing&ColoringOthersAction SandboxOthersFPS/3PSBattle RoyaleOthers4X StrategyOthersRealistic Spo

40、rtsArcade SportsArcade RacingOthersOthersOthers#6-Action#7-Shooter#8-Strategy#5-Tabletop#2-Puzzle#3-Arcade#4-Lifestyle#1-SimulationYoY Downloads-7.3%YoY IAP Revenue+1.1%5%of All Downloads1.8%of All IAP Revenue2.4 B in DownloadsYoY Downloads-7.9%YoY IAP Revenue+46.0%5%of All Downloads4.4%of All IAP R

41、evenue2.4 B in DownloadsYoY Downloads+1.5%YoY IAP Revenue+3.4%5%of All Downloads5.3%of All IAP Revenue2.1 B in DownloadsYoY Downloads+14.5%YoY IAP Revenue+16.2%4%of All Downloads21.4%of All IAP Revenue2.6 B in DownloadsYoY Downloads+0.4%YoY IAP Revenue+8.8%20%of All Downloads7.4%of All IAP Revenue9.

42、7 B in DownloadsYoY Downloads-3.0%YoY IAP Revenue+14.0%20%of All Downloads14.9%of All IAP Revenue9.6 B in DownloadsYoY Downloads-12.5%YoY IAP Revenue-22.6%19%of All Downloads2.0%of All IAP Revenue4.0 B in DownloadsYoY Downloads-10.0%YoY IAP Revenue+51.4%8%of All Downloads2.5%of All IAP Revenue9.8 B

43、in DownloadsMobile Gaming Macro TrendsState of Mobile Gaming 2025Copyright Sensor Tower122024|Worldwide top mobile game genres by IAP revenue|Powered by Sensor Tower Game TaxonomyWorldwideStrategyRPGPuzzleCasinoSimulationShooterActionSportsLifestyleArcadeTabletop4X StrategyMOBAReal-Time StrategyCard

44、 BattlerTower DefenseOthersSquad RPGMMORPGPuzzle RPGTurn-based RPGIdle RPGMatch SwapMatch Merge 2Match PairOthersSlotsCoin LootersOthersTycoon/Cra?ingSandboxOthersBattle RoyaleFPS/3PSBeat em UpOthersRealistic SportsOthersInteractive StoryOthersOthersGeolocationStrategy and RPG lead global consumer s

45、pend in 2024.In 2024,Strategy games topped global consumer spending with$17.5 billion,closely followed by RPGs at$16.8 billion.Puzzle and Casino genres secured third and fourth positions,contributing$12.2 billion and$11.7 billion,respectively,with Puzzle games showcasing robust monetization despite

46、declining downloads.Action,Simulation,and Shooter genres recorded significant growth,with Action leading the way in revenue gains(+46%).Sports games,though facing a drop in downloads,still generated$2.7 billion.These trends underline the strong monetization potential of competitive and immersive gen

47、res such as Strategy,RPG,and Action,which continue to captivate players globally.#2-RPG#3-Puzzle#4-Casino#1-Strategy#6-Shooter#7-Action#8-Sports#5-SimulationYoY IAP Revenue+16.2%YoY Downloads+14.5%21.4%of All IAP Revenue4%of All Downloads$16.8 B in IAP RevenueYoY IAP Revenue-17.3%YoY Downloads-6.1%2

48、0.5%of All IAP Revenue3%of All Downloads$12.2 B in IAP RevenueYoY IAP Revenue+14.0%YoY Downloads-3.0%14.9%of All IAP Revenue20%of All Downloads$11.7 B in IAP RevenueYoY IAP Revenue+8.9%YoY Downloads-39.6%14.3%of All IAP Revenue2%of All Downloads$17.5 B in IAP RevenueYoY IAP Revenue+8.8%YoY Downloads

49、+0.4%7.4%of All IAP Revenue20%of All Downloads$4.3 B in IAP RevenueYoY IAP Revenue+3.4%YoY Downloads+1.5%5.3%of All IAP Revenue5%of All Downloads$3.6 B in IAP RevenueYoY IAP Revenue+46.0%YoY Downloads-7.9%4.4%of All IAP Revenue5%of All Downloads$2.7 B in IAP RevenueYoY IAP Revenue-6.3%YoY Downloads-

50、10.6%3.4%of All IAP Revenue4%of All Downloads$6.1 B in IAP RevenueSource:Sensor Tower.Note:iOS and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by the app stores.Apps classified using Sensor Towers Game taxonomy as of January 5,2025.Mobile Gaming Macro Tren

51、dsState of Mobile Gaming 2025Copyright Sensor Tower13Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.Apps classified using Sensor Towers Game taxonomy as of January 5,2025.Top 20 global mobile game subgenres by Downloads in 2024Arcade,platformer,a

52、nd simulation subgenres led mobile game downloadsin 2024.Arcade Platformer/Runner games led global mobile game downloads in 2024,capturing 8.34%of the share,driven by the enduring popularity of Subway Surfers.Simulation subgenres followed closely,with Simulator(6.17%)and Driving/Flight Simulator(4.9

53、8%)reflecting strong interest in immersive,task-based gameplay exemplified by My Supermarket Simulator 3D and Vehicle Masters.Lifestyle Customization titles,led by Avatar World,gained traction,showcasing the growing appeal of personalization.Puzzle Riddle games,including Brain Test:Tricky Puzzles,ma

54、intained a steady 3.43%share.Meanwhile,Shooters such as Call of Duty:Mobile held competitive positions,underscoring sustained demand for action-packed experiences.The diverse performance across genres highlights a balanced demand for casual and immersive games,offering developers opportunities to in

55、novate and adapt to evolving global player preferences.WorldwideArcade|Platformer/RunnerSimulation|SimulatorSimulation|Driving/Flight SimulatorLifestyle|CustomizationPuzzle|RiddleArcade|Other ArcadeRacing|Arcade RacingSimulation|SandboxSports|Realistic SportsAction|Action SandboxLifestyle|Virtual Pe

56、tShooter|FPS/3PSTabletop|BoardSimulation|IdlerArcade|Arcade DrivingTabletop|Drawing&ColoringArcade|Music/RhythmPuzzle|PhysicsPuzzle|Match SwapArcade|Arcade Combat01,000M2,000M3,000M4,000M8.34%Subway Surfers6.17%My Superstore Simulator4.97%Vehicle Masters4.11%Avatar World Games for Kids3.43%Brain Tes

57、t:Tricky Puzzles3.39%Offline Games-No Wifi Games2.81%Car Race2.72%ROBLOX2.43%8 Ball Pool2.29%Indian Bikes Driving 3D2.27%My Talking Tom 22.25%Call of Duty:Mobile2.19%Ludo King2.11%My Perfect Hotel2.00%Hill Climb Racing1.88%Coloring Alphabet ASMR1.85%Magic Tiles 31.77%Wood Nuts&Bolts Puzzle1.61%Royal

58、 Match1.60%Agent HuntShare of Total#1 AppMobile Gaming Macro TrendsState of Mobile Gaming 2025Copyright Sensor Tower14Source:Sensor Tower.Note:iOS and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by the app stores.Apps classified using Sensor Towers Game ta

59、xonomy as of January 5,2025.Top 20 global mobile game subgenres by IAP revenue in 20244X strategy games top IAP revenue in 2024,with puzzle and RPG subgenres following close.In 2024,Strategy games dominated global consumer spend,with 4X Strategy leading the charge,capturing just under 10%of the mark

60、et share,driven by Last War:Survival.Match Swap Puzzle games followed closely at 8.67%,fueled by the success of titles like Royal Match.RPG subgenres,including Squad RPGs(6.14%)and MMORPGs(5.59%),continued to deliver strong contributions,showcasing their lasting appeal among dedicated players.Casino

61、 Slots(5.37%)and Coin Looters(5.14%)demonstrated robust monetization,while Battle Royale games,led by Game for Peace(3.05%),maintained a loyal player base.Simulation subgenres,particularly Tycoon/Crafting,also gained momentum.These trends highlight the dominance of immersive and strategy-focused gen

62、res,with a balance of enduring favorites and new entrants driving sustained growth in the market.WorldwideStrategy|4X StrategyPuzzle|Match SwapRPG|Squad RPGRPG|MMORPGStrategy|MOBACasino|SlotsCasino|Coin LootersShooter|Battle RoyaleSimulation|Tycoon/Cra?ingRPG|Puzzle RPGRPG|Turn-based RPGSimulation|S

63、andboxSports|Realistic SportsShooter|FPS/3PSRPG|Idle RPGStrategy|Real-Time StrategyLifestyle|Interactive StoryPuzzle|Match Merge 2Geolocation|GeolocationAction|Beat em Up0$2KM$4KM$6KM$8KM9.98%Last War:Survival Game8.67%Royal Match6.14%GODDESS OF VICTORY:NIKKE5.59%Lineage M5.52%Honor of Kings5.37%Jac

64、kpot Party Casino5.14%MONOPOLY GO!3.05%Game For Peace2.86%Township2.66%Monster Strike2.62%Honkai:Star Rail2.34%ROBLOX2.17%eFootball 20241.76%Call of Duty:Mobile1.72%Legend of Mushroom1.68%Teamfight Tactics1.55%Love and Deepspace1.50%Travel Town1.48%Pokmon GO1.44%Dungeon&Fighter MobileShare of Total#

65、1 AppMobile Gaming Macro TrendsState of Mobile Gaming 2025Copyright Sensor Tower15Source:Sensor TowerNote:iOS and Google Play combined.Apps classified using Sensor Towers game taxonomy as of January 5,2025.Top 20 global mobile game subgenres by time spent in 2024Navigate Macroeconomic Headwinds:Be t

66、he first to spot potential breakout apps in your sector with detailed genres and subgenres from Sensor Towers Gaming Insights.Shooters and strategy subgenres lead global time spent in 2024In 2024,Shooter(Battle Royale)and Strategy(MOBA)subgenres dominated global time spent,led by Garena Free Fire an

67、d Brawl Stars.These genres captured significant player engagement,reflecting their strong competitive and multiplayer appeal.Simulation Sandbox games,with Roblox as the top title,also maintained high levels of player investment.Casual and task-based genres like Puzzle(Match Swap)and Sports(Realistic

68、 Sports)continued to attract steady time spent,driven by Candy Crush Saga and EA SPORTS FC Mobile Soccer.Meanwhile,subgenres such as Arcade(Platformer/Runner)and Lifestyle(Customization)retained moderate engagement,showing the enduring popularity of familiar,easy-to-play formats.This highlights how

69、competitive,immersive games dominate time spent,while casual titles sustain consistent,loyal audiences.WorldwideShooter|Battle RoyaleStrategy|MOBASimulation|SandboxSports|Realistic SportsPuzzle|Match SwapArcade|Platformer/RunnerStrategy|4X StrategyStrategy|Real-Time StrategyTabletop|BoardLifestyle|C

70、ustomizationStrategy|Build&BattleShooter|FPS/3PSSimulation|Tycoon/Cra?ingSimulation|SimulatorSimulation|Driving/Flight SimulatorPuzzle|Match PairArcade|Other ArcadeRPG|Squad RPGGeolocation|GeolocationLifestyle|Virtual Pet020B40B60B12.69%Free Fire10.61%Brawl Stars8.16%ROBLOX5.73%EA SPORTS FC MOBILE3.

71、96%Candy Crush Saga3.26%Subway Surfers2.18%Last War:Survival Game2.11%Clash Royale2.07%Ludo King1.90%Toca Life:World1.88%Clash of Clans1.82%Call of Duty:Mobile1.79%Hay Day1.70%Hair Tattoo Master1.69%Vehicle Masters1.52%Tile Club1.40%Pou1.38%Hero Clash:Save The Dog1.34%Pokmon GO1.32%My Talking Tom 2S

72、hare of Total#1 AppMobile Gaming Macro TrendsState of Mobile Gaming 2025Copyright Sensor Tower16Worldwide1RankSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.Apps classified using Sensor Towers taxonomy as of January 5,2025.Geolocation shows highe

73、st market concentration while sports and arcade lead in longevity.2024|Top mobile game genres per market concentration by downloadsGeolocationShooterSportsRacingStrategyTabletopCasinoActionLifestyleRPGSimulationArcadePuzzle0%20%40%60%80%100%72.1%72.1%25.1%25.1%21.5%21.5%22.0%22.0%56.5%56.5%14.8%14.8

74、%25.1%25.1%60.0%60.0%13.4%13.4%31.9%31.9%54.8%54.8%13.0%13.0%35.4%35.4%51.6%51.6%12.7%12.7%20.9%20.9%66.4%66.4%11.5%11.5%20.1%20.1%68.4%68.4%9.4%9.4%23.5%23.5%67.0%67.0%7.3%7.3%19.7%19.7%73.1%73.1%17.9%17.9%76.5%76.5%8.6%8.6%86.2%86.2%13.0%13.0%82.3%82.3%9.7%9.7%85.7%85.7%Top 3 Game Share of MarketT

75、op 20 Share of MarketRest of MarketTop 3 Games 20%40%60%80%100%86.7%15.0%79.6%9.8%85.0%21.4%70.2%9.4%13.2%72.5%15.1%77.5%8.4%15.1%74.2%20.2%70.5%8.6%22.0%66.9%11.5%19.9%20.7%47.9%10.1%21.7%62.9%17.0%73.9%12.7%23.0%59.2%2 YrsShare of Downloads by Time Since ReleaseTop Genre by Market ConcentrationIn

76、2024,Geolocation games exhibited the highest market concentration,with the top three titles accounting for 72.1%of downloads,significantly outpacing Shooter(21.5%)and Sports(14.8%),which faced broader competition.Meanwhile,Simulation,Arcade,and Puzzle genres remained highly fragmented,with more than

77、 80%of downloads distributed across smaller games.Geolocation and Sports genres also leaned heavily on older titles.In contrast,RPG games saw less than 50%of downloads driven by older titles,highlighting the competitive momentum and appeal of newer releases.Mobile Gaming Macro TrendsState of Mobile

78、Gaming 2025Copyright Sensor Tower17Worldwide1RankSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Excludes third-party Android.Apps classified using Sensor Towers game taxonomy as of January 5,2025.Geolocation Stands Out as the Most Concentrated Genre,While Older Games Continu

79、e to Drive RevenueMobile Gaming Macro Trends2024|Top Genre Per Market Concentration by IAP RevenueGeolocationShooterRacingActionSimulationSportsLifestyleCasinoPuzzleTabletopStrategyArcadeRPG0%20%40%60%80%100%88.5%11.5%53.9%37.6%8.5%50.8%39.7%9.5%45.5%38.2%16.3%42.0%22.4%35.7%40.8%30.6%28.5%40.3%31.8

80、%27.9%34.7%26.6%38.7%34.6%33.5%31.9%30.8%41.6%27.6%30.6%35.0%34.4%27.5%33.9%38.6%12.0%29.6%58.4%Top 3 Game Share of MarketTop 20 Share of MarketRest of MarketTop 3 Games 20%40%60%80%100%12.6%86.9%94.7%94.1%81.0%88.3%8.5%88.9%24.4%9.9%65.3%98.4%91.5%97.1%12.3%80.9%10.2%87.4%9.9%20.3%66.0%2 YrsShare o

81、f IAP Revenue by Time Since ReleaseTop Genre by Market ConcentrationIn 2024,Geolocation stood out as the most concentrated genre,with the top three games accounting for 88.5%of IAP revenue.Shooter and Racing followed,though revenue was more evenly distributed among the top 20 titles.In contrast,genr

82、es like Strategy,Arcade,and RPG were more fragmented,with spend spread across a wider range of games.While older titles continued to dominate IAP revenue across most genres,Lifestyle and RPG showed a stronger presence of newer releaseshighlighting growth potential in these less saturated segments.St

83、ate of Mobile Gaming 2025Copyright Sensor Tower182024 IAP revenue gross growth and decline of 2024 launches and top games of 2023Worldwide,App Store and Google Play,top 1000 games by IAP revenue per categoryLaunches still drive significant growth in 2024.While LiveOps remains a critical factor for s

84、uccess,2024 has shown that new releases can still achieve massive popularity and revenue growth.Titles like Pokmon TCG Pocket,Legend of Mushroom,Zenless Zone Zero,and BangBang Survivor have managed to overcome marketing challenges and capture a significant share of the market by offering fresh exper

85、iences that resonate with players.Action&Strategy has emerged as the leading category for new product innovation in 2024,indicating that mid-core mechanics blended with accessible gameplay loops still present significant opportunities for growth.The market continues to evolve,proving that both LiveO

86、ps and well-executed new launches remain viable paths to success.An interesting shift in the ecosystem can be observed in gross revenue growth.Games that ranked between the top 500-1000 in 2023 have seen a notable rise,driven by seasonal events and the ability to retain players and payers within clo

87、sed ecosystems.This highlights the continued importance of strong engagement strategies,even for games that were not initially at the top.Casino games have seen the least disruption in terms of top performers,with the highest-grossing titles remaining largely stable in 2024.On the other hand,Sports&

88、Racing games have experienced a significant gross revenue decline,likely driven by high competition and market saturation,making it harder for individual titles to maintain dominance.Mobile Gaming Macro TrendsSource:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Spend is gross incl

89、usive of any percent taken by the app stores.All ClassesPuzzle&LifestyleAction&StrategyCasinoSports&Racing2024 launchesTop 10 of 2023Top 11-50 of 2023Top 51-200 of 2023Top 201-500 of 2023Top 501-1000 of 2023-$3B-$2B-$1B0$1B$2B$3B$2.92B$2.92B-$1.42B-$1.42B$2.19B$2.19B-$2.74B-$2.74B$1.50B$1.50B-$4.00B

90、-$4.00B$2.14B$2.14B-$2.97B-$2.97B$2.31B$2.31B-$1.82B-$1.82B$2.75B$2.75BGross DeclineGross GrowthState of Mobile Gaming 2025Copyright Sensor Tower19YoY IAP Revenue Growth(Millions)YoY Download Growth(Millions)60 pxShooters and strategy dominate download growth while casino tops IAP revenue growth.In

91、2024,Shooter and Strategy subgenres led download growth,driven by hits like Garena Free Fire and Brawl Stars.Simulation games also grew,while Arcade and Lifestyle saw declines.Casino games topped revenue growth,with Action and Strategy also showing strong monetization.RPG subgenres declined,reflecti

92、ng shifting player spending habits and highlighting opportunities in competitive and casual genres.Mobile Gaming Macro TrendsWorldwideShooter|BattleStrategy|MOBAPuzzle|SortSimulation|TimPuzzle|PhysicsPuzzle|MatchArcade|ArcadeCasino|SlotsLifestyle|Arcade|Platfor-600M-400M-200M0 200MFree FireBrawl Sta

93、rsTraffic Escape!Pizza ReadyWood Nuts&Bolts PuzzleRoyal MatchHill Climb RacingSlotomaniaAvatar World Games forKidsSubway Surfers#1 Game By Downloads#1 Game By IAP RevenueWorldwideCasino|CoinStrategy|4XAction|Beat eStrategy|MOBALifestyle|RPG|Puzzle RPGRPG|Open WoRPG|Turn-basRPG|Squad RPGRPG|MMORPG-$6

94、00M0$600MMONOPOLY GO!Last War:Survival GameDungeon&Fighter MobileHonor of KingsLove and DeepspaceMonster StrikeGenshin ImpactHonkai:Star RailGODDESS OF VICTORY:NIKKELineage MSource:Sensor Tower.Note:iOS and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by th

95、e app stores.Apps classified using Sensor Towers Game taxonomy as of January 5,2025.Top Breakout Gaming Subgenres:2024 vs 2023State of Mobile Gaming 2025Copyright Sensor Tower20Source:Sensor Tower Audience InsightsAge trends among US mobile gamersQ1 2022-Q4 2024US mobile gamers audience trend younge

96、r.Mobile Gaming Macro Trends18-3418-2425-3435-4445-5455+50%45%40%35%30%25%20%15%10%5%0Q1 2022Q2 2022Q3 2022Q4 20221Q2023Q2 2023Q3 2023Q4 2024Q1 2024Q2 2024Q3 2024Q4 202413%13%22%22%15%15%25%25%16%16%23%23%17%17%23%23%16%16%26%26%20%20%22%22%18%18%26%26%16%16%30%30%17%17%28%28%18%18%28%28%18%18%27%27

97、%18%18%29%29%18-2425-34State of Mobile Gaming 2025Copyright Sensor Tower21Gender breakdown by genreQ4 2024Puzzle and Lifestyle skew towards women,Shooters and Sports skew younger.United States010%20%30%40%50%60%70%80%90%PuzzleLifestyleSimulationTabletopCasinoGeolocationArcadeRPGRacingActionShooterSt

98、rategySportsMenWomenAge breakdown by genreQ4 2024United States05%10%15%20%25%30%35%40%45%50%ShooterSportsActionLifestyleArcadeRacingStrategyRPGSimulationGeolocationTabletopCasinoPuzzle18-2425-3435-4445-5455+Mobile Gaming Macro TrendsSource:Sensor Tower Audience InsightsState of Mobile Gaming 2025Cop

99、yright Sensor Tower22United StatesJapanSouth KoreaGermanyUnited Kingdom1RankMale gamers tend to love gambling and crypto,female gamers tend to love fashion and shopping.Top genres Top personas(non-gaming)1 SportsDigital Socialites2 ActionStudents3 RacingSneakerheadsTop genresTop personas(non-gaming)

100、1 CardDigital Daters2 StrategyLGBTQ+Daters3 Role Playing Sports FansTop genres Top personas(non-gaming)1 CasinoCrypto Traders2 TriviaPeer-to-peer Payers3 StrategyWholesale ShoppersTop genresTop personas(non-gaming)1 CasinoCrypto Traders2 StrategySports Fans3 BoardHotel HoppersTop genres Top personas

101、(non-gaming)1 MusicManga&Anime Lovers2 AdventureStudents3 SimulationFashionistas18-24Top genres Top personas(non-gaming)1 PuzzleMental Health Enthusiasts2 SimulationFashionistas3 CasualLatte Lovers25-34Top genres Top personas(non-gaming)1 PuzzleHome Cooks2 CasualShopaholics3 WordWholesale Shoppers35

102、-44Top genres Top personas(non-gaming)1 PuzzleShopaholics2 CasinoHotel Hoppers3 WordHome Cooks45-54Male gamersQ4 2024Female gamersQ4 2024Mobile Gaming Macro TrendsMobile Gaming Macro TrendsSource:Sensor Tower Audience InsightsBelow compares men and women who play mobile games vs general app audience

103、.Top genres are the genres each demographic spends more time(as a percentage,not gross)vs the general population.Personas are groups of users grouped by activity.Top personas are the personas each demographic are most likely to fall into vs the general population.18-2418-2425-3425-3445-5445-5435-443

104、5-44State of Mobile Gaming 2025Copyright Sensor Tower23Source:Sensor Tower Note:iOS and Google Play combined.iOS only for China.Excludes third-party Android.Apps classified using Sensor Towers taxonomy as of January 5,2025.Fewer new games among top rankings highlight a notable shift towards core gen

105、res.The number of new mobile game releases among the top 1,000 in the US has steadily declined since 2020,dropping from more than 200 to just above 100 in 2024.Despite this reduction,average downloads per game have remained stable at 12 million,highlighting a shift toward quality over quantity.Mid-c

106、ore and core titles,including Shooters like Call of Duty:Warzone Mobile and MOBA newcomer Squad Busters,have seen strong adoption.Meanwhile,enduring hits such as Roblox and Subway Surfers continue to deliver significant download volumes.Additionally,Strategy and Lifestyle games are gaining momentum,

107、creating new opportunities for innovation in niche categories.Number of new games released per year&average downloads per game among top 1,000 games by downloadsTop New Releases by DownloadsUnited States200100020202021202220232024Number of New ReleasesPuzzleSimulationArcadeStrategyLifestyleShooterOt

108、her00.5M1M1.5M2M2.5M3M3.5M20202021202220232024Avg DownloadsPast Release Avg DownloadsNew Release Avg Downloads1Tangle Master 3D(Sort)Bridge Race(ArcadeRacing)Fill The Fridge(Ultracasual)MONOPOLY GO!(CoinLooters)Pokmon TCG Pocket(Card Battler)2Cube Surfer(Platformer/Runner)Paper Fold(Other Puzzle)Tal

109、l Man Run(Platformer/Runner)Burger Please(Idler)Call of Duty:Warzone(Battle Royale)3Draw Climber(Arcade Racing)Count Masters(Platformer/Runner)Apex Legends(BattleRoyale)Whiteout Survival(4XStrategy)Perfect Tidy(Ultracasual)4Spiral Roll(Platformer/Runner)Hair Challenge(Platformer/Runner)Crowd Evoluti

110、on(Platformer/Runner)Honkai:Star Rail(Turn-based RPG)Squad Busters(MOBA)5Scribble Rider(Arcade Racing)Crash Bandicoot:On theRun(Platformer/Runner)Diablo Immortal(MMORPG)Twisted Tangle(Sort)Screw Puzzle:WoodNut&Bolt(Physics)Top Past Releases by Downloads1Among Us!(SocialParty)ROBLOX(Sandbox)ROBLOX(Sa

111、ndbox)ROBLOX(Sandbox)Block Blast AdventureMaster(Block)2ROBLOX(Sandbox)Project Makeover(MatchSwap)Subway Surfers(Platformer/Runner)Royal Match(MatchSwap)ROBLOX(Sandbox)3Call of Duty:Mobile(FPS/3PS)Among Us!(Social Party)Wordle by GoldfinchStudios(Word)Subway Surfers(Platformer/Runner)MONOPOLY GO!(Co

112、inLooters)4Subway Surfers(Platformer/Runner)High Heels(Platformer/Runner)Stumble Guys(Platformer/Runner)Block BlastAdventure Master(Block)Township(Tycoon/Cra?ing)5Brain Test:TrickyPuzzles(Riddle)Subway Surfers(Platformer/Runner)Count Masters(Platformer/Runner)Magic Tiles 3(Music/Rhythm)Last War:Surv

113、ival Game(4X Strategy)20202021202220232024Mobile Gaming Macro TrendsState of Mobile Gaming 2025Copyright Sensor Tower24Source:Sensor Tower.Note:iOS and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by the app stores.Apps classified using Sensor Towers Game t

114、axonomy as of January 5,2025.Stable new releases in the US highlight strong performance in RPG and strategy genres.In the United States,the number of new mobile games among the top 1,000 by revenue remained stable,with RPG and Strategy genres leading the charge.New hits like Pokmon TCG Pocket and Se

115、a of Conquest drove notable consumer spend,while RPGs such as AFK Journey and Top Heroes delivered strong and consistent revenues.Meanwhile,established Puzzle games like Royal Match and Candy Crush Saga continued to excel in monetization,showcasing their lasting appeal and ability to engage loyal pl

116、ayers.The rising average consumer spend per game in 2023 highlights the growing success of high-quality new releases,supported by enduring hits like MONOPOLY GO!and Whiteout Survival,which sustained strong engagement and revenue growth throughout the year.Number of new games released per year&averag

117、e revenue per game among top 1,000 games by IAP revenueTop New Releases by IAP RevenueUnited States10050020202021202220232024Number of New ReleasesPuzzleRPGStrategySimulationActionArcadeOther0$5M$10M$15M$20M20202021202220232024Avg RevenuePast Release Avg IAP RevenueNew Release Avg IAP Revenue1The Se

118、ven Deadly Sins:Hikarito Yami no Grand Cross(Squad RPG)Royal Match(MatchSwap)Diablo Immortal(MMORPG)MONOPOLY GO!(Coin Looters)Pokmon TCGPocket(CardBattler)2Genshin Impact(Open WorldAdventure)Cookie Run:Kingdom(Squad RPG)Dislyte(Squad RPG)Whiteout Survival(4X Strategy)AFK Journey(Squad RPG)3MLB Tap S

119、ports Baseball 2020(Realistic Sports)MLB Tap SportsBaseball 2021(RealisticSports)Survivor!.io(Shoot emUp)Honkai:Star Rail(Turn-based RPG)Sea of Conquest(Other Strategy)4Redecor(Customization)My Hero Academia:Strongest Hero(ActionRPG)GODDESS OF VICTORY:NIKKE(Squad RPG)Call of Dragons(4XStrategy)Top H

120、eroes(SquadRPG)5Arknights(Tower Defense)Family Farm Adventure(Tycoon/Cra?ing)MLB Tap SportsBaseball 2022(RealisticSports)Street Fighter:Duel(Squad RPG)Love andDeepspace(Interactive Story)Top Past Releases by Downloads1ROBLOX(Sandbox)ROBLOX(Sandbox)Candy Crush Saga(Match Swap)Candy Crush Saga(Match S

121、wap)MONOPOLY GO!(Coin Looters)2Candy Crush Saga(MatchSwap)Candy Crush Saga(Match Swap)ROBLOX(Sandbox)Royal Match(MatchSwap)Royal Match(MatchSwap)3Coin Master(Coin Looters)Coin Master(CoinLooters)Coin Master(CoinLooters)ROBLOX(Sandbox)ROBLOX(Sandbox)4Pokmon GO(Geolocation)Free Fire(Battle Royale)Roya

122、l Match(MatchSwap)Coin Master(CoinLooters)Candy Crush Saga(Match Swap)5Gardenscapes by PlayrixPokmon GOPokmon GOPokmon GOLast War:Survival20202021202220232024Mobile Gaming Macro TrendsState of Mobile Gaming 2025Copyright Sensor Tower25Source:Sensor TowerNote:iOS and Google Play combined.iOS only for

123、 China.Excludes third-party Android.Average IAP revenue difference calculated by comparing the average 2024 IAP revenue of games with tag and without tag.Ex.Games with daily bonus tag on average drove 12x more IAP revenue than games without the tag.Sensor Tower game IQ tag breakdownTop 1000 games by

124、 in-app purchase revenueWorldwide,App Store and Google PlayDaily bonus is the lowest hanging fruit feature.Among the top 1000 games by in-app purchase revenue,the average game with a daily bonus brought in 12x revenue than the average game lacking this feature.It is likely that the daily bonus featu

125、re is a marker for games with some degree of live operations,which tend to bring in more in-app purchase revenue.External stores,often on the web,allow players to make purchases outside of the app.These stores tend to be added to the highest grossing games,with mid to lower range games often missing

126、 one.Cosmetics are a premiere monetization feature for games that support them,and minigames can give a game variety,boosting engagement and retention,which contributes to revenue in the longer term.Mobile Gaming Macro TrendsAverage IAP Revenue Difference%of games with feature by cohortDaily bonusEx

127、ternal StoresCosmeticsMinigamesCinematic CutscenesMulti-platformVoice ActingDecoration/RenovationCompetitive PVEIP CollaborationsSocial ClansCo-opLevelsPvPCharacter CollectionSocial GamblingRoguelike0200%400%600%800%1,000%1,200%1,400%State of Mobile Gaming 2025Copyright Sensor Tower2602 State of Mob

128、ile Gaming 2025Copyright Sensor Tower27Winnersof 2024At Scopely,we are driven by a culture of iteration and innovation-known as a Learning Machine-that empowers us to constantly analyze data,apply insights across our portfolio,and quickly pivot where needed.Sensor Tower plays a key role in fueling o

129、ur learning machine by helping us deeply understand the market and stay ahead of the curve in such a rapidly changing industry.Jessica Zestar-PostrkSVP Strategy&Business OperationsScopelyTop 10 gamesby in-app purchase revenueMONOPOLY GO!cracksthe bank in 2024.Scopelys 2023 release MONOPOLY GO!became

130、 the biggest game in the world by in-app purchase revenue in 2024.The game combines the universally appealing MONOPOLY board game intellectual property with a gameplay loop pioneered in the Casino genre.Tencents Honor of Kings saw a decline year over year,but still holds onto the#2 spot after five c

131、onsecutive years at#1.Honor of Kings is a multiplayer online battle arena(MOBA)most popular in China.Royal Match and Roblox are two games with powerful live ops models that allowed them to show strong growth year over year despite being on the market for years.Roblox also has a massive presence on p

132、latforms outside of mobile,unlike the other games on this list.Last War:Survival and Whiteout Survival are the breakout games of 2024 and are discussed further in a later slide.Candy Crush Saga and Coin Master saw declines when compared to direct competitors Royal Match and MONOPOLY GO!respectively,

133、but both remain top 10 games.Game For Peace,the Chinese oriented version of PUBG:Mobile,was the sole Shooter in the top ten this year.Winners of 2024Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by the app stores.12345678910Ra

134、nkWorldwideMONOPOLY GO!Honor of KingsRoyal MatchRobloxLast War:SurvivalCandy Crush SagaWhiteout SurvivalCoin MasterDungeon and Fighter MobileGame for Peace0$500M$1,000M$1,500M$2,000M$2,500M$3,000M20232024State of Mobile Gaming 2025Copyright Sensor Tower28Top Launchesby IAP revenue per dayIAP revenue

135、Regional breakdownPokemon TCG Pocket isthe launch of the year.Pokemon TCG Pocket was by far the strongest launch of the year,meteorically rising up to be one of the biggest games in the world.It uses the Pokemon intellectual property,specifically for Pokemon cards,to draw in players with a strong no

136、stalgia appeal.Then,in a world where most mobile games are chock full of features incentivizing players to spend as much time in them as possible,Pokemon TCG Pocket seemingly gives players permission to log in once or twice per day for free packs,then log right back out.Pokemon TCG Pocket successful

137、ly competed for consumer spend without targeting consumer time spent as directly.Pokemon TCG Pocket was also the only launch to achieve strong international success.Most other successful launches were Asia oriented,though several,like GIRLS FRONTLINE 2:EXILIUM and Wuthering Waves made strong in-road

138、s in the West.Winners of 2024Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by the app stores.All ClassesPokemon TCG PocketGo Go MuffinJujutsu Kaisen PhantomParadeLegend of MushroomZenless Zone ZeroLove and DeepspaceGIRLS FRONT

139、LINE 2:EXILIUMCapybara Go!BangBang SurvivorWuthering Waves:Version 2.00$1,000K$2,000K$3,000K$4,000K$5,000K$5,320K$5,320K$1,830K$1,830K$1,660K$1,660K$1,600K$1,600K$1,230K$1,230K$910K$910K20%40%60%80%100%51%25%20%96%91%82%9%85%11%83%12%78%18%80%13%97%75%16%AsiaNorth AmericaEuropeOtherState of Mobile G

140、aming 2025Copyright Sensor Tower29Top 2024 Gamesby YoY growthYoY GrowthRegional breakdownLast War:Survival is the breakout mobile gameof 2024.The biggest gains this year were made by games launched in 2023 with strong user acquisition strategies.Last War:Survival and Whiteout Survival combine in-dep

141、th 4X Strategy progression and gameplay with hypercasual style ad creatives and simplified first-time user experience flows that allow them to target and retain a wider audience.Both games saw massive success in the West and East.MONOPOLY GO!and Dungeon and Fighter Mobile both took full advantage of

142、 their intellectual properties to target and monetize existing audiences.Brawl Stars saw a breakout year fueled by an overhaul to their live ops and incredibly successful collaborations with brands like Spongebob Squarepants and Godzilla.Brawl Stars was the only game on this list to see the largest

143、portion of their in-app purchase growth come from Europe.Winners of 2024Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Revenue is gross inclusive of any percent taken by the app stores.IAP RevenueDownloadsMAULast War:SurvivalMONOPOLY GO!Dungeon&Fighter MobileWhiteout Surviva

144、lBrawl StarsRoyal MatchLegend of MushroomLove and DeepspacePokmon TCG PocketRoblox0200M400M600M800M 1,000M 1,200M 1,400M 1,600M$1,560M$1,560M$1,240M$1,240M$1,100M$1,100M$970M$970M$860M$860M$650M$650M$460M$460M$400M$400M$370M$370M$290M$290M20%40%60%80%100%32%46%13%8%88%10%100%30%49%14%27%18%45%10%50%

145、23%20%7%74%10%13%71%14%9%76%13%50%12%28%9%North AmericaAsiaEuropeOtherState of Mobile Gaming 2025Copyright Sensor Tower30Tencent,Scopely,Dream see significant growthin 2024.Tencent remained the largest game publisher in the world and in Asia by in-app purchase revenue in 2024,seeing significant grow

146、th thanks to the release of Dungeon&Fighter Mobile in China,which is now Tencents#2 game by in-app purchase revenue.Honor of Kings remains Tencents#1 game and the undisputed king of mid-core games.SupercellScopely came in at#2 worldwide and#1 in North America,overtaking multiple other publishers tha

147、nks to MONOPOLY GO!.MONOPOLY GO!made up 83%of Scopelys in-app purchase revenue in 2024.Supercell,counted under Tencent,also had a watershed year,with Brawl Stars skyrocketing in virtually every metric.Supercell alone is now the biggest publisher by Europe in-app purchase revenue.While Squad Busters

148、didnt immediately top the charts,Supercell has proven their continued ability to grow their titles with Brawl Stars.Clash of Clans and Clash Royale remain titans of their sub-genres several years post launch.Supercell is now the#1 publisher in Europe.Dream Games Royal Match continued to dominate the

149、 behemoth Puzzle genre with significant growth.Dream Games new launch Royal Kingdom didnt immediately break any charts,but Royal Match also started off more humbly before growing to its current heights.Winners of 2024Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Revenue is

150、gross inclusive of any percent taken by the app stores.Top game publishersIn-app purchase revenue from gamesWorldwideNorth AmericaAsiaEuropeTencentScopelyMicroso?CorporationPlayrixNetEaseDream Games,Ltd.Take-Two InteractivePlaytikamiHoYoRoblox Corporation0$2B$4B$6B$8B$10B$12B2023202412345678910State

151、 of Mobile Gaming 2025Copyright Sensor Tower31Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Spend is gross inclusive of any percent taken by the app stores.Includes estimates since the start of 2014.Number of apps surpassing annual global consumer spendExplore the Full List

152、 of Leaders in 2024Sensor Tower customers can explore the full list of Top Apps in 2024,by category,market,and device.Please note that the Sensor Tower platform shows net revenue,excluding any percent taken by the app stores.Four Games Joined the Billion Dollar Club in 2024Last War,Whiteout Survival

153、,Dungeon&Fighter,and Brawl Stars were the latest games to reach the billion dollar club that is,surpassing$1 billion in global consumer spend for a calendar year.This was the most apps to reach the milestone for the first time since 2021 and reflects how the mobile games market is beginning to bounc

154、e back.Interestingly,while the non-game market continues to flourish,no non-game app has surpassed$1 billion for the first time in a year since Google One in 2022.Two streaming services fell just short:Max and Tencent Video.In total,16 apps reached the billion dollar milestone in 2024,including five

155、 non-games and a record-high 11 games.And while the number of games reaching the$100 million and$10 million milestones for annual consumer spend have held fairly steady in recent years,improving revenue opportunities for non-games have caused the number of apps to reach these thresholds to steadily

156、climb,offsetting recent declines in the number of games hitting the marks.Apps to reach$1 billion in annual global consumer spend for the first time2014or earlier0New Apps201520162017201920182020202120222023Clash of ClansPuzzle&DragonsMonster StrikeHonor of KingsFate/Grand OrderNetflixTinderCoin Mas

157、terPUBG MobilePokmon GOTikTokGame for PeaceRobloxYouTubeGenshin ImpactGarena Free FireCandy Crush SagaDisney+Google OneMonopoly GOWhiteout SurvivalDungeon&FighterLast WarBrawl StarsRoyal Match2024Winners of 2024$10 Million+$100 Million+$1 Billion+1.6K1.2K0.8K0.4K0201420152016201720182019202020212022

158、20232024265331482587211655269717385848489897537851597883711858ApplicationsGamesState of Mobile Gaming 2025Copyright Sensor Tower32Top 10 by IP mobile gaming IAP revenueMonopoly drives growth in board game IPs.Sensor Towers intellectual property(IP)tags identify games that leverage an existing brand

159、outside of video games aswell as video game IPs that have a presence outside ofvideo games.Monopoly was the big winner in IP this year,seeing the most growth and driving significant in-app purchase revenue growth for board game IPs in mobile games.It also solidified its spot as the#1 IP by mobile ga

160、me in-app purchase revenue,thanks to MONOPOLY GO!.MONOPOLY GO!also drove Hasbro to be the#2 IP Corporate Parent by mobile game in-app purchase revenue,as the owner of Monopoly,and Scopely to be the#2 Publisher by IP mobile game revenue.The#1 Corporate Parent and Publisher was Tencent,thanks to Honor

161、 of Kings and League of Legends,whose Netflix show Arcane saw a massive season 2 release in 2024 as well.Pokemon was the#3 IP and Nintendo was the#3 Corporate Parent,driven by Pokemon Go and Pokemon TCG Pocket.Geolocation game specialist Niantic also has Pokemon Go to thank for its position as the#4

162、 IP mobile game publisher,though it also has successful IP games Monster Hunter Now and Dragon Quest Walk in its portfolio.Nexon is the breakout IP Corporate Parent of 2024 thanks to the launch of Dungeon&Fighter Mobile in China.Winners of 2024Source:Sensor TowerNote:iOS and Google Play combined.iOS

163、 only for China.Spend is gross inclusive of any percent taken by the app stores.Media TypeIPCorporate ParentPublisherVideogameBoard GameAnime/MangaSportsComicsTelevisionBooksFilmAnimated FilmCelebrity0$1B$2B$3B$4B$5B$6B$7B$8B$9B$10B$11B$12B20232024State of Mobile Gaming 2025Copyright Sensor Tower330

164、3State of Mobile Gaming 2025Copyright Sensor Tower34Mobile Game MarketingIn the fast-paced gaming ecosystem,understanding the competitive landscape is key to success.Sensor Tower empowers us to uncover creative trends,analyze competitors strategies,and monitor market dynamics.Whether launching a new

165、 title or optimizing an existing one,it provides invaluable insights to evaluate performance,amplify strengths,and unlock new growth opportunities.Viktoriya IvanovaUA LeadWargamingMobile in-app network vs social ad network impression shareTop 200 games by downloads 2024Mobile in-app ad networks take

166、 over mobile gamingad distribution in key western markets.In 2024,the mobile gaming landscape experienced some shifts in advertising strategies across key countries.Impressions distribution in mobile in-app ad networks continues to dominate western markets like the US,UK and Germany with diversifica

167、tion of networks distribution.While Japan and Koreas ads distribution is more concentrated in social networks particularly on Instagram.Mobile Game MarketingSource:Sensor TowerNote:iOS and Google Play combined.100%90%80%70%60%50%40%30%20%10%0USAJapanSouth KoreaGermanyUnited Kingdom76%76%24%24%54%54%

168、47%47%36%36%64%64%72%72%28%28%90%90%10%10%In-app ad networksSocial NetworksState of Mobile Gaming 2025Copyright Sensor Tower35Mobile in-app ad network impression shareTop 200 games by downloads 2024AppLovin saw the most mobile gaming ad distribution growth in 2024 among in-app ad networks.Zooming in

169、 on the mobile in-app advertising side,we see an obvious effort in diversification amongst ad networks.Amid privacy changes,the evolving user acquisition strategies,and shifting market dynamics,multiple players are gaining ground in the distribution space against established networks.AdMob,still dom

170、inating the ad distribution,faced substantial declines,notably in Germany(-56%)and Japan(-49%),hinting at a strategic reallocation of budgets toward alternative platforms.In contrast,AppLovin saw explosive growth in impression share across all key countries notably in the US with+398%growth,reinforc

171、ing its role in hybrid casual and mid-core game monetization.Mobile Game MarketingOverall20240%10%20%30%40%50%60%70%80%90%100%45%45%16%16%7%7%7%7%6%6%19%19%AdMobAppLovinUnityVerveMintegralOtherSource:Sensor TowerNote:iOS and Google Play combined.Overall combines US,Japan,South Korea,Germany and the

172、UK.AppLovin mobile game ad impression share growth amongst mobile in-app ad networks 2024 over 2023+398%State of Mobile Gaming 2025Copyright Sensor Tower36Social ad network impression shareTop 200 games by downloads 2024TikTok saw the mostmobile gaming ad distribution growth in 2024among social ad n

173、etworks.OverallUnited StatesJapanGermanyUnited Kingdom20240%10%20%30%40%50%60%70%80%90%100%20%20%25%25%24%24%20%20%9%9%1%1%YouTubeInstagramTikTokFacebookSnapchatX(Formerly Twitter)On Social networks TikTok is gaining significant momentum.TikTok has surged at an astonishing 67%YoY growth,increasing i

174、ts share from 14%to 24%particularly for games targeting younger,highly engaged audiences.Snapchats US presence is mostly driven by the mid-core gaming genre notably Roblox and Clash of Clans.Mobile Game MarketingTikTok mobile game ad impression share growth among social ad networks,2024 over 2023+67

175、%Source:Sensor TowerNote:iOS and Google Play combined.,Snapchat is US only,X(Formerly Twitter)is Japan onlyState of Mobile Gaming 2025Copyright Sensor Tower37Reel impression shareTop 200 games by regional downloadsFacebook,Instagram,Snapchat,TikTok,YouTubeReels are now amainstay placement.The adopti

176、on of reels saw a surge across all key countries eating share from feed placements.The growth is prominent across all product models with a notable mention for Hybrid and Hypercasual models where Reels is the top adopted placement officially in 2024 and now constitute 41%and 47%respectively.Mobile G

177、ame MarketingSource:Sensor TowerNote:iOS and Google Play combined.,Snapchat is US only,X(Formerly Twitter)is Japan onlyUnited StatesJapanSouth KoreaGermanyUnited Kingdom2023202413%28%20232024State of Mobile Gaming 2025Copyright Sensor Tower38Ad network impression share by product modelTop 200 games

178、by downloadsMid-core games utilize social networks more than other product models.Midcore genres have shifted the ad distribution drastically to Social media networks with an 84%increase year over year landing it at 58%of impression share across key countries.All other genres maintain a consistently

179、 high mobile app ad networks impression share.Mobile Game MarketingSource:Sensor TowerNote:iOS and Google Play combined.Overall includes US,Japan,South Korea,Germany,and the.UK.OverallUS Social Ad NetworksJapan Social Ad Networks1009080706050403020100CasualHybridcasualHypercasualMid-core87%87%13%13%

180、65%65%35%35%86%86%14%14%47%47%53%53%In-app ad networksSocial NetworksState of Mobile Gaming 2025Copyright Sensor Tower39Mobile Game MarketingSource:Sensor TowerOverall refers to USA,Japan,South Korea,Germany,and UK combined.Screenshots and promo text store page updates saw more focus in 2024.Overall

181、United StatesJapanSouth KoreaGermanyUnited KingdomScreenshotPromo TextNameDescriptionIconSubtitle-10%-5%05%10%15%20%25%30%35%35%35%18%18%9%9%3%3%-3%-3%-13%-13%Count of iOS updates by type,YoY GrowthTop 100 games by iOS IAP revenueState of Mobile Gaming 2025Copyright Sensor Tower40Source:Sensor Tower

182、Competitor name and genres are the most common App Store keywords chosen by top mobile games.United StatesJapanSouth KoreaGermanyUnited Kingdomgameplaylolplayrpgtotallyamazingenjoylegendswinbecomefortnitejuegospleaseclashdifferentrodragonvalemmooldpeoplewarlevelmonopolyupdateattackbazicollectenemyga

183、mestopgintakentopactionbattlebrawldayexperiencehahaimpossiblepuzzlerobloxroyalstupidanimeepicinternetkingdomlinemultiplayeranyoneawesomecasualdragonfavoritehighkingle?pubgreviewseasonwaitingappsbuychancecodgabbygunhelpherosurvivalversion2kadventureannoyingbeautifulcompleteendentertainmenthardmatchpo

184、kemonproblemrealsinglestarstarzthreewowbonuscomingfantasticffgardenscapesgemimpactipakefirneedsnewraidMobile Game MarketingApp Store English keywords countTop 100 games by worldwide unified revenueState of Mobile Gaming 2025Copyright Sensor Tower41Source:Sensor TowerSource:Sensor TowerSource:Sensor

185、TowerBrawl Stars-#2 Ad Creativeby US YouTube share of voice 3Q2024Pokemon TCG Pocket-#8 Ad Creativeby US AdMob share of voice December 2024MONOPOLY GO!-#8 Ad Creativeby US AdMob share of voice,December 2024Games appealed to existing audiences via celebrities,brands,and intellectual properties.With r

186、ecent privacy changes,targeting audiences has become more expensive,leading publishers to lean on existing audiences.Hiring a household name celebrity to star in ad creative or collaborating with an S-tier intellectual property or brand for an in-app event allows games to effectively reach their aud

187、iences and brand themselves as premium.Alternatively,games with innate IPs had an innate advantage in attracting new players.The top grossing mobile game of the year,MONOPOLY GO!,and the launch of the year,Pokemon TCG Pocket,both took full advantage of their intellectual properties existing audience

188、s,playing up recognizable elements in all of their ad creative.MONOPOLY GO!went a step further,collaborating with other intellectual properties like Marvel in in-app events.Mobile Game MarketingState of Mobile Gaming 2025Copyright Sensor Tower42The State of Mobile 2025Copyright Sensor Tower43Source:

189、Sensor TowerSource:Sensor TowerSource:Sensor TowerWhiteout SurvivalYouTube Japan,December 2024PUBG:MobileInstagram Japan,December 2024Merge MansionInstagram Japan,December 2024Entering new markets requires cultural knowledge.Competing with local publishers who focus primarily on their native audienc

190、e is no easy task.Generating effective creative requires knowledge of your audience and their culture.Using celebrities like Whiteout Survival did in the left creative can be a great way to target an audience,but understanding local celebrities,their brands,and their audiences is crucial.Categories

191、that are more niche in one market may be huge in another.For example,PUBG:Mobile utilized virtual youtubers in the middle creative,a genre of influencers that is more niche in the West but are huge in Japan.Something as fundamental as setting can make an ad creative more familiar:Merge Mansion shows

192、 several famous Japanese locations in the right creative.Meanwhile,Whiteout Survivals creative features a train station.an ubiquitous setting for Japanese people that may not be the first setting to come to mind for teams not familiar with the market.Mobile Game Marketing04State of Mobile Gaming 202

193、5Copyright Sensor Tower44ConclusionOnly a few years after Homa co-designed the foundation of this categorys(hybridcasual)definition and pillars with Sensor Tower,weve seen the hybridcasual category accelerate significantly.Sensor Tower has been instrumental in helping us identify and structure this

194、emerging category,solidifying our position as a leading player while enabling us to adapt our strategies to continue driving innovation and delivering compelling gaming experiences.Olivier Le BasCo-founderHomaMeet the authorsConclusionState of Mobile Gaming 2025Copyright Sensor Tower45Sam AuneGaming

195、 Insights AnalystPrincipal AuthorPedro AiraSenior Product ManagerContributorPhillip LagocProduct AnalystContributorDonny KristiantoPrincipal Market Insights ManagerContributorJonathon BriskmanPrincipal Market Insights ManagerContributorKrystel BitarSenior Product ManagerContributorAbout this data:Me

196、thodologyThe authors of this report compiled the download and IAP revenue estimates provided in this report using the Sensor Tower Mobile App Insights platform.Figures cited in this report reflect iOS App Store and Google Play download and revenue estimates for January 1,2014 through December 31,202

197、4.Download estimates presented are on a per-user basis,meaning that only one download per Apple or Google account is counted towards the total.Downloads of the same app by the same user to multiple devices,updates,or re-installs of the same app by the same user are not counted towards the total.Andr

198、oid app download and revenue estimates represent downloads and revenue from the Google Play Store only.Sensor Tower does not provide download estimates for third-party Android stores.In-app purchase(IAP)revenue estimates are gross inclusive of any percent taken by the app stores.Revenue includes pai

199、d downloads,in-app purchases,and subscriptions from the iOS App Store and Google Play.This does not include any revenue from advertisements or third-party purchases.View Detailed Report Methodology Here.State of Mobile Gaming 2025Copyright Sensor Tower46About Sensor TowerSensor Tower is the leading

200、source of mobile app,digital advertising,retail media,and audience insights for the largest brands and app publishers across the globe.With a mission to measure the worlds digital economy,Sensor Towers award-winning platform delivers unmatched visibility into the mobile app and digital ecosystem,emp

201、owering organizations to stay ahead of changing market dynamics and make informed,strategic decisions.Founded in 2013,Sensor Towers mobile app insights have helped marketers,app,and game developers demystify the mobile app landscape with visibility into usage,engagement,and paid acquisition strategi

202、es.Today,Sensor Towers digital market insights platform has expanded to include Audience,Retail Media,and Pathmatics Digital Advertising Insights,helping brands and advertisers understand their competitors advertising strategies and audiences across web,social,and mobile.Press Inquiries:State of Mob

203、ile 2025Copyright Sensor Tower47Note:Top publishers by app store revenue|Source:Sensor TowerSensor Tower|Our CustomersTop publishers trust Sensor Tower insights to grow their business.State of Mobile Gaming 2025Copyright Sensor Tower48Interested in our DigitalMarket Insights Solutions?If you want to learn more about Sensor Tower,please request a demo:Get the latest insights on our blog: a free demo!