The mobile gaming industry is rapidly evolving based on the changes in 2024, and this trend is expected to continue in 2025. Last year, mobile app and game consumer revenues on the Apple App Store and Google Play Store exceeded $80 billion, growing 4% from 2023. This shows that the industry is maturing, while also adapting to new challenges and opportunities.
Hybrid Business Models Drive App Change
As app installs surpass games, a new era of digital platforms has begun. Developers are not just expanding their reach, they are optimizing their content to meet the changing preferences of mobile-first users. This is fueling the growth of multi-functional platforms that offer a variety of digital experiences that prioritize accessibility and engagement.
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The evolution of the subscription model
As market saturation and price sensitivity increase, subscription-based apps are increasingly adopting hybrid and ad-supported models. These strategies enable sustainable revenue generation while responding to changing consumer preferences. In particular, ad-supported models are becoming more effective due to personalized advertising and improved viewability.
Many subscription apps leverage the freemium model, which combines basic free features with paid upgrades, and striking a balance between profitability and user experience becomes a major challenge for developers.
The rise of mid-level games and niche genres
In 2024, there will be a resurgence of mid-tier PC and console games that bridge the gap between AAA blockbusters and indie games. These titles emphasize quality over big-budget games, and short, concise experiences. This encourages experimentation and delivers deep content that resonates with specific audiences.
As these mid-tier titles mature and launch in 2025, we can expect them to further enhance the overall gaming experience through sophisticated design and compelling storytelling.
Hybrid Casual Games and Advertising Strategies
Hybrid casual games have established themselves in the mobile gaming market thanks to their balance of scalability, quality, and user engagement. These games offer a sustainable opportunity for advertisers by maintaining a balance between high user acquisition and premium user acquisition.
Rewarded video ads and long-form creatives that maximize in-game interactivity are gaining traction, and advertisers are driving engagement with campaigns optimized for a variety of hybrid sub-genres, such as puzzle, simulation, and action.
APAC Developers Drive Innovation
the APAC region , particularly in China, Japan, and Korea, are leading the way in innovation in the global mobile gaming market. They are setting new industry standards with innovative game mechanics, immersive storytelling, and AI-driven gameplay.
This trend is expected to accelerate further in 2025, with APAC developers expected to expand their presence in the global market and redefine the standards of mobile gaming. Their ability to reflect regional preferences while maintaining universal appeal will position them as leaders in the future of the industry.
The rise of long-form playable content
Long-form playables, especially effective in genres like puzzle games, are becoming a key strategy for increasing user acquisition. These content provide users with extended interaction time, helping to drive emotional engagement and sustain interest in the game.
Standalone playables, which offer up to two minutes of gameplay, give users a chance to experience the game’s core mechanics before switching to a download. AI tools are expected to support this in a more dynamic and engaging way, and this format will continue to appeal to a wide range of users.
Reflecting the market maturity of gradual growth
Despite the steady growth in 2024, the mobile gaming market is maturing. The era of double-digit growth in the past is over, and gradual growth is taking its place. This is due to factors such as increased competition for consumers’ screen time, inflationary pressures, and changes in data privacy regulations.
Despite these challenges, developers are adapting to the post-IDFA environment and are leveraging strategies focused on direct monetization and diversification outside of traditional app stores. The stabilization of the market is further highlighting the “winner takes all” structure, with deep pockets leading the way to new opportunities.
Changes in investment direction within the gaming industry
As gaming growth slows, many venture capital firms are diversifying their investment strategies. While the gaming industry remains a significant investment target, interest is increasingly expanding to technology platforms, social apps, game-related tools, and new digital solutions such as APKs and mod apps.
These changes ensure that capital continues to flow into innovative sectors, while also showing how venture capital is evolving post-pandemic. In particular, APKs and mod apps are gaining traction among investors as they offer customized experiences and non-traditional revenue models. As traditional game investments decline, the development of technology and digital applications adjacent to games is emerging as a key area creating new opportunities.
