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

SAN FRANCISCO--(BUSINESS WIRE)--Mar 14, 2025--

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.

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“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:

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.

Idle RPGs declined from 24.9% to 21.8%, and hyper casual games dropped from 47.5% to 43%. Getting opt-in messaging right is the key to building and maintaining a high rate.

While hyper casual, hybrid casual, puzzle and simulation games all continued to expand, RPG told a different story: Despite a 32% spike in installs, sessions dropped 12%, pointing to retention challenges.

TORONTO (AP) — Colorado Rockies right-hander Ryan Feltner left Tuesday’s start against the Toronto Blue Jays two batters after he was struck by a 106 mph line drive.

The Rockies said Feltner exited because of a right glute contusion.

“Felt’s going to be fine,” manager Warren Schaeffer said after Colorado lost 5-1. “He took a hard line drive off the hip. Tightened up in between innings so not able to go back out, but I think we avoided something bad.”

Feltner said he was sore after being hit but didn't expect to miss a start.

“It got me in a good spot,” he said. “I'm lucky in that way but it's definitely starting to get pretty stiff right now.”

Feltner retired the first eight batters in order before he was hit by a liner off the bat of Blue Jays infielder Andrés Giménez. The ball struck Feltner near his hip and rolled away for an infield single.

“Just got all muscle,” Feltner said.

Schaeffer and the trainer checked on Feltner, who remained in the game. George Springer followed with a walk but Feltner ended the inning by getting Jesús Sánchez to ground out on the first pitch.

“He showed some guts there, going through injury,” Schaeffer said. “When he covered first to end the inning there, he was kind of hobbling around a little bit. He gave us all he had.”

Feltner struck out four in his three innings. Juan Mejia took over in the fourth.

“I thought Felt was exceptional in those three innings,” Schaeffer said. “He attacked in the zone. I was very proud of him tonight.”

In 2023, Feltner was hospitalized because of a skull fracture and concussion after getting hit by a line drive off the bat of Philadelphia’s Nick Castellanos.

Feltner didn't pitch after April 28 last season because of back and shoulder issues. He called it “special” to be back on a big league mound for the first time in almost a year.

“Long year for me last year in a lot of different ways,” he said. “I was really grateful to pitch in a big league game today.”

AP MLB: https://apnews.com/hub/mlb

Colorado Rockies pitcher Ryan Feltner (18) works against the Toronto Blue Jays during the first inning of a baseball game in Toronto on Tuesday, March 31, 2026. (Nathan Denette/The Canadian Press via AP)

Colorado Rockies pitcher Ryan Feltner (18) works against the Toronto Blue Jays during first inning MLB baseball action in Toronto on Tuesday, March 31, 2026. (Nathan Denette/The Canadian Press via AP)