Mumbai: Moloco has released its latest research report titled 2025 State of Mobile Gaming: In-App Purchase Trends of Leading Apps. The findings point to a new growth trajectory for the mobile gaming industry, with leading advertisers prioritizing long-term customer lifetime value (LTV) over short-term wins.
The study, which analyzed data from 100 top gaming advertisers, reveals that the most successful mobile games are shifting their focus to sustained engagement, global expansion, and creative optimization. These tactics have helped them improve LTV by up to 6% on Day 30 and Day 90 user cohorts, year-over-year.
“These insights explore how top gaming advertisers are adapting, how in-game promotions and live events are taking center stage, and other new ways to reach and retain mobile gaming audiences for continued growth,” said Tom Shadbolt, Senior Insights Manager, Moloco. “The industry is shifting towards long-term value over short-term volume, requiring a more strategic approach to user acquisition and engagement. Advertisers who optimize for high-value users rather than chasing scale will be best positioned to drive sustainable revenue.”
According to Statista, the global mobile gaming market is on track to exceed $126 billion in revenue by 2025, with player numbers expected to grow to 2.4 billion by 2029. Moloco’s research highlights how top gaming advertisers are proactively preparing for this growth by doubling down on quality engagement and revenue optimization.
Key Findings from the Report:
- Revenue is growing from existing users: While overall app installs remain flat, top-performing games are improving install-to-payer conversion and LTV through better acquisition strategies and engaging live events.
- High-value users dominate: The top 5% of U.S. iOS users—just 0.02% of global installs—now contribute 20% of global mobile gaming revenue.
- iOS leads in IAP revenue: iOS devices now generate 55% of global in-app purchase revenue, led by users in the U.S. and smaller growth markets.
- UA costs are rising for top-tier users: The top 1% of iOS bid prices rose 140% in 2024, showing fierce competition for high-value players.
- Emerging markets present new opportunities: Less saturated regions are becoming key to acquiring high-value users at a lower cost.
- Top publishers share a common growth playbook: The most successful mobile game companies are all investing in re-engagement, global market expansion, and optimized ad creatives.
“At MobilityWare, we’ve always believed that sustainable growth comes from delivering lasting joy to players who build long-term connections with our games. It’s exciting to see the industry increasingly focus on long-term value—a mindset that’s guided our approach to marketing, monetization, and product design from the beginning,” said Corvin Ampleev, Director of User Acquisition, MobilityWare. “Moloco’s insights highlight the critical role of engagement and market expansion in staying competitive in a rapidly evolving industry.”
Methodology:
Moloco’s research is based on an analysis of in-app purchase (IAP) data from January 2023 to December 2024, covering both organic and paid sources. The dataset included:
- 60 billion bid requests
- 4 billion installs
- 65 million IAP events
- $2 billion in IAP revenue
- 100 global gaming publishers representing 40–50% of worldwide IAP revenue
