Singapore: Measurement and analytics company Adjust has released its Gaming App Insights Report: 2026 Edition, highlighting sustained engagement in mobile gaming alongside a strategic shift toward long-term player value and retention, particularly across the Asia-Pacific (APAC) region.
According to the report, global gaming app sessions increased year-on-year, with the paid-to-organic ratio rising 61% globally. This trend reflects evolving user acquisition strategies as studios balance growth with deeper engagement and retention initiatives. APAC recorded the highest regional increase in paid-to-organic ratio, climbing 45% from 2.05 to 2.97, underscoring continued investment in paid acquisition amid intensifying competition.
“As mobile gaming matures, growth is becoming less about scale alone and more aboutprecision,” noted Tiahn Wetzler, director of marketing at Adjust. “Studios are increasingly focused on retaining high-value players, optimizing creatives and channels, and building ad-to-experience flows that favor sustained play over fast turnover. Understanding where true long-term value comes from, and the ability to connect acquisition, engagement, and monetization data for fast decisions is now a necessity.”
The report provides a comprehensive breakdown of key performance indicators across gaming subgenres, regions, and markets, offering benchmarks for marketers navigating 2026 strategies.
Among key findings, strategy games led session growth globally with a 57% year-on-year increase, followed by casual and hyper-casual genres at 37% and 31%, respectively. Install growth was strongest in slots (46%), casino (22%), and casual games (19%), with other categories such as RPG, simulation, and word games also registering gains.
In APAC, overall engagement remained stable, with sessions per user per day rising marginally from 1.69 to 1.70. Individual markets outperformed the regional average, with Japan, Singapore, and Thailand each recording a 3% increase, while Indonesia, South Korea, and Vietnam saw 2% growth.
Retention metrics remained consistent, with Day 1 retention rates in APAC holding steady at 20%. Japan led with a 25% retention rate, followed by Singapore (23%), Thailand and Indonesia (21%), and South Korea (20%).
Globally, the report also pointed to broader industry shifts, including a rise in App Tracking Transparency (ATT) opt-in rates to 39% in Q1 2026, up from 38% in the same period last year, indicating gradual adaptation to evolving privacy frameworks.
“Across APAC, we’re seeing gaming companies become increasingly sophisticated in how they approach growth,” said April Tayson, Regional Vice President for INSEAU at Adjust. “Studios are moving beyond pure install growth and focusing on building deeper player relationships through smarter acquisition, stronger retention strategies, and better measurement across the full player journey. Markets across Southeast Asia in particular are showing strong engagement and retention potential, making the region one of the most dynamic environments for mobile gaming today.”
The report also explores emerging trends shaping the mobile gaming ecosystem, including direct-to-consumer (D2C) strategies, AI-generated creatives, live operations (live ops), reward-driven mechanics, and cross-platform gameplay, signaling a more mature and data-driven phase of industry growth.
