2025 First Half Mobile Gaming Industry Update

Asian developers show strong momentum in the first half of 2025.

In the first half of 2025, global mobile gaming revenue showed notable resilience, increasing by ~3% compared to the same period in 2024. Asian developers demonstrated strong momentum, driving significant market expansion. Notable standout titles include Last War: Survival, Whiteout Survival, and Pokémon TCG Pocket. Also noteworthy are Microfun's emerging merge games Gossip Harbor and Seaside Escape, which have positioned Microfun as a new leader in the Puzzle/Merge segment.

The global mobile gaming market is projected to grow 3% YoY, according to Newzoo.

According to Newzoo’s mid-year report, total revenues for mobile games are projected to reach ~$103 billion in 2025, reflecting a year-over-year growth of ~3%. This continued market growth is increasingly driven by diverse monetization strategies, including direct-to-consumer spending models and alternative app ecosystems. North America and Europe, in particular, are experiencing significant changes due to regulatory shifts and evolving app store dynamics, influencing how developers generate and capture revenue.

Increased focus on improving efficiency by leveraging AI and other advanced tools.

The industry remains focused on improving efficiency and integrating advanced tools, notably the incorporation of artificial intelligence across development and marketing strategies. According to a recent Unity report, around 70% of developers prioritize doing more with less, with about 45% actively using efficiency tools to enhance productivity and 24% refining monetization and live operations strategies. This reflects a strategic pivot away from large-scale investments in AAA titles, driven by the industry's ongoing navigation through economic uncertainty.

Studios are crossing into new territories to find growth opportunities.

To expand reach and further diversify revenue streams, major studios and developers are increasingly adopting cross-platform, cross-media, and cross-sector strategies. Cross-platform initiatives are reinforced by the announcement of a PC release for Marvel Contest of Champions in April 2025. The release of A Minecraft Movie in April significantly boosted the game's mobile revenue, indicating that studios with high-value IPs should actively consider cross-media strategies. Electronic Arts' Sept 2024 announcement that The Sims movie is now in production further underscores this trend, highlighting the industry's growing commitment to cross-media expansion. Meanwhile, Supercell announced they are exploring cross-sector growth by entering adjacent entertainment sectors.

Regulatory developments continue to impact the mobile.

Regulatory developments continue to be affected by Apple's ongoing legal disputes in both sides of the Atlantic. To comply with the EU’s Digital Markets Act, Apple introduced new fees related to alternative payment methods, significantly reshaping monetization practices in the region. In the US, Fortnite's return to the iOS App Store was a pivotal event, signaling potential opportunities for developers to direct players' spending outside traditional app stores, thereby reshaping the competitive and regulatory landscapes.