Mariusz Gąsiewski

What is happening in mobile gaming after 2024 and Q1 2025? We can look at Sensor Tower to see what is happening there (each category is presented with 2024 data illustrating the growth from 2023 to 2024, and with 2025 data illustrating the growth from Q1 2024 to Q1 2025; size of the bubble presents the in-app/subscriptions revenue). Based on the data, we can see that 🔹 iOS is heavily driven by casual genres (Casual, Puzzle, Card games have very strong data) 🔹 evan casual genres have strong revenue concentration in top titles 🔹 core genres on iOS are starting the year with worse results than in 2024

What does mobile game monetization look like in 2025? I examined this from a data perspective, focusing on recent Sensor Tower data (March 2024 - February 2025). Below is data showing the percentage of revenue and downloads in mobile gaming for games with specific monetization features. So we see the following: 🔸 F2P is the king, and paid games hardly exist on mobile 🔸 Currency bundles and Live ops are becoming the standard now for in-app games 🔸 Subscription and season pass are moving to heavy in-app games 🔸 Lootbox is a topic in bigger games 🔸 It is still not a year of NFT and Crypto in mobile gaming :).

Mobile gaming is still growing, but a big chunk of the revenue comes from older games. The data shows this clearly (based on Sensor Tower): more than 50% of in-app and subscription revenue is from six or older games. That's why there was so much talk about new growth strategies at the recent GDC, like more creative user acquisition, using IPs in games, web gaming, new platforms, different business models, deeper hybrid monetisation, etc. The problem is, this makes it harder to get a clear picture of mobile gaming's real growth, especially in categories where revenue is coming in through less traditional ways. Current data systems might struggle to track this, at least for now. It'll be interesting to see how this evolves...

How are the mobile non-gaming industries performing? How does the user behaviour on Mobile look like in different countries? What can we see based on the data? This is a common question I receive when talking to industry professionals. There are a lot of good data sources about (ie. amazing report State of Mobile 2025 released just recently by Sensor Tower ) and I decided to add my part there :). I includes a lot of data points around non-gaming apps categories, ie: Finance, Retail, Travel, Tools, Utilities, Productivity etc.All details how non-mobile gaming was behaving in 2022-2024 you can find in my report 📕 📕 📕 - almost 60 pages with different data analyses, data points around mobile non-gaming (from various data sources).Any feedback is helpful to understand if such materials are useful so once you: ✅ find it valuable and you […]

What are user reactions to Generative AI-created content? I came across several predictions for the mobile gaming, app, and digital industries in 2025. AI was a prominent theme throughout, particularly its role in content creation. How do users react to the content created by Generative AI? There is not much research around that yet. Quite interesting one was done by GWI and released in the middle of 2024 (with the question: "How you would feel if you discovered that content you liked was made using generative artificial intelligence (AI) tools?"Based on that research we see that: 🔷 majority of users did not change their attitude towards the content created by AI 🔷 there was a significant group of users who answered "I would like the content much less than before". and "I would like the content slightly less than before", […]