My Takeaways from State of Subscription Apps

🔥 My key takeaways from the State of Subscription Apps 2025 Beyond the new candlestick charts that I really love (I am a HUGE investing freak), this year’s State of Subscription Apps report is packed with insights on how subscription apps have evolved. This is, in my opinion, the best report on the space, and for the first time, I’m sharing the four trends that stood out most to me:1️⃣ Another year, another drop in trial conversionWith such a saturated market, it’s no surprise that trial conversion rates are down across nearly all categories. Looking at specific categories, Fitness & Health seems to be one of the most affected, with a 4.6% drop—likely influenced by the explosion of AI fitness apps, which have been massively scaling through influencer marketing and web-to-app flows2️⃣Hard Paywalls can work but only if value is […]

David Vargas March 18

Highlights

2025 Unity Gaming Report: Key Findings

The State of Game Development in 2025 The gaming industry remains a global powerhouse, with over 3 billion active players and revenue surpassing $184 billion in 2024. Yet, studios are navigating a turbulent landscape marked by layoffs, closures, and financial uncertainty. Developers are balancing bold creativity with risk mitigation, leveraging technology and strategic decision-making to survive and thrive. 1. Managing Risk by Reducing Costs Studios are prioritizing efficiency. 60% of devs focus on maximizing the value of existing games rather than launching new ones. Strategies include lean teams, debt avoidance, live ops investments, and increased use of efficiency tools. Latin America is an emerging hotspot for game success and market expansion. Studios carefully weigh live update models to keep players engaged without overextending resources. 2. Experimenting with Multiplayer Experiences Multiplayer remains dominant, but approaches are evolving. 64% of studios are […]

Ömer Yakabagi March 18

Journal

Adjust’s new Gaming Report is out, good one!

Adjust’s new gaming report is out. As usual it’s a good one, I decided to go through and give you all my highlights: 1. Mobile is still King, Retention is the battle we all need to fight.• Mobile accounts for 49% of total gaming revenue, compared to both console (28%) and PC (23%).• 1.9 billion players are expected by 2027, showing continued growth.• Retention remains a challenge, with sessions down 0.6% YoY, despite a 4% increase in installs.2. AI Is Reshaping the Mobile Gaming Playbook• AI-driven procedural content generation is revolutionizing game development, making experiences more dynamic and personalized.• AI-powered player retention strategies predict churn and deliver customized incentives to keep users engaged.• AI-driven real-time pricing & ad optimization are improving monetization while enhancing the player experience.3. Cross-Platform Play Is a Must, Not a Luxury• Cross-play drives higher retention, increased […]

John Wright March 17

Journal

Mobile Gaming Rebounds in 2025 with AI & Emerging Markets

The mobile gaming market is bouncing back in early 2025, showing clear signs of growth, according to Adjust’s latest Gaming App Insights 2025 report. After a turbulent period, the industry is finding its footing again—driven by evolving monetization strategies and AI-powered personalization. Global Gaming App installs rose by 4% YoY in 2024, with emerging markets leading the charge. LATAM saw a 9% increase in installs, while MENA followed closely with 7%. Hyper-casual games dominated install share at 27%, though they struggled with retention, while strategy games surged with an impressive 83% install growth. AI is also reshaping user acquisition, helping developers fine-tune their ad strategies for better engagement. “After a period of market volatility, mobile gaming is back on a growth trajectory,” says Tiahn Wetzler, director of content and insights at Adjust. With mobile-first adoption booming in LATAM and MENA, […]

Ömer Yakabagi March 14

Highlights

State of Mobile Gaming 2025

Sensor Tower's State of Mobile Gaming breaks down how the market evolved in 2024, who the winners were, and what opportunities lie ahead for 2025. With the Q1 2025 drawing to a close, we can state at least one thing for certain - mobile gaming is back on track. Though downloads plateaued through 2024, IAP revenue, time spent, and sessions are all on the rise. The illustrated and interactive 50+ page report includes: ✅ A data-driven overview of the most important trends in the industry, including downloads, revenue, and engagement. ✅ A detailed exploration of the winners of 2024 and what drove their success ✅ A deep dive into mobile game marketing, including which ad networks saw the most impression share growth in 2024 and the three creative trends of 2024 you need to know But don’t take our word […]

Ömer Yakabagi March 11

Highlights

Mobile Game Leaders: February 2025

Hallo, Hei, Ahoj & SELAM! Welcome to the Feb'25 version of Mobile Game Leaders 🦄 Data source: AppMagic Global Leaderboard: Game Publishers Just Hypercasual? Ad Creative World Keep an eye on Saudi Arabia & Mintegral. Big moves there 👇🏻 Out of 207,000 Creatives on iOS Top GEOs by Impression US: 32% UK: 8% Japan: 7% Saudi Arabia: 7% Germany: 4% South Korea: 4% France: 4% Canada: 4% Turkey: 3% Australia: 4% Top Ad Networks by Impression Mintegral: 40% Facebook: 26% AppLovin: 11% Smadex: 6% Unity: 4% Out of 348,000 Creatives on Android Top GEOs by Impression Indonesia: 14% Mexico: 12% Brazil: 12% India: 10% US: 9% Turkey: 6% Saudi Arabia: 4% Ukraine: 4% Top Ad Networks by Impression Mintegral: 34% AppLovin: 30% Facebook: 14% AdMob: 10% YouTube: 3% Unity: 2% Global Games Leaderboard #1 Block Blast by Hungry Studio is on fire! […]

Ömer Yakabagi March 10

Reports

The 2025 Mobile Gaming Loyalty Index

Source: Mistplay & AppsFlyer Report Loyalty has become mission-critical for mobile gaming success, requiring publishers to adopt a holistic approach, drawing on insights from varied genres and collaborating across teams to foster retention, engagement, and monetization. Mistplay’s 2025 Mobile Gaming Loyalty Index, created in collaboration with AppsFlyer, sheds light on how loyalty drives sustainable growth, underpinned by four key metrics and insights from over 4,500 mobile gamers across Android and iOS, revealing the real factors behind player loyalty. Uncover insights such as: Puzzle takes the lead across both monetization and engagement to become the loyalty champion with a loyalty rating of 85. With nearly half of mobile gamers (49%) playing their favourite title for more than a year, it’s clear that fostering a deep connection with players can reap long-term rewards for publishers. The biggest reason for post-purchase regret is limited utility/impact of […]

Gamigion March 5

Reports

Türkiye Game Market Report 2024

Türkiye Game Market Report 2024 contains detailed information about the gaming industry in our country and the players who are an indispensable part of this industry. Every year, we hope that our report will be a guide that provides valuable information to our country's gaming ecosystem, those who want to be involved in this world, and everyone interested in gaming.

Gamigion March 5

Reports

Kill or Pivot: A Comprehensive Guide for Mobile Game Devs

Making your first mobile game is an emotional journey, but holding onto a game that isn’t making money for too long can be a big mistake. Many indie developers hope that one more update might just fix things, but the reality is different. In 2025, the mobile gaming market will be tough, and only a few titles will succeed. With AppMagic’s Success Meter, we can see how many games make good revenue. In our example, we set the benchmark at $100K in-app revenue per month. The data shows that in most casual game genres, only no more than 1% of games reach this level, meaning thousands of titles fail every year. The same holds for Hybridcasual and Hypercasual. Even with a lower benchmark of 100K installs per month, 5% of games at most manage to reach it. This guide will help you […]

Andrei Zubov February 28

Journal

My Take on Liftoff 2025 App Marketers Survey

🔴 Here's my take on what 700+ mobile marketers revealed in the latest industry survey from Liftoff Mobile: Source 📱 The big trend? Diversification.56% are working with MORE partners in 2024 (up from 42% last year)But here's where it gets interesting...Traditional paid channels aren't enough anymore:62% use organic social/viral (easy to talk, hard to walk the talk)51% leverage influencers 29% focus on community buildingAnd AI?34% see biggest benefits in creative production20% in creative optimization💰 Where's the money going in 2025?Ad networks: 41% (↑ from 36%) - Maybe, all meant Applovin. Self-attributing networks: 36%DSPs: 14%The message is clear: successful mobile marketers are expanding beyond traditional UA channels.

Samet Durgun February 20

Highlights

The State of Turkish Gaming Ecosystem: Invest in Türkiye

The Turkish gaming industry has emerged as a global force, particularly in mobile gaming. With Istanbul ranking as the second-largest gaming hub in Europe, following London, the region has demonstrated rapid growth, a strong investment climate, and a thriving startup culture. This article dives into the factors driving Turkey's mobile gaming success, key acquisitions, and what’s next for this booming industry. Published by Invest in Türkiye A Thriving Hub for Mobile Gaming Over the past decade, Turkey has evolved into a key mobile gaming market, attracting both local and international investors. The country has produced major success stories, including Peak Games (acquired by Zynga for $1.8 billion), Gram Games, and Rollic, which have set the stage for a new generation of game developers. Hyper-casual and hybrid-casual games have flourished, with Turkish studios leveraging efficient production cycles and data-driven decision-making to […]

Ömer Yakabagi February 19

Highlights

11 tips for Killer UA operations: Q1 2025

11 tips for Killer UA operations (Q1 2025) That’s it, 𝗻𝗼 𝗕𝗦 & 𝗯𝗿𝘂𝘁𝗮𝗹𝗹𝘆 𝗵𝗼𝗻𝗲𝘀𝘁! No fluff intro, straight to the point. Here we go again! The previous UA killer articles were super successful, so I started writing a UA killer tips segment. I will keep sharing these tips; don’t worry. Keep reading the tips to improve your UA. Simple, practical & efficient! That’s it, no bullshit & brutally honest! No fluff intro, straight to the point. 1. Creative KPIs & custom columns on Meta This is more advanced stuff, so people who are new to Meta ads might not get it, but… …these are some metrics you need to keep an eye on when testing videos: We have hook rate, hold rate and engagement score. You need to watch these when checking your creative performance. Important thing is, there […]

Matej Lancaric February 18

Reports

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