Reports

SensorTower Southeast Asian Mobile Gaming Market Report 2025

The mobile gaming market in Southeast Asia (SEA) continues to surge in 2025, cementing its position as one of the most promising regions for game developers and publishers. This report, based on SensorTower data, explores App Store and Google Play performance across SEA, including top-performing genres, market-specific trends, and leading games by downloads and revenue. 🌏 SEA is a mobile gaming powerhouse, ranking #2 globally for downloads (1.93B in Q1 2025) with $625M in IAP revenue (ranked #7). 🇮🇩 Indonesia leads SEA in downloads (870M in Q1 2025), while Thailand tops IAP revenue ($162M). 🎮 Arcade & Simulation subgenres dominate downloads, while Strategy, RPGs & Shooters lead IAP revenue. Mobile Legends: Bang Bang remains the top earner. 🔎 Subgenre deep dives are included for Indonesia, Thailand, Vietnam, and the Philippines. 💼 A special case study on Mobile Legends: Bang Bang […]

Ömer Yakabagi June 6

Journal

Ad Monetisation in Mobile Games in 2025

We continue to see AppLovin, Unity & ironSource and Mintegral dominate the ad revenue share on iOS with Google holding its pole position on Android. Ad revenue on Android also remains more diversified outside of the US and comprises a higher percentage of revenue for its apps. That said, US still remains the top audience for ad revenue monetization.Feel free to go through the slides or check out the link to the previous data sets below.

Christopher Farm June 6

Highlights

Ad Creatives is a hot topic.

🔥 'Ad Creatives' is a hot topic. Seen AppsFlyer's State of Creative Optimization 2025 Report?+ Big shot by Meta & dentsu💰 Data out of 1.1M creatives, $2.4B in ad spend.One massive insight: Performance is personal.🦄 Mobile Gaming?Top 2% of Ad Creatives DOMINATE, pulling 53% of TOTAL SPEND!• Failure > Success on Social (Casual)• Challenge > Excitement for Retention (Hypercasual)• Community & Competition = Retention Gems in Midcore• Social Casino = Pure Fantasy Wins 😶‍🌫️ Strategic Shifts• Scale alone ≠ Success — Emotion + Measurement matter• Retention & IPM don’t always align — Balance is everything• UGC formats like Gameplay Reviews & Arcs like Failure-to-Success are undervalued gold.⚡️ More?AI. Transforming creative optimization out there.Full Report here

Ömer Yakabagi May 30

Highlights

Singular ROI Index 2025: Incentivized Edition – Top 5 Takeaways

Singular just dropped its ROI Index for 2025. Although it doesn’t provide as much detail as the Appsflyer Performance Index, it does provide helpful insights into the significance of the rewarded gaming UA space within the larger mobile marketing landscape. Here are my 5 top takeaways from the report:Rewarded UA is mainstream. Of the top 14 partners mentioned in the “Scaled Ad Partners” for gaming UA on Android, four (Almedia, Exmox, Kashkick and Prodege) are listed, and a sign that rewarded channels are now competing head-to-head with the largest non-incent partners in mobile UA.Singular lists fourteen rewarded networks throughout its ROI Index 2025 article, highlighting the growth of the segment.Mistplay is missing- and that’s telling: Once a pioneer in Play and Earn, Mistplay doesn’t rank amongst the top 15 Scaled Ad Partners. While its absence from iOS-focused rankings is expected due to the […]

Paul Bowen May 1

Highlights

AppsFlyer’s State of Creative Optimization 2025

If you think cranking out thousands of creatives is enough to win in 2025, you are right. The latest State of Creative Optimization 2025 by AppsFlyer report makes one thing clear – churning out more ads won't save you if they all feel the same. The mobile marketing winners are those who mix it up, test new angles, and truly understand what makes users tick, as I wrote in my creative bible. So volume: yes. Creative depth: also yes. Now kiss! This comprehensive deep dive will explore the report’s key findings – from creative trends and KPIs to emotional hooks, platform strategies, AI’s impact, and the rise of celebrity and UGC (user-generated content) in ads – all through an engaging, slightly casual lens. (Spoiler: I was surprised by a few of these myself!) Get the Full report The mobile advertising arena […]

Matej Lancaric April 29

Highlights

Top 10 Hybridcasual Games in Q1 2025: The Great Puzzle Takeover

The Great Genre Shift: from Hyper to Hybrid Last year was all about embracing Hybridcasual and adding depth to Hypercasual. Both large publishers and small studios took the simple, catchy cores of Hypercasual games and layered them with Casual features, adding boosters, meta systems, and more refined monetization. We covered this shift in detail in our Casual Games Report 2024! This wave of change also led us to adjust our own approach. As developers enhanced their UA with LiveOps and monetization upgrades, we realized it was time to level up our reporting, too, which is why our quarterly Hypercasual Games reports are going Hybridcasual! IAP growth of the Hypercasual market If you’re familiar with our navigation system (and if not, just have a quick look here), you might be wondering how we analyzed the Hybridcasual segment if there’s no dedicated tag for […]

Andrei Zubov April 23

Highlights

Gaming Industry: At A Glance

The new Konvoy report is out and it's one of my favourites to review. it's a clear indication that we are seeing capital injection into games and studios, which does have a direct and positive correlation to how the industry is doing right now. The good news is that based on this report we're seeing early signs of renewed vitality as we enter 2025, following a highly challenging couple of years marked by funding contractions and market hesitations. While total deal volumes and funding remain below peak 2021–2022 levels, the report shows (to me) the worst is behind us.Few points to highlight:- Private market funding in gaming grew +23% QoQ, climbing from $570M in Q4 2024 to $700M in Q1 2025. - Venture capital specifically saw $373M raised across 77 deals, a 35% increase in funding quarter-over-quarter, despite the number […]

John Wright April 16

Journal

The numbers for Q1 2025 here.

The numbers for Q1 2025 are in 👇 Every quarter, we take some time to analyse where the market is shifting, and not always in the ways we’d expect.📉 Android saw a drop in both downloads (-8.5%) and revenue (-4.8%) YoY.📈 iOS? Downloads dipped slightly, but revenue grew by 2.4% YoY. Players are spending more, even as installs slow down.But that’s not all:🧩 Puzzle and Casual games still dominate in downloads.⚔️ RPGs and Strategy games continue to lead in revenue.🇺🇸 The US drives monetization in Casual and Casino.🇯🇵 Japan loves RPGs and Simulation.🇨🇳 China is ramping up in Action and Strategy on iOS.

Richard Kos April 11

Highlights

Gaming M&A to $6.6B in Q1 2025: Scopely’s $3.5B Power Move

Aream & Co. Quarterly Gaming Report here. M&A activity surged to $6.6 billion in Q1 2025 — the highest in two years — more than doubling the $3.2B from Q1 2024. Leading the charge? Scopely’s massive $3.5 billion takeover of Niantic’s licensed games business — think Pokémon Go, Monster Hunter Now, Pikmin Bloom. That one deal alone carried the quarter, propelling M&A past even pre-pandemic highs. Without it, numbers would’ve slightly dipped year-over-year. Mobile gaming dominated, as usual, driving most of the quarter’s value. Private consolidators stayed aggressive despite financing hurdles, reshuffling portfolios, and hunting for opportunity. Miniclip followed close behind with a $1.2B acquisition of puzzle giant Easybrain The momentum didn’t stop at M&A: Mobile saw modest growth, with Asian studios like Habby, Dream Games, and Florere leading the U.S. market surge. On PC, Steam hit a record concurrent […]

Gamigion April 10

Highlights

Mobile Game Leaders: March 2025 Data

Hei, Hallo& SELAM! Welcome to the March’25 version of Mobile Game Leaders 🦄 February Data? Data source: AppMagic Global Leaderboard: Game Publishers Miniclip got #3. Hypercasual-Only? Ad Creative World Keep an eye on Saudi Arabia & Mintegral. Big moves there 👇🏻 Out of 257,000 Creatives on iOS Top GEOs by Impression US: 41% UK: 8% Japan: 8% France: 5% Canada: 4% South Korea: 3% Saudi Arabia: 3% Brazil: 3% Germany: 3% UAE: 2% Turkey: 2% Australia: 2% Mexico: 2% Top Ad Networks by Impression Mintegral: 33% Facebook: 21% Unity: 15% (%4 in Feb!) AppLovin: 11% Smadex: 5% Out of 418,000 Creatives on Android Top GEOs by Impression Indonesia: 14% India: 13% Brazil: 11% U.S: 10% Mexico: 9% Turkey: 6% S.Korea: 4% Ukraine, France, Saudi Arabia: 3% Spain & Germany: 2% Top Ad Networks by Impression AppLovin: 32% Mintegral: 25% Facebook: 12% AdMob: 12% Unity: 9% YouTube: […]

Gamigion April 6

Journal

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

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