The non-gaming app market in 2025 is witnessing intense competition for user acquisition. According to a joint analysis by Mintegral and Insightrackr, the number of new apps is surging across verticals, with e-commerce leading at 130% YoY growth, followed by lifestyle (80%) and business & finance (75%). Entertainment still has the most apps overall but grew slower at 56%.
Ad creative volume is also exploding, with business & finance apps seeing a 283% increase YoY, and lifestyle more than doubling. This indicates swelling ad budgets and fierce competition. To succeed, advertisers need advanced strategies.
Mintegral provides solutions like Target CPE, which scales in-app purchases and optimizes revenue, and IAP ROAS, which targets in-app purchase events for better monetization. These tools help developers grow sustainably across iOS and Android, even in emerging verticals and regional hotspots. The article highlights the urgent need for tailored UA strategies in this evolving landscape.
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