AdjustOut now! The gaming app insights report: 2025 edition | Adjust
Summary
The gaming app insights report 2025 highlights key trends: global gaming app installs grew 4% YoY in 2024, with LATAM (+9%) and MENA (+7%) as fastest-growing regions. Strategy games saw explosive install growth (+83%), while casino (+32%) and arcade (+23%) led sessions growth. AI-powered personalization, predictive retention, and dynamic gameplay optimize UA and monetization.
Cross-platform play extends session times. Despite a global CTR increase from 7% to 9%, CPI rose in North America, making advertising more expensive. High-LTV genres like strategy, action, RPG, and casino drive strong revenue, though average revenue per user declines overall.
You Might Also Like
AdjustMarketing mix modeling (MMM) for mobile marketers | Adjust
Marketing mix modeling (MMM) is re-emerging as a privacy-compliant complement to attribution, helping mobile marketers evaluate the impact of media spend, pricing, ASO, and promotions on installs and revenue. Unlike traditional media mix modeling, MMM includes non-media levers. Combined with incrementality testing and predictive analytics, MMM provides a high-level view of performance without relying on user-level data, making it essential for modern measurement stacks.
AdjustWWDC25: AdAttributionKit, SKAN, iOS 26, and more | Adjust
Apple's WWDC25 announced significant AdAttributionKit updates, including support for multiple overlapping re-engagement conversions with conversion tags, customizable attribution windows per ad network, configurable cooldown periods to avoid misattribution, and new geography data (country codes) in postbacks for high-volume campaigns. Testing capabilities are enhanced via developer mode. These changes give advertisers more control over attribution rules and insights, improving campaign optimization and measurement accuracy across iOS 26 and beyond.
AdjustHybrid monetization: Maximizing mobile app revenue | Adjust
Hybrid monetization, combining in-app purchases (IAPs), in-app advertising (IAA), and subscriptions, is key to maximizing revenue and user lifetime value. By diversifying revenue streams, developers mitigate risk and cater to varied user preferences. The strategy is led by hybrid casual games but extends to finance, e-commerce, and health apps. Best practices include audience segmentation, personalized offers, A/B testing, and balancing user experience with revenue. Analyzing metrics like ARPU, LTV, and churn is crucial for optimization.
AdjustAdjust at MAU 2025: AI, app growth, events, and more | Adjust
At MAU 2025, Adjust highlighted its new Growth Copilot AI solution, aimed at helping mobile marketers turn data into actionable insights for smarter growth. The event featured key sessions on AI-driven campaign optimization and real-time decision-making. Networking events with partners like Reddit, Sensor Tower, and AppLovin fostered industry connections. For ad ops decision-makers, the key takeaway is leveraging AI to accelerate performance and scale resources efficiently.
AdjustMobile app trends: H1 2026 benchmarks | Adjust
Global app installs rose 13% YoY and sessions 5% in H1 2026, signaling sustained growth despite market saturation concerns. Casual gaming saw a 55% surge in sessions, while e-commerce install day engagement improved across all regions, with North America reaching 1.34 and LATAM 1.4. Finance apps saw installs up 5% but sessions up 29%, underscoring the importance of retention. Ad ops teams should prioritize casual gaming, optimize install day experiences, and prepare for a strong H2 holiday peak, leveraging accurate measurement to allocate budgets effectively.
AdjustHow data collaboration platforms work in mobile marketing | Adjust
Data collaboration platforms (DCPs) help mobile marketers unify first-party data for secure, privacy-compliant collaboration. They enable audience targeting, campaign optimization, and operational efficiency without exposing raw user data. Unlike data clean rooms, DCPs emphasize activation and integration with downstream systems. For ad ops decision-makers, DCPs offer a scalable way to navigate post-ID privacy regulations while maximizing data value.
AdjustMeet Adjust Growth Copilot - now in beta | Adjust
Adjust launches Growth Copilot beta, an AI assistant that answers plain-language questions about campaign performance, helping marketers get instant insights without SQL or dashboards.
AdjustIntegration Conversion Measurement | Google x Adjust | Adjust
Google's Integrated Conversion Measurement (ICM) improves app campaign attribution across iOS and Android by using privacy-preserving on-device conversion measurement. It provides event-level data for users with limited identifiers (iOS 14.5+ ATT opt-out, Android EEA users, opt-out users). Advertisers gain expanded cross-platform visibility and seamless integration with MMPs like Adjust. Actionable insights enable better budget allocation and campaign optimization, filling reporting gaps caused by privacy changes.
More from Adjust
Snapchat Unified Attribution: what you need to know | Adjust
Snapchat Unified Attribution is now officially available to Adjust customers, marking a shift from platform-only reporti...
The shopping app insights report: 2026 edition is out now | Adjust
E-commerce apps continue to gain momentum, with global installs and sessions up and North America leading regional growt...
Turn incrementality into better budget decisions | Adjust
Incrementality testing complements attribution by quantifying the causal impact of marketing spend. For ad ops decision-...
Mobile app trends: H1 2026 benchmarks | Adjust
Global app installs rose 13% YoY and sessions 5% in H1 2026, signaling sustained growth despite market saturation concer...
How mobile app marketers should approach CTV | Adjust
CTV has become performance-ready for app marketers. Recent acquisitions (Fox/Roku, Walmart/Vibe) signal a shift to self-...
Japan app trends and benchmarks for 2026 | Adjust
Japan's app market is poised for growth with 85% smartphone penetration and 68% iOS share. The new Mobile Software Compe...