In Q2 2025, crime games on Estonia's unified platform showed diverse performance. The Grand Mafia's revenue steadily increased from $667 to $2.17K, but downloads dropped sharply from 132 to 4. June's Journey maintained stable revenue between $276 and $1.02K, with downloads peaking at 103 in mid-May then declining to 47.
Manor Matters had a revenue peak of $651 in late April, falling to $274 by June, and low downloads (10-41). Mafia City's revenue grew from $229 to $371 despite downloads falling from 123 to 17. Merge Prison showed gradual revenue growth to $251, with downloads increasing from 44 to 25.
These trends highlight the importance of balancing revenue and user acquisition strategies.
Global in-app revenue from short drama apps reached ~$700M in Q1 2025, nearly 4x YoY. ReelShort and DramaBox lead, but newcomers like DramaWave surged via localised ads and TikTok. Latin America and Southeast Asia drove download growth. For ad ops, targeting emerging markets and leveraging video ads on social platforms are key.
Tinder, Badoo, and Kismia saw revenue growth in Ukraine's Q2 2025 dating app market. Badoo dominated in active users, while Kismia had highest download spikes. Bumble remained stable but smallest in metrics.
Top horse games on iOS in Q2 2025 showed varied trends. Rival Stars had steady revenue, Star Stable peaked in downloads, while Horse Riding Tales saw revenue growth but slight user decline.
Generative AI app downloads hit 1.7B in H1 2025 (+67% HoH), with IAP revenue near $1.9B (double HoH). ChatGPT dominates at 63% of revenue, but Asia (80% growth) and emerging apps like DeepSeek signal market shifts. For ad ops, this means expanding inventory in fast-growing regions and competing with AI chatbots for user attention.
The 2025 AppDev Awards highlight five mobile games that excelled in areas like collaboration events, social features, minigames, new releases, and long-term evolution. Key insights for ad ops include leveraging strong IP crossovers (e.g., Diablo Immortal x WoW), faction-based social events (Wild Rift x Arcane), high-revenue minigames (Merge Mansion), and sustainable monetization (Pokémon TCG Pocket). Brawl Stars' revival through collaborations, system updates, and live events offers a masterclass in user engagement. These strategies can inform ad targeting, monetization, and retention tactics.
In Q3 2025, Angola's top apparel apps showed varied trends: SHEIN peaked at 4.3K weekly downloads; Zara declined from 1.5K to 566; FitTok dropped from 1.2K to 21; PULL&BEAR and MANGO were stable.
In Q3 2025, Bimi Boo Kids' puzzle app peaked at 30 weekly downloads in July. Natasa Jankovic's puzzles earned $4 weekly in late September with no downloads. ZiMAD's Magic Jigsaw had 10-12 weekly downloads but no revenue. Princess Puzzles and Puzzingo had minimal or no activity.
Unity Vector expands its ROAS suite with D28 Ad Revenue ROAS and D28 Hybrid ROAS campaigns, enabling advertisers to optimize for long-term user value across ad-only and hybrid monetization models. Closed beta results show significant lifts in retention and ARPU compared to D7 campaigns: D28 Ad Revenue ROAS achieved up to +62% median D28 retention uplift and +68% ARPU uplift; D28 Hybrid ROAS saw +76% retention and +41% ARPU uplift. This completes Unity's D28 ROAS offering alongside existing IAP ROAS, allowing advertisers to target users whose value builds beyond the first week.
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