Mobile games remain the largest sub-market for the whole game industry, accounting for 55 per cent of global game revenues in 2025, with nearly 3 billion players. According to the latest Mobile Applications Trends Report, published by the mobile data and marketing company Adjust, the first-day retention rate for all mobile game applications in 2025 was 27 per cent and the global fee-to-natural installation ratio jumped 61 per cent.
As the studios increasingly focus on retention and long-term player interaction, the volume of global game sessions increased by 1 per cent in 2025. At the same time, the average number of marketing partners per section was reduced from six to 5.3, indicating that the issuer became more selective in terms of access. In terms of regional performance, the Middle East and North Africa region saw a 2 per cent increase in installation and a 7 per cent increase in the number of conversations. Installations declined by 7 per cent and 9 per cent in Europe and Latin America, respectively, but the number of sessions continued to rise slightly. The Asia-Pacific region and North America experienced small declines in both indicators. By type, the most robust growth was in the number of strategic games, 57 per cent over the same period. However, ultra-recreational games continue to dominate their installation, accounting for 29 per cent of all game downloads in 2025, up from 27 per cent the previous year. Super-recreational games account for a relatively small 15 per cent of sessions, but have increased significantly compared to 11 per cent in 2024, as developers are increasingly introducing progress systems and applications to improve retention.
Wise games account for 10 per cent of the installation, but 13 per cent of the session; action games account for 8 per cent of the installation and 17 per cent of the session, reflecting their increased long-term interaction. Leisure and mixed leisure games each account for slightly more than 10 per cent of the installation, and the volume of conversations ranges from 7 to 9 per cent.
