The mobile gaming market has slowed down. There are hardly any new installs, but the money keeps flowing. The focus has shifted from growth at all costs to working with those who are already playing.
Major studios are now betting on retention. Instead of endlessly chasing new users, they’re focusing on in-game events, user-friendly interfaces, and special offers. The goal is simple: keep players in the game. And it’s paying off.
A study by Moloco shows that the lifetime value of a user has increased by nearly 6% in a year. That may seem small, but at scale, it’s a meaningful boost.
There are even sharper stats. For example, just 0.02% of installs on iOS account for 20% of total revenue across both mobile platforms. In other words, the real money doesn’t come from the masses, but from a tiny group of users. And this data doesn’t even include the many apps from the iGaming industry. Online casinos and sportsbooks are actively promoting their brands with a wide variety of bonus programs. Our writers confirmed this after checking out sites reviewing no-deposit casino bonuses. Turns out there are tons of these offers — and the number keeps growing. That makes gambling-related apps increasingly popular.
These users are hard to attract — and even harder to retain. What will work tomorrow remains to be seen. It might come down to creativity. Or personalization. Or simply patience.
The advertising market is changing too, especially on iOS. Over the past year, the cost of impressions for high-value users has jumped by 140%. Advertisers are literally fighting for their attention.
At the same time, median ad rates have barely changed. The takeaway is clear: the battle is for the spenders. Everyone else stays in the background.
Interestingly, iOS is now generating more revenue than Android. It accounts for 55% of all in-game purchases, thanks largely to the U.S. and several local markets like Japan and Saudi Arabia.
When things get too crowded in the U.S. and Europe, developers shift their attention elsewhere. They look to Latin America, Southeast Asia, and the Middle East. These regions are still relatively quiet, and good users don’t cost a fortune—yet.
Expanding into new markets isn’t just about growth. It’s also about testing the waters. It’s easier to experiment with creatives, find what resonates with the local audience, and identify unique user behaviors. People play differently around the world, and that’s something developers can tap into.
In Brazil or Indonesia, for instance, the approach to gaming is very different from California. This kind of flexibility is crucial. Without it, growth is tough — especially if you don’t want to burn through your budget in two weeks.
It’s no longer about scale. It’s about fine-tuning and making the most of what you already have. Blindly buying traffic stopped working a long time ago.
Major studios have figured that out. They’re not flooding the market with ads — they’re refining every detail. Updating visuals, tweaking the UI, hosting in-game events. Doing whatever it takes to bring players back — or keep them around longer.
The one-size-fits-all approach no longer works. Each audience needs its own strategy. Where one banner used to be enough, now studios create dozens of versions. Country, age, mood — it all matters. And it’s working.
At the same time, the push into international markets continues. Some release updated versions of their games for new regions, others prioritize localization from the start. They track what’s trending, add languages, and adapt their support systems. Some say it’s just a passing trend — but it looks like it’s here to stay.