The installation of global mobile game applications decreased by 3 per cent per year and the volume of conversations increased by 1 per cent in 2025
According to the latest game insight report released by Adjust, a marketing data analysis platform, global game applications decreased by 3 per cent per year in 2025 and the volume of conversations increased by 1 per cent. The Middle East and North Africa region showed remarkable performance, with a 2 per cent increase in installation and a 7 per cent decline in session volume.
Installations declined by 7 per cent and 9 per cent in Europe and Latin America, respectively, while the volume of sessions increased by 3 per cent and 0.4 per cent, respectively. The Asia-Pacific region saw a slight decrease of 0.4 per cent and 1 per cent, respectively, in the number of installations and sessions. In North America, there was a 5 per cent drop in installation and a 2 per cent drop in the number of sessions. Super-recreational games continue to dominate the installation market, accounting for 29 per cent of total installation. Recreational, intellectual and mixed leisure games each account for 10 per cent and action games for 8 per cent. Model games account for 5 per cent and sports 3 per cent. The ratio of strategic, RPG and speed games is less than 3 per cent each.
In 2025, payments for almost all categories of game items increased in proportion to natural installations, with the notable exception of the Wise. The global median rose from 2.07 in 2024 to 3.33, an increase of 61 per cent. The highest rate of payment for lottery games versus natural installation was 11.05, an increase of 223 per cent over the same period. Tiger machines and leisure games grew by 139 per cent and 446 per cent, respectively, and ultra-recreational games by 35 per cent to 4.56 per cent. The most significant increase in the global average of meetings in 2025 was in the range of 18 to 37.51 minutes. Races increased by 17 per cent to 16.33 minutes, and leisure and ultra-recreation increased by 15 per cent and 13 per cent, respectively.
Some of the articles that led the conversation in 2024 were down in the past year, including risk, RPG and action. Nevertheless, action-like games still top 43.8 minutes of average session time. The retention rate for the first day of the global game in 2025 remained unchanged at 27 per cent. Combining leisure and super-recreational games had the highest retention rate on the first day of last year, at 27 per cent, followed by home games and card and exchange games. The most significant increase was in family-type games, which rose by 5 percentage points to 23 per cent, and in action groups (18-19 per cent) and street machines (19-20 per cent).
The global installation index (IPM) increased from 8.59 in 2024 to 8.62 in 2025. Despite being down to 16.2, the fast game maintains the highest IPM, ahead of street and music games. The biggest increase was in lottery games, with an increase of 65% to 5.13%. In 2025, the game was used to increase the cost of each click (CPC) by 33 per cent to 0.04 per year. The most significant increase was in the strategic category, with an increase of between $13 and 0.07. Tiger machines have more than doubled, rising by 106 per cent to $0.35, while exchange costs have decreased by the largest 33 per cent to $0.06. The global cost of each installation (CPI) increased by 30 per cent to $0.56 per year. The largest increases were in tiger machines (up to $4.47), placement categories RPGs ($3.19) and strategy categories ($1.03), while the cost of each installation of lottery, household and exchange games decreased. The cost per 1,000 displays (CPM) increased by 20 per cent to $4.34 per year. The highest cost categories are lottery (17 per cent to $12.22) and tiger machines (13 per cent to $11.62). Declines include music (31 per cent to $1.39), racing (19 per cent to $2.32) and sports (17 per cent to $4.83).
