After years of post-pandemic correction, the mobile game industry is part of a new era marked by strategic refinement and long-term growth. According to the new State of Mobile Gaming Gaming Game Report by Moloco, the overall income of purchase in application (IAP) increased by 4% in 2024, while hybrid monetization strategies (combining IAP advertisements and applications) experienced an increase of 20%. These developments arise in the middle of a global audience of mobile games which exceeds 2.3 billion players by 2028.
Despite an almost flat global installation volume (down 0.2% in annual sliding), the most efficient games obtained significant gains thanks to improved conversion and retention strategies. Payroll installation conversion rates increased by 6%, with an average turnover per paying user (ARPPU) increasing by day 30 and 6% on day 90.
iOS leads to an increase in income
The report identifies iOS as the main engine of paying and revenue growth, representing 55% of IAP world revenues in 2024. In the United States, 5% of iOS payers, which represent only 0.02% of world facilities, are now responsible for 20% of total playing income between iOS and Androids.
The number of iOS payers has increased by 14% in annual sliding, contributing to an increase in income by 10%. In particular, the growth of iOS monetization is no longer limited to mature markets; The rest of the world (row) and the emerging markets have experienced respective IAP income gains by 19% and 31%, highlighting a larger world change.
Occasional games and hybrid monetization dominate
Occasional occasional and hybrid games, especially those of the genres of strategy, puzzle, simulation and social casino, feed the current momentum. These titles mix a gameplay accessible with deeper IAP mechanisms, which leads to annual growth of 6% of IAP income for these segments.
The established titles continue to maintain solid performance, with games of over six years, representing 50% of IAP total income, compared to 23% in 2020. However, new versions like Last War: Survival and Whiteout Survival also posted exceptional income gains, highlighting the continuous dynamism of the market.
High value user acquisition costs rise
Competition for high -value users is intensifying. The most paid 5% of users now generate 48% of total playing income, an increasingly visible trend in emerging and row markets. By reflecting this, the 99th centile of the price victory of advertisements on iOS in the United States increased by 137% in 2024, indicating fierce competition from advertisers.
In the middle of the increase in acquisition costs, advertisers change strategies, prioritize the wider cohorts of profitable users and growth regions such as Poland, Hong Kong and South Africa, where user value exceeds the cost per payer.
The best advertisers are based on global and complete strategies
The report highlights the separate approach to the 5 best advertisers of mobile games, who surpass peers thanks to aggressive diversification. These leaders spend 20% more outside the United States, favor creatives of interactive and playable advertising (5x higher use) and allocate 19% of their budget to campaigns motivated by Roas. Their re -engagement efforts, focused on the opening of applications, are three times more robust than the average of the industry.
Ahead
The mobile game sector should see a continuous innovation in monetization. Hybrid models, personalized offers and live events will be crucial to deepen the commitment and value of life. While competition for premium users degenerates, application marketing specialists are invited to look beyond mature markets and to invest in strategies that unlock value in all user cohorts, including unpaid actors through selective advertising monetization.
