APAC leads mobile gaming growth despite session decline

Adjust has published its annual Gaming App Insights 2025 report, illustrating the Asia-Pacific region's pivotal role in driving global growth within the mobile gaming sector.

The report indicates that mobile game installations in APAC increased by 4% year-on-year in 2024, despite a 3% decrease in sessions, suggesting potential areas for marketers to enhance retention strategies and boost prolonged player engagement.

April Tayson, Regional Vice President for INSEAU at Adjust, commented, "Despite market shifts, mobile gaming in APAC remains on a strong growth trajectory. As mobile-first adoption accelerates, its developers and marketers focusing on long-term player engagement — rather than short-term gains — will be best positioned to thrive. Leveraging the power of AI-driven personalization and hybrid monetization, to name a few, will be key in building sustainable success in this dynamic industry."

Globally, the report presents a varied growth landscape. While the Latin America (+8% installs, +7% sessions) and Middle East & North Africa (+10% installs, +5% sessions) regions displayed robust momentum, North America experienced declines of 11% in installs and 14% in sessions, and Europe saw a 1% dip in installs and 6% fewer sessions, highlighting a need for strategic modifications.

In 2024, Adjust's data reveals that hyper-casual games constituted 27% of global installs but only managed 11% of sessions, reflecting high turnover rates. However, action games, which made up only 10% of installs, delivered 21% of sessions and recorded the longest playtime per session at 45.15 minutes, signifying strong player retention. Strategy applications led the way in yearly installation growth with an 83% increase, while casino and arcade apps saw significant session growths of 32% and 23%, respectively, indicating high levels of player engagement.

Within APAC, the Philippines and Indonesia spearheaded the regional increase in gaming app installations and sessions. The Philippines achieved a 4% rise in installations and a 9% increase in sessions, whereas Indonesia attained 21% growth in installations and a 6% rise in sessions. Contrasting outcomes were observed in other markets; India observed a 2% increase in installs but a 1% decline in sessions, while Vietnam encountered a slight install growth of 0.3% but a significant 18% decrease in sessions.

On the aspect of session lengths, APAC witnessed a modest rise, with users averaging 34.84 minutes per session in 2024, up from 34.32 minutes in 2023, and surpassing the global average of 30.75 minutes per session. Indonesia had the longest average session duration at 44.31 minutes, followed by the Philippines at 43.4 minutes, and Singapore at 39.14 minutes. Thailand and South Korea also recorded session lengths exceeding 35 minutes.

Additionally, the Gaming App Tracking Transparency (ATT) opt-in rates saw a slight global increase in the first quarter of 2025, climbing to 40% from 38% in the corresponding period of 2024. Notable contributors to this rise include India, Indonesia, Malaysia, the Philippines, Singapore, and Thailand, all of which saw varying degrees of increase in opt-in percentages.

Globally, arcade games recorded the most significant opt-in growth, with rates jumping from 42.4% to 59.3%. Opt-ins also rose for sports, casino, and action games, while hyper-casual games experienced a minor opt-in reduction. Key trends identified by Adjust in the global mobile gaming industry for 2025 include the enhancement of player engagement through AI-driven personalization and the growth of hybrid monetization, as developers increasingly combine in-app purchases with advertising, subscriptions, and battle passes to diversify revenue streams.

April Tayson further noted, "With APAC's sustained momentum, marketers need to stay agile in adapting to evolving player behaviors. Success will depend on embracing diverse monetization models, optimizing user acquisition across new channels, and continuously refining engagement strategies to keep players invested in the long run."