More than 95,000 mobile games were downloaded every minute in 2025, according to Sensor Tower’s State of Gaming 2026 report. Mobile gaming continued to dominate the industry, accounting for 50 billion of the 52 billion total game downloads across mobile, PC, and console. While overall installs declined 7% year-on-year, in-app purchase revenue proved resilient, reaching $82 billion, up 1.4% from 2024. On average, each download generated $1.62 in IAP revenue, highlighting the importance of monetisation over sheer download numbers.
Google Play Drives Installs, App Store Leads in Revenue
The report showed that Google Play generated 81% of all mobile game downloads, while the App Store accounted for 15%. Free-to-play games continued to dominate distribution, representing 96% of total downloads and nearly 99% on Google Play. Despite lower install numbers, the App Store captured a larger share of revenue and attracted higher-value users, particularly in the United States. This demonstrates the platform’s continued relevance for developers focused on monetisation and high-spending audiences.
Retention and Engagement Are the Key Focus
As install growth slows, developers are increasingly prioritising retention and engagement. Sensor Tower’s report indicates that live operations, timed events, and IP collaborations drove in-app purchase growth in 2025. This shift is reflected in advertising strategies as well, with platforms like YouTube receiving a greater share of mobile ad budgets as publishers target more valuable users instead of simply chasing install numbers.
Strategy Games Stand Out in Mobile Performance
Within mobile genres, strategy games were the only category to see growth in revenue, downloads, and time spent. Titles such as Last War: Survival and Whiteout Survival led the revenue charts, indicating that players are willing to spend more time and money in games that offer deeper engagement. This trend aligns with the overall market shift toward retention-focused strategies and monetisation through in-game events and IP integration.
The Role of IP and Cross-Platform Titles
Intellectual property remained a major driver of revenue in 2025. Monopoly Go! helped the Monopoly franchise achieve the highest in-app purchase revenue among mobile titles, while Roblox maintained its strong cross-platform presence, with most of its player base coming from mobile. These cases demonstrate how established IP and cross-platform strategies can sustain player engagement and monetisation even as the mobile market matures.
Comparing Mobile, PC, and Console Growth
Mobile continues to offer low-friction user acquisition due to widespread smartphone adoption and free-to-play access. In contrast, PC and console growth is limited by hardware costs and premium pricing models. Sensor Tower CEO and co-founder Oliver Yeh noted that PC and console ecosystems benefited from a combination of viral indie hits, double-A experiences, and reliable triple-A releases. Battlefield 6 was the top-selling title of 2025, while anticipation for Grand Theft Auto VI is expected to drive further growth into 2026. Yeh also emphasized that mobile is entering a mature stage, where sustainable success depends on retention, monetisation innovation, and IP partnerships rather than rapid scaling of downloads.
Looking Ahead for Mobile Gaming
The findings from Sensor Tower’s report highlight a transitional year for mobile gaming. While the pace of new installs is slowing, the sector remains highly profitable, with $82 billion generated in in-app purchases and sustained engagement from live operations and IP collaborations. Developers focusing on retention and monetisation are likely to see continued success as mobile gaming enters a more mature phase in 2026.
Source: PocketGamer
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Frequently Asked Questions (FAQs)
How many mobile games were downloaded in 2025?
Sensor Tower reports that more than 95,000 mobile games were downloaded every minute, totaling 50 billion mobile downloads for the year.
Which platforms led mobile game downloads?
Google Play accounted for 81% of mobile downloads, while the App Store contributed 15%. Free-to-play titles dominated both platforms.
Did in-app purchases grow in 2025?
Yes, in-app purchase revenue increased 1.4% year-on-year, reaching $82 billion, despite a decline in overall installs.
Which mobile game genres performed best?
Strategy games were the only mobile genre to see growth across revenue, downloads, and time spent, with Last War: Survival and Whiteout Survival leading in revenue.
How are mobile advertising strategies changing?
Publishers are shifting ad budgets toward platforms like YouTube to reach high-value users, prioritising retention and monetisation over raw download numbers.
How does mobile compare to PC and console gaming?
Mobile remains the easiest platform for audience growth due to free-to-play models and smartphone penetration, while PC and console growth is limited by hardware and premium pricing.
What role does IP play in mobile revenue?
IP-driven titles like Monopoly Go! and Roblox demonstrated that established brands and cross-platform strategies can sustain engagement and revenue growth.
