Adjust has released its annual report on Türkiye’s app market. It covers three verticals: games, finance, and e-commerce, plus a separate chapter on AI apps.
As usual, I’ll focus on games, but I’ll also cover the other segments shortly.
Adjust’s data covers the top 5,000 apps from January 2024 to July 2026. MENAT stands for the Middle East, North Africa, and Türkiye. Adjust counts by genre separately: for example, a puzzle game can be either a hypercasual or a mid-core project.
Market
87.7 million people live in Türkiye. 81.9 million have a mobile connection (93.3%), and 77.5 million use the internet regularly (88.3%). The country's median age is 33.5.
Turkish developers earned $2.76 billion from mobile games worldwide in 2025. In 2020, the figure was $504 million. Over that period, Turkish companies’ share of the global mobile games market grew from 1% to 5%.
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Domestically, however, players spent only $347 million on mobile games. Türkiye’s local market is relatively small.
Dream Games earned $1.7 billion in 2025. Royal Match and Royal Kingdom have generated more than $5.2 billion combined since launch.
❗️Adjust cites the revenue figures from AppMagic. I covered Turkish developers extensively in my recap of the AppMagic & Gamigion report.
Games
The number of mobile gaming sessions in Türkiye grew 6% YoY in H1’26. That matches the global rate, while MENAT grew 14%.
❗️In last year’s report, Adjust reported +12% in sessions and +4% in installs for Türkiye in H1’25. Globally, sessions grew 2%, and MENAT grew 9%.
January and March are the peak months in Türkiye. In January 2026, installs were 19% above the H1’26 average, and sessions 11% above. March was +11% on both metrics. A year earlier, January installs were 40% above the annual average, and sessions 17% above.
Among genres, card battlers (+47% YoY), Trivia (+34%), and Idle RPG (+29%) grew fastest in installs in H1’26.
❗️It looks like Adjust only shows growing segments in its tables. For example, hybrid casual and hypercasual games are missing from the installs-by-genre table.
In sessions, Merge 2 and Trivia lead (+101% YoY each), followed by casino (+35%).
Casual game installs grew 49% YoY, and sessions 76%. Mid-core growth was more modest: +5% in installs and +3% in sessions. Session growth was 13% for hybrid casual games and 1% for hypercasual.
By share of installs in the country, simulation (19%), puzzle (17%), and arcade (15%) lead.
Action accounts for 33% of all gaming sessions in Türkiye, with just 10% of installs. Sports games have 7% of installs and 15% of sessions.
By segment, the gap is even wider. Mid-core games have 12% of installs and 51% of sessions. Hypercasual projects are the opposite: 53% of installs and 18% of sessions.
The average gaming session length in Türkiye has grown for the third period in a row. In H1’26, it was 33.69 minutes, up from 32.61 in 2025 and 31.11 in 2024. MENAT averaged 32.43 minutes in H1’26, while the global average was 30.52.
D1 Retention for games in Türkiye in H1’26 was 20%, D7 6%, D14 3%, and D30 1%. Global figures are higher: 27% on D1, 13% on D7, and 5% on D30. MENAT D1 Retention was 21%.
❗️A year earlier, in H1’25, Türkiye had 19% D1 and 5% D7 Retention, versus 26% and 12% globally. These are market averages. Top games get D1 Retention above 50%, so you shouldn’t benchmark against averages.
MMORPGs have the longest sessions in Türkiye: 96.81 minutes in H1’26 (88.43 minutes in 2025). Action (47.44 minutes) and strategy (41.87 minutes) follow.
By segment, mid-core games have the longest sessions at 43.32 minutes (41.59 in 2025). Casual projects saw the biggest increase: from 23.18 to 26.24 minutes.
RPG D1 Retention rose from 16% in 2025 to 19% in H1’26. Card battlers, platformers, and Trivia are at 21% (20% a year earlier).
Other Verticals
According to Sensor Tower data cited by Adjust, generative AI app downloads in Türkiye grew 149% YoY in 2025, to 82.9 million. Time spent grew 375% (to 926 million hours), and revenue rose from $15 million to $50.2 million. ChatGPT leads in downloads.
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Game studios run on contractors — artists, composers, QA testers, translators — often spread across a dozen countries. That’s a lot of contracts, tax rules, and IP clauses to track. Mellow handles all of it: compliant contracts, automated payments, and IP protection built in, for contractors in 150+ countries.
Codeway and HubX stand out among Turkish AI app developers. Codeway has more than 60 AI apps and 600+ million downloads. In August 2026, HubX raised up to $75 million from Point72 Private Investments and became Türkiye’s eighth unicorn.
Finance apps in Türkiye are growing slower than the market: +2% in sessions in H1’26 vs. 12% in MENAT and 29% globally. Stock trading apps grew fastest: +41% in installs and +43% in sessions.
Finance, though, is the only vertical in the report that beats both MENAT and the global benchmark on daily retention. D1 Retention is 14% (13% in MENAT, 12% globally), and D30 is 4% (2% globally).
E-commerce app sessions in Türkiye grew 4% YoY in H1’26, versus 0.3% globally. The country’s e-commerce market itself grew 52.2% YoY in 2025, to $115.43 billion.