Data is based on trillions of ad impressions, tens of billions of clicks, billions of installs, and user spending. This report covers the overall mobile market, but I will only cover figures relevant to the gaming sector.
General Trends
Singular reports that user spending on mobile marketing grew by 40.3% YoY.
Growing segments are entertainment, finance, travel, and education apps. Marketing spend is declining in shopping, health, fitness, and games.
In Q1’25, marketing spend for games dropped by approximately 15% YoY.
According to Singular, 89.5% of all game installs are on Android devices. However, iOS devices account for 89.6% of total revenue.
Game-Specific Figures
Puzzle, simulation, and action games are the leaders in downloads on Android, accounting for 76% of all installs.
Top growth by downloads genres: match games (+171% YoY); puzzles (+150% YoY); action (+140% YoY); sports (+135% YoY); kids’ games (+132% YoY).
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Simulation, puzzle, and sports games are the leaders in downloads on iOS, making up 63% of all downloads.
Fastest-growing genres by iOS downloads in Q1’25: action (+218% YoY), educational (+210% YoY), card/board (+177% YoY), simulation (+154% YoY), gambling (+136% YoY).
Games have one of the highest ATT opt-in rates on iOS at 26.5%.
On Android, the highest CPI is in the US ($3.25), China ($2.3), and Japan ($2.05). China has the lowest CTR, while Tier-3 markets have the highest.
The US has by far the highest CPM. The average IPM by country is 3–5 installs, with China showing a significant statistical drop (IPM much lower).
On iOS, RPG is the most expensive genre (CPI – $36.5), followed by casino ($16.69).
❗️Since Singular uses SKAN data for this report, there is no regional breakdown.
CTR on iOS grew by 250% in Q1’25. CPM increased slightly by 2%, but is 27% lower than the previous quarter. IPM dropped by 4% YoY.
Google, Meta, AppLovin, Apple Ads, and TikTok are the five most popular ad networks for games.
