Mariusz Gasiewski on the shift in mobile game monetisation strategy
Mobile games still hold the largest market share, according to data from leading analysts. Of the $187bn in revenue generated in 2024 from all types of games, mobile games have a 49% or $92bn market share, according to Newzoo. The mobile gaming market is valued at $135bn this year and is projected to reach $229.5bn by 2030 with a CAGR of 11%. Asia Pacific leads the way with a revenue share of 54% and a CAGR of 12%. These figures reflect the balance of scale and momentum of the overall market.
Not only are deep smartphone penetration and improving network speeds contributing to this growth, but also the diversification of monetisation methods. , Head of Mobile Games and Apps for Central and Eastern Europe at Google, drew attention to the changing behaviour of players in emerging markets, predicting a strategic shift in the mobile games industry.
Growth through quality rather than quantity
‘In the coming years, the mobile gaming market, and indeed the broader gaming industry, is projected to see growth primarily driven by an increase in the average value per gamer, rather than simply an expansion in the number of players. This shift has a significant influence on monetisation strategies,’ Gasiewski comments on the industry’s development.
In-app purchases currently account for 61 per cent of the global mobile gaming market revenue. At the same time, advertising revenue is growing at 15% year-over-year due to changes in privacy regulations in various jurisdictions.
Competition is being fuelled by the increased presence of established game publishers, which are exploring new partnership routes. For example, Bango’s partnership with Microsoft is expanding access to Xbox cloud gaming subscriptions across Europe, increasing average daily revenue per user and lengthening gaming sessions. To stay competitive, new studios are adopting AI-powered development, which shortens the release cycle, as reported by Mordor Analytics.
Regional variations in the mobile gaming market
According to SensorTower, the top five largest mobile gaming markets by IAP revenue in 2024 are the US ($52bn), China ($25 bn), Japan ($16 bn), South Korea ($6 bn), and Germany ($5 bn). ‘However, Newzoo data from February 2025 indicates that certain regions will still experience incremental growth in the number of mobile gamers. These areas, particularly emerging markets in Africa, Asia, and Latin America, present distinct monetisation opportunities and challenges,’ Gasiewski continues.
Advertising as a monetisation method is crucial in emerging markets. Populations with lower average disposable incomes prefer free-to-play games. Their proliferation is exactly what advertisements, especially videos with rewards and support, aim to achieve.
In contrast, Gasiewski states, ‘in Tier 1 countries and Western markets, monetisation largely relies on in-app purchases (IAPs) and subscriptions. 바카라ers in these regions are generally more accustomed to and willing to spend on premium content, consumable items, and ongoing benefits within games.’ This trend is showing steady growth.
Trends that require strategy adjustments
Analysing the mobile games market, the SensorTower team identified five key trends for the near future:
The release of mobile games on PCs and consoles;
- Adapting to changes in privacy;
- innovative marketing;
- hybrid monetisation;
- hybrid casual games.
The release of new mobile game formats and improved user engagement strategies are helping to expand and retain audiences. The dynamics of political and regulatory environments in different regions necessitate that game developers be flexible. Sources of monetisation beyond advertising are needed to stabilise their revenues.
‘Therefore, these evolving trends necessitate a careful adjustment of monetisation strategies in mobile games. Developers and publishers must tailor their approaches, focusing on IAPs and subscriptions with strong retention strategies in mature markets, while emphasising ad-based models and potentially hybrid approaches that blend ads with affordable IAPs in regions with a growing number of new players. Understanding the unique economic and cultural landscapes of each market will be crucial for maximising revenue,’ concludes Gasiewski.
This article was first published in Russian on 25 June 2025.
