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Mobile game enthusiasts spent $82 billion on in-app purchases, while the time spent in games increased by 12% compared to the previous year.
SAN FRANCISCO, March 11, 2025 — , a leading source of data regarding the digital economy, has published its annual . The report indicates a resurgence in mobile gaming during 2024. Worldwide revenue from in-app purchases (IAP) reached $82 billion, reflecting a 4% increase year-over-year (YoY). Player engagement witnessed a significant rise, with 3.5 trillion hours dedicated to mobile games, representing an 8% YoY growth. Overall gaming sessions also experienced a 12% increase.
While new app downloads saw a slight decrease to 49 billion (-7% YoY), the report emphasizes a growing focus on retaining existing players. Developers prioritized engagement and monetization of their current user base rather than solely focusing on acquiring new downloads. Games that utilized a hybrid monetization model, generating income from both in-app purchases and advertising, experienced a 37% YoY growth in IAP revenue.
The U.S. continues to be the largest market for mobile gaming in terms of consumer spending, generating nearly $24 billion in IAP revenue (+8%). China (iOS only) and Japan hold the positions of the second and third largest markets, respectively. However, Japan experienced a 6% decline in IAP revenue compared to 2023. Strategy and RPG genres remained the top performers globally within the gaming category, although Casual games led in revenue generation in the US and other Western markets.
Advertising strategies also underwent substantial changes in 2024. TikTok emerged as the primary platform for discovering mobile games, witnessing a 67% YoY increase in mobile game ad impressions. Applovin also saw an enormous 397% increase in mobile game ad placements. Game developers increasingly focused on treating games as ongoing services, regularly providing fresh content to improve user retention and increase engagement. This strategy proved successful, with games employing Live Ops models accounting for 84% of IAP revenue in 2024.
“The mobile gaming landscape has matured, with developers now prioritizing retention, engagement, and monetization,” stated Oliver Yeh, CEO & Cofounder of Sensor Tower. “As user acquisition costs continue to rise, studios are adopting strategies like Live Ops and hybrid monetization to maximize long-term profitability.”
Other Key Findings:
- New Billion-Dollar Games: Last War: Survival, Brawl Stars, and MONOPOLY GO! each exceeded $1 billion in consumer spending during 2024.
- The Rise of Hybrid Monetization: Hybridcasual games saw a 37% increase in IAP revenue as developers combine ads and in-app purchases to boost earnings.
- Growth in Shooter & Simulation Genres: Time spent playing Shooter and Simulation games increased, while Casual puzzle games, such as Royal Match, dominated IAP revenue in Western markets.
- Significant Growth in Latin America and the Middle East: While Asia experienced a 3% decline in IAP revenue, Latin America (+13%) and the Middle East (+18%) became rapidly expanding gaming markets. Brazil has further established itself as an important testing ground for global publishers.
Despite the increasing popularity of social networking and video applications, mobile gaming demonstrated its strength in 2024, with both engagement and revenue continuing to grow. With developers refining monetization strategies and expanding into new markets, the industry is set for another year of innovation and growth.
For a detailed analysis of category-level and regional gaming trends, refer to the complete State of Gaming Report 2025 .
About Sensor Tower
Sensor Tower is a leading source of insights on mobile apps, digital advertising, retail media, and audiences for major brands and app publishers worldwide. With a mission to provide data on the global digital economy, Sensor Tower’s award-winning platform offers unparalleled insights into the mobile app and digital ecosystem, enabling organizations to stay ahead of market changes and make well-informed strategic decisions.
Established in 2013, Sensor Tower’s mobile app insights have helped marketers, app developers, and game developers gain clarity on the mobile app ecosystem through data on usage, engagement, and paid acquisition strategies. Today, Sensor Tower’s digital market insights platform has expanded to include Audience, Retail Media, and Digital Advertising Insights (formerly Pathmatics), helping brands and advertisers understand their competitor’s advertising strategies and audiences across web, social, and mobile.
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SOURCE Sensor Tower