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The report shows that developers are increasingly prioritising player retention and long-term engagement instead of focusing solely on acquiring new users. Across gaming apps, day-one retention reached 27% in 2025, indicating that more players continue using a game after their first day. At the same time, the paid-to-organic install ratio rose 61%, climbing from 2.07 to 3.33, meaning paid marketing is contributing a larger share of installs compared with organic discovery.
Overall engagement remained relatively stable. Global gaming app sessions increased 1% year-over-year, reflecting modest growth as studios work to keep existing players active. Publishers are also becoming more selective with marketing channels: the average number of acquisition partners per app fell from six to 5.3, suggesting developers are narrowing their focus to more effective advertising platforms.
Regional trends varied. The Middle East and North Africa (MENA) saw 2% install growth and a 7% rise in sessions, making it one of the strongest regions. In contrast, Europe and Latin America recorded declines in installs of 7% and 9%, though session activity still grew slightly. Asia-Pacific and North America experienced small declines in both installs and sessions.
Genre trends also shifted. Strategy games saw the fastest growth in engagement, with sessions rising 57% year-over-year. Meanwhile, hypercasual games continued to dominate downloads, accounting for 29% of installs, though they generated only 15% of total sessions. Other genres showed stronger engagement, with puzzle games making up 13% of sessions and action games accounting for 17%, despite fewer installs.
Overall, the report highlights a clear industry shift toward improving retention and deeper player engagement rather than relying purely on rapid download growth.
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Interesting information.
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