User Acquisition News August 2025

Latest Mobile Games News

Power Ranger Skins Launch in Fortnite, Minecraft Update, and Pokemon TCG Pocket Art Controversy

Fortnite has launched a new opportunity for players to acquire exclusive Pink and Red Power Ranger skins before their official appearance in the Item Shop. According to Game Rant, players can participate in special in-game Cups to unlock these highly anticipated skins, expanding the ongoing trend of collaboration events within the game. This follows closely on the heels of the recent Deadmau5 skin release, showing Fortnite’s continued focus on pop culture crossovers.

Minecraft also rolled out a new snapshot update for August 2025, introducing fresh features and quality-of-life improvements for mobile and other platforms. Details from Game Rant highlight that the update is part of Mojang’s ongoing efforts to keep the mobile version on par with other editions. The Hypixel Minecraft server, a popular multiplayer hub, continues to see record engagement with an estimated $1.1 billion worth of accounts playing over the past 13 years, as noted by GamesRadar+.

In the mobile trading card game space, The Pokemon Company addressed a plagiarism controversy involving TCG Pocket’s Ho-Oh card art. On August 1, GamesRadar+ reported that the company apologized to fans, removed the disputed artwork, and asked the community not to blame the original artist. A placeholder image has replaced the card, with new art to be announced soon.

Meanwhile, Pokemon GO’s Cozy Companions event is live, offering new research tasks and rewards, reinforcing the game’s popular seasonal event cycle. Guides on Game Rant detail the steps and bonuses available to players during the limited-time event.

Other trending stories include an Umamusume Pretty Derby player purchasing a real racehorse inspired by the mobile game’s characters, and ongoing discussions in the industry about the sustainability of live-service models for mobile titles.

Sources:

Game Rant Mobile Gaming News

GamesRadar+ Mobile Gaming News

Fortnite Adds Power Rangers, Deadmau5 Collaboration
Fortnite has launched new events allowing players to unlock Pink and Red Power Ranger skins before their official Item Shop debut. Additionally, a Deadmau5 skin is available through a limited-time collaboration event, expanding the game’s roster of pop culture crossovers. Source: GameRant, Source: GameRant

Pokémon GO: Cozy Companions Event Live
Pokémon GO’s “Cozy Companions” event is currently underway, featuring exclusive research tasks and rewards for participating trainers. The event introduces themed encounters and temporary bonuses, continuing the game’s steady stream of seasonal updates. Source: GameRant

Minecraft Mobile Snapshot Update Released
A new snapshot update for Minecraft mobile rolled out in August 2025, bringing gameplay refinements and additional content as part of Mojang’s ongoing update schedule. Full patch notes highlight bug fixes and small feature tweaks to improve player experience. Source: GameRant

Pokémon TCG Pocket Removes Plagiarized Card Art
The Pokémon Company issued an apology to players after removing a plagiarized Ho-Oh card illustration from the TCG Pocket mobile game. The company urged fans not to blame the commissioned artist and promised replacement art in an upcoming patch. Source: GamesRadar+

Umamusume Inspires Real-World Horse Purchase
A passionate player of the mobile game Umamusume: Pretty Derby bought a real racehorse, Jax Belle, inspired by their in-game experiences. The owner cited specific parallels with the game’s characters and has reported that the horse is healthy and performing well. Source: GamesRadar+

Summary of Recent Trends

Ongoing collaborations between mobile games and pop culture franchises (Fortnite).
Frequent content updates and special events keep major titles like Pokémon GO and Minecraft at the top of the mobile charts.
Community-driven stories, such as Umamusume’s impact on real-world horse racing, highlight the deep engagement of mobile game audiences.
Developers are responsive to community concerns, as demonstrated by Pokémon TCG Pocket’s swift action regarding art plagiarism.

For more details and guides on the latest mobile releases, visit:

The mobile games industry is witnessing significant shifts this week, with major company moves, new game launches, and emerging trends. One of the most notable stories is the aftermath of Duolingo’s acquisition of staff from Beatstar maker NextBeat, leaving just six staff at the company and putting its fundraising and expansion plans on hold, according to departing boss Simon Hade (source: MobileGamer.biz).

Among new releases, the cult favorite “Umamusume: Pretty Derby” is surging up the charts, particularly in Western markets. Appmagic reports that Western players spent even more on the game in July than its established fanbase in Japan, highlighting the global appeal of niche mobile titles.

Industry activity is also heating up in the competitive “tile match” genre. Israeli developer Moon Active, known for “Coin Master,” is preparing to take on rivals like Monopoly Go and Hole.io with three new soft launches targeting this popular puzzle segment.

Financially, recent data from MobileGamer.biz highlights strong numbers for heavyweights like Clash Royale, Homescapes, and Pokémon Go, alongside financial updates from companies including Playtika, AppLovin, and SEGA. These figures reinforce the ongoing strength and profitability of the mobile sector amid broader industry turbulence.

On the recruitment front, several key companies—including Scopely, Playstudios, Mattel, Bit Odd, and Krafton—have announced job moves and expansions, signaling continued investment and competition for top talent.

Other news includes a new wave of indie titles and experimental formats, such as a fully “playable QR code” game and new entries in the football manager genre, further diversifying the mobile gaming landscape.

As established publishers and indie studios alike push boundaries, the global mobile gaming market remains dynamic, with emerging genres, robust spending, and industry consolidation shaping the future of play.

Sources:

Mobilegamer.biz (https://mobilegamer.biz/)
GameRant (https://gamerant.com/gaming/)
NewsNow Gaming (https://www.newsnow.com/us/Entertainment/Gaming)

Playable Ads News

Playable Ads Identified as Key Growth Engine for 2025

In the latest developments from the playable advertising sector, Playable Factory’s recent publication (August 6, 2025) emphasizes the growing significance of playable ads as the primary growth engine in digital advertising for 2025. The company highlights a surge in adoption among major brands across diverse industries, including gaming, fintech, and FMCG, citing higher engagement rates and improved return on ad spend (ROAS) when compared to traditional ad formats.

Playable Factory reports that brands are moving away from static and “set-and-forget” creatives, instead prioritizing data-driven, interactive ad units. Their blog post details how A/B testing and iterative creative strategies are becoming standard practice, allowing advertisers to optimize user engagement and performance metrics in real time.

Case studies from the company showcase partnerships with leading names such as Zynga, Unilever, GetirFinans, and McDonald’s. These brands have leveraged custom playable ad experiences to boost conversions, increase user interaction, and drive measurable business results. For example, GetirFinans transformed complex fintech messaging into gamified playables, resulting in higher user retention and campaign effectiveness.

The company also introduced updates to its Gearbox platform, offering self-service tools for creating, editing, and analyzing playable ads. This platform aims to speed up production cycles and make advanced interactive ads accessible to a wider range of marketers.

Industry voices featured on the Playable Factory site reinforce the trend, with marketing leaders noting that customizable, technically supported playables are outperforming other ad types in key metrics like click-through rate, time spent, and post-engagement actions.

For advertisers, the message is clear: interactive, data-optimized playable ads are leading the way in digital ad innovation, setting new standards for audience engagement and campaign performance.

Sources:

Playable Factory Playable Advertisement Hub

Playable Factory Blog – “Why Playable Ads Are the Growth Engine of 2025” (August 6, 2025)

Playable Ads Are Emerging as the Growth Engine for 2025, Industry Leaders Say

Playable ads are experiencing a significant surge in popularity and effectiveness, with recent news from Playable Factory highlighting their pivotal role in digital marketing growth strategies for 2025. According to a blog post published on August 6, 2025, by İlhan Bintez, Business Development Manager at Playable Factory, brands are increasingly investing in interactive ad formats, citing higher engagement rates, improved return on ad spend (ROAS), and greater user retention as key drivers.

Recent innovations in playable ad technology allow brands to rapidly create, iterate, and test interactive ad experiences using platforms like Gearbox by Playable Factory. These tools empower marketers to use real-time data and A/B testing, shifting away from traditional “set-and-forget” ad creative models. Brands are using detailed analytics to optimize every aspect of their playable campaigns, focusing on measurable results.

Case studies from Playable Factory in 2025 reveal the widespread adoption of playables beyond gaming, with sectors such as fintech and airlines leveraging gamified advertising to drive both engagement and direct sales. For example, GetirFinans used customized playable ads to gamify fintech messaging, while a recent collaboration with a major airline demonstrated how interactive ads can boost ticket sales.

Major global brands, including Unilever, McDonald’s, and Zynga, have also partnered with Playable Factory to develop bespoke playable ad experiences tailored to their audiences. Customer testimonials highlight the flexibility, customization, and technical support provided by Playable Factory as standout factors in campaign success.

Industry experts predict continued growth in the use of playable ads as brands strive to capture user attention in crowded digital environments. The first three seconds of a playable ad are now considered critical for user engagement, prompting creative teams to focus on instant hooks and seamless interactivity.

As the digital advertising landscape evolves, playable ads are set to remain at the forefront of innovation, driving both brand performance and consumer engagement well into 2025 and beyond.

Sources:

Game Design News

Game Design News: Key Developments in the Last 24 Hours

Several significant stories have emerged in the game design industry in the past day, highlighting new studio launches, evolving industry attitudes toward AI, and major publisher deals.

New Studios and Publisher Moves

A team of former lead developers from “Cities: Skylines” and “Life is Strange” has established a new Dublin-based studio, Day Off Interactive. The studio will focus on strategy and simulation games and operate entirely remotely, embracing a four-day workweek model (GamesIndustry.biz, GameDeveloper.com).
Lyrical Media has launched Lyrical Games, a new indie publisher led by industry veterans from Private Division. The publisher already has three games in production, signaling a push for more ambitious indie projects (GamesIndustry.biz, GameDeveloper.com).

Industry Trends and Insights

A Devcom speaker survey released today highlights mixed attitudes toward the use of artificial intelligence in game development. The survey reveals both excitement and concern among developers, with new AI-focused events announced for the upcoming Cologne conference (GamesIndustry.biz).
The celebrity-driven Global Gaming League has signed six major AAA publishers, including Activision Blizzard, Bandai Namco, and Capcom. This move is expected to increase the league’s profile and bring new large-scale esports events to a wider audience (GamesIndustry.biz).

Labor and Workplace News

Raven Software’s QA union secured a contract after three years of negotiations, marking a milestone for unionization and collective bargaining in the industry (GameDeveloper.com, GamesIndustry.biz).

Other Notable Developments

Nintendo has raised the price of Switch hardware and accessories in the US by up to 15% following recent market changes (GameDeveloper.com, GamesIndustry.biz).
IGN has laid off 12% of its union staff, shortly after parent company Ziff Davis completed several acquisitions (GameDeveloper.com).

These stories reflect ongoing innovation, restructuring, and debate within game design and development, setting the stage for further announcements at upcoming industry events.

Sources:

GamesIndustry.biz News

GameDeveloper.com Latest News

Mortal Kombat 1 Becomes Generation’s Top-Selling Fighting Game Despite End of Support

Mortal Kombat 1 has officially become the best-selling fighting game of this generation, according to new data released today. Despite the developers ending official support for the title after just 20 months, NetherRealm Studios announced that commitment to balancing and refining the game continues. Series creator Ed Boon took to social media to solicit fan feedback on future balancing, keeping the community engaged and hinting at potential updates. Source: Game Rant, August 11, 2025

Survival Design: Subnautica 2’s Lead Designer Discusses Primal Instincts

The designer behind Subnautica 2 revealed that the survival game’s design is intentionally focused on triggering primal instincts, such as shelter and food gathering. In a statement published today, the developer explained that the drive to “smash blocks of wood into weapons” and collect resources taps into players’ deep evolutionary psychology, which explains the genre’s persistent popularity and design direction. Source: PC Gamer, August 11, 2025

Endless Legend 2 Demo Launches, Offers Early Access to New Faction Design

Amplitude Studios released a time-limited demo for Endless Legend 2, allowing players to experience a new Kin faction and experiment with its unique mechanics ahead of the game’s early access launch. The demo will be available for one week, emphasizing player feedback and data collection to inform final design tweaks before release. Source: PC Gamer, August 11, 2025

Guntouchables Hits Two Million Players in 24 Hours Through Free Promotion

Co-op roguelike Guntouchables surpassed two million downloads during a 24-hour free promotion on Steam. While the milestone signals successful outreach, concerns linger about the game’s long-term sustainability and impact on revenue from future sales. Source: Game Rant, August 11, 2025

BioShock 4 Development Prioritizes Quality Over Speed, Says Take-Two

Take-Two Interactive’s leadership commented on the lengthy development cycle for BioShock 4, stating that the company is focused on delivering “the best entertainment, not necessarily the most entertainment.” The remarks highlight a trend in AAA game design toward longer production timelines in favor of quality and innovation. Source: PC Gamer, August 11, 2025

Summary

Game design news in the last 24 hours reflects a focus on player psychology in survival mechanics, ongoing balancing in top-selling fighting games, early access-driven design iteration, and the industry’s pivot toward quality in major franchise development.

Supercell has established a new AI Innovation Lab, hiring Jessica Jung, formerly of Niantic, to lead the team. Jung, who previously managed the Peridot project at Niantic and nearly launched her own AI company, joins Supercell to accelerate the integration of artificial intelligence into mobile game development and design. This move signals increased industry investment in AI-powered gameplay and personalization.

In a major acquisition, Duolingo has purchased the music game studio NextBeat, the developer behind Beatstar and Country Star. Only six staff remain at NextBeat after Duolingo’s acquisition, and the studio’s expansion plans are now on hold. Duolingo aims to leverage NextBeat’s expertise to enhance its music education offerings, blending game mechanics with language and music learning.

Moon Active, known for Coin Master, is preparing to enter the competitive tile-match genre. The company is soft-launching three new games targeting hits like Monopoly Go and Hole.io, potentially signaling a new wave of innovation and competition in casual mobile puzzle design.

Umamusume: Pretty Derby, a cult horse-racing and “horse girl” simulation from Japan, is seeing a surge in Western spending, with July revenue from Western players exceeding that of its core Japanese audience. This demonstrates a growing international appetite for anime-style mobile games and niche simulation genres.

Casual gaming giant NCSoft has launched a new AI-driven division focused on casual mobile games, further emphasizing the industry’s shift toward machine learning, content personalization, and scalable game design.

On the business side, Take-Two Interactive’s mobile segment (including Zynga) continues to outperform expectations, with mobile games accounting for more than half of the company’s revenue. CEO Strauss Zelnick publicly questioned the fairness of the 30% revenue cut by Apple and Google app stores, a debate that remains central to mobile game profitability.

Recent global releases include the playable QR-code game “Honor of Kings,” new football manager titles, and several high-profile indie launches, illustrating the diversity and rapid pace of mobile game innovation.

Sources:

AI in mobile gaming

AI Drives Major Innovations and Personalization in Mobile Gaming Industry

Artificial Intelligence is rapidly transforming the global mobile gaming sector, with the latest developments highlighted in India and at ChinaJoy 2025, China’s largest annual video gaming trade show.

In India, the mobile gaming industry is experiencing explosive growth, valued at $3.02 billion in 2024 and projected to reach $11 billion by 2033, according to ETCIO (August 2, 2025). AI is at the center of this expansion, fundamentally reshaping both player experiences and game development processes.

AI now enables real-time analysis of player behavior, allowing games to dynamically adjust environments, challenges, and rewards to individual skill levels and preferences. This personalization increases player retention and engagement, which are critical metrics in the competitive mobile games market. AI-driven matchmaking further ensures fair multiplayer experiences, while adaptive soundtracks and visual effects boost immersion.

For developers, AI is streamlining game production by automating repetitive coding tasks and asset creation. Tools powered by generative adversarial networks (GANs) and neural rendering are accelerating the production of characters, textures, and environments, reducing costs and time-to-market. For example, studios using AI-driven platforms like MidJourney and DALL·E have reported up to 80% savings on character design, compressing multi-week projects into a matter of days.

AI also plays a vital role in testing and debugging. Automated bots simulate gameplay to detect bugs and optimize performance, improving game quality and speeding up release cycles. Technologies such as NVIDIA’s DLSS are enhancing visual quality, enabling high-definition graphics even on older devices.

At ChinaJoy 2025, AI was the dominant theme, with major companies like Tencent and Huawei showcasing AI-generated characters and 3D technologies to create more immersive, responsive, and visually impressive mobile gaming experiences (SCMP, August 6, 2025). Industry leaders highlighted AI’s expanding applications, from procedural storytelling to real-time level design and dynamic content generation.

Despite these advances, challenges remain. The industry faces a skills gap in AI integration and the high costs associated with developing custom AI tools. However, as smartphone penetration and digital adoption continue to grow, mobile gaming is expected to become even more personalized, immersive, and accessible.

Sources:

South China Morning Post, “AI is the new buzzword at China’s biggest video gaming trade show,” Aug 6, 2025

ETCIO, “AI and gaming: The next frontier of immersive experiences in mobile gaming,” Aug 2, 2025

AI Drives Major Advances in Mobile Gaming: Latest Developments from India and China

Artificial Intelligence is rapidly transforming the mobile gaming industry, with significant advancements reported in India and at China’s largest gaming expo this August.

AI Revolutionizes Mobile Gaming in India

India’s mobile gaming sector, valued at $3.02 billion in 2024, is projected to reach $11 billion by 2033, largely fueled by AI innovations (ETCIO, Aug 2, 2025). AI is powering more immersive and personalized gaming experiences by analyzing player behavior in real-time and adapting game environments to suit individual skill levels. This personalization boosts player engagement and retention.

AI is also streamlining game development by automating routine coding and asset creation tasks. Tools like MidJourney and DALL·E have enabled studios such as Lost Lore Studio to cut character design time from 34 days to one week, reducing costs by up to 80%. AI-driven procedural content generation and adaptive game mechanics are giving developers new ways to keep games fresh and challenging.

In game testing, AI-powered bots simulate gameplay to detect bugs and optimize performance, catching issues that manual testing might miss. AI upscaling technology, such as NVIDIA’s DLSS, is enhancing graphics even on lower-end devices, improving the visual experience for a wider audience.

Despite these advancements, challenges remain. There is an ongoing skills gap among developers and high costs associated with building custom AI tools. However, the rapid adoption of smartphones and an increasingly tech-savvy population are expected to drive continued growth and innovation.

AI Dominates ChinaJoy 2025 Gaming Expo

At ChinaJoy 2025, the country’s largest annual video gaming trade show, AI was a dominant theme (SCMP, Aug 6, 2025). Major players like Tencent and Huawei showcased new AI-powered features, including AI-generated characters and enhanced 3D graphics. These technologies are being integrated not just into major titles, but also into mini games within platforms like WeChat.

The widespread use of AI is enabling the creation of more realistic, dynamic, and interactive gaming experiences for millions of players in China and globally. Industry leaders highlighted how AI is now essential for creating content that keeps up with player expectations and market trends.

Outlook

The last 48 hours have seen both Indian and Chinese industry leaders emphasize AI’s central role in the evolution of mobile gaming. From automating development and testing to powering adaptive, personalized gameplay, AI is setting new standards for engagement and efficiency in the industry.

Sources:

AI Drives Rapid Transformation in Mobile Gaming, Accelerating Personalization, Development, and Engagement

Artificial Intelligence is rapidly reshaping the mobile gaming industry, with India’s sector leading recent developments. Industry valuation reached $3.02 billion in 2024 and is projected to hit $11 billion by 2033, fueled by widespread smartphone use and affordable data. AI technologies are central to this growth, delivering more immersive and personalized gameplay, streamlining development, and enhancing player retention.

AI now analyzes player behavior in real time, adjusting game environments to individual skill levels and preferences. This allows for tailored challenges and rewards, increasing user engagement and retention. Developers also leverage AI for procedural storytelling, adaptive level design, and complex puzzle creation. These tools not only boost creativity but ensure each player’s experience is unique.

On the development side, AI automates routine tasks and asset management, significantly reducing production timelines and costs. Tools powered by AI generate code from simple prompts, minimizing errors and freeing developers to focus on innovation. AI-driven asset creation, using technologies like generative adversarial networks (GANs), enables rapid production of realistic characters and environments. For example, studios using tools such as MidJourney and DALL·E have cut design time and costs by as much as 80%.

For testing and debugging, AI-powered bots simulate gameplay, identify bugs, and optimize performance, improving quality assurance and accelerating game launches. AI upscaling technology, exemplified by NVIDIA’s DLSS, allows even older devices to run high-definition visuals, enhancing accessibility and extending the lifespan of classic titles.

Despite these advances, challenges remain. The mobile gaming industry faces skill shortages in AI development and the high costs of integrating these technologies. However, the trajectory remains upward as digital adoption grows and online gaming becomes more entrenched.

With AI at the core, mobile gaming is evolving from a casual pastime to a highly dynamic, personalized entertainment experience.

Source: ETCIO – AI and gaming: The next frontier of immersive experiences in mobile gaming (Aug 2, 2025)

New Mobile Gaming Titles Released

Several major mobile games have seen releases and updates in the last two days, while the top-grossing and most downloaded titles for early August 2025 reflect both established hits and the impact of new launches. Here’s a breakdown of the most newsworthy developments for mobile gamers:

Top Grossing and Trending New Mobile Games (August 5-6, 2025)

Honor of Kings (Tencent)
- Continues to dominate mobile earnings, raking in $165 million in July—a significant rebound from June’s dip. The game remains a leader in the global mobile MOBA space and continues to hold the top revenue spot.
LastWar: Survival (Funfly)
- Surpassed $153 million in July, leapfrogging Whiteout Survival to take second place in global IAP (in-app purchase) earnings. The game’s momentum is attributed to recent updates and aggressive in-game events.
Honkai: Star Rail (MiHoYo)
- Jumped 29 places in the July charts with nearly $80 million in earnings, reflecting the impact of new content drops and sustained player engagement.
Clash Royale (Supercell)
- Achieved its best monthly performance since December 2017, earning approximately $54 million in July. The resurgence is credited to the introduction of the new Merge Tactics mode and progression system adjustments in May and June.
Kingshot (Century Games)
- A new entry to the top ranks, Kingshot earned $53 million in July, marking its strongest month to date. Its rapid climb highlights how new titles can still break into the competitive mobile gaming ecosystem.
Pokémon TCG Pocket (The Pokémon Company)
- Despite a month-on-month decline, this title still posted $43 million in July, indicating strong sustained interest since its late 2024 launch.
Umamusume: Pretty Derby
- After launching in Western markets, the game surged 47 chart spots, with significant IAP earnings both in Japan and the US over the last 30 days.

Recent Notable Mobile Releases and Updates

Monopoly Go (Scopely): Revenue growth has resumed, with July earnings rebounding after a brief dip in May.
Delta Force (Tencent): The shooter’s new update catapulted it up 27 places in the revenue charts.
Dragon Ball Z Dokkan Battle (Bandai Namco): Skyrocketed up 161 places, driven by new in-game events.

Download Trends

While the revenue chart features established titles, the downloads chart (available via Mobilegamer.biz) highlights how new releases and regional launches continue to disrupt the marketplace.

Summary of the Latest Releases

Although the absolute newest mobile game launches in the last 48 hours did not break into the very top of the revenue or download charts immediately, the list above reflects both the impact of new content and the continued success of recent launches and updates. “Kingshot” and “Umamusume: Pretty Derby” are particularly notable examples of new titles or recent Western launches achieving immediate commercial success.

Sources:

Mobilegamer.biz – July’s Top Grossing Mobile Games (August 5, 2025)

Metacritic – Notable Video Game Releases (August 2025)

The past 48 hours have brought new insights into the most successful and trending mobile gaming titles, as well as several noteworthy new releases reaching the top of global charts. Here’s a detailed breakdown of what’s new and what’s hot on mobile platforms right now.

Top Grossing Mobile Games – July/August 2025

Honor of Kings continues to dominate with July in-app purchase (IAP) earnings of $165 million, rebounding from a dip in June. The Tencent MOBA has surpassed $1.2 billion in revenue year-to-date.
LastWar: Survival by Funfly secured over $153 million in July, outpacing regular contender Whiteout Survival. The latter has seen a gradual decline, now stabilizing at about $130 million per month.
Royal Match maintains steady earnings, averaging $125 million monthly.
Monopoly Go from Scopely is rising again after a brief dip, supported by increased web shop revenue and lower user acquisition costs.
PUBG Mobile saw a summer recovery, climbing back to almost $110 million in July after a June slump.
Candy Crush Saga remains reliably in the $100 million range.
Honkai: Star Rail made a dramatic leap, earning nearly $80 million in July—almost quadrupling its June revenue.

Notable Climbers and Recent Hits

Clash Royale has re-entered the top ten for the first time since 2017, earning $54 million in July, likely due to its new Merge Tactics mode and progression updates.
Kingshot by Century Games broke the $50 million barrier, marking its strongest month yet.
Gossip Harbor also crossed $50 million as it celebrated its third anniversary.
Pokémon Go and Pokémon TCG Pocket saw revenue dips after big June events, with $48 million and $43 million respectively.

New Mobile Game Launches and Surprises

Delta Force from Tencent surged 27 places to 15th spot with $44 million.
eFootball by Konami and Dragon Ball Z Dokkan Battle by Bandai Namco also posted notable gains.
Umamusume: Pretty Derby experienced a significant western launch, matching its Japanese revenue in the last month.

Recent and Upcoming Mobile Game Releases
While most headlines focus on revenue, several new titles have launched or are about to launch, generating buzz:

Monument Valley III (July 22) – The acclaimed puzzle series returns with new mechanics and visuals.
Pokémon TCG Pocket continues to gain traction as an official collectible card game experience on mobile.
Umamusume: Pretty Derby saw a big western release, rapidly climbing revenue charts.
Delta Force and Kingshot are emerging as fresh contenders in the shooter and casual genres respectively.

Industry Context
The mobile gaming sector remains highly competitive, with established titans like Honor of Kings and Candy Crush Saga holding steady, while new mechanics, modes, and regional launches (as seen with Clash Royale and Umamusume: Pretty Derby) continue to shake up the charts.

For more details and ongoing updates:

These rankings and releases reflect the latest data as of August 11, 2025.

Monument Valley III
The long-awaited third installment in the acclaimed puzzle series, Monument Valley III, has expanded to new platforms, including mobile. Released on July 22, this game continues the series’ tradition of visually striking, surreal puzzles with new mechanics and story elements. Early player feedback highlights the imaginative level design and emotionally resonant narrative.
(Source: Metacritic)

No Sleep For Kaname Date – From AI: The Somnium Files
Released on July 25, this detective adventure title brings the popular AI: The Somnium Files universe to mobile devices. It features intricate storylines, branching paths, and new puzzles designed for touch controls.
(Source: Metacritic)

Wild Hearts S
Launched on July 25 for Nintendo Switch 2, Wild Hearts S debuts as an action/RPG game optimized for mobile-like play, focusing on monster hunting, crafting, and cooperative gameplay.
(Source: Metacritic)

Hunter x Hunter: Nen x Impact
Available since July 17 for mobile and consoles, this fighting game adapts the popular manga/anime series. It offers both single-player and online multiplayer modes, with character customization and special abilities faithful to the source material.
(Source: Metacritic)

Misc. A Tiny Tale
Released July 22, this platformer is now available for mobile, featuring whimsical environments and a focus on exploration and puzzles.
(Source: Metacritic)

All these titles have been released in the past week and are available for download on their respective platforms’ mobile stores. Early reviews praise their gameplay innovation and technical polish. For more details, visit the Metacritic “Notable Video Game Releases” page.

Mobile Ad Networks, DSPs, Mobile game ad platforms

Mobile game advertising continues to be a major revenue driver for developers, with recent data showing a nearly 50/50 split between ad income and in-app purchase income across a $226 billion global mobile gaming market. In 2024, mobile players are expected to spend $111.4 billion worldwide, even after a downturn in 2023. The ecosystem for mobile game monetization—including ad networks, DSPs, and specialized platforms—remains highly competitive and rapidly evolving.

Ad Formats and Revenue Benchmarks (2024–2025):

Banner Ads: These basic, always-on ad units earn an average of $0.60 eCPM (effective cost per 1,000 impressions) in the U.S. on Android, making them the lowest-yielding but most consistent format.
Interstitial Ads: Full-screen ads that appear at natural breaks in gameplay average $11 eCPM in the U.S. They are more lucrative due to their prominence but must be spaced out to avoid user churn.
Rewarded Video Ads: Opt-in video ads, where players view a short clip in exchange for in-game rewards, average $13 eCPM in the U.S., with completion rates exceeding 75%. This format balances high revenue with strong user engagement.
Offerwall Ads: These allow users to complete tasks (like installing another app) for significant in-game rewards. Offerwalls have the highest payouts, averaging $400 eCPM, with peaks well above $1,500 in top regions.
Playable/Interactive Ads: Mini-game demos embedded as ads command eCPMs between $20 and $60, depending on genre and region, due to high engagement rates.

Top Mobile Ad Networks and DSPs in 2025:
Recent industry roundups (Publift, Aug 6, 2025; Business of Apps, Aug 4, 2025) highlight the following platforms leading in mobile game ad monetization:

AdMob (Google): Dominant for both Android and iOS, offers access to a vast advertiser pool and robust mediation tools.
Unity Ads: Favored by game developers for its deep integration with Unity’s engine and focus on rewarded and playable ads.
Facebook/Instagram: Extensive user targeting and cross-platform reach.
Smaato: Strong in programmatic and real-time bidding (RTB) for global inventory.
InMobi: Known for advanced targeting and high fill rates, especially in APAC.
Tapjoy: Specializes in offerwall and rewarded ad formats with high eCPM potential.
SmartyAds, MobFox, Monetag, RevX, Creative Clicks, Smartlink: Each offers unique strengths in fraud prevention, programmatic buying, and user acquisition at scale.

How Mobile Ad Networks Operate:
Mobile ad networks serve as intermediaries between advertisers (using DSPs to place ads) and app publishers (using SSPs to sell ad inventory). The process relies heavily on real-time bidding and data-driven targeting to maximize relevance and revenue for each impression. Ad mediation platforms and RTB exchanges are increasingly common, allowing publishers to optimize yield by comparing bids from multiple sources in real time.

Industry Growth and Considerations:
Global mobile ad spending is projected to reach $400 billion in 2024, up from $360 billion in 2023. Given the proliferation of ad networks and DSPs, developers are advised to prioritize networks that offer high fill rates, robust analytics, fraud prevention, and support for high-value formats like rewarded video and offerwalls.

Sources:

Publift, August 6, 2025

BidsCube, July 28, 2025

Business of Apps, August 4, 2025

Mobile advertising continues its rapid evolution in 2025, with recent news highlighting significant advances in demand-side platforms (DSPs), the rising importance of mobile game ad platforms, and the growing dominance of top ad networks in the app economy.

DSPs Powering Mobile Game Advertising

DSPs are now central to the effectiveness of mobile game advertising. According to a June 2025 analysis by DataBeat, DSPs automate real-time ad buying and placement, using data-driven insights to target users based on demographics, behaviors, and in-game activity. This has enabled advertisers to deliver highly personalized ads—such as rewarded videos and playable ads—without disrupting gameplay. The result is higher engagement, improved conversion rates, and increased revenue for publishers and advertisers alike.

Key in-game advertising platforms leveraging these technologies include:

Bidstack
Adverty
Anzu
AdInMo
Frameplay

Major publishers with innovative in-game ad offerings are Azerion, Skillz, Voodoo, Activision, and Super League Gaming. Rewarded video ads remain the most popular format (82% adoption among free-to-play games), followed by interstitial videos and banners.

Top Mobile Ad Networks in 2025

The global mobile ad spend is projected to hit $400 billion in 2024, and networks are competing for publisher and advertiser attention by offering better yield management, advanced targeting, and streamlined integration. According to Publift (August 2025), the top mobile ad networks for publishers and app developers this year include:

Publift
Facebook/Instagram
AdMob
Smaato
Unity
InMobi
MobFox
Apple Search Ads
Perform (CB)
Yahoo Developer Network
TapJoy
Smarty Ads

These networks connect advertisers with app developers, using user data—such as behavior patterns and demographics—to match ads to relevant audiences, maximizing engagement and revenue.

Industry Landscape and Key Trends

As reported by Business of Apps (August 2025), mobile now accounts for nearly 62% of all web traffic. Top ad networks like EvaDav, AdMaven, PropellerAds, Hitapps, InMobi, and Performcb are expanding their reach, offering billions of daily impressions, global coverage, and advanced analytics. The mobile advertising industry is increasingly dependent on the interplay between supply-side platforms (SSPs) for publishers and DSPs for advertisers, with ad networks acting as intermediaries to optimize inventory and revenue.

Emerging Considerations and Looking Ahead

Publishers are advised to assess DSPs for their ability to minimize gameplay disruption, block low-quality ads, and support dynamic, engaging formats.
The integration of augmented reality (AR) and virtual reality (VR) is poised to create new immersive ad experiences within games.
With privacy regulations tightening, DSPs and ad networks that prioritize transparent data practices and user consent are gaining favor.

In summary, the last 48 hours have seen continued momentum in mobile ad tech, with DSPs and innovative ad networks driving better performance for brands and publishers in the mobile gaming sector and beyond.

Sources:

Key Trends in Mobile Game Advertising

Mobile gaming continues to be a dominant global media channel, with billions of users and increasing ad spend. In 2025, 94% of free-to-play mobile games feature in-game advertising, primarily through rewarded video ads (82%), interstitial video ads (57%), and banners (34%). These formats allow for high engagement and longer time-in-view, making mobile gaming a highly attractive environment for advertisers.
(Source: DataBeat)

Leading Mobile Ad Networks and Platforms (2025)

Recent rankings and reports highlight the following top mobile ad networks and platforms:

Publift
Facebook/Instagram
AdMob
Smaato
Unity
InMobi
MobFox
Apple Search Ads
Perform (CB)
Yahoo Developer Network
TapJoy
Smarty Ads
(Source: Publift)

Other top ad networks recognized for 2025 include EvaDav, AdMaven, PropellerAds, Hitapps, Performcb, and SocialPeta. These networks offer a broad range of ad formats, targeting capabilities, and analytics tools to help publishers and advertisers maximize engagement and revenue.
(Source: Business of Apps)

DSPs: The Engine of Mobile Game Ad Buying

DSPs are increasingly central to the mobile game ad ecosystem. They automate real-time buying and ad placement, leveraging data-driven insights to target specific demographics and user behaviors. Key benefits include:

Dynamic Ad Formats: Support for rewarded videos, playable ads, and more, enhancing user experience without disrupting gameplay.
Real-Time Optimization: Advertisers can adjust campaigns on the fly for improved CTR and conversion rates.
Targeting Precision: Advanced algorithms enable highly personalized ad delivery.
Cross-Device Reach: Seamless ad experiences across smartphones, tablets, and other devices.

Major in-game ad platforms enabling these capabilities include Bidstack, Adverty, Anzu, AdInMo, and Frameplay.
(Source: DataBeat)

What to Consider When Choosing a DSP or Ad Network

Advertisers and publishers are advised to prioritize platforms that protect user experience, prevent spammy ads, support engaging formats, and optimize for both revenue and user retention. With advancing privacy regulations, networks and DSPs that ensure transparent data practices and user consent are increasingly favored.
(Source: DataBeat, Publift)

Market Outlook

With global mobile advertising spend projected to reach $400 billion in 2024, the competition among ad networks and DSPs is intensifying. The mobile gaming sector is set for further growth as new technologies like AR and VR become integrated into ad formats, and as privacy and compliance become even more critical.

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Mobile Game Monetization

Mobile Game Monetization Sees Evolution, Regional Shifts, and Hybrid Strategies in 2025

The mobile game monetization landscape is undergoing significant transformation in 2025, marked by evolving business models, regional shifts in consumer spending, and the growing popularity of hybrid monetization strategies.

Hypercasual Genre Drives Engagement, Blends Ads and In-App Purchases

According to a July 2025 report from Gamesforum, the top 100 hypercasual mobile games generated 2.4 billion downloads and $345 million in in-app purchases during the first half of the year, signaling robust global engagement. The genre, long reliant on ad revenue due to its simple gameplay, is now shifting toward hybrid monetization—combining traditional advertisements with in-app purchases (IAP). This evolution is designed to boost long-term engagement and revenue sustainability, with leading publishers like Voodoo publicly detailing their transition to “hybrid-casual” models that emphasize both retention and monetization.Source: Gamesforum

Casual Game Downloads Surge, But Revenue Growth Remains Modest

Analysis from AppMagic, referenced by WN Hub, shows a 6% year-over-year increase in global casual mobile game downloads from 28.4 billion to 30.2 billion. Despite this surge, revenue growth in the sector remains modest, climbing just 3.6% to $23.8 billion in the last year. Notably, while the United States and China maintained their positions as top revenue generators, both markets saw a 7% revenue decline in the first half of 2025. In contrast, Japan experienced a significant 21.8% revenue increase, and Indonesia surpassed Brazil in total downloads due to a 21% year-over-year gain.Source: WN Hub

Puzzle, Casino, and Simulation Lead Monetization

Puzzle, casino, and simulation games continue to dominate revenue generation within the casual segment, with puzzle games alone reporting a 13.2% increase in revenue year-over-year. The report also highlights that 70% of top casual games now include a race element, and intellectual property collaborations remain a popular tactic for user acquisition and monetization.

Global Market Share and Growth Trends

The mobile game market stabilized in 2024 after a post-lockdown correction and is now the single largest segment in the global gaming industry. Mobile titles accounted for 49% of the $187 billion in total global games revenue in 2024, reaching $92 billion and growing 3% year-over-year. Emerging markets are fueling much of this growth, with Turkey, Mexico, India, and Thailand all posting double-digit increases in consumer spending, according to SensorTower and Newzoo data aggregated by Udonis.Source: Udonis

Future Outlook

Mobile gaming revenues are forecast to reach $103 billion by 2027, with hybrid monetization, geographic diversification, and genre innovation expected to remain central to publishers’ strategies. The industry’s focus is now on smarter design and deeper player engagement rather than rapid churn, indicating a more sustainable monetization future.

Sources:

Udonis Mobile Gaming Market Statistics, August 2025

Gamesforum Hypercasual Monetization Report, July 2025

WN Hub/AppMagic Casual Games Report, August 2025

The mobile game industry is experiencing a significant evolution in monetization strategies, with both hypercasual and casual segments adapting to current market realities. According to newly published data and reports from July and August 2025, the sector is stabilizing after pandemic-driven volatility and is adopting more sophisticated approaches to generate revenue.

Key Figures and Revenue Trends

In the first half of 2025, the top 100 hypercasual games achieved 2.4 billion downloads and generated $345 million through in-app purchases alone, indicating robust user acquisition but a shift toward hybrid monetization models that blend advertising and in-app purchases (IAPs) (Global Games Forum).
Across all mobile gaming, the global market reached $92 billion in revenue for 2024—accounting for 49% of total games industry revenue. Projections indicate continued growth, with estimates placing the sector at $103 billion by 2027 (Udonis Blog).
Casual games saw a 6% increase in global downloads year-over-year (from 28.4 billion in 2023/24 to 30.2 billion in 2024/25), while revenue grew by 3.6% to $23.8 billion. However, half-year analysis shows that revenue has remained mostly flat in 2025 despite a 5% surge in downloads (WN Hub).

Geographic and Genre Insights

The United States and China remain the top revenue-generating markets, but both saw revenue declines in the first half of 2025 (US: -7.06%, China: -7.31%). In contrast, Japan saw a 21.8% increase in revenue.
Download patterns are shifting, with Indonesia surpassing Brazil as a leading market for casual game downloads due to a 21% increase, while Brazil dropped by 20%.
Puzzle, casino, and simulation genres are leading in revenue, with puzzle games experiencing a 13.2% revenue increase year-over-year.

Monetization Strategies and Market Changes

The hypercasual genre is moving away from pure ad-based models towards hybrid monetization, combining ads and in-app purchases to create more sustainable revenue streams.
Market leaders are focusing on creative testing, user acquisition performance, and deeper gameplay engagement to increase lifetime value and retention.
Intellectual property collaborations are on the rise, with a quarter of the top casual games in 2025 featuring at least one IP partnership.
Some game mechanics are falling out of favor—fishing elements, for example, no longer feature among new top-performing games.

Emerging Markets and Growth Drivers

Turkey, Mexico, India, and Thailand are leading emerging markets for mobile game consumer spending, registering double-digit growth rates in 2024.
The mobile gaming segment remains the largest and most profitable in the global gaming industry, outpacing both console and PC sectors.

Conclusion

The latest data from 2025 highlights a stabilization of the mobile gaming market, with publishers responding to market saturation and privacy changes by diversifying monetization strategies and targeting new growth regions. The focus for the remainder of the year and beyond appears to be on hybrid monetization, market-specific strategies, and maximizing engagement through innovative gameplay and collaborations.

Sources:

Mobile Game Monetization: Revenue, Downloads, and Evolving Strategies in 2025

The first half of 2025 has seen significant shifts in mobile game monetization, with hypercasual and casual genres adapting new strategies and global markets displaying distinct patterns in downloads and revenue.

Hypercasual Games: Rising Downloads, Evolving Monetization
According to Gamesforum’s July 2025 report, the top 100 hypercasual mobile games generated 2.4 billion downloads and $345 million in in-app purchases (IAPs) during the first six months of the year. The genre is no longer reliant solely on high download volumes and advertising; instead, leading publishers are adopting hybrid monetization strategies that combine traditional ads with in-game purchases to boost engagement and revenue. Case studies of titles like Mob Control, Color Block Jam, and Pizza Ready illustrate the trend toward deeper player engagement and longer-term retention, moving beyond “throwaway” gameplay loops.

Casual Game Revenue Stagnates Despite Download Growth
Data from AppMagic’s Casual LiveOps Report H1 2025 confirms a 6% year-over-year increase in global casual game downloads, rising from 28.4 billion to 30.2 billion. Despite this, revenue growth has plateaued, with only a 3.6% increase from $22.9 billion to $23.8 billion over the same period—and less than 1% revenue growth since the start of 2025. The United States and China, the sector’s top earners, both saw revenue declines of over 7% in H1 2025, while Japan’s mobile game revenue jumped 21.8%. Download patterns also shifted: Indonesia overtook Brazil as the third-largest market by downloads, with a 21% increase versus Brazil’s 20% decline.

Puzzle, casino, and simulation genres remain the top revenue drivers among casual games, with puzzle games alone reporting a 13.2% revenue increase year-over-year. Notably, 70% of leading casual games now incorporate race elements, and one in four top games have launched at least one intellectual property (IP) collaboration this year.

Market Share and Regional Performance
Mobile games continue to dominate the global gaming industry, accounting for $92 billion (49%) of the $187 billion in total games revenue for 2024, according to Udonis Blog’s August 2025 market analysis. The mobile segment grew 3% year-over-year, with emerging markets such as Turkey (+28%), Mexico (+21%), India (+17%), and Thailand (+16%) fueling much of the expansion. Meanwhile, established Western markets remained stable and North Asian markets, notably Japan, faced economic headwinds.

Looking Ahead
Industry analysts forecast that the mobile games market will reach $103 billion in annual revenue by 2027, driven by ongoing innovation in monetization tactics and the continued rise of emerging markets. As genres like hypercasual evolve with hybrid models and casual games experiment with new gameplay and IP collaborations, developers are seeking sustainable ways to balance player engagement and profitability.

Sources:

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