US Mobile Gaming User Acquisition Sees Major Shifts as Policy, Platform, and Genre Trends Redefine Growth in 2025

In the past 48 hours, the mobile gaming sector has experienced significant developments in user acquisition strategies, shaped by new regulatory decisions, evolving monetization models, and changing user behavior.

Apple Opens App Store Payments, Impacting Acquisition and Monetization
Apple’s update to its App Review Guidelines now allows developers to direct users to alternative payment providers within the US App Store, effective immediately and without previous restrictions. This move, in compliance with the Epic v. Apple ruling, is expected to reshape user acquisition and monetization strategies by lowering friction in in-app purchases and potentially increasing return on ad spend (ROAS) for user acquisition campaigns. Industry voices call it a “watershed moment” that could shift the balance of power toward game publishers, enabling more effective direct marketing and retargeting outside Apple’s ecosystem. (Source, Source)

Tripledot’s $800M Acquisition of AppLovin Studios Signals UA Consolidation
Tripledot’s acquisition of AppLovin’s games business for $800 million highlights a trend toward consolidation among global mobile publishers seeking scale in user acquisition. This deal positions Tripledot as a major force in the market, allowing access to broader data sets and cross-promotion opportunities, which can improve user targeting and lower acquisition costs across their portfolio. (Source)

US Mobile Game Revenue and Genre Trends Drive UA Focus
The US mobile gaming market rebounded in 2024, with Q1 revenue up 15% year-over-year to $6.4 billion and annual revenue projected to surpass $23 billion. Light casual and puzzle games dominate new user acquisition, with seven of the top 10 downloads in 2024 belonging to these categories due to their low barriers to entry and viral potential. Games like “Snake.io” lead in attracting Gen Z users, leveraging minimalist gameplay and social amplification via platforms like TikTok and Facebook.

In-app purchase revenue remains the primary driver, but with platform policy changes, more developers are expected to experiment with direct monetization and hybrid models, impacting acquisition funnel design and targeting. (Source)

AI-Powered Creative Production Accelerates UA Testing
AI tools are now widely used to mass-produce and A/B test ad creatives for performance marketing. Experts note that AI’s effectiveness depends on high-quality data inputs, reinforcing the importance of robust user feedback loops and event tracking for optimizing creative direction and spend. (Source)

Social Media Remains Core to User Growth
With over 246 million Americans active on social media and Gen Z spending more than four hours daily on these platforms, social amplification and influencer campaigns continue to be core drivers of user acquisition. Facebook leads with 56% of all US platform visits, but TikTok’s viral trends and Pinterest’s growing share offer alternative UA channels.

Apple’s recent removal of US App Store payment restrictions, along with sustained growth in mobile gaming revenues and changing user behaviors, is driving a new era for user acquisition in the mobile gaming sector.

App Store Policy Overhaul Alters Acquisition Strategies
As of this week, Apple has officially updated its App Review Guidelines, now allowing mobile game developers to direct users to external payment providers without previously required warnings or restrictions. This move, a direct response to the Epic v. Apple ruling, is expected to reshape user acquisition (UA) and monetization models across the US mobile gaming industry. Developers can now experiment with new incentives and direct payment offers to attract users, reducing reliance on Apple’s in-app purchase system and its associated commission fees.

US Mobile Gaming Market Growth and User Trends
The US mobile gaming market continues to grow robustly. In Q1 2024, mobile game revenue in the US increased by 15% year-over-year, surpassing $6.4 billion. Annual 2023 revenue reached $23.3 billion, accounting for 30% of the global total, with projections for continued stability in downloads and spending throughout 2024. The market is characterized by a surge in casual and hyper-casual game downloads—seven of the top 10 downloaded games are in these categories, appealing to a broad, low-friction audience.

User acquisition strategies are increasingly reliant on viral social media moments and influencer-driven campaigns. A single trending challenge on TikTok or a high-profile update from a major studio like Supercell can shift download rankings overnight. The US social media user base, expected to reach over 330 million by 2028, offers fertile ground for scaling UA campaigns rapidly.

Industry Consolidation and Competitive Dynamics
Recent industry moves such as Tripledot’s $800 million acquisition of AppLovin’s games business underscore a trend toward consolidation. These deals are giving select companies greater scale and access to large, high-value user pools. Combined with the new flexibility in payment systems, this consolidation is likely to intensify competition for user attention and lifetime value, as larger portfolios allow for more sophisticated cross-promotion and UA optimization.

Data-Driven and AI-Enhanced User Acquisition
AI is transforming UA by enabling the rapid generation and testing of creative assets. However, experts emphasize that success depends on training AI systems with accurate performance feedback. The focus is shifting from mere production scale to the effective targeting and iteration of UA creatives, maximizing conversion from impressions to installs and in-app purchases.

Looking Ahead
With the US mobile gaming market maintaining its position as the world’s most lucrative, and new App Store policies opening innovative UA and monetization avenues, developers and publishers are expected to invest heavily in data-driven marketing and diversified payment solutions. The winners in user acquisition will be those who adapt quickly to policy changes, leverage viral trends, and deploy advanced analytics to refine their campaigns in real time.

Sources:

SomeSelectedStories Substack: Industry News Digest, May 11, 2025

FoxData: US Mobile Gaming 2024 Growth Drivers, User Logic, and Monetization Trends (May 2025)

PocketGamer.biz: Editorial Analysis, Tripledot/AppLovin Deal, and Industry Reactions