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The mobile gaming industry is experiencing a significant transformation in how games make money, according to AppMagic’s newly released Monetization Report 2025. The 60-page report reveals that game developers are moving away previous monetization models of trying to attract large numbers of small spenders and instead focusing on players willing to pay more per transaction.
One of the clearest trends across the mobile gaming market is that games are getting more expensive to play. This shift is narrowing the pool of paying players but increasing how much each player spends.
The numbers tell a striking story across platforms. On Google Play, the number of purchases per player has dropped sharply—down 50% in Casino games and 29% in RPG titles. Meanwhile, on Apple’s App Store, the average revenue per paying user (ARPPU) has jumped by 40-50% across most genres.
Direct-to-consumer payment systems, which bypass standard app store methods, have grown 46% in the past year. However, only 62% of the top 100 highest-earning games currently use these alternative payment options from providers like Yookassa, Xsolla, and Card.io.
Genre Performance Highlights
Strategy games lead with 20-28% revenue growth. Some titles like Whiteout Survival and Last War now charge up to $159.99 for top offers, up from the previous $99 standard.
RPG games declined 13-16%, with China down 25%. Google Play saw the steepest drops, though Tactical RPG and Roguelike subgenres grew strongly.
Puzzle games rose 15%, driven by simple formats. Block Puzzle exploded with 911% growth, while Merge games increased 61% with titles like Gossip Harbor performing well.
Casino games fell 7.5% overall, with the US down 11%. Most subgenres declined 8-12%.
Simulation games grew 11%, led by Sandbox (+26%), Dating Sim (+41%), and Life Sim (+14%).
Hybridcasual games surged 84-93% in in-app purchases, with Season Passes now standard for new releases.
Platform Gap and What’s Selling
The gap between iOS and Android monetization continues to grow. App Store users are making fewer purchases but spending more per transaction—often $15 or more on their first purchase. Google Play users, by contrast, focus on transaction volume with average purchases typically under $7. This difference shows up across genres. In Strategy games, for example, ARPPU on the App Store is now up to eight times higher than on Google Play at certain points in a player’s lifetime.
Hard currency, the premium in-game money that can buy almost anything remains the core of monetization across most genres. However, battle passes and monthly subscriptions play important roles in specific games, particularly in RPG titles from publishers like HoYoverse.
Lower-priced offers (under $5) have also emerged as an effective tool, especially during special events. Games like Honkai: Star Rail and Zenless Zone Zero tested bundles priced at $0.99-$4.99, successfully engaging players who spend less per transaction.
The report shows that monetization success increasingly depends on understanding and adapting to these shifts. With the market moving toward higher-value transactions and alternative payment systems, developers who can balance accessibility with premium offerings are finding the most success.
