According to a recent study by the data agency AppMagic, the growth of mobile games markets is slowing. In 2025, market income increased only slightly by 0.2 per cent (3 per cent in 2024) and downloads by 4.6 per cent (6.6 per cent in 2024).
According to AppMagic, this indicates that the market “is entering a more mature and competitive phase”. The slowdown was partly due to signs of “saturation rise” and “growth weakness” in markets that had, at least recently, driven the expansion of the mobile sector. The report states that in the top 10 mobile game markets, “growth has largely stagnated”. The current growth seems to be mainly due to the redistribution of installation and revenue – I don’t know. For example, small growth in markets such as the United Kingdom, Germany and France offset the decline in “critical Asian liquidity markets” in South Korea. “These trends collectively point to a mature game market: competition is growing around a relatively fixed user and consumption base, rather than a broad market expansion”, AppMagic analysis. In terms of goods, strategic games are the fastest growing type of mobile, with incomes rising by 16 per cent over the same period and downloads increasing by 15 per cent. Casino-like games and role-playing games show weak performance: the former show a 7.6 per cent drop in income and a 15.8 per cent sharp drop in downloads; and the RPGs show a significant fall of 16.6 per cent and 9.1 per cent in downloads.
AppMagic data also show that Latin American markets have saturated and that many countries have seen a sharp decline in downloads: Colombia, Ecuador, Peru and Argentina, by 10 per cent, 9.8 per cent, 8.9 per cent and 8.4 per cent, respectively. However, income in the region is growing: Argentina has increased by 33.2 per cent and Colombia by 23.6 per cent, indicating that user fees are deepening. AppMagic also noted that AI had firmly entered the field of mobile advertising: 56 per cent of the head 100 gold-smoking games had been used in marketing.
