Mobile game downloads declined worldwide in 2025, yet player spending remained strong. In fact, mobile games generated $82 billion from in-app purchases during the year. On average, players spent about $1.62 per download.
As shown in the chart on page 2, global mobile game downloads reached 50 billion, down 7% year over year. However, in-app revenue still grew 1.4%. This shift highlights a new phase for the industry.
Apple’s Services Model Stays Strong
Apple benefits from most digital purchases made through the App Store, often taking up to a 30% commission on transactions. Although Apple does not collect fees on more than 90% of the $1.3 trillion in total App Store commerce, digital goods remain a major revenue driver.
Gaming plays a central role in this system. As page 3’s annual trends chart shows, in-app revenue has steadily increased since 2022, even while downloads have dipped. Therefore, higher spending per player helps offset slower user growth.
Strategy Games Lead the Way
Not all genres perform equally. According to Sensor Tower, strategy games are the only category seeing growth in revenue, downloads, and engagement. These games use long-term progression systems and recurring monetization, which encourage sustained spending.
As a result, developers now focus more on retention rather than rapid expansion. Instead of chasing new users, they aim to increase lifetime value.
Beyond the iPhone
Apple has also strengthened gaming across its ecosystem. Apple Silicon Macs, Metal graphics updates, and tools like the Game Porting Toolkit make Apple platforms more appealing to developers. Consequently, Apple can capture gaming revenue across devices, not just on iPhone.
Although mobile gaming growth has slowed, Apple remains well positioned. The App Store depends on ongoing transactions rather than one-time downloads. As long as players keep spending, Apple’s services revenue model appears durable and resilient.
