2026年全球移动游戏营销趋势白皮书（英文版）-

2026Global

MobileGamingMarketingTrendsWhite

PaperInsights

Based

on2025

Global

DataProducedbySocialPetaxSingularx

AarkiSpecialInvitation:With

SocialPeta,

you

can

spy

on

your

competitors'

ad

data,

and

get

addata

from

networks,

media,

and

advertisers

around

the

world

to

inspire

you.

SocialPeta

covers

more

than

70

countries/regions

and

over

80

well-

knownadchannels

worldwide,

such

asFacebook,Twitter,

YouTube,

TikTok,andUnity.Weprovidenearly1.7billionadcreatives,updating

millions

each

day.

Through

duration,

impressions,

popularity,

andinteractions,wecanquickly

locatetheactive

high-quality

creativeswhichwill

beprovidedtoyouinrealtimeto

helpwith

your

marketing

plan.Asoneoftheworld-leadingadvertisingandmarketingplatforms,SocialPeta

boasts

a

huge

database

and

the

experience

of

working

with

thousands

of

game

companies

and

providing

mobile

game

workers

withmorepracticalmethodsinordertodevelop

more

populargames.6MAPP

Advertisers1.7BAPP

Ad

Creatives1.20MDaily

UpdatesWebsite:

www.so2Singularhasconsistentlybeenthe#1

user-ratedmarketingattributioncompanyon

G2.Billionsofapp

installsareattributedannuallythroughtheSingular

platform.1,000+ofthefastestgrowingappstrustSingularforastheirsourceoftruthformarketinperformance.Website：Singular

is

the

#1-ratedMMP

on

G2

and

the

only

platform

that

unifiesyour

spend,

attribution,ROI,andperformanceintooneclear

view.

WithAI-poweredtools

like

Creative

IQand

MCP

integrations,

marketersgo

from

insight

to

impact

in

minutes—no

engineering

required.

Trusted

bytop

brandslikeNike,

Airbnb,Rovio

andLinkedIn,Singular

helps

you

movefast,eliminatewaste,andgrowsmarter.#1

rated3Aarki

is

an

AI-powered

mobile

performance

platform

that

helps

apppublishers

acquire

andretainhigh-valueusersthroughdeepneuralnetwork-poweredmodelsandAI-poweredcreativeproduction.Builton

supervised

AI

and

privacy-safe

technology,

Aarki

operates

four

owned-and-operateddatacenters

listeningtotheworld’sad

calls,

processing

6M+

queriespersecondacrossmobileandCTV.Global

on-ground

presence

with

offices

in

San

Francisco,

New

York,

London,Bangalore,

Beijing,

Manila,

and

Seoul.Aarki

serves

leading

mobile

publishers

includingZynga,ByteDance,and

Rovio.Founded2010.HeadquarteredinSan

Francisco.Learnmore

at

.mobileadrequests/secondWebsite：wunique

users10Bdevices6.5B220B6Mauctions

perday4FuntapCompany

Introduction:Funtap

Games

is

one

ofSoutheastAsia’s

leading

mobilegame

publishers,with

overadecadeofexperienceandthe

largest

numberof

publishing

licenses

in

Vietnam.

Thecompanyiscurrentlyamarketleader

in

SLG

games

in

the

local

market.Funtapco-publishesastrongportfolioofglobaltitles,including

Genshin

Impact,

Mobile

Legends:

Bang

Bang,

Arknights:

Endfield,

Last

War:

Survival,

Top

Heroes,

Dark

War:

Survival,

andMU:

Across

Time,...

working

withmore

than150globalpartnersandreaching9.4millionmonthlyactive

users.About

+29M320150Website

：corp.funtap.vnDOWNLOADSANNUALLYGLOBAL

PARTNERSGAMES

PUBLISHED5The

Full-FunnelGaming

User

MarketingInsights2

i

Charts

&ngsTopRankGame7MarketingInsights

intoLeading

Mobile

GameAdvertisersIndustryInsight

GlobalMobileGaming

PopularRegionalCONTENTSAcquisitionIn2025:

WhatActuallyChangedFrameworkforMobile

Gaming

MobileGame

GenresGameMarketingInsights

Trend

Insights43651SpecialInvitation:2025Global

MobileMarketingIntoTopMobile701Global

MobileGamingMarketingTrend

InsightsTherewereover90KactivemobilegameadvertisersinJune2025,with

nearly8K

new

game

advertisers

per

month

on

average.•

Therewereover84Kmobilegameadvertiserspermonthin

2025,

up

21.9%YoY.The

numberpeakedat

over

90K

in

June.Thetotal

numberof

mobilegameadvertisersfortheyearexceeded400K.•Nearly8Knewmobilegameadvertisers

joinedeachmonth,accountingforan

average

of9.4%

(over

10%

in

Sept.,

Oct.,

and

Dec.

)

of

monthlyadvertisers.Newadvertisersaccountedfor23.4%ofalladvertisersthisyear,almostthesameaslastyear.8Shareofnewadvertisers

permonth

in20259.4%

New

advertisers

per

month:

7.9KActiveadvertiserspermonth

in202584.0K

YoY

21.9%↑100

K

90

K

80

K

70

K

60

K

50

K

40

K

30

K

20

K10

K

0

K51.6%23.6%

23.4%TrendsofMobile

GameAdvertisers

inthe

Past3Yearsmm

Advertisers

Shareofannual

newadvertisers10.2%10.4%9.9%500

K400

K300

K200

K100

K0

KAdvertising

TrendsinGlobalMobileGamesin

2025MonthlyTrends

of

Global

Mobile

Game

Advertisers

in2025Activeadvertisers

Shareofnewadvertisers10.8%9.7%

9.6%8.9%

8.9%9.2%8.8%8.1%

8.0%Jan

Feb

MarAprMayJunJulAugSeptOctNovDecSource:SocialPetaDate

Range:

Jan2025

-

Dec20252023

2024

2025Shareofadvertiserswithnew

creativesShare•

2025

recorded

an

average

of

over

82%

of

monthly

advertisers

that

released

new

creatives,

an

increase

of

14.6%

compared

to

the

sameperiodlastyear.Theshareofadvertiserswithnewcreativesrosesteadilytopeakat88.2%

in

December.•New

creatives’

share

of

monthly

creatives

kept

increasing

to

surpass

60%

in

November

and

peaked

at

63.2%

in

December.

In

2025,

new

creatives

accounted

for

an

average

of

58.1%

per

month,

an

increaseof5.9%fromlastyear.58.1%

YoY:

5.9%↑Shareofnew

creatives

per

month

in202582.5%

YoY:

14.6%↑Shareofmonthlyadvertiserswithnewcreatives

in

2025TrendsinNewAdCreatives

forGlobalMobileGamesin

202582.6%58.3%83.9%58.9%82.0%

81.5%57.8%

57.2%81.4%59.1%88.2%85.4%

85.2%Therewereover80%ofmonthlyadvertisersthatreleasednewcreatives.

New

creativesaccountedforover

60%

in

November.69.3%

69.6%

70.6%59.0%54.9%52.1%

51.7%Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec2025Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec82.0%77.2%57.4%52.9%Sharesofmonthlyadvertiserswithnewcreativesandshares

of

monthly

new

creatives

in

2024

&

202575.4%72.8%52.8%

52.5%9Source:SocialPetaDate

Range:

Jan2024

-

Dec202563.6%

62.8%51.4%46.9%61.1%

61.9%49.9%

50.7%83.4%59.4%76.9%53.2%77.9%54.3%63.4%50.9%63.2%60.1%ofnew

creatives67.8%58.2%2024GenreShareofadvertisersYoYChangeCasino47.0%22.7%Casual19.9%-5.9%Puzzle8.0%-3.1%SIM4.5%-2.5%RPG3.2%-1.8%Action3.0%-2.5%SLG2.5%-1.3%Arcade2.4%-0.3%Adventure2.0%-1.1%Card1.5%-0.9%GenreShareofcreativesYoYChangeCasual23.9%-5.6%Casino22.3%13.9%Puzzle11.9%0.3%RPG9.5%-2.9%SLG6.7%-0.2%SIM6.0%-1.6%Action4.4%-1.4%Card3.2%-0.5%Board3.0%0.3%Adventure2.4%-1.0%728637584435398

391

362323

322•In2025,

RPG

games

led

ad

spendingwith

over

800

creatives

per

title

annually,

followed

by

strategy

games

at728.

The

casino/entertainment

category

surged,

withadvertisershare

rising

to

47%

and

creative

share

to22.3%,showingstrongyear-over-yeargrowth.Monthlycreativesbygame

genre

in2025801Advertising

Analysisof

GlobalMobileGamesbyGenrein2025CasinoGamesSeeaSignificantIncreasein

MarketingShare;

RPGTitles

Average

Over

800

Creatives

in202510Source:SocialPetaDate

Range:

Jan2025

-

Dec202550.0

K

45.0

K

40.0

K

35.0

K

30.0

K

25.0

K

20.0

K

15.0

K

10.0

K

5.0

K0.0

Kinmonthlycreatives,followedbyNorthAmericaandOceania.•Europe

had

over

46K

monthly

advertisers

in

2025,

over

6K

higher

than

that

in

North

America

which

came

in

second.

Europe

was

the

only

onethat

hadover40Kmonthlyadvertisers.SoutheastAsia

andSouthAmericahadover30Kmonthlyadvertisers.•HongKong,Macao,andTaiwanrecorded

122monthlycreatives

peradvertiser,

forming

the

fiercestmarketingcompetitionin2025.Itwas

immediately

followed

by

North

America

with

119

monthly

creatives

per

advertiser.OceaniaandJapan&

South

Korea

also

had

over

110

monthlycreativesperadvertiser.Mostmonthlycreativesper

advertiser:122

in

Hong

Kong,

Macao,andTaiwanEuropeNorthAmericaSoutheastAsiaSouthAmericaSouthAsiaJapan&SouthMiddleEastOceaniaHong

Kong,

MacaoAfricaKoreaandTaiwanMarketing

AnalysisofMobileGamesin

TopRegionsin20251221151079311910375Europewastheonlyregionthathadover40Kmonthlyadvertisersthisyear.

Hong

Kong,

Macao,andTaiwantoppedall

regions11310481Mostmonthlyadvertisers:46.2K

in

Europe11Source:SocialPetaDate

Range:

Jan2025

-

Dec2025Monthlyadvertisers

Monthlycreatives

peradvertiserTypesof

AdCreatives

forGlobalMobileGamesin

2025In2025,videocreativesaccountedfor74.1%,

up

14.2%YoY.Square

imagesmade

upthe

largest

share

of

image

creatives

at

67.2%.•

Videocreativessurgedto74.1%thisyear,up

14.2%YoY.Videocreativesunder30saccountedfor58%,andthose

over

60sfor

6.9%.•Imagecreativesmadeup24.7%,down

11.6%YoY.Square

imagecreatives

accountedfor67.2%

ofall

image

creatives.12.8%45.2%35.1%Image,24.7%

≤15s16-30s31-59s≥60s2Shareof

image

creatives

by

format2.2%202411.5%67.2%19.1%12Source:SocialPetaDate

Range:

Jan2025

-

Dec2025Shareofcreativesby

type

for

globalmobilegames

in

20251Share

ofvideocreatives

by

lengtha

Portrait

a

Landscape

.

Square

.

OtherVideo,74.1%36.3%59.9%42.2%52.2%6.9%202353.4%67.4%

68.1%

86.9%

84.6%46.6%32.6%

31.9%

13.1%

15.4%In2025,advertisersonAndroidaccountedfornearly80%.

ForMid-coreandhard-core

games,

advertiserson

iOS

accounted

foraround35%.Sharesof

GlobalMobileGame

AdvertisersoniOS&

Androidin

2025SharesofmobilegameadvertisersoniOS

and

Android64.7%81.0%35.3%19.0%ShareofiOSand

Android

CreativesonMajorPlatformsiOS20.4%Android79.6%On

Meta’s

platforms,

iOScreativesaccountedforaround

21%.

On

X

(formerly

Twitter),

iOS

creatives

accounted

for

as

highas46.6%.iOS

advertisers

made

up

about

35%

in

mid-core

and

hard-

coregames.Androidadvertisersaccountedforover81%in

lightgames.13Source:SocialPetaDate

Range:

Jan2025

-

Dec2025Sharesofmobile

gameadvertisersoniOS

and

Android64.4%35.6%Light

Mid-core

Hard-core21.2%

21.6%78.8%

78.4%81.8%18.2%49.3%80.1%

84.3%

82.3%93.5%50.7%19.9%

15.7%

17.7%6.5%Gameswithmore

hardcoregameplayhadhighersharesofcreativeson

iOS.

However,across

most

major

platforms,

Androidcreativesstillaccountforover70%.Sharesof

Creatives

forMobileGameson

AndroidandiOSin

2025SharesofCreativesforMobileGamesonAndroidand

iOSShareofiOSand

Android

CreativesonMajorPlatforms73.9%87.0%26.1%13.0%Games

with

more

hardcore

gameplay

had

higher

shares

of

creativeson

iOS.Hard-core

games

had

over32%of

the

creatives

on

iOS.iOS22.7%Android77.3%On

Meta’s

platforms,iOS

creatives

accounted

for

around28%.On

UnityAds,Android

creatives

accounted

for

as

high

as

93.5%.14Source:SocialPetaDate

Range:

Jan2025

-

Dec2025SharesofCreativesforMobileGamesonAndroidand

iOS67.4%32.6%Light

Mid-core

Hard-core28.0%

28.9%72.0%

71.1%89.6%10.4%15022025Global

Mobile

Game

TopCharts

&

Rankings11Paintby

NumberColoring

GamesOakeverGamesPuzzle12MafiaCityPhantix

GamesSLG13MahjongWonders

Nebula

StudioCasual14WutheringWavesKUROGamesRPG15KingshotCentury

GamesPte.

LtdSLG16TheGrand

MafiaKUROGamesSLG17Coin

MasterMoonActiveAdventure18Archero

2HABBYAction19TravelTownMoonActiveBoard20BlockCrush!WonderfulStudioPuzzleEmblemAssemble:

NeoONG

KONGLOMETRADINGTopWarRiverGameSolitaireClashAviagamesBingoVoyageVERTEXGAMESTile

ExplorerOakeverGamesLandsofJailSINGAPOREJUSTGAMETECHNOLOGY

PTE.LTDWhiteoutSurvivalCentury

GamesPte.

LtdVita

MahjongVitaStudio.Block

Blast!Hungry

StudioLastWar：SurvivalFUNFLY

PTE.

LTD.Jigsawscapes®OakeverGames5

6

PuzzlePuzzleZen

Word®OakeverGamesZen

ColorOakeverGamesRPGSLGCardCasinoTop30Gamesby

AdvertisingoniOSin

2025Riseof

KingdomsLilithGamesEvonyTOPGAMESIdleOfficeTycoonWarriorGamesMapleStory

:Idle

RPGNEXONBibleWordPuzzleOakeverGames7

8

9

101

2

3

4

16Source:SocialPetaDate

Range:

Jan2025

-

Dec2025CasualCasualSLGPuzzle21222324252627282930CasualSLGSLGMONOPOLYGO!ScopelySLGSLGSIMBraindomLahana

GamesRPGWordPuzzleBoard7LastWar:SurvivalFUNFLY

17Free

FireGarena

7Clash

Royale

Supercell17Callof

Duty®:

MobileLevel

infinite8MagicTiles3

Amanotes

18Royal

MatchDreamGames8Gossip

Harbor®MicrofunLimited18ToonBlast

Peak

Games9Vita

Mahjong

VitaStudio

19Gardenscapes

Playrix

9Township

Playrix

19Royal

KingdomDream

Games10WhiteoutSurvivalCentury

Games20Hole.io

Voodoo

10Coin

MasterMoonActive20BrawlStarsSupercell4TownshipPlayrix14Pizza

ReadySupercent4CandyCrush

Saga

King14PUBG

MOBILELevel

infinite5

Clash

Royale

Supercell15

Amon

WhiteoutSurvivalnturymes15

eFootball

KONAMI6Color

BlockJam

Rollic

Games

16CandyCrush

Saga

King6PokémonTCGPocketPokemon16ClashofClans

Supercell1Royal

MatchDreamGames11

Pokémon

GONiantic2LastWar:SurvivalFUNFLY12GardenscapesPlayrix3MONOPOLYGO!Scopely13KingshotCentury

Games1Block

Blast!Hungry

Studio11Goods

Puzzle:Sort

ChallengeONESOFT2RobloxRoblox12Royal

KingdomDreamGames3SubwaySurfersSybo

Games138

Ball

PoolMiniclipTop20GamesbyDownloadandRevenueon

APP

Storein

202517Source:SocialPetaDate

Range:

Jan2025

-

Dec2025图Download

RevenueInnerSlothCeGag

Us!57

8

9

10Zen

ColorOakeverGamesPaintby

NumberOakeverGamesTheGrand

MafiaKUROGamesDarkWarSurvivalFlorere

GamePuzzlePuzzleSLGSLG1

2

3

4

Vita

MahjongVitaStudio.Tile

ExplorerOakeverGamesJigsawscapes®OakeverGamesBlock

Blast!Hungry

StudioBoardCasualPuzzleCasual17181920

BibleWordPuzzleOakeverGamesPUBG

MOBILELevel

ifiniteDoomsdayIGGLastZ:SurvivalFlorere

Game11121314WhiteoutSurvivalCenturyGames

Pte.

LtdLastWar：SurvivalFUNFLY

PTE.

LTD.MONOPOLYGO!ScopelyEvonyTOPGAMES1815165

6

SLGLandsofJailSINGAPOREJUSTGAME

TECHNOLOGY

PTE.

LTDZen

Word®OakeverGamesPuzzlePuzzlePuzzleMysteryTownCedar

GamesBlockCrush!WonderfulStudioTop30Gamesby

Advertisingon

Androidin

2025Total

Battle:StrategyGamesScorewarriorTilesSurvive!FunPlusMobileLegends:

Bang

BangMOONTON21222324252627282930MahjongWonders

Nebula

StudioHeroWars:AllianceNEXTERSKingshotCentury

GamesPte.

LtLords

MobileIGGCoin

MasterMoonActiveSudokuOakeverGamesBraindomLahana

GamesDate

Range:

Jan2025

-

Dec2025SLGSLGSource:SocialPetaAdventureCasualPuzzlePuzzleActionActionBoardWordRPGSLGSLGSLGSLGSLGSLGSLG4SubwaySurfersSYBOGames14MiniGames:Unicorn4Coin

MasterMoonActive

14TownshipPlayrix5

Pizza

ReadySupercent

158

Ball5

Royal

MatchGames

15KingshotCenturyGames6Free

Fire

MAXGarena16CandyCrush

Saga

King6WhiteoutSurvivalCenturyGames16리니지MNCSOFT8

Hole.ioVOODOO18SubwayPrincess

RunnerIVY9

Vita

MahjongVita

Studio.19

Football

LeagueMOBILESOCCER2

Block

Blast!HungryStudio12Extreme

CarDrivingSimulatorAxesInMotion

Racing3

Ludo

KingGametion13

SnakeCalshSupercent2

RobloxRoblox12

Free

FireGarena3

MONOPOLYGO!Scopely13LastZ:

SurvivalShooterFlorereGame198

Gossip

Harbor®MicrofunLimited18

PUBG

MOBILELevel

infiniteTop20GamesbyDownloadandRevenueonGooglePlayin

2025BrainrotChallenge10

MyTalkingTom2Source:SocialPeta

Download

RevenueLastWar:Survival

Game20

FishdomPlayrixPokémonTCGPocketCandyCrush

SagaBrawlStars

SupercellGardenscapes

PlayrixeFootball

TN

KONAMIFree

Fire

GarenaRoblox

RobloxDate

Range:

Jan2025

-

Dec2025PokémonGO

NianticKing

17XGAME

STUDIOOakeverGamesFUNFLY

11Outfit7

LimitedTile

ExplorerGamo

VationMoto

RaceGoStudio

OfficialTileClubPokemonMiniclipDreamPool201110171997711#Company

NameNumberofAdvertised

GamesMainlyAdvertised

Games#Company

NameNumberof

AdvertisedGamesMainlyAdvertised

Games1

Learnings

4411

EWORLD

102

Bingchuan

Network

7212

BoleGames

173

FunPlus

4613

VOODOO

2324

YottaGames

2114

GuruPuzzle

Game

425

LoveColoring

Game

2315

CASUALAZUR

GAMESe

1976

HungryStudio1416

JunHaiGames

337

RollicGames

16017VERTEX

GAMES

PTE.

LTD.

68

FlorereGame

418

Supercentoa;

1399

IGG

3319

LeniuGame

1610

Level

Infinite

8920

HOMA

7020TOP20GlobalMobileGameInvestmentCompaniesIn

2025Date

Range:

Jan2025

-

Dec2025Source:SocialPeta2103Gaming

UserAcquisition

In2025:

WhatActuallyChangedBy

2025,

mobile

gaming

user

acquisition

finally

stopped

feeling

like

a

constantstateofemergency.After

years

of

disruption

driven

by

privacy

changes,

macroeconomic

pressure,

and

spiraling

acquisition

costs,

the

market

began

to

settle.

That

did

not

mean

a

return

to

the

old

playbook.Instead,

gaming

marketers

adapted.

They

becamemore

deliberate

about

howthey

spent,

howtheytested,

and

howthey

measured

success.Theresultwasayeardefinedlessbyvolatility

and

more

by

discipline.Global

gaming

ad

spend

ticked

up

modestly

over

the

course

of

the

year.

It

wasnotexplosivegrowth,

but

itwas

meaningful.Across2025,

gamingad

spend

grewinthe

lowsingledigit

rangeyearoveryear,

signaling

renewed

confidence

withouttheexcessthatdefinedearliercycles.

Ratherthanchasing

scalefor

its

own

sake,marketersfocusedonextractingsustainablevaluefromeveryincrementaldollar.GamingUser

Acquisitionin2025:

What

ActuallyChanged.Fromvolatilitytodiscipline22Source:Singular2025Quarterly

Trends

ReportThatdisciplineshowedupclearlyinhowtheyear

unfolded.Q1

started

cautiously.

Gaming

install

volumes

declined

modestly

quarter

overquarterinearly2025,asmany

teams

prioritized

efficiency,

testing,

and

learningagendasoveraggressive

expansion.As

performance

stabilized

in

Q2,

budgets

began

to

loosen,

even

as

installs

remained

slightly

below

Q1

levels,

down

midsingledigitsquarteroverquarter.Momentum

built

through

Q3,

supported

by

live

operations,

content

updates,

and

steady

creative

refreshes.

Gaming

installs

rebounded

meaningfully

in

Q3,

with

several

high

volume

genres

posting

high

single

digit

to

low

double

digitquarteroverquartergrowth.ByQ4,growth

acceleratedinearnest.

Competitionintensifiedduring

the

holiday

period,

but

something

notable

happened.

For

advertisers

with

maturecreative

pipelines

and

clear

measurement

frameworks,increased

spend

did

not

erode

performance.

In

many

cases,

it

improved

it.

Despite

higher

auctionpressure,manygamingadvertisers

maintained

stable

or

slightly

improvedROAScomparedtoQ3,acleardeparturefromhistoricalpeakseason

patterns.That

marked

a

real

shiftfrom

prioryears,when

scaling

into

peak

periodsoftenmeantsacrificingreturns.GamingUser

Acquisitionin2025:

What

ActuallyChanged.Growthreturned,butquietlyand

unevenly23Source:Singular2025Quarterly

Trends

ReportH2

RebondAt

the

genre

level,

familiar

patterns

held.

Casual

and

hybrid

casual

gamescontinued

to

dominate

install

volume

throughout

2025,

while

mid

core

andstrategy

titles

remained

the

primary

revenue

drivers,

absorbing

CPIs

30

to

50

percent

higher

in

exchange

for

stronger

payer

conversion

and

lifetime

value.What

changed

was

how

advertisers

connected

acquisition

to

monetization.Leading

teams

increasingly

optimized

around

early

value

signals,

aligningcreative,bidding,andchannel

mix

to

payer

propensity

rather

than

rawinstalls.

This

approach

gained

momentum

over

the

year

and

was

especiallyevident

in

Q3

and

Q4,

when

value

based

optimization

helped

advertiserssustainscaledespiterisingcosts.GamingUser

Acquisitionin2025:

What

ActuallyChanged.Scaleandmonetizationcontinuedtodivergebygenre24Source:Singular2025Quarterly

Trends

ReportQ1

was

conservative

and

optimization

focused.

Q2

marked

a

shift

towardexpansionasconfidence

in

performance

predictability

improved,despiteonlymodest

install

growth.

Q3

sustained

thatmomentum,

with

gaminginstalls

and

spendbothincreasingquarterover

quarter.Q4combinedpeak

competitionwith

peak

opportunity,

as

gaming

spend

climbed

sharply

into

theholidaywindowwithoutthecorresponding

ROAScollapseseen

in

prior

years.The

takeaway

was

clear.

Successin

2025

was

less

about

avoidingexpensiveperiodsandmoreaboutbeingoperationallyreadytocompete

duringthem.The

contrast

between

Q1

caution

and

Q4

confidence

summed

up

the

year.GamingUAended2025defined

not

by

restraint,

but

by

selective,

well

measuredgrowth.Source:Singular2025Quarterly

Trends

ReportGamingUser

Acquisitionin2025:

What

ActuallyChanged.Seasonalitybecameclearerandmoreactionable25Seasonality

has

always

shaped

gaming

UA,

but

2025

made

the

inflection

pointsmore

predictable.WhereBudgets

Wentin

2025Androidscaled.iOSdefinedefficiency.At

a

global

level,

platform

dynamics

remainedfamiliar.Android

continuedto

deliver

themajority

ofinstalls,

drivenbyscale,broadergeographic

reach,

and

lower

average

CPIs

that

were

often

40

to

60

percent

lowerthaniOSbenchmarks.iOS

generatedfewerinstalls,buta

disproportionateshareofrevenue,

reinforcing

its

roleasan

efficiency

andmonetizationfocusedchannel.Whatevolvedwashowmarketerstreatedtheplatforms.TopperformersstoppedtryingtooptimizeAndroidand

iOSthe

sameway.Theyapproachedthemasfundamentallydifferent