The global mobile game market received $82.5 billion in total in the first three quarters of 2025, with RPG and strategy-style lead income.

According to the latest report published on the XMP platform under the Mobvista flag, based on Insightrackr data, the global mobile game market (excluding the country area) registered an increase of 13.2 per cent over the same period in the first three quarters of 2025 (January-September), to approximately $82.5 billion. Of this total, 60.4 per cent of the total revenue contributed by the Android platform and 39.6 per cent by the iOS platform; 67.8 per cent by reference to internal purchases and 32.2 per cent by application.

The total number of downloads of global mobile games over the same period was 38.9 billion, an increase of 7.4 per cent over the same period. The installation of equipment in Andrea was 80.8 per cent (approximately 3.143 billion) and in IOS 19.2 per cent (approximately 7.47 billion). Role-playing was at the top of the list at $7.6 billion, with 84 per cent ($6.4 billion) coming from in-house purchases and 16 per cent ($1.2 billion) from advertising; strategic-type games followed by $6.8 billion, with application purchases accounting for 75 per cent ($5.1 billion).

In contrast, 69 per cent of the $6.1 billion in total revenue for shooting-type games relied on advertising to cash; advertising accounted for as much as 80 per cent of the $4.6 billion in income for puzzle-solving games. In terms of downloads, the top five categories are ultra-recreational games (5.7 billion), puzzle games (4.5 billion), action games (3.3 billion), racing games (2.4 billion) and simulation management games (2 billion). The most creative game for advertising in the first three quarters of 2025 was Jigsawscapes, followed by Vita Mahjong, Point by Number Coluring Game, Tile Explorer: Tyres Clear and Zen Color – Color by Number. The Oakever Games product holds six seats out of the top 20 in advertising, while Vita Studio is listed as the only distributor of a number of products with two.

Video advertising dominates mobile game advertising, accounting for 80.9 per cent; photo advertising accounts for 13.7 per cent and trial advertising for 5.4 per cent. By region, South America has the highest number of 2.47 million advertising ideas, followed by Europe (2.41 million), North America (2.3 million) and South-East Asia (2.26 million).