Liftoff(Vungle)Beyond the Game: What to Expect From Consumer Apps in the Rest of 2025
In 2025, non-gaming apps are increasingly integrating three key trends from mobile gaming: sophisticated game-inspired engagement systems like missions and streaks (e.g., Crypto.com, Bing); AI as a front-facing, interactive tool rather than a hidden feature (e.g., WhatsApp, Snapchat); and collaborative social features that encourage users to work together toward shared goals (e.g., Duolingo, Spotify).
These strategies aim to enhance user engagement, habit formation, and emotional investment by making apps more playful, personal, and social.
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