UnityIndustry Perspectives on 2025 Mobile Gaming Trends | Unity
The 2025 mobile gaming trends report highlights a continuation of 2024's stability, with steady growth driven by evergreen and IP-based titles.
Key predictions include a shift toward user-level monetization customization in hybrid-casual games, leveraging contextual data for personalized ad and IAP experiences.
IP games are set to surge, with cross-media collaborations boosting engagement and reducing user acquisition costs.
Puzzle games, especially in Vietnam, will dominate due to genre blending and strong retention.
AI will redefine game design, enabling dynamic, player-driven experiences.
In ad tech, programmatic CTV maturity will push for greater transparency and accountability, allowing advertisers to measure real campaign impact across platforms.
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Mobile gaming trends in 2025 include rewarded marketplace expansion beyond games, subscription apps adopting ads, resurgence of midmarket titles, hybrid-casual dominance, APAC global reach, and long-format playables.
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