According to the 2025 Mobile Application Growth Report, published by Adjustice under the umbrella of AppLovin, the growth rating system reveals the growth potential and access opportunities for users by region, country, type of application and type of game. This rating is based on four major indicators of installation, cost-effectiveness, user participation and retention, and a comprehensive ranking based on an analysis of the first 5,000 global applications in the first half of 2025.
Global mobile applications installed increased by 11 per cent in the first half of the year and by 10 per cent in user hours. Game-based applications have become the brightest performers with a 45.8-growth rating, largely due to the strong performance of ultra-recreational and mixed leisure-like games. The publication category ranked second in 30.8, while the tool category ranked third in 27, followed by the entertainment category (26.2) and the financial category (24.6). Super-recreational games lead the subdivision of global games with 35.8 points, followed by mixed-recreational games (34.5) and card games (34.1). Music games (33.6), exchange elimination games (33.6), and table tours (32.7).
The growth of the global game market showed significant geographical differences: India was ahead of other European markets with 52.2 growth, the Nordic countries outperformed other European markets, Argentina and Colombia promoted growth in the Latin American region, and Turkey ranked first in the Middle East-North Africa-Turkey region. Asia and the Pacific and Latin America are among the fastest growing regions globally, with the Asia-Pacific region leading by a combined score of 45. India (49 points) and Indonesia (43.1 points) performed better than large economies such as France (26.6 points) and the United Kingdom (26.3 points). The North American region (27.3 minutes) slowed but retained high-value users, driven mainly by ARPU optimization and deep realization rather than new user growth.
The distribution of the game market shows the fastest growth of music games (41.2) and card games (35.7) in the Asia-Pacific region; card games (36.6) are the regional engines of growth in Europe; in Latin America, street games (36.7) and action games (36.6) are the most popular; in North America, Canada (29.6) is slightly higher than in the United States (28.6) and exchange elimination games (32.8) and table games (31.4) are the main engines of growth. “The challenge for marketers today is not data scarcity, but how to identify key signals. At a time when user participation and retention rates are as important as installation and cost-effectiveness, we have introduced growth ratings as benchmark indicators to help marketers prioritize investments, seize opportunities and maintain growth power in an increasingly competitive environment.”
