According to data from AppMagic, the expansion of mobile games is projected to experience a slowdown in 2025

AppMagic, a data analytics company, has revealed new findings indicating a deceleration in the growth of the mobile gaming sector.

In 2025, the revenue experienced a marginal increase of 0.2% from the previous year, down from a 3% rise in 2024. Meanwhile, game downloads rose by 4.6%, compared to a 6.6% growth in the prior year.

According to AppMagic, these figures suggest that the industry is transitioning into a more mature and competitive phase. The slowdown in growth can be attributed to "rising saturation" and "exhaustion" in markets that previously spurred the mobile industry's expansion.

Within the Top 10 mobile gaming markets, growth remains largely unchanged. Any existing growth seems driven by a reallocation of installations and revenue, with minor gains in countries like the UK, Germany, and France counterbalancing declines in "key Asian monetization markets" such as South Korea.

"These trends collectively indicate that the gaming market is maturing with increasing competition over a nearly fixed user and spending base, rather than expansive market growth," stated the company.

Currently, strategy games are leading the mobile gaming genre in growth, with a 16% surge in revenue and a 15% increase in downloads year-on-year. In contrast, both casino and RPG games have underperformed; revenue for casino games dropped by 7.6% and downloads decreased by 15.8%. RPG titles experienced a steep 16.6% fall in revenue and a 9.1% dip in downloads.

AppMagic's research also highlights that Latin America's market is hitting saturation. Many countries have seen a sharp decline in downloads: Colombia fell by 10%, Ecuador by 9.8%, Peru by 8.9%, and Argentina by 8.4%. However, revenue is climbing, with Argentina showing a substantial increase of 33.2% and Colombia rising by 23.6%.

Furthermore, the report mentions that AI is significantly influencing mobile advertisement creation. Currently, 56% of the Top 100 grossing games utilize AI technology in their marketing strategies.