The 2026 State of Gaming highlights a major shift in gaming monetization: mobile downloads fell but IAP revenue grew for a third consecutive year, signaling a pivot from new-user volume to lifetime value. Ad spend on YouTube for mobile increased, aligning with this focus on high-value audiences, while PC/console YouTube share declined. On PC, Steam broke records in premium game revenue and downloads, driven by AA/AAAs and indies like Black Myth Wukong.
The shooter market saw intense competition with Battlefield 6 as top seller, Marvel Rivals and Delta Force disrupting, but incumbents Fortnite and CS2 retain MAU leadership. Strategy games drove mobile revenue gains, led by Last War and Whiteout Survival. Friend-group-targeted indies like R.E.P.O.
and PEAK exploded via content creator clips, leveraging low prices and viral moments. Key takeaways for advertisers: invest in retention and reactivation over UA, target high-value mobile users via video channels, exploit strategic genre growth, and leverage creator-driven co-op games for viral reach. PC/console remains premium-focused, with Steam leading downloads.
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SensorTowerSensor Tower APAC Awards 2025
In 2025, non-game apps surpassed games in revenue, with total in-app spending hitting $167B. APAC publishers drove a $2.58B increase in gaming revenue. Short Drama and AI Assistant categories saw explosive growth, while Blinkit, Shopee, and DeepSeek led their sectors. For ad ops, this signals shifting user attention toward lifestyle, commerce, and AI tools, creating new inventory opportunities beyond gaming.
AdjustMobile app trends and insights for Songkran 2026 | Adjust
During Songkran 2025 in Thailand, overall app installs rose 8% and sessions 12% YoY. Food & drink apps surged up to 141% in installs and 160% in sessions during the festival. E-commerce saw a post-festival spike (+49% installs). Entertainment apps had longer sessions (+30%), while social and messaging apps also grew significantly. Key actionable insights: align campaigns to pre/during/post phases, optimize for intermittent usage, segment tourists vs. locals, and capture long-term value post-festival.
SensorTowerTop 10 Worldwide Mobile Games By Revenue and Downloads in April 2026
In April 2026, global mobile game revenue hit $6.4B, down 4% MoM, with Honor of Kings leading. Live ops, IP collabs, and seasonal events drove top-grossing titles. Downloads grew 9% MoM to 3.6B, led by Block Blast! and hypercasual puzzles. Key insights: major updates and cross-game events boost spending; simple mechanics and regional targeting sustain downloads. Ad ops should focus on IP partnerships and seasonal campaigns to drive engagement.
SensorTowerTop 10 Worldwide Mobile Games By Revenue and Downloads in March 2026
March 2026 saw global mobile game spending reach $6.7 billion (+2% MoM), led by Last War:Survival Game with seasonal events. Whiteout Survival and Gossip Harbor also gained via live ops. USA drove 31% of revenue. On downloads, Block Blast! and Free Fire led, while Subway Surfers City and Fortnite grew post-relaunch. Ad ops decision-makers should leverage cultural and seasonal events to boost engagement and monetization.
SensorTowerTop 10 Worldwide Mobile Games By Revenue and Downloads in February 2026
February 2026 mobile game revenue hit $6.55B, down 8% MoM. Last War:Survival Game led globally via Valentine's Day event. Game for Peace entered top 5 after Lunar New Year + Ferrari collab. Whiteout Survival rose on festive mini-games. Pokémon GO saw revenue growth from Tour events. Wuthering Waves benefited from Version 3.1. Downloads reached 3.5B, down 16% MoM. Block Blast! led downloads; Rainbow Six Mobile and Subway Surfers City showed strong growth. Driving-themed games gained in emerging markets.
AppsFlyerInstagram deep links: how to create, use, and measure them
Instagram deep links suffer from the platform's walled garden, breaking standard links and preventing attribution. AppsFlyer OneLink technology bridges this gap via smart landing pages, enabling proper routing and attribution for bio, Stories, and DM placements. This turns Instagram from a black box into a measurable growth channel, crucial for scaling influencer programs and optimizing spend.
AdjustFIFA World Cup 2026 mobile app trends for marketers | Adjust
Analysis of 2022 World Cup mobile data reveals that the tournament's largest engagement window occurs early, with sports entertainment installs spiking 189% and sports news 204% on November 22. Engagement revolves around national team matches, with significant spikes from non-participating markets like China (+1,294% sports entertainment installs). For 2026, brands must adapt in real-time to shifting attention across matches and regions. Adjust's AI-powered attribution and analytics provide the visibility needed to capitalize on these global events.
MolocoIs your channel mix resilient in an AI-disrupted world?
AI is reshaping consumer behavior, with 80% of Google searches ending without a click and half of consumers using AI for product research. This disrupts traditional channels like search (CPC up 10-25%) and affiliate marketing (revenues down 7%). Meanwhile, mobile apps and CTV offer stable, high-engagement alternatives. Advertisers should diversify away from disrupted channels, targeting the independent app ecosystem where Day 30 ROAS can be 116% higher. Key metrics: organic direct traffic share (target >51%) and disrupted channel spend share (target <34%).
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