根据Sensor Tower估算，2024年全球App Store和Google Play用户支出达1500亿美元，同比增长13%。移动行业持续重塑娱乐、社交、购物等数字体验，其中APAC地区贡献了全球收入Top100发行商中的半数以上。
获奖游戏体现用户获取与投放策略创新：AFK Journey以'Play, Progress, Relax'设计获4.8星评分，成为奇幻RPG品类收入与下载双冠；Last War:Survival通过融合生存题材与休闲元素解决4X游戏获客成本问题，LTV表现优异。CookieRun: Tower of Adventures与Wuthering Waves分别凭借IP联动与开放世界体验拉动UA ROI。
应用侧趋势聚焦广告变现与增量提效：短剧应用DramaBox下载量破亿，用户支出达3亿美元，年增长超15倍；Gauth以AI赋能教育场景，累计下载8900万，4.8星评分体现高留存。Azar与Binance分别在社交与加密领域保持MMP归因主导地位，DANA凭借数字钱包创新驱动印尼市场的LTV提升。
报告显示，2024年APAC地区在混合变现、AI驱动、跨品类融合方面引领全球。如Gossip Harbor®通过合并+剧情+模拟经营组合突破品类天花板，Microfun因此跃居全球合并游戏收入榜首。这些案例表明，精细化UA策略与归因分析（如SKAN框架）对增量提效至关重要。
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SensorTowerQ1 2025 Digital Market Index: The Digital Economy Starts 2025 with Strong Growth Across Advertising and Mobile
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