As mobile game downloads dip, 0.02% of players drive 20% of revenue: Moloco report

After a pandemic-fueled boom and a period of market correction, mobile gaming is seeing a new phase of growth, and it’s not about chasing downloads. According to Moloco’s newly released report 2025 State of Mobile Gaming: In-App Purchase Trends of Leading Apps, mobile game developers are focusing on long-term value by turning casual gamers into paying users and boosting revenue per user through smarter acquisition and monetization strategies.