As the gaming industry continues its upward trajectory, 2025 is expected to be a year of groundbreaking innovations and evolving trends. With advancements in AI, cloud gaming, better chipsets on handheld devices, and more games popping up, the future of mobile gaming is brimming with possibilities. While we have our own set of predictions for a few games, some major names in the Gaming Industry have some interesting takes to share for 2025. While Part 1 covered a glimpse of what’s to come, this article, Part 2 of the 2025 Games Industry Predictions Series, will highlight more insights from industry leaders.
Nikita Matsokin
Executive Director, MGVC
Prediction for 2025: Mobile Games are a highly competitive and oversaturated market
In 2025, mobile games remain a highly competitive and oversaturated market, with products competing for players’ attention. Here’s a range of trends I’d like to highlight:
- Consolidation in the Market to Continue: Mid-sized and small mobile game studios struggling with the difficult marketing environment, the low success rate of new launches, and other obstacles are ultimately leading them to partner with bigger companies, pivot, or go out of business.
- New Successful Launches to Be Dominated by Asian Studios: In 2024, only 2 of the top 25 new top-grossing games were launched by Western companies. This trend is set to continue in 2025.
- Market Leaders to Double Down on Live Ops and Content Treadmill: For their key titles, market leaders will focus on retaining and engaging active audiences, setting production quality and live ops density to new heights.
- Focus on Established IPs and Franchises: Studios will prioritize launching games tied to existing IPs to mitigate risks and leverage built-in audiences.
- Evolution of DTC Channels: DTC revenue improves margins. Many studios already have DTC capabilities, and the new goal is to drive the core audience into these channels. This leads to the introduction of deep meta and loyalty systems on the web to attract more players.
- Fragmentation of Distribution Channels: With changes in app store regulations, the rise of alternative stores, and the renaissance of web games, mobile is set to become an even more fragmented space as developers seek new audiences and revenue streams with existing products.
- Limited Access to Investments: All the challenges of the mobile market, as well as general macro conditions, push investors to be very cautious. The Turkish market is an exception to this—its combination of exceptional talent, founders with successful exits, and VCs focused on local startups could make Turkey a new hotbed for mobile games.
Chirag Ambwani
SVP & Entertainment, Sensor Tower
Prediction for 2025: Continuation of 2024 themes, developer shift to cross-platform gaming
2024 was a year of stability and back-to-basics for the mobile gaming industry. We saw developers and publishers prioritize existing successful live titles in genres of expertise vs launching new titles in new categories. This theme of focus shaped the landscape where evergreen titles had record-breaking growth & the dependence on pre-established IP and having a strong brand made it a must for capturing growth in 2024.
We are projecting a continuation of 2024 themes an acceleration where we are seeing steady growth led by evergreen & pre-established brands but publishers feeling more confident due to better market conditions to experiment with new titles. Also, the last few years of developers operating and navigating in a post-ATT environment will fuel a push to scale up marketing commitments.
Furthermore, the evolution of game developers from being singular platform-focused platforms (mobile vs PC vs Console) to transforming their current live or new titles to be cross-platform. Lastly, the continued leveraging of existing brands to tap into new audiences will push the need for more live operations and collaboration.
Wadih Al Sayah
Co-founder Al Musaed LLC and Vice Chairman Dubai Gaming & Esports Group (GEG)
Prediction for 2025: MENA esports will flourish in 2025
For 2025 I believe MENA esports is going to flourish as multiple governments will be getting involved in growing the industry further alongside KSA. We already have seen interesting initiatives here in the UAE like DGP, GEG, AD Gaming, etc. Meanwhile, we gamers will enjoy better AI-based tech that will create better-performing & immersive games on mobile, PC, and all other platforms.
Qais Haddad
Senior Account Manager, MENA, Google
Prediction for 2025: The shift towards Hybrid Monetization in Mobile Gaming
We’ll see a rise in hybrid monetization models, combining In-App Purchases, In-App Ads, and Subscriptions. This allows mobile gaming developers and publishers to cater to different player preferences and maximize revenue streams. New and innovative ad placements will prioritize user experience, seamlessly integrating into gameplay without disruption.
In conclusion, the future of mobile game monetization lies in flexibility, player choice, and innovative approaches that enhance the overall gaming experience. By embracing hybrid models, prioritizing user experience, and leveraging emerging technologies, developers can create sustainable revenue streams while keeping players engaged and satisfied.
Viktoria Skupenko
Partnership and Chief Business Development Officer, BG Games
Prediction for 2025: Games compete with TikTok
In 2025, your main competitor isn’t rival games, but TikTok and short-form videos. From now on, they set the rules of the dopamine race. Your job is to be the chef of emotions, serving players an endless stream of bite-sized, vibrant dishes every 20 seconds.
Daniel Tchernahovsky
Vice President, Global Business Development at AppLovin
Predictions for 2025: Segmentation of users, Web growth as a platform, apps adopting gaming mechanics
User Segmentation
The goal of a game has always been to make the players feel that the game was designed just for them. We are now at a point where advancement in technology – on the UA/ad monetization side, as well as on the game development side – allows for this. As hybrid approaches become more foundational to game development, we will see more and more sophistication in the segmentation of users, engaging players and non-payers in different experiences in the game.
Growth of Web as a Platform for Mobile App Experience
We are seeing more and more partners exploring the web as part of the user experience for their apps. Initially, this was used primarily in the subscription world, where developers would move the onboarding experience to the web, but it is expanding more broadly across app categories. Whether as a way to engage loyal users with a web store or to drive new interactions via pure web-based approaches, I expect there to be a lot of development in this area.
Symbiosis Between Apps and Games
Non-gaming apps in health, wellness, and productivity will continue to adopt gaming mechanics to increase user retention and engagement, creating mutual growth opportunities for both sectors.
John Wright
Vice President of Mobile Publishing, Kwalee
Predictions for 2025: Exploring HTML5 Games, Opportunities for Alternative Stores, Boom of Anime Games
HTML5 Games
A trailblazer in Q3 for mobile games, the industry has truly woken up to the substantial revenue potential outside the walled gardens of Apple and Google. The resurgence and expansion of HTML5 games are closely linked to developers seeking to boost studio EBITDA and, ultimately, ensure survival. Meta Instant Games has just integrated IAPs for the first time, and double-digit CAGR growth on Poki and CrazyGames highlights the market’s potential. All signs point to HTML5 as something every developer should be exploring next year.
Alternative Stores
In line with the first point, alternative app stores have surged over recent months. With the EU’s DMA loosening the duopoly’s hold on mobile gaming, new opportunities are emerging. I’ve personally observed LTVs from Amazon store users hitting 30-40% higher than iOS recently. Combined with the expansion of alternatives like Samsung Electronics, Huawei, OneStore, and technology like KYLN there’s now room to negotiate better terms (lower IAP tax) and increase profitability.
Anime Games Are Booming: AAA Design and Cross-Platform Growth
As someone who’s been into anime and manga since I was 12, it’s exciting to see the genre finally go mainstream. Netflix’s live-action strategy, especially with the success of One Piece, has propelled Western adoption. Disney+ picking up Bleach: Thousand-Year Blood War was another massive milestone. In gaming, major releases like the Korean manhwa-inspired Solo Leveling: Rise showcased the potential for mobile and cross-platform experiences. While the Western release (expected later in 2025) might not reach the same heights, I think it’ll still make waves globally. The anime gaming genre is poised for a strong double-digit CAGR, with increasing Western acceptance.
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