Mobile game downloads decreased in 2025, though the amount spent by players increased sufficiently to ensure the App Store remained very profitable. Developers did not need to worry about the rapid increase in users, but needed to retain the players and make more lifetime purchases. That change is supporting Apple’s services revenue and reinforcing the App Store business model.
Download Numbers Fall
The number of mobile games downloaded in the world dropped in 2025 compared to the preceding year. Many installs went down, and the time invested and in-app purchases stayed the same or went up in many titles. The data shows that mass install growth is no longer the default path for success in mature smartphone markets. Sensor Tower reports that total game downloads were lower in 2025, even as platforms and developers adapted to new strategies.
Spending Per Player
Average spending per user increased as developers doubled down on retention tactics. Games that rely on long-term progression and recurring purchases did especially well. Strategy titles led growth across downloads, engagement, and revenue because their systems encourage repeat play and recurring payments. That shift lifted in-app spending even while fewer new users installed games overall.
App Store Strength
Apple App Store is a significant source of online commerce. In 2024, Apple announced that the App Store ecosystem globally enabled approximately $1.3 trillion dollars in billings and sales by developers. Most of that activity occurs outside Apple’s commission model, but the large volume of ongoing transactions still feeds Apple’s services revenue. The size of the ecosystem helps the company capture a steady share of in-app spending.
How this plays out for developers and players is clear. Studios have moved from a blitz of user acquisition toward feature sets that keep existing players engaged. Subscription offerings, season passes, and long-running events now carry more weight in studio road maps. That makes sense for platforms, too. Apple benefits when players buy digital items or renew subscriptions inside apps on iPhone and iPad.
