2025年移动游戏发展报告：头部App的应用内购买趋势

Top5IAP 0326071417iOS23 IAPIAP20244%22025 App——20241IAA20%IAP2028233UAApp 3↑[1]AppsFlyer2024App[2]Sensor Tower2025[3]StatistaMarket Insights 2025Moloco100IAPSensorTowerIAP24Moloco 2025LTV0.2%App6%3%90iOS2024iOSiOS5%0.02%App520% Top5Top 100 30ARPPU6%IAP55%20%100 IAPIAP6%55ROAS19%3iOS1%140% 10040-5 0 % *IAP600100IAP 40App 65008090Sensor TowerIAP24MolocoSensor TowerIAP ∙IAP*45%∙T1*32%∙ARPPU*3%∙ROW→2025 T 1 ARPPUIAPIAPIAP*19%3%120Sensor Tower 2025 2025AppLTVAppARPPUAppiOSMobilityWareCorvinAmpleev MobilityWare 8↑[4]Sensor Tower2025IAPApp202450%IAP202023%4—— iOS+0.2%+26%iOS2023-2024iOSAndroidT1ROWQ1-23Q1-24↑()|MolocoTop 100App0.2%AndroidiOS2025 AndroidT1-2%+3%+8%-8%-2%Q4-24Q1-24Q1-23Moloco跨越边界：移动游戏洞察助力实现全球增长Android +6%+5%+7%Q4-24OSiOS 9 ↑ARPPUD30D30D90 ARPPUD7D30D90ARPPUApp23120246%2025 |Moloco Top 100|D30D90LTV241D30+3%D7-3%2412D90+6%10ARPPUTop100D7 ARPPUD30D90ARPPU D90+6%AppD7 I2P RPGIAPIAP2024vs2023|SensorTower↑SensorTower 2025|IAPApp2025 RPG-20%20%20%40%-40%-40%-20%2024IAP$10|SensorTower↑SensorTower 2025$45.9$32.4$3.1$0.3 IAP 2023,2024IAPTop 10App2024 vs 2023|SensorTowerApp↑SensorTower 2025GOTCG2.442.783.394.874.946.767.078.49RPG2025 1220232022202220172021202020232024202312RPG——RPG 20112 2024100 3202501App 130 4App02 2025 ↑ D72024iOS14%10%iOSAndroidiOSOSD7iOS20232024AndroidIAP10%iOSROWiOS202411%——ROW19%2025 MolocoiOS14% Q1-23Q1-24Q4-24|Moloco Top 100iOS+10%Android-2%Android+0.3%iOS+13%iOSROW31%iOS 15 iOST1D7%2024vs20232024IAPiOSAndroid20247IAP↑D7Moloco|Moloco Top 100+8%-2%18%Android29%iOS 2025 5%iOSiOS0.02%20%iOS↑D7MolocoiOS52025 20%iOS| Moloco Top 100UA AndroidD7100D7100↑:[5]SingularQ1 20%0.02% 5%48%T15%5%D72024 vs2023↑D7+0%47%5 %T 12025 5%48%2024 vs. 2023|Moloco Top 10029%+12%195%R O W IAP10%64%25%77%T1Moloco50%50%-1%+5%4 8 % AndroidiOSAndroid↑3T1+35%iOS+0%2412412iOS2025 ……Moloco+47%+46%+32%-4%-5%-10%20iOS959980-140% —— ↑3——Moloco…iOS9995T1241241299+137%95+83%+100%+51%+39%+25%——ROI2025 21 ARPPUT1↑Moloco跨越边界：移动游戏洞察助力实现全球增长2025 Moloco跨越边界：移动游戏洞察助力实现全球增长 vs.CPP Top52025 ↑MolocoTop 5vsMolocoTop 100Top 5T1/Top 5Top 100Top 5D720%+22%+10%2025 10- Top 5T1Top 5+20%+34%Top 5ROAS Top 5ROAScampaignAppROAScampaign19%↑MolocoTop 5vs MolocoTop 100Top 5campaignApp↑MolocoTop 5vs MolocoTop 100↑MolocoTop 5vs MolocoTop 100Top 52025 Top 5AndroidTop 5 2025 2025 + AppROI 27 moloco.com/zh/contact