2025年第二季度全球游戏行业状况报告

Industry movers& shakers44Conclusion52A conversation withAngela Meija46About Xsolla53 Mobile gaming8Epic Games v. Apple:What the latest updatesmean for mobiledevelopers10Chris Hewish discussestheEpicGames v. Appleruling16Regulatory wake-upcall for games aroundthe world18 Introduction4Foreword4In the news6Executivesummary5 The global State of Play,by region42By the numbers:D2C mobile strategies24Latest mobile gamesdata you need to know22 ExecutivesummaryOnce considered a casual offshootof the larger video game industry,mobile gaming has evolved into apowerhouse segment, generatingmore revenue than console andPC platforms combined. In fact,the global mobile games market isprojected to surpass $126 billion in2025. However, despite impressivegrowth, developers face risingchallenges: extreme marketsaturation, tightening regulations,and platform policy upheavals.In this edition ofThe Xsolla Report,we provide a comprehensiveoverview of the current state ofmobile gaming in 2025, combiningdata-driven insights with strategiccommentary to help developers,publishers, and investors navigatethe evolving ecosystem. We alsoexamine how legal battles andregulatory pressures are reshapingmonetization. The landmark April2025 U.S. court ruling inEpicGames v. Appleshifted control,opening up opportunities foradditional monetization channelsfor mobile game developers.Additionally, we examine howgame developers increasinglyutilize and measure playerengagement in-game and onlineto provide additional value acrossmultiple genres and audiences.The report also highlights thegrowing importance of D2Cstrategies, especially with newopportunities for developers tobuild their own web shops, acquirenew users, reward loyal players,and generate new personalizedpromotions with a diversifiedmonetization approach.Let's take a closer look at thesetopics, explore fresh data, anduncover insights from globalexperts to help shape yourbusiness strategies and decisionsin the year ahead. IntroductionForewordThe 2005 Q2 Edition ofThe XsollaReport: State of Playoffers a clearview of the developments anddata points that matter the mostto game development andpublishing decision-makers.Mobile gaming makes up over halfof global game revenue and hasundergone significant disruptionfollowing recent legal ruling in theUnited States affecting the amountof control app stores have ongame monetization. In responseto early rulings, developers rapidlyturned to direct-to-consumer(D2C) solutions and alternativepayment systems to regain controlof the player experience,much-needed margin, andcustomer access.New, hybrid monetization strategies haveemerged, striking a balance between the benefitsand challenges of in-game and online marketingto diversify and expand monetizationopportunities across the game's ecosystem andmaximize each platform's advantages.This edition delivers current data about playerdemographics, behavior, and monetizationstrategies. It also explores how the latest chapterin theEpic Games v. Applecase affectsdevelopers utilizing digital storefronts andalternative payment processes. This knowledge isessential for teams navigating global growth andemerging markets.At Xsolla, we provide developers with the tools andservices needed to adapt and succeed in anever-evolving environment. This report aims tohelp you make informed decisions with confidenceand enthusiasm about the future.The gaming industry isentering a new phaseheading into the secondhalf of 2025, shaped byregulatory changes, shiftingmobile ecosystems, andrapid advances in cloud andpayment technologies. Introduction IntroductionIn the newsRecent industry headlinesXsolla and Second Dinner relaunch updatedMARVEL SNAPweb shop to enhance playerexperience and rewardsFortnite is back onthe US App StoreMobile game spendinghits record highsGame industry dealmakinghits $7.8 billion in Q1 2025Apple faceslegal scrutiny9to5MacForbesmobilegamer.bizNew York PostXsolla.com Mobilegaming Industry FeatureSection01 IntroductionMobile gamingEpic Gamesv. Apple: Whatthe latest updatesmean for mobiledevelopers BackgroundThe legal fight between Epic Games andApple has reshaped how developersapproach monetization on iOS. Whatstarted in August 2020 as Epic's boldmove to bypass Apple’s 30% cut on in-apppurchases has now become one of themost influential court battles in mobilegaming. Today, the case continues toaffect platform policy, developer rights,and the future of game distribution onApple devices.Epic’s decision to insert its paymentmethod into Fortnite triggered Apple toremove the game from the App Store,leading Epic to sue over alleged antitrustviolations. In 2021, a U.S. District Courtmainly ruled in Apple’s favor. However, onekey ruling found that Apple had violatedCalifornia’s Unfair Competition Law bystopping developers from steering usersto other payment methods. The courtissued an injunction ordering Apple toallow developers to link to externalpayment systems. The ruling was the firstimpactful crack in