2026版游戏应用洞察报告

The gaming appinsights report: Unlocking growth opportunities Contents Introduction: Retention is becoming the priority play .....................3Industry trends: What we’re keeping an eye on����������������������������������� 5 Methodology ...............................................................................................8 Key takeaways .............................................................................................9 Game-changing insights for maximum impact ............................... 10Top apps, install patterns, sessions, and retention rates Cracking the code on cost and performance ................................... 24Cost per install, impression, and click + partners per app �����������24 Conclusion: Winning the next chapter of mobile gaming ............ 34 INTRODUCTION Retention is becoming the priority play in mobile gaming Mobile gaming remains one of the highest performing app verticals, and a major force in the gaming industry at large. In 2025,mobile accounted for55% of the gaming industry’s total revenue,and with almost 3 billion mobile gamers worldwide (about80% of all gamers), the growth opportunity remains significant. With new challenges around install volume and cost, marketers, An industry that once largely relied on a high turnover of downloads andfast-paced ad revenue is now including an increasing number of retentionelements and monetization streams into games, to focus on higher LTVplayers� Among casual, mid-core, and hyper casual games combined, IAPrevenue grew to$81�8 billion, in 2025 marking the third consecutive year Growth is happening and there’s an abundance of data� Understandingwhich signals to focus on and which actions to take requires a sourceof truth that can be relied on for fast decisions� Teams need accurate, Drawing on data from thousands of apps, theGaming app insights report:2026 editionbreaks down top-of-funnel, engagement, and user acquisitioncost metrics by subgenre, region, and country� We provide you with the AI adoption has accelerated and is making a real impact in the productionof creatives, testing, live operations, messaging, and personalization� A2025 Google Cloud survey, for example, reported thatover 90% of game “As mobile gaming matures, growth is becoming less about scalealone and more about precision. Amid rising acquisition costs,studios are increasingly focused on retaining high-value players,optimizing creatives and channels, and building ad-to-experience Tiahn WetzlerDirector Marketing Industry trends: What we’re keeping an eye on D2C UA COST CHALLENGES Rising user acquisition costs andsignal loss are pressuring marketersto optimize targeting, creative SPOTLIGHT ON: ADJUST SOLUTIONS PC & Console:Unify the player journeyacross mobile, PC, and console, with accuratemeasurement of cross-platform installs, AI CREATIVES Adjust Growth Copilot:Your AI-poweredpartner for smarter app growth� LIVE OPS Continuous live operations, includingtime-limited events, seasonal content,and dynamic offers, are critical for TrueLinkfor deep linking and additional solutions foruser engagement� CROSS-PLATFORM A look at App Tracking Transparency (ATT) opt-in rates Gaming App Tracking Transparency (ATT)opt-in rates continued to climb globally in Q12026� Among users shown the prompt oniOS, the opt-in rate reached 39%, up from38% in Q1 2025� Adventure games had thelargest increase, up from 32% to 38%� Trivia(34%), racing (46%), family (20%), card (32%), Mobile gamers are becoming morecomfortable with consent prompts as At the regional and country levels, India sawthe largest jump in gaming app ATT opt-inrates, rising from 44% in Q1 2025 to 51% inQ1 2026� LATAM followed, climbing from Indonesia had the highest ATT opt-in rate inQ1 2026 at 60%, while Saudi Arabia, Brazil,Thailand, and Malaysia all hit 52%� Methodology VERTICALS: Games (all), action, adventure, arcade, board, card, casino, casual, family, hybrid casual,hyper casual, idle RPG, music, puzzle, racing, role playing (RPG), simulation, slots, sports,strategy, swap, trivia, word� REGIONS: Global, APAC, Europe, LATAM, MENA, North America COUNTRIES: Austria, Brazil, France, Germany, India, Indonesia, Ireland, Japan, Malaysia, Mexico,Philippines, Saudi Arabia, Singapore, South Korea, Switzerland, Thailand, Turkey, UnitedArab Emirates (UAE), United Kingdom (U�K�), United States of America (U�S�), Vietnam� DATASET: A mix of Adjust’s top 5,000 apps and the total dataset of all apps tracked by Adjust�Our data comes from two sources, one including a list of 45 countries and one withapproximately 250 based on the ISO 3166-1 standard� Data is based on aggregated,anonymized data from apps tracked by Adjust and may not reflect the entire global app DATE RANGE:January 2024 - January 2026 Key takeaways Hyper casual accounted for 29�1% of allgaming installs, and 15�3% of sessions� Global gaming app sessions increasedby 1% YoY in 2025� 1 Paid-to-organic