2026制胜运营活动：头部营收手游战略洞察研究报告

Sensor TowerPowering Intelligence Behindthe Global Digital Economy Sensor Tower is the leading source of mobile app, digitaladvertising, retail media, and audience insights for the largestbrands and app publishers across the globe. Sensor Tower’s award-winning platform delivers unmatchedvisibilityinto the mobile app and digital ecosystem,empowering organizations to stay ahead of changing market helped marketers, app, and game developers demystify themobile app landscape with visibility into usage, engagementand paid acquisition strategies. Today, Sensor Tower’s digitalmarket insights platform has expanded to include Audience,Retail Media, and Pathmatics Digital Advertising Insights,helping brands and advertisers understand their competitor’s Sensor TowerOur Customers Top publishers trust Sensor Tower insights to grow their business. Sensor TowerSolutions App AdvertisingInsights App PerformanceInsights Live OpsInsights Pathmatics DigitalAdvertising Insights Live Ops mechanics and gamemonetisation. into the digital ad ecosystem. into the mobile app ecosystem. into paid user acquisitionstrategies. calendars, game content andsystem tracking, curatedanalytical reports and AI-generated summaries of key and impression estimates, SOV, andmore across key channels, like:Facebook, Instagram, X (formerlyTwitter), OTT, YouTube, display,video, and others. regional share of voice (SOV)across apps and the biggestmobile app ad networks, topadvertisers, publishers, creatives,and more. downloads, and revenue; activeusers, demographics, retention,sessions, and time spent; appratings and reviews, keywords,search ads, and more. Sensor TowerSolutions Video GameInsights GamingInsights Pathmatics RetailMedia Insights Advanced UsageInsights and Console platforms look into app user engagement. look into the mobile gamingecosystem. insight into on- and off-site retailmedia network investments revenue, RPD, and ARPDAUbeyond the top-level category(Lifestyle & Puzzle) and can drilldeeper into genres (Puzzle,Arcade, etc.) and sub-genres(Swap, Word, etc.). like sales, revenue, DAU, and MAUfor over 140,000 PC and Consolegames across 100+ global markets.Analyse shifts in player behaviourto uncover critical intelligence onplayer acquisition and retention. user; time spent; time of day; daysused per time period; new,retained, resurrected, and churneduser trends; and cohort usageoverlap. mix, share of wallet, impressions,and SOV for brands and productsacross retailers – gaining a covetedview into the co-branded digital adecosystem and retail media Sensor TowerExecutive Summary This report delivers in-depth insights into Live Ops strategies across top-grossing mobile games globally. It covers 2025 global mobile game revenueperformance, the distribution of games generating over $100 million in the report analyses the structural frameworks behind mobile game Live Ops,examiningthe mechanics,design principles and strategic objectives ofrecurring events, feature-driven events and large-scale tentpole events. Thereport also includes case studies of leading titles, helping readers understandthe Live Ops strategies behind top strategy game, Whiteout Survival, and Sensor Tower's revenue data is based on in-app purchase (IAP) estimates from App Store and Google Play,excluding ad monetisation, revenue from third-party Android stores or direct payments made via official brand websites or other alternative payment channels. Unless otherwise specified as net revenue, allrevenue figures refer to gross revenue (i.e. before platform fees are deducted). - All Rights ReservedMainland China. Contents Introduction/ OverviewGlobal Mobile Games Market & Live Ops System Overview0608 Global Mobile Games Market &Live Ops System Overview Global Mobile Games Market Rebounds in 2025, Annual Revenue Expected toSurpass $82 Billion Note:Sensor Tower's revenue data is based on in-app purchase (IAP) estimates from App Store and Google Play, excluding ad monetisation, revenue from third-party Android stores or direct payments made via official brand websites orother alternative payment channels. Unless otherwise specified as net revenue, all revenue figures refer to gross revenue (i.e. before platform fees are deducted). structurally mature market environment, where publisher strategies are increasingly focused on refinedLive Ops, extending game lifecycles and maximising user quality and lifetime value (LTV). has successfully returned to a growth trajectory. In 2025, total annual market revenue is projected toreach$82 billion. 135 Mobile Games Surpassed $100M in IAP Revenue, Generating a Combined$50.8B – Strategy and Puzzle Titles Account for Half Source:Sensor Tower App Performance Insights - All Rights Reservedfrom a broad user base and stable monetisation conversion, demonstrating that casual genres canunlock top-tier commercial potential through refined Live Ops execution. 10gains. This highlights the ability of leading publishe