What do you think 2025 will bring?
We asked a whole host of regular mobilegamer.biz readers what they think the big trends will be over the next year, and here’s what they said.
Chris Hewish, Xsolla CSO
In 2025, I predict the mobile gaming industry will see a significant rise in the adoption of AI-driven personalization for monetization and gameplay experiences. This will go beyond curated ads or recommended in-app purchases—AI will start tailoring gameplay itself.
We’ll see games dynamically adjusting difficulty, storylines, and features in real time based on player behavior and preferences. This trend will fundamentally transform how developers design games, creating hyper-personalized experiences that could redefine player engagement and retention metrics. It’s a bold step, but the industry is ripe for this evolution.
Elena Grigorian, My Games CEO
The fight with gatekeepers will continue. It’s becoming increasingly clear that gaming companies are struggling to maintain a compelling business model while surrendering 30% of their revenue—particularly on mobile platforms, where additional pressure stems from IDFA restrictions and the upcoming Privacy Sandbox from Google.
Governments in various countries are beginning to question the rationale behind such high commissions, and the market’s response has been fairly straightforward: nearly all developers are working to increase their revenue share outside of app stores.
That said, I’m not entirely radical on this issue. I find it difficult to imagine our lives as developers without the major app stores that serve as hubs for audience accumulation. I think the industry needs to find a new balance in this changing landscape – one where gatekeepers take a smaller commission or provide greater value for the same price.
Todd Green, King general manager for the Candy Crush franchise
The quality bar in mobile gaming will keep rising, with continuous improvements to existing games and strong new releases. The surprise isn’t that quality matters, it’s that there seems to be no limit to how far it can go. In 2025, the drive for better experiences will set new standards for what players can expect and ensure they get even more enjoyment from the games they love.
Danny Moy, SciPlay chief strategy officer
Building on the success of Monopoly GO!, we anticipate a significant blurring of lines between social casino and casual games in 2025. More titles will incorporate chance-based mechanics, progressive rewards, and social features. However, developers will need to strike a delicate balance between fun and responsible gaming, ensuring that these elements enhance gameplay without compromising user experience or regulatory compliance.
Sonja Ängeslevä, Phantom Gamelabs CEO
On one hand, I am expecting to see more minimalistic designs with quick, short gameplay loops—a genre where Habby truly excels. On the other hand, following the Anime RPG trend of 2024, I am expecting more AA / AAA cross-platform experiences, like Neverness to Everness taking foothold on mobile. Thirdly, there is a room for innovation in community-driven live ops and/or community-centric gameplay, aiming to transcend traditional game boundaries and deliver a more holistic, community-centric connected mobile experience.
Daniel Rantala, Fingersoft chief growth officer
2025 will see growth in alternative game distribution and/or in the way how players consume game content. Web-based gaming platforms and in-app gaming ecosystems will continue to grow their MAU, and players will expand their gaming habits outside traditional app installing and executing payments via major app stores’ billing systems.
Paul West, Fumb Games CEO
Incentivised UA budgets will 5x. I believe incentivised channels are very well positioned to scale in 2025. At Fumb Games we’re planning to invest much more into this space from both a user acquisition and ad monetisation standpoint. I know of a few new exciting entrants to this space too, which we’re looking forward to testing.
Personally, we have seen rewards work extremely well within our own portfolio of apps. To most, it’s likely no surprise that when a user receives a compelling reward, they result in driving higher brand loyalty and lifetime value.
Alexey Meleshkevich, Goodville CEO and founder
Modern messenger games or blockchain-based projects could potentially gain traction. With precise attribution on platforms like Steam and consoles, developers can better optimize marketing strategies and monetize content, driving substantial growth in these markets.
Matt Tubergen, Digital Turbine global strategy & partnerships EVP
Regulatory changes on app store preloads in the US, Europe and additional markets will challenge the Apple-Google duopoly. Developers will benefit from better revenue opportunities, while consumers gain access to a wider, more curated app selection, driving a more competitive and diverse ecosystem.
Kristan Rivers, AdInMo CEO
Retail media will make an explosive entrance into mobile gaming in 2025. It is already blending commerce with entertainment, and in mobile gaming it will create new revenue streams for developers and enable shopping experiences where players can purchase real-world products without leaving their game.
