The State of Mobile Gaming in 2025 ...

... & How Nothing2Install Can Help?

(Based on insights from Matthew Ball’s "State of Video Gaming 2025" report)

?? Mobile Gaming: What’s Thriving, What’s Struggling, and What’s Next?

The mobile gaming market now represents 55% of global gaming revenues and remains the most accessible gaming platform worldwide. However, while some areas continue to flourish, others are facing slowdowns, rising costs, and evolving player behaviors. Understanding these shifts is crucial for success in 2025 and beyond.

? What’s Working Well?

1 . Strong Monetization in Key Segments:

• Mid-core and hardcore mobile games continue to drive the majority of revenue, despite fewer overall releases.
• Live service & social-driven games like Roblox, Genshin Impact, and Monopoly GO! are thriving by keeping players engaged over time (Ball, 2025).

2 . Mobile as the Gateway to Gaming:

• The number of mobile gamers has tripled since 2014 (1.5B → 4.5B), ensuring a steady influx of new players (Ball, 2025).
• Cross-platform play and cloud gaming are gaining traction, making mobile an essential part of the broader gaming ecosystem.

3 . The Rise of Direct-to-Consumer Channels:

• Developers are increasingly looking for alternative distribution models outside app stores to retain higher revenue shares.
• Demo and instant game trials are driving higher engagement and conversion rates.

?? What’s Facing Challenges?

1 . User Acquisition Costs Are Higher Than Ever:

• Monopoly GO! spent $500M on UA in under a year, showing how expensive it is to break into top charts.
• IDFA changes have made targeting and tracking less effective, increasing marketing spend without guaranteed results.

2 . Game Discoverability is at a Decade Low:

• TikTok & Social Video platforms are absorbing millions of leisure hours, shifting engagement away from mobile gaming.
• 70% of mobile gaming revenue comes from games older than two years, making it difficult for new titles to gain traction.

2 . App Store Commissions & Profit Erosion:

• Apple & Google take $24B annually from developers in store commissions, creating pressure on profitability.
• Even Roblox, despite its massive user base, loses $35 for every $100 spent due to platform fees.

? What’s No Longer Working?

1. Traditional hyper-casual models are declining, as retention and monetization struggles increase.
2. The era of easy UA via paid ads is fading, with rising competition and lower organic reach.
3. Heavy reliance on App Store distribution is limiting revenue potential, forcing developers to seek alternative growth channels.

?? How Nothing2Install Is Redefining Mobile Gaming

Nothing2Install is a breakthrough technology that transforms native Android APKs into WebGL-powered cloud games in real-time. Our unique 3DPipe streaming technology converts graphics commands dynamically, enabling instant play on any browser without downloads.

1?? Fixing Discoverability & User Acquisition ??

Instant Playability: Remove the download barrier—players can try games directly from ads, social media, and influencer content.

Optimized UA Funnel: By offering one-click play, we turn passive viewers into active players, reducing acquisition costs.

Beyond App Stores: Our platform enables direct game distribution, bypassing app store restrictions and fees.

2?? Boosting Engagement & Retention ??

Seamless Access: Players can return to a game instantly, increasing session length & frequency.

Cloud-Based Game Streaming: Games run at full performance with no local installation, leveraging our Android container & OpenGLES graphics driver.

Social & Multiplayer Optimization: Leverage real-time, low-latency experiences to keep players engaged.

3?? Maximizing Revenue Outside of App Stores ??

Zero App Store Commissions: Developers keep more revenue by using web-based payments and direct subscriptions.

Integrated Payment Solutions: We support AppCharge, Xsolla, and custom payment providers, ensuring seamless transactions.

Ad-Supported Growth: Our Ads-Bridge plugin allows seamless integration of native ads into the web experience, supporting Google Ads, AppLovin, and Unity LevelPlay.

4?? Enabling Next-Gen Mobile Gaming with WebGL & Cloud Tech ??

High-Performance WebGL & HTML5: Our technology ensures console-like graphics on mobile without the need for large downloads.

Seamless Integration with Social & Streaming Platforms: By leveraging WebRTC and other technologies, we provide ultra-low-latency, real-time gameplay directly in browsers.

Optimized for Cross-Platform Play: Our infrastructure allows games to be played anywhere, from mobile to desktop, with seamless syncing.

?? The Future of Mobile Gaming is Frictionless, Social, and Store-Free

The mobile gaming industry is evolving rapidly, and developers need new strategies to stay ahead. Nothing2Install is leading this transformation by offering solutions that:

? Transform APKs into WebGL-powered browser games in real-time

? Reduce UA costs with instant-play experiences

? Improve discoverability through web-based engagement

? Enhance retention with seamless re-access & multiplayer support

? Maximize revenue by eliminating app store fees & enabling direct monetization

?? Let’s discuss these trends at GDC and PGC! Reach out to book a meeting.