2025
9
US Mobile Gaming Market Report 2025
2025-12-02T12:02:07+00:00
REPF6985765_8DE7_485A_B1DE_AAE41C6455EC
3695
189292
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Report
en_GB
82% of players have downloaded a free-to-play mobile game in the past three months, with spending activities like consumables and skins reaching 66%. Mobile gaming revenue is projected to grow…
US
Gaming
simple

US Mobile Gaming Market Report 2025

"Mobile remains the largest part of the gaming industry, with smartphones connecting players of all ages. Despite tough times, players remain engaged and spending."

Brian Benway, Senior Tech and Gaming Analyst

Brian Benway, Senior Tech and Gaming Analyst

US Mobile Gaming Market – Trends and Insights

  • US mobile gaming revenue is projected to grow by 2.9% in 2025, driven by developing regions. Opportunities are abundant in targeting younger gamers aged 18-34 who show the highest engagement in microtransactions and subscriptions.
  • 82% of players have downloaded a free-to-play mobile game in the past three months, with spending activities like consumables and skins reaching 66%.
  • In terms of market dynamics, Apple and Samsung dominate the mobile gaming landscape with their devices. Though there is a significant preference for Android OS, with 72% of players using Android devices.
  • Challenges for the US mobile gaming industry are posed by economic pressures and regulatory changes affecting user acquisition and app store dynamics.
  • The global games market is expected to reach $188.8 billion in 2025, with mobile gaming accounting for the largest revenue share by device.

This Report Looks at the Following Areas:

  • Current market size and projected growth rates for global and US mobile gaming through 2025
  • Impact of economic headwinds, inflation and shifting consumer spending on mobile gaming behavior
  • Device usage highlighting dominant manufacturers and operating systems
  • Trends in free-to-play, in-game spending and monetization strategies
  • Analysis of leading titles, including enduring hits and new entrants shaping market engagement
  • Effects of regulatory, legal and technological changes on user acquisition and app store dynamics
  • Consumer sentiment regarding AI in mobile game development and advertising

Report AttributesDetails
Published DateNovember 2025
Data Range2019 – 2029
Measurement MetricsRevenue in US $
Country FocusUnited States (USA)
Consumer Data2,000 internet users aged 18+, July 2025
Number of Pages59
Market SegmentationMobile Games, In-Game Currency, Gaming Consoles, Gaming Accessories, Gaming Subscription Services, and Mobile Gaming Services
Leading CompaniesApple, Samsung, Activision, Epic Games, Valve, and Netflix Gaming.

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  1. EXECUTIVE SUMMARY

    • What you need to know
    • Global video game market size
    • Market predictions
    • Mobile gamers have a near endless amount of content to purchase or try
    • Older women might spend big on an average month of mobile gaming
    • Everyone still loves the hell out of Candy Crush Saga
    • Subscription services available on mobile are popular with younger gamers
    • Opportunities
  2. MARKET DYNAMICS

    • Market context
    • Global and US gaming market
    • Entertainment Software Association essential facts
    • Global video gaming revenue is forecasted for slow and steady growth of 3.4%
    • Graph 1: global video game industry revenue, 2022-28
    • 5.5% year-on-year growth for consoles on Switch 2 success
    • Graph 2: global video game industry revenue share (billions), by device, 2025
    • The post-COVID-19 paradigm shift in the gaming industry
    • Market drivers
    • Valve will soon support Android games on Steam
    • Anyone can write an editorial opinion piece, but here is what consumers actually think about AI in mobile games
    • Graph 3: Apple and Android should disclose to players if any AI was used in making a mobile game (% agree), by age, 2025
    • No brand is too big to fail with low effort AI implementation
    • Graph 4: attitudes towards AI and mobile games (% agree), by age, 2025
    • The Apple vs Epic legal battles continue but regardless of the outcome, consumers may not be satisfied
    • Graph 5: attitudes towards mobile gaming app stores (% agree), by age, 2025
    • Gift-giving stats, just in time for Christmas
  3. Consumer Insights

    • Consumer fast facts
    • Mobile device brand/OS used
    • Apple and Samsung might as well be the only two mobile phone manufacturers
    • Graph 6: mobile device brand used for gaming in the past three months, 2025
    • Gamers shouldn’t expect competing mobile operating systems anytime soon
    • Graph 7: “Apple and Android have a monopoly on the mobile phone industry” (% agree), by gender, 2025
    • After acclimating to an operating system it can be difficult to switch
    • Graph 8: used an Android device for gaming in the past three months, by age and gender, 2025
    • Graph 9: used an Apple (iOS) device for gaming in the past three months, by age and gender, 2025
    • Android appeals across income levels, while iOS leans more premium
    • Graph 10: mobile device OS used for gaming in the past three months, by household income, 2025
    • Spending activities and mobile gaming content
    • Mobile gamers have a near endless amount of content to purchase or try
    • Graph 11: spending activities and mobile gaming content frequency, 2025
    • Free-to-play is somewhat of a misnomer in gaming
    • Gaming’s male dominated past is still in effect, but change is coming
    • Graph 12: mobile gaming spending activities conducted at least once per week, by gender, 2025
    • Young people continue to be the lifeblood of the gaming industry
    • Graph 13: mobile gaming spending activities conducted at least once per week, by age, 2025
    • Most gamers are watching their spending in 2025, but 55+ are feeling pinched
    • Graph 14: “I consciously try to avoid spending money in the mobile games I play” (% agree), by age, 2025
    • Monthly spending on mobile gaming
    • Older women might spend big on an average month of mobile gaming
    • Graph 15: average monthly spend on mobile games and buying items within mobile games, by gender, 2025
    • Middle aged mobile gamers are big spenders, most willing to open their wallets
    • Graph 16: average monthly spend on mobile games and buying items within mobile games, by age, 2025
    • Key to mobile game spending is keeping players engaged but always wanting more
    • Graph 17: average monthly spend on mobile games and buying items within mobile games, by household income, 2025
    • Graph 18: “I have spent more than $100 in a week on a mobile game at least once” (% agree), by age, 2025
    • Top mobile games played and their audiences
    • Everyone still loves the hell out of Candy Crush Saga
    • Graph 19: mobile games played in the past three months, 2025
    • Adult activity in Roblox is jumping among young parents
    • Graph 20: mobile games played in the past three months, by age, 2025
    • Mobile gaming and the attention economy
    • The struggle for engagement and attention is real and everything is competing
    • Graph 21: mobile gaming and attention in the past three months, 2025
    • Attention based ad reactions are split requiring unique approaches
    • Graph 22: mobile gaming and attention in the past three months, by age, 2025
    • Mobile gaming services and accessories
    • Subscription services available on mobile are popular with younger gamers
    • Graph 23: mobile gaming services and accessory usage in the past three months, by gender, 2025
    • Accessories and mobile game services do not appeal to 55+ players
    • Graph 24: mobile gaming services and accessory usage in the past 3 months, by age, 2025
  4. INNOVATION AND MARKETING STRATEGIES

    • Marketing and advertising
    • Suddenly celebrities are everywhere in mobile gaming advertising
    • Samsung continues to showcase gaming in its flagship ads…
    • …while Apple prioritizes its camera and Hollywood capabilities
    • AI is the headline star for device makers offers
    • Gaming credibility is a top driver for mobile devices sales
    • Graph 25: how good a mobile phone is for video games is one of my top priorities when upgrading devices (% agree), by age, 2025
    • Wireless providers will mention gaming in passing
    • Internet providers are likely to put gaming up front
    • “Good for gaming” isn’t selling anyone in 2025, put something tangible to advertising claims
    • Graph 26: attitudes towards mobile network providers (% agree), by age, 2025
  5. APPENDIX

    • Market definition
    • Consumer research questions
    • Consumer research methodology
    • Generations
    • Abbreviations and terms
    • US video game consumers
    • Gaming device usage and frequency
    • Graph 27: gaming device usage and frequency, 2025
    • Mintel gamer segments – device and frequency
    • Graph 28: Mintel gamer segments – device and frequency, 2025
    • Console brand usage
    • Graph 29: console brand usage, 2025
    • Mintel gamer segments – motivations
    • Top reason for playing video games, aside from the entertainment value
    • Graph 30: top reason for playing video games, aside from the entertainment value (any rank), 2025
    • Gamer segments – Achievers and Explorers
    • Gamer segments – Socializers and Competitors
    • Mintel gamer segments – motivations
    • Graph 31: Mintel gamer segments – motivations, 2025

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