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."
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 Attributes
Details
Published Date
November 2025
Data Range
2019 – 2029
Measurement Metrics
Revenue in US $
Country Focus
United States (USA)
Consumer Data
2,000 internet users aged 18+, July 2025
Number of Pages
59
Market Segmentation
Mobile Games, In-Game Currency, Gaming Consoles, Gaming Accessories, Gaming Subscription Services, and Mobile Gaming Services
Leading Companies
Apple, Samsung, Activision, Epic Games, Valve, and Netflix Gaming.
Collapse All
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
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
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
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
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
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