As the gaming industry continues its upward trajectory, 2025 is expected to be a year of groundbreaking innovations and evolving trends. With advancements in AI, cloud gaming, better chipsets on handheld devices, and more games popping up, the future of mobile gaming is brimming with possibilities. While we have our own set of predictions, a few of the major names in the Gaming Industry have some interesting predictions to share for 2025, which I will list in this space.
Joaquin Montesclaros
Marketing Creative Director, Gameloft for Brands
Prediction for 2025: Intersection of Games & Brands
At the dynamic crossroads of games and brands, we find an exhilarating opportunity to redefine engagement in a world where kids are digital natives, consuming or discarding content with unprecedented speed. Today’s game developers face the monumental task of captivating young minds while also earning the trust of discerning parents.
Imagine games that not only embody a brand’s essence but also resonate with modern missions—creating narratives that address real-world challenges. Together, we can harness the power of community, leveraging our networks to amplify our messages and create shared experiences. With the rise of AI, we can supercharge engagement by gamifying interactions in ways we’ve yet to fully explore. The advent of 5G and cloud gaming will eliminate the barriers of heavy downloads, allowing brands to seamlessly integrate into delightful, immersive experiences on mobile devices. As blockchain and NFTs gain traction, we have the potential to redefine ownership and value in gameplay, preparing the next generation to navigate a digital future with savvy.
This isn’t just about games or brands in isolation; it’s about forging a partnership that elevates both, enriching the lives of our audience while staying true to our values. Together, we can create not just content, but a legacy that resonates far beyond the screen and inspires in real life.
Andrew Mattingly
Founder/ Director, NineZyme
Prediction for 2025: The visibility challenge for developers
I’m not sure that I have a lot of insights to share at the moment. However, I think the biggest challenge for game developers will continue to be getting their games seen by the general public, or even specific niche markets
The storefronts for iOS and Android are still mostly dominated by games which already have a large foothold on audiences. New games by smaller studios rarely break through to those highly visible locations – even if they are high quality products. And with 1000s of new titles coming out every month, the majority of games won’t receive a fair shot at being seen.
So it’s very important and helpful for websites and businesses like yours to help promote those of us who otherwise might never make it to the front pages of Apple or Google – either because the algorithms don’t work in our favor, or we just can’t afford to pay for placement.
Ilya Gutov
CEO, Meridian Play
Prediction for 2025: Mobile game developers and publishers may face significant challenges
In 2025, mobile game developers and publishers are likely to face several important challenges. First, competition from larger companies with big marketing budgets will increase pressure in the growing market.
Second, managing user acquisition across different platforms will get more complicated, requiring customized marketing strategies to effectively connect with players. Additionally, developers will need to adjust their monetization strategies to meet changing player expectations while still making a profit. Smaller studios might struggle with limited resources, making it harder to expand globally and run large marketing campaigns.
Independent developers will also need to protect their intellectual property while forming partnerships. Keeping up with new technology will be necessary to use data analytics for improving user acquisition and game performance. Finally, changes in regulations affecting mobile apps can influence market trends, requiring developers to stay alert and adaptable. Tackling these challenges will be key to long-term success in the mobile gaming industry.
Taewon Yun
SVP & Head of Game Strategy, NCSoft
Prediction for 2025: AI, Discovery, IP, and Meta game drive the mobile game market
Four keywords that I’m thinking a lot about for 2025 are AI, Discovery, IP, and Meta game. These four are the drivers of mobile game market transformation. First of all, AI has already reached a point to enable democratization of the market by enabling small teams to rapidly build small games. It will, in turn, worsen the already difficult discovery problems in distribution platforms. Incumbent studios will need to respond to this in two different ways.
The first one would be adopting well-known IPs to increase the initial adoption of the games. The other way is to focus more on developing ways to incorporate meta games into games so that it can lead to an increase in engagement and monetization per download.
Oliviero Camilleri and Dani Rovin
BD Manager and Account Manager, Gamelight
Prediction for 2025: User acquisition and Rewarded UA
User acquisition in 2025 is defined by rapid innovation and adaptability. AI-powered creatives are becoming a game-changer, particularly in gaming advertising, where they save time and budgets while enhancing personalization at scale. While still evolving in aesthetics, AI tools are streamlining the creation of hyper-personalized content and predictive analytics, improving engagement and ROAS.
Rewarded UA is also emerging as a critical strategy, driven by the widespread adoption of hybrid monetization models across mobile apps. This shift has intensified the competition for ad inventory and popularized rewarded marketing platforms, which excel in engaging diverse user segments and optimizing hybrid revenue streams.
Despite ongoing challenges like privacy regulations, rising CPIs, and decreasing ad quality, the UA ecosystem continues to adapt and grow. Privacy-first marketing, emphasizing first-party data and contextual targeting, is gaining traction, helping UA managers thrive in an overcompetitive, dynamic landscape.
Adam Smart
Global Director of Product – Gaming, Apps Flyer
Prediction for 2025: Valve OS into PC, seamless cross-platform experiences, Out of store payments, and others
Why Valve’s Move into PC Gaming Handhelds Is a Big Deal
Valve’s decision to bring SteamOS to the Lenovo Legion Go is more than just a tech update—it’s a sign of where the gaming industry is headed. PC gaming handhelds are carving out their own space, creating an ecosystem that feels like it’s truly built for gamers. Unlike iOS or Android, which were never really designed with gamers in mind, platforms like SteamOS are changing the game—literally.
This matters because it’s not just about the hardware. It’s about an ecosystem designed for seamless access, better performance, and a gamer-first experience. For anyone involved in the gaming world, especially developers and businesses, this shift is worth paying attention to. It’s a reminder that aligning with these gamer-focused trends is going to be key—not just for staying relevant, but for thriving in this evolving space. But this isn’t the only trend shaping the landscape.
Key Trends to Watch in 2025
- “Play Anywhere” Revolution: Gamers increasingly expect seamless cross-platform experiences, pushing developers to prioritize accessibility and integration across PC, console, and mobile.
- The Rise of Steam and Switch 2: Steam is dominating handheld gaming, while Nintendo’s Switch 2 promises innovation and backward compatibility, further solidifying hybrid console gaming.
- Performance Marketing Meets PC and Console: As the line blurs between mobile and traditional gaming, free-to-play models and user acquisition strategies are becoming vital for PC and console developers.
- Niche Creators Reshape UGC: A shift from global influencers to niche creators is redefining community engagement with personalized, authentic content.
- “Out of store payments” 2025 is shaping up to be the year of developers taking out of store payments to the next level by giving players more payment options in game.
Following a challenging year, the industry is poised for resilience and sustainable growth, paving the way for innovation and opportunity. 2025 is shaping up to be a pivotal year for gaming, with developers, platforms, and creators embracing change to meet evolving player expectations and market dynamics.
Paulo Trezentos
CEO & Co-founder, Aptoide
Predictions for 2025: iOS App Store, Google’s Lowered Friction, and expansion of Third-Party App Stores on Google Play
The mobile gaming industry in 2025 is set to undergo transformative shifts, driven by regulatory changes and evolving market dynamics. Here are my key predictions:
The Opening of iOS App Stores in the UK and Japan
With Apple poised to open iOS app stores in the UK and Japan due to new legal requirements, developers will gain unprecedented opportunities to reach audiences directly. This shift could lead to increased competition, greater innovation in app discovery and monetization strategies, and more favorable revenue-sharing models for developers.
Google’s Lowered Friction on Android
Under pressure from the Digital Markets Act (DMA), Google is likely to simplify processes on Android, reducing friction for developers and users. This could lead to a more open and competitive ecosystem, encouraging the growth of alternative app distribution models and benefiting smaller developers who have struggled with current barriers.
The Expansion of Third-Party App Stores on Google Play
Following Judge Donato’s landmark decision, Google is expected to allow third-party app stores to coexist within Google Play. This will diversify the app marketplace, offering users more choice and empowering developers to experiment with alternative revenue models and marketing strategies.
These changes collectively herald a new era of openness and competition in the mobile gaming ecosystem. Developers will have more freedom to innovate, while gamers will enjoy richer experiences and more diverse content. The challenge for industry players will be to adapt quickly and strategically to these emerging opportunities.
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