According to the latest report of the marketing and analysis company AppFlyer, in 2025, users of global game applications increased their spending by 3.8 per cent over the same period, to $25 billion.
On the iOS platform, user access expenditure increased by 6 per cent over the same period and on the Anjo platform by 2 per cent. Overall, users on Google platforms spend 8 per cent more on access than Apple platforms. Despite a 5 per cent decline in advertising spending in the United States over the same year, nearly half of the game users still have access to the budget for the United States market. In contrast, in Turkey and India, advertising expenditure increased significantly by 29 per cent and 19 per cent, respectively. Recreational games account for more than 50 per cent of the total user expenditure on advertising, in terms of expenditure patterns in the category of games. In 2025, there was a 7 per cent decrease in expenditure on leisure games for users on the Anjo platform, but a small 1 per cent increase on the iOS platform. The cost of advertising for the Chinese nuclear game on the iOS platform increased significantly (+26 per cent) over the same year, but it remained stable on the Anjo platform. In the case of ultra-recreational games, advertising expenditure increased by 14 per cent over the same year on the Android platform, while in the iOS platform it fell by 14 per cent.
According to the report, the share of paid installation of mobile games increased by 10 per cent on both Andrea and iOS platforms over the same period, while the number of advertisements increased by 20 per cent over the same period. At the Anjo platform, 57 per cent of the installed capacity was installed on a fee basis, compared with 44 per cent at the iOS platform. Super-recreational games continue to rely most on the flow of fees (18 per cent in Anjo and 67 per cent in iOS). At the Anjo platform, 54 per cent of leisure games were installed at a fee (an increase of 18 per cent over the same period), while at the iOS platform, 22 per cent of the Chinese nuclear games were installed at a fee (an increase of 32 per cent over the same period).