Based on analytics company Adjust’s 2025 Gaming App Insights report, in 2024, mobile game installs in Asia Pacific (APAC) grew by 4% year-over-year, even as sessions dipped by 3%. The trend points to a need for more effective strategies in keeping users engaged after installation.
According to Adjust, despite the drop, the average session time in APAC increased slightly, reaching 34.84 minutes, longer than the global average of 30.75 minutes.
The Philippines and Indonesia stood out in the report, recording some of the highest growth rates in the region. The Philippines posted a 4% rise in installs and a 9% increase in sessions, while Indonesia saw a 21% boost in installs and a 6% jump in sessions. Both countries also reported longer gaming session durations, with Indonesia averaging 44.31 minutes and the Philippines at 43.4 minutes.
“Despite market shifts, mobile gaming in APAC remains on a strong growth trajectory,” said April Tayson, regional vice president for INSEA at Adjust. “As mobile-first adoption grows, developers and marketers are focusing on long-term player engagement, which will be key to success in this dynamic industry.”
Strategy and arcade games gain traction
Globally, hyper-casual games made up 27% of all installs but only 11% of sessions, showing quick drop-offs. In contrast, action games accounted for fewer installs but led in session time and user engagement. Strategy games had the fastest year-over-year growth in installs, while arcade and casino games saw notable increases in sessions.
The report also showed a small rise in Apple’s App Tracking Transparency (ATT) opt-in rates across APAC. Countries such as Indonesia, the Philippines, and Malaysia all reported increases, reflecting better user awareness and acceptance.
Monitoring player behaviors
“With APAC’s sustained momentum, marketers need to stay agile in adapting to evolving player behaviors,” April said. “Success will depend on embracing new revenue models, reaching users through fresh channels, and keeping engagement strategies updated.”
Adjust’s findings suggest that while global trends remain mixed, APAC’s mobile gaming market offers meaningful opportunities for growth through deeper user understanding and smarter strategies.