Adjust today published its 2025 Mobile App Growth Report, which documents the global app economy. The report notes that this scene has experienced steady growth in the last year despite rising costs and changes to privacy laws, thanks in part to mobile games and expansion of regional markets. The report also features Adjust’s Growth Score Index, giving particular numbers for individual apps, genres and regions.
According to the report, app installs and sessions increased by 11% and 10% year-over-year, respectively. The company analyzed over 5,000 apps globally, calculating its growth score by installs, cost efficiency, engagement and retention. Overall, the Asia-Pacific (APAC) region shows the most growth, with a score of 45 reflecting its high engagement and low acquisition costs.
Tiahn Wetzler, Adjust’s director of content and insights, said in a statement, “The challenge for marketers today isn’t a lack of data; it’s knowing which signals matter
most. With engagement and retention just as critical as install volume and cost efficiency, Adjust has released a Growth Score as a benchmark that provides the clarity marketers need to prioritize investments, capture opportunities and sustain growth in an increasingly competitive landscape.”
According to Adjust’s report, gaming anchored mobile growth with the highest figures of any vertical. Hypercasual and hybrid-casual titles show the most growth regardless of region, while every specific market shows preference for other genres. Games were the dominant vertical in the APAC market, in part thanks to a large, young audience and the rise of esports in the region.
On the region-specific charts, some of Europe’s largest markets show the lowest growth, with the UK showing some of the lowest numbers. Other markets like Finland and Norway rank higher in growth, though still much lower than APAC markets like India and Indonesia. The Latin-American (LATAM) region shows solid growth overall, while in the Middle-East-North-Africa-Türkiye (MENAT) region, Türkiye shows the strongest growth. The North American market shows some of the lowest growth overall.
In addition to hypercasual and hybrid-casual games, most regions seem to enjoy card games and board game-based titles, with music, arcade, swap and RPGs rising in popularity by region. Genres with more niche interest include trivia titles, action games and racing titles. The subvertical with the highest growth rate on all of the charts is the RPG genre in the Indian market.
Readers can download a copy of Adjust’s report here.