The market is large—but efficient growth is harder
Mobile remains the world’s most accessible game platform. ITU reported that global internet use passed 6 billion people in 2025, roughly three quarters of the world population. That expands the addressable audience, but access, payment power and acquisition cost still vary sharply by market.
6B+people online globally75%of the world using the internet3Bestimated 5G subscriptions
What studios should optimize
Teams should validate the core loop, onboarding and creative promise before scaling. A low CPI without retained players only buys cheap churn. Measure creative-level IPM, tutorial completion, D1/D7 retention, payer conversion, ARPDAU and cohort ROAS together.
Practical operating model
- Prototype one clear player promise.
- Test multiple creative angles before increasing budgets.
- Segment retention by country, source and creative.
- Connect monetization changes to session depth and churn.