Games

2025 Games Industry Predictions (Part 2): Here’s what the leaders are saying

BBG News

In the ever-growing world of gaming, the year 2025 is anticipated to be a time of revolutionary developments and shifting trends. With the rapid progress in Artificial Intelligence (AI), cloud gaming, enhanced chipsets on portable devices, and an increasing number of games being released, the future of mobile gaming seems ripe with potential. Although we have our own set of predictions for certain games, some influential figures in the Gaming Industry have intriguing forecasts to share for 2025. Part 1 provided a sneak peek, and this article – part 2 of the 2025 Games Industry Predictions Series – will delve deeper into insights from industry leaders.

Nikita Matsokin

Executive Director, MGVC

Prediction for 2025: Mobile Games are a highly competitive and oversaturated market

By the year 2025, the mobile gaming market continues to be intensely competitive and brimming with offerings, each vying for gamers’ focus. Let me share some key tendencies that are worth noting:

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  1. Consolidation in the Market to Continue: Mid-sized and small mobile game studios struggling with the difficult marketing environment, the low success rate of new launches, and other obstacles are ultimately leading them to partner with bigger companies, pivot, or go out of business. 
  2. New Successful Launches to Be Dominated by Asian Studios: In 2024, only 2 of the top 25 new top-grossing games were launched by Western companies. This trend is set to continue in 2025. 
  3. Market Leaders to Double Down on Live Ops and Content Treadmill: For their key titles, market leaders will focus on retaining and engaging active audiences, setting production quality and live ops density to new heights. 
  4. Focus on Established IPs and Franchises: Studios will prioritize launching games tied to existing IPs to mitigate risks and leverage built-in audiences. 
  5. Evolution of DTC Channels: DTC revenue improves margins. Many studios already have DTC capabilities, and the new goal is to drive the core audience into these channels. This leads to the introduction of deep meta and loyalty systems on the web to attract more players. 
  6. Fragmentation of Distribution Channels: With changes in app store regulations, the rise of alternative stores, and the renaissance of web games, mobile is set to become an even more fragmented space as developers seek new audiences and revenue streams with existing products. 
  7. Limited Access to Investments: All the challenges of the mobile market, as well as general macro conditions, push investors to be very cautious. The Turkish market is an exception to this—its combination of exceptional talent, founders with successful exits, and VCs focused on local startups could make Turkey a new hotbed for mobile games.

Chirag Ambwani

SVP & Entertainment, Sensor Tower

Prediction for 2025: Continuation of 2024 themes, developer shift to cross-platform gaming

2024 marked a period of consistency and return to fundamental principles within the mobile gaming sector. Developers and publishers opted to strengthen established successful games rather than venturing into unfamiliar categories, favoring their areas of expertise. This trend led to a more focused environment where evergreen titles experienced unprecedented growth. In 2024, it became crucial for success to rely on pre-existing intellectual properties and maintaining a strong brand identity in order to capitalize on expansion opportunities.

In simpler terms, we expect 2024 trends to persist with an increase in pace, as established brands continue to dominate growth, and publishers feel more daring to introduce new titles due to improved market conditions. The past few years of developers adapting and maneuvering within a post-ATT landscape will encourage them to boost their marketing investments significantly.

In addition, game developers are shifting from focusing solely on a single platform (like mobile, PC, or console) towards making their ongoing or upcoming games compatible across multiple platforms. Lastly, as they aim to reach new audiences by utilizing established brands, there will be an increased demand for live operations and collaboration.

Wadih Al Sayah

Co-founder Al Musaed LLC and Vice Chairman Dubai Gaming & Esports Group (GEG)

Prediction for 2025: MENA esports will flourish in 2025

2025 is likely to witness a boom in the esports scene across the Middle East and North Africa (MENA) region, with various governments actively supporting the industry’s expansion alongside Saudi Arabia. The United Arab Emirates has already showcased promising initiatives such as DGP, GEG, AD Gaming, and more. Meanwhile, gamers can anticipate enhanced AI technology that will lead to improved and immersive gaming experiences on mobile devices, personal computers, and all other platforms.

Qais Haddad

Senior Account Manager, MENA, Google

Prediction for 2025: The shift towards Hybrid Monetization in Mobile Gaming

Mobile gaming creators and distributors can expect a surge in mixed earning methods, blending In-App Purchases, Ads within the App, and Subscription plans. By offering diverse monetization strategies, they can satisfy various player tastes while expanding their income sources. Innovative ad positions will emphasize user enjoyment, effortlessly merging with gameplay without causing any interruptions or disruptions.

In summary, the key to success in mobile game monetization is adaptability, giving players options, and using creative strategies to improve gameplay. By adopting a mix of monetization methods, focusing on user satisfaction, and utilizing cutting-edge technology, developers can establish long-term income sources while maintaining player engagement and happiness.

Viktoria Skupenko

Partnership and Chief Business Development Officer, BG Games

Prediction for 2025: Games compete with TikTok

By 2025, rather than traditional rival games, it’s TikTok and short video formats that you’ll find yourself competing against. From now on, they will shape the dynamics of the competition when it comes to triggering dopamine. Your role is akin to being a chef of emotions, continually providing players with quick, colorful snippets of content every 20 seconds.

Daniel Tchernahovsky

Vice President, Global Business Development at AppLovin

Predictions for 2025: Segmentation of users, Web growth as a platform, apps adopting gaming mechanics

User Segmentation

The aim of a game is constantly evolving to provide an experience tailored uniquely for each player. Now, with technological progress – particularly in user acquisition/ad monetization and game development – we’re able to achieve this goal more effectively. As hybrid methods become essential in game creation, we can expect increased complexity in dividing players into different groups, offering unique gameplay experiences for both payers and non-payers.

Growth of Web as a Platform for Mobile App Experience

More and more app developers are integrating web exploration into their user experiences. At first, this was mainly used in subscription services, where the onboarding process would be shifted to the web. However, its use is now expanding beyond these categories. Developers are employing it to engage existing users through a web store or initiate new interactions using solely web-based methods. I predict significant growth in this area of development.

Symbiosis Between Apps and Games

In the realms of health, wellness, and productivity, we can expect non-gaming apps to increasingly incorporate game-like features to boost user involvement and loyalty. This symbiotic development opens up promising prospects for growth in both app sectors.

John Wright

Vice President of Mobile Publishing, Kwalee

Predictions for 2025: Exploring HTML5 Games, Opportunities for Alternative Stores, Boom of Anime Games

HTML5 Games

A trailblazer in Q3 for mobile games, the industry has truly woken up to the substantial revenue potential outside the walled gardens of Apple and Google. The resurgence and expansion of HTML5 games are closely linked to developers seeking to boost studio EBITDA and, ultimately, ensure survival. Meta Instant Games has just integrated IAPs for the first time, and double-digit CAGR growth on Poki and CrazyGames highlights the market’s potential. All signs point to HTML5 as something every developer should be exploring next year.

Alternative Stores

As a result of the initial point, an increasing number of alternative app markets have arisen in recent times. The EU’s Digital Markets Act has weakened the grip of the duopoly on mobile gaming, leading to new possibilities. In my experience, Life-Time Value (LTV) from Amazon store users has risen by 30-40% compared to iOS lately. Alongside the growth of alternatives such as Samsung Electronics, Huawei, OneStore, and technology like KYLN, there’s now more flexibility for negotiating better terms (lower In-App Purchase tax) and enhancing profitability.

Anime Games Are Booming: AAA Design and Cross-Platform Growth

For years, being an anime and manga enthusiast has been part of my life since I was 12. It’s thrilling to witness this niche genre gaining widespread popularity. Netflix’s strategy of live-action adaptations, particularly the success of One Piece, has significantly boosted its acceptance in the West. The arrival of Bleach: Thousand-Year Blood War on Disney+ was another significant step forward. In the gaming world, major releases like the mobile and cross-platform experiences inspired by Korean manhwa such as Solo Leveling: Rise, set new standards. Although the Western release of this game (anticipated in 2025) might not match its Eastern counterpart’s success, I believe it will still create ripples worldwide. The anime gaming sector is gearing up for a robust growth with double-digit compound annual growth rate (CAGR), fueled by increasing Western acceptance.

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2025-01-25 23:12

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