2025+年移动游戏发展报告—头部+App+的应用内购买趋势

2025 App 0326Top 5 071417IAP iOS233App——20241IAAIAP20%IAP2024IAP4%22028233UAApp↑[1] AppsFlyer2024 App [2] Sensor Tower2025 [3] Statista Market Insights 2025Moloco 100 IAPSensor Tower IAP 24 Moloco 2025 2025 LTV0.2%App6%30ARPPU3%906%IAP IAP 6%iOS 2024 iOS IAP55%iOS 5% 0.02%20% Top 5 Top 100 5 5 ROAS 19%3 iOS 1% 140%App 5 100 20%4010040-50%*IAP60065008090Sensor Tower IAP 100 IAPApp24 MolocoSensor Tower IAP 5∙IAP *45%∙ T1 ARPPUIAP *32%∙ARPPU IAP *3%∙ROWIAP *19%→ 3%19%45%32%2025 T1 120 Sensor Tower 62025 2025 8App LTVApp ARPPUApp iOS ↑ [4] Sensor Tower2025 IAP App 2024 50% IAP 2020 23% 4——MobilityWareCorvin AmpleevMobilityWareiOSAndroidT1 +6% -2%+5%+0.2%+7%+26%+3%+8%-8%-2%Q4-24Q1-249iOS 2023-2024 iOS Android T1 ROWQ1-23 Q1-24 Q4-24 Q1-23↑ () | Moloco Top 100 App 0.2%OSiOS Android iOS Moloco 跨越边界：移动游戏洞察助力实现全球增长Android 2025 ↑ ARPPU | Moloco Top 100 | D30 D90 D30 D90 ARPPU D7D30D90 ARPPUApp+6%D30 D90 LTV23 1 24 1 D30+3%D7-3%2412 D90+6% App 2024 D7 I2P6%10ARPPU Top 100 D7 ARPPU D30 D90 ARPPU 2025 RPG-20%20%20%40%40%-40%-40% -20%RPGIAP IAP 2024 vs 2023| Sensor Tower ↑ Sensor Tower2025 |IAP2024 IAP $10 |Sensor Tower↑ Sensor Tower2025 $45.911+0.2%$32.4+6%$3.1+37%$0.3+74%IAP App 2025 2023, 2024IAP Top 10 App 2024 vs 2023 | Sensor Tower App↑ Sensor Tower2025 12GO TCG 202320222022201720212020202320242023201122.442.783.394.874.946.767.078.49 12 RPG RPG——RPG 2025 132024 10 0304App2025 01App022025 Q1-23Q1-24Q4-24↑ D7Moloco| Moloco Top 100 iOS+10%Android-2%Android+0.3%iOS+13%2024 iOS 14%10%iOS Android15iOS OSD7 iOS 2023 2024 iOS Android14%IAP 10%iOS ROWiOS ROWiOS 202411%——ROW19%31%iOS 2025 iOS T1 D7 %2024 vs 20232024 IAP iOS Android 2024 7IAP ↑ D7 Moloco | Moloco Top 100 T1 T1 +8%+1%+4%+24%+31%-17%-2%-5%17%10%10%14%18%Android29%iOSAndroid2%iOS0.9%162025 2025 5% iOS Android iOS 20%0.02% iOS D7 100 20% 20%0.02%iOS↑ D7 Moloco | Moloco Top 100 18iOS 5UAD7 100 2025 ↑ :[5] SingularQ1 5%48%5% 48% IAPT1 5% 5% D7 2024 vs 2023 10%64% 25%77% T1 ↑ D7 Moloco 2024 vs. 2023| Moloco Top 100 +0%47%50%50%29%-1%+5%+12%19 5% 5% 48% T1ROW2025 AndroidiOS ……Android↑ 3 ——MolocoT1 +47%+46%+35%iOS +0%+32%-4%-5%-10%241202412iOS iOS 95 99 80-140%2025 ↑ 3 ——Moloco… iOS 99 95 T1 24121241299 +137%95 +83%+100%+51%+35%+39%+25%+1%——ROI2025 ARPPUvs. CPPT1 22Moloco 跨越边界：移动游戏洞察助力实现全球增长↑ Moloco 跨越边界：移动游戏洞察助力实现全球增长2025 Top 5 2025 ↑ MolocoTop 5 vs MolocoTop 100 Top 5 T1 /24Top 5 T1 Top 5 +20%+34%Top 5 Top 100 Top 5 D7 10-20%+22%+10%Top 5 ROAS2025 Top 5 ROAScampaignAppROAS campaign 19%+19%Top 5 ROAS↑ Moloco Top 5 vs Moloco Top 100 3Top 5 AndroidTop 5 campaignApp↑ Moloco Top 5 vs Moloco Top 100 5↑ Moloco Top 5 vs Moloco Top 100 25Top 5 Top 5 2025 2025 27+ AppROI 2025