On October 8, 2025, Adjust, a leading measurement and analytics company and a subsidiary of AppLovin Corp, unveiled its latest findings in *The Mobile App Growth Report: 2025 Edition*. The report reveals a robust growth trajectory for the global mobile app economy, driven primarily by gaming apps and expanding markets. Despite facing challenges such as privacy changes and rising costs, the mobile app landscape has shown significant resilience, marking a year-over-year increase in app installs and sessions of 11% and 10%, respectively.

1. Adapting to Market Dynamics

As marketers navigate an increasingly competitive environment, they are harnessing advanced technologies such as artificial intelligence (AI) and personalized targeting to optimize user retention. Tiahn Wetzler, Director of Content and Insights at Adjust, emphasized the current challenge for marketers: “The challenge for marketers today isn’t a lack of data; it’s knowing which signals matter most.” To address this, Adjust introduced a new metric called the Growth Score, designed to assist marketers in prioritizing investments and sustaining growth.

The Growth Score Explained

The Growth Score is a comprehensive benchmark derived from four key metrics: app installs, inverse cost per install (CPI), sessions per user per day, and user retention. This score offers valuable insights for marketers, allowing them to evaluate performance across regions, countries, and app verticals effectively. The global average Growth Score for 2025 was reported at 29.2, providing a foundational benchmark for assessing app performance.

2. Regional Insights: APAC and LATAM Lead the Charge

The report highlights the emergence of the Asia-Pacific (APAC) and Latin America (LATAM) regions as top growth areas within the mobile app economy.

APAC achieved an impressive Growth Score of 45, driven by low acquisition costs and high user engagement. Key contributors to this growth include India (49) and Indonesia (43.1), both of which combined significant install volumes with cost efficiency.

LATAM ranked fourth regionally with a Growth Score of 30.5, propelled by Argentina's (34.9) strong performance in user acquisition.

MENAT (Middle East, North Africa, Asia, and Turkey) showed a Growth Score of 33.3, with Türkiye (31) and Saudi Arabia (26.4) emerging as key markets.

Europe, with a score of 32.4, displayed resilience through strong retention and monetization strategies. Notably, smaller Nordic countries like Finland and Denmark (both scoring 29.1) outperformed larger economies, indicating that niche markets can provide substantial value in specific segments.

North America recorded a Growth Score of 27.3, with slower expansion primarily driven by optimization of average revenue per user (ARPU) rather than new user acquisition.

3. Gaming Apps Dominate the Vertical Landscape

The report underscores that gaming apps continue to reign supreme, registering the highest Growth Score of 45.8. This sector's growth is largely influenced by the popularity of hyper-casual and hybrid casual games, along with strong performances from card and music genres.

Regional disparities were evident:

India led globally in the gaming sector with a Growth Score of 52.2.

The Nordics outperformed larger European markets, while Argentina and Colombia mapped rapid growth in LATAM.

Türkiye emerged as a strong player in the MENAT region.

Aside from gaming, other verticals showing promise included marketplace & classifieds (40.8), news & magazines (36.4), and banking apps (33.6).

4. Conclusion: A Bright Future for Mobile Apps

Adjust's *The Mobile App Growth Report: 2025 Edition* paints an optimistic picture for the mobile app economy, highlighting resilience amid challenges and showcasing the regions and verticals ripe for growth. Marketers are encouraged to leverage insights from the Growth Score to navigate the complexities of this evolving landscape effectively.

For a deeper dive into the regions, countries, and verticals with the highest growth potential, the full report is available for download. Adjust, as part of AppLovin, continues to empower marketers worldwide with its innovative measurement and analytics solutions.

Original press release