Unity, "Mobile game reward and subscription app advertising adoption expected to accelerate"

On the 4th, Unity released its '2025 Mobile Game Trend Insights', which contains the outlook for the mobile game industry in 2025. This report analyzed the main trends of the mobile game market, focusing on advertising monetization strategies and changes in developers.



Unity releases '2025 Mobile Game Trend Insights'. [Photo = Unity]



Unity predicted six major trends this year: △ Expansion of rewarded marketplaces △ Increased use of rewarded ads △ Importance of long-format playable ads △ Acceleration of adoption of advertising models for subscription apps △ Resurgence of mid-market games △ Expansion of global expansion of developers in the Asia-Pacific region. Rewarded



ads are expected to expand further. Eyal Hendelman, Senior Director of Unity Offerwall Business and Strategy, analyzed, "In recent years, many apps and networks have been providing rewarded experiences, and advertisers who are feeling the influence of rewarded ads are investing more in advertising budgets, continuing rapid growth."



He continued, "This year, reward marketplaces will expand beyond games and mobile to non-game apps and the web."



The introduction of advertising in subscription apps is also expected to accelerate. Sandra Amir, Unity's Senior Director of Growth Partnerships, analyzed, "The profitability of subscription models is gradually slowing down due to market saturation and increasing price sensitivity among consumers, while consumers are increasingly preferring to receive subscription discounts or additional features in exchange for watching ads." In



addition, hybrid casual games are expected to occupy an increasingly important position in the advertising market. As the popularity of sub-genre games such as puzzle, simulation, and action games grows, advertising campaigns tailored to user groups are expected to become more segmented.



The global expansion of developers in the Asia-Pacific region is also expected to expand further. Eric Chi, Unity Grow APAC GM, observed, "Developers in China, Korea, and Japan are increasing their presence in the global mobile game market beyond their domestic markets, and this trend is expected to expand further in the future."





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