User Acquisition for Games Market Global Report 2026

The user acquisition for games market size has grown rapidly in recent years. It will grow from $12.07 billion in 2025 to $13.61 billion in 2026 at a compound annual growth rate (CAGR) of 12.7%. The growth in the historic period can be attributed to growth in mobile gaming ecosystem expansion, increasing smartphone penetration globally, rise of free-to-play monetization models, expansion of digital advertising platforms, increasing adoption of social media marketing for games.

The user acquisition for games market size is expected to see rapid growth in the next few years. It will grow to $22.16 billion in 2030 at a compound annual growth rate (CAGR) of 13%. The growth in the forecast period can be attributed to rising integration of AI-based player behavior prediction models, growth in hyper-personalized game advertising campaigns, increasing use of real-time analytics for user acquisition optimization, expansion of cross-platform gaming ecosystems, and rising investment in performance-based marketing strategies. Major trends in the forecast period include increasing use of AI-driven user acquisition and audience targeting models, rising adoption of programmatic advertising platforms for game installs, growing importance of influencer marketing in mobile game acquisition, expansion of cross-platform attribution and analytics tools for campaign optimization, and increasing focus on user-retention-driven acquisition strategies for long-term monetization.

The increasing availability of 5G is expected to drive the growth of the user acquisition for games market in the coming years. 5G availability refers to the expanding deployment and accessibility of fifth-generation mobile network technology, which offers faster data speeds, lower latency, and improved connectivity for mobile devices. 5G availability is rising due to increased investments in telecom infrastructure and the rapid rollout of next-generation network technologies by telecom operators. User acquisition for games supports increasing 5G availability by enabling game publishers to deliver high-quality, low-latency gaming experiences, enhance real-time multiplayer engagement, and attract a wider base of mobile gamers through advanced connectivity. For instance, in November 2025, according to Ofcom, a UK-based communications regulator, outdoor 5G coverage was provided by at least one operator across 97% of the UK, rising from 95% in the previous year. Therefore, increasing 5G availability is driving the growth of the user acquisition for games market.

Major companies operating in the user acquisition for games market are focusing on developing advanced solutions such as AI-driven user acquisition platforms to improve audience segmentation, optimize campaign performance in real time, enhance return on ad spend (ROAS), and drive higher-quality player acquisition at scale. AI-driven user acquisition platforms are advanced advertising technologies that leverage machine learning to analyze user behavior signals, optimize bidding decisions, and identify high-value audiences for more precise game user acquisition. For instance, in August 2023, AppLovin, a US-based mobile technology company, introduced AI advancements to AppDiscovery powered by the AXON engine, featuring greater automation to enhance spend allocation across campaigns, improved targeting accuracy aligned with campaign objectives, and large-scale AI optimization designed to increase user acquisition efficiency.

In April 2023, Savvy Games Group, a Saudi Arabia-based gaming and esports investment company, acquired Scopely for $4.9 billion. Through this acquisition, Savvy Games Group aims to strengthen its position in the global gaming industry, expand its mobile gaming portfolio, and accelerate growth through Scopely’s expertise in live-service games, data-driven user acquisition, and monetization capabilities. Scopely is a US-based company that develops and publishes mobile games with strong user acquisition and live-operations strategies.

Major companies operating in the user acquisition for games market are Google, Meta Platforms, Apple, AppLovin, Unity Technologies, TikTok, Snap, Digital Turbine, Liftoff, InMobi, AppsFlyer, Moloco, Kochava, Mintegral, Singular, Chartboost, Jampp, Smadex, Superscale, AppSamurai, Adjust.

Asia-Pacific was the dominant region in the user acquisition for games market in 2025. Europe is expected to be the rapidly expanding region in the forecast period. The regions covered in user acquisition for games report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the user acquisition for games market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The user acquisition for games market consists of revenues earned by entities by providing services such as player acquisition services, performance advertising campaigns, app store optimization, influencer marketing, programmatic advertising, and campaign analytics. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

The user acquisition for games market research report is one of a series of new reports that provides user acquisition for games market statistics, including user acquisition for games industry global market size, regional shares, competitors with a user acquisition for games market share, detailed user acquisition for games market segments, market trends and opportunities, and any further data you may need to thrive in the user acquisition for games industry. This user acquisition for games market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

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