The Philippines led the Asia Pacific region in gaming app installs and session growth in 2024, according to the latest report by measurement and analytics company Adjust.
Adjust’s annual gaming app insights 2025 report showed that in Asia-Pacific, the Philippines along with Indonesia led in gaming apps last year.
The Philippines saw a 4 percent increase in installs and 9 percent in sessions, while Indonesia recorded a 21 percent growth in installs and 6 percent in sessions.
Other markets showed mixed results, with India posting a 2 percent rise in installs but a 1 percent drop in sessions, while Vietnam saw a slight 0.3 percent uptick in installs but a sharp 18 percent decline in sessions.
“Despite market shifts, mobile gaming in APAC remains on a strong growth trajectory,” April Tayson, Adjust regional vice president, said in a statement on April 8.
“As mobile-first adoption accelerates, its developers and marketers are focusing on long-term player engagement — rather than short-term gains — who will be best positioned to thrive. Leveraging the power of AI-driven personalization and hybrid monetization, to name a few, will be key in building sustainable success in this dynamic industry,” Tayson added.
The report further showed APAC’s role as a key driver of global gaming growth, as its mobile game installs rose 4 percent year on year in 2024, despite a 3 percent dip in sessions.
This signals opportunities for marketers to refine retention strategies and maximize long-term player engagement, Adjust said.
In terms of regional session lengths, APAC had a slight increase with users logging in 34.84 minutes per session in 2024 compared to 34.32 minutes in 2023, and longer than the global average of 30.75 minutes per session, the report showed.
Indonesia recorded the longest gaming sessions in 2024, at an average of 44.31 minutes, with the Philippines’ 43.4 minutes and Singapore’s 39.14 minutes following closely.
Adjust said Thailand and South Korea remained strong – both exceeding 35 minutes.
Key overall shifts that Adjust observed in the mobile gaming industry globally in 2025 include: AI-driven personalization enhancing player engagement, hybrid monetization on the rise, and cross-platform play expanding.
“With APAC’s sustained momentum, marketers need to stay agile in adapting to evolving player behaviors,” Tayson said.
“Success will depend on embracing diverse monetization models, optimizing user acquisition across new channels, and continuously refining engagement strategies to keep players invested in the long run,” Tayson added.
