5 Mobile Game Genres to Target (and 5 to Avoid) in 2025

In 2024, a wide range of mobile game genres thrived. However, some fell by the wayside due to niche and oversaturated markets. Developers must zoom in on the market to understand which mobile game genres are worth targeting in 2025, and which ones they should “send to the dugout.” Let’s make your decision a little easier.

Mobile Game Genres: Market Share in 2024

In 2024, the distribution of mobile game genres was (unsurprisingly) very diverse. 41% of US mobile gamers played action games (platformers and fighting games). Other popular genres included:

• Action adventure: 37%
• Casual games: 35%
• Strategy: 35%
• Adventure: 34%
• Simulation: 24%
• RPG: 23%.

Globally, RPGs had an impressive 14.6% of ad volume. Other mobile game genres with high ad volume also included simulation (9.6%), strategy (8.9%), and arcade games (4.7%)

But when choosing game mobile game genres to target and avoid, you can’t focus on just revenue potential. Also consider market saturation, replayability, opportunities for innovation, and audience fits.

5 Mobile Game Genres to Target in 2025

Considering these factors, game developers should focus on these five mobile game genres.

1. Idle RPGs

• 64 new games reached $1 million in IAP revenue
• 24 new games reached 1 million downloads
• New games with highest IAP revenue: AFK Journey (>$100 million), Go Go Muffin (>$100 million)
• Most downloads: AFK Journey (>10 million), X-Samko (>5 million), Tiểu Yêu Tầm Đạo-Funtap (>2 million)

Rewarding gameplay with minimal effort makes Idle RPGs ideal for mobile. High IAP revenue is due to smooth character progression and high upgrade spending.

2. Simulation Games 

• Total $7.7 billion IAP spend
• 26 new games reached $1 million in IAP revenue
• 41 new games reached 10 million+ downloads
• New games with highest IAP revenue: Gakuen Idolmaster (>$100 million), Happy Fishing Master (>$20 million)
• Most downloads: My Supermarket Simulator 3D ( (>50 million), Manage Supermarket Simulator (>50 million), Left or right: Magic Dress Up (>50 million)

With simulations, players can balance complexity with relaxation, and perform slow, strategic decisions. Casual and hardcore players alike enjoy this genre, especially on mobile. AI capabilities are making city-building, aviation, and farming games more sophisticated.

3. Arcade Games

• 12 new games reached $1 million in IAP revenue
• 34 new games reached 10 million+ downloads
• Game with highest IAP revenue: Naruto (>$100 million)
• Most downloads: Subway Surfers, Pizza Ready!, Build a Queen (>100 million each)

Technically, adventures, platformers, and racers can all qualify as arcade games. So its broad audience is arguably the biggest contributor to its success in 2024. Rhythm games and sports are growing due to monetization strategies and addictive gameplay.

4. Real-Time Strategy (RTS) Games

• $16.3 billion IAP revenue
• 18 new games reached $1 million in IAP revenue
• 18 new games reached 1 million+ downloads
• New game with highest IAP revenue: Shoot at Zombies (>$100 million)
• New game with most downloads: Lucky Defense (>5 million)

Since the rise of smartphones, RTS games have found a new lease of life. They became more accessible to the average user. Games like Clash of Clans elevated their success. Many debate whether this genre is worth targeting in 2025. But the numbers don’t lie. 

5. Open World Games

• 8 new games reached $1 million in IAP revenue
• 4 new games reached 1 million downloads
• Most successful games: Genshin Impact (>$500 million revenue, 20 million downloads), 
• Most successful new game: Wuthering Waves 2.0 ($100 million, >10 million downloads)

Games like Genshin Impact prove the rising popularity of mobile open-world games. With AI and procedural generation, developers can create hyperrealistic, immersive worlds on mobile. Open worlds combine effective narratives, in-game purchases, and exploration. This makes them appealing to a wide audience.

5 Mobile Game Genres to Avoid in 2025

Game developers must also know which mobile game genres to stay clear of in 2025. Here are the five standouts.

1. Survival Craft Games

• 0 new games reached $1 million in IAP revenue
• 3 new games reached 1 million downloads

Consider avoiding survival games paired with crafting mechanics. The poor success rate in 2024 is likely due to a lack of clear goals that might frustrate players. These games are best suited for “explorers.” So they might cause other player segments to rage-quit.

2. Word Puzzle Games

• 1 new game reached $1 million in IAP revenue
• 11 new games reached 10 million+ downloads

Yes, evergreen titles like Words of Wonders (>50 million downloads) and Wordscapes (>$50 million IAP revenue) continue performing well. But new word puzzle games? Not so much. In 2024, only one new game made $1 million in IAP revenue. This genre has been oversaturated in recent years. A lack of innovation might’ve led to player fatigue and an inability to attract new players. 

Sort puzzle games performed much better. 38 new titles broke the 1-million download barrier and five reached $1 million in IAP revenue. 

3. Match-3 Games

• 4 new games reached $1 million in IAP revenue
• 7 new games reached 1 million+ downloads

Candy Crush Saga continues to dominate this genre. But Match-3 titles just aren’t worth investing in as much these days. Yes, there’s an audience for this kind of addictive gameplay and simple game mechanics. But monetarily speaking? Not so much.

If you do want to develop match-3 games, focus just on tiles. 19 new tile-matching titles in this subgenre reached 1 million downloads each.

4. Hidden Object Games

• 0 games reached $1 million in IAP revenue
• 8 games reached 1 million+ downloads

These puzzle games didn’t exactly make a splash in 2024, at least where new titles are concerned. This subgenre has a niche audience and limited replayability. And developers struggle to scale effectively. Coloring games had double the number of new titles reaching 1 million downloads. So this might be a logical alternative.

5. Merge-3 Games

• 1 new game reached $1 million in IAP revenue
• 0 new games reached 1 million+ downloads

Not every merge-3 game can be as successful as dominant titles like Merge Dragons! and Alice’s Dream. There are only so many three-item combinations and tier progressions that players can enjoy. Generally, there’s not much innovation in this subgenre. Consider simpler merge tile games with easier mechanics.

Target the Right Mobile Game Genres in 2025

In short? Avoid oversaturated segments with limited scalability. And focus on alternative subgenres with more promising new releases.