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https://asoworld.com/blog/non-gaming-apps-surpass-games-in-revenue-for-first-time-in-q2-2025

Non-Gaming Apps Surpass Games in Revenue for First Time in Q2 2025

This article explores the record $41 billion in global app revenue for Q2 2025, highlighting the rise of non-gaming apps over games, driven by AI innovations and regional growth.

Posted: Aug 15 2025
Updated: Aug 18 2025

Home Blog Mobile App Market Trends Non-Gaming Apps Surpass Games in Revenue for First Time in Q2 2025

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Non-Gaming Apps Surpass Games in Revenue for First Time in Q2 2025

Global consumer spending on mobile apps reached a record $41 billion in in-app purchases during the second quarter of 2025, marking an 11.5% increase from the previous year.

This surge highlights a pivotal shift, as non-gaming apps outpaced mobile games in revenue for the first time, reflecting evolving user preferences toward subscriptions, AI tools, and innovative platforms.

The Shift in App Spending Patterns

Non-gaming apps generated $21.1 billion in revenue, a 24% year-over-year rise, fueled by the subscription model, creative monetization from apps like TikTok, and increasing user trust in in-app payments.



In contrast, mobile game spending stayed flat at $20 billion, with gains in Europe (8.5%) and Latin America (6.2%) balanced by minor drops in Asia and North America. This reversal is stark compared to a decade ago, when games earned nearly six times more than other apps.



Key Drivers Behind Non-Gaming Growth

The boom in non-gaming revenue stems from AI integration and new payment trends. Artificial intelligence apps, especially generative tools, have injected new energy into the market.

AI Apps Lead Revenue Surge

ChatGPT set new benchmarks in Q2, becoming the fastest app to hit one billion downloads and exceeding 500 million monthly active users. It ranked fourth globally in in-app purchase revenue, claiming over two-thirds of spending on generative AI apps, despite rivals like Meta AI and Grok. Software apps powered by AI saw revenue jump more than 50% year-over-year, while short drama apps gained rapid popularity.

Top Apps and Download Trends

TikTok led worldwide with $1.7 billion in quarterly revenue—its second-highest ever—and doubled the earnings of any competitor. Its related app, CapCut, entered the global top 10 for revenue.

ChatGPT topped downloads, aided by its first major ad campaign offering free premium access to college students. Meta claimed three of the top five download spots, with Threads ranking tenth.

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Regional and Advertising Insights

Europe and Latin America drove growth with over 20% increases in in-app purchases. In digital advertising, the U.S. hit $34.2 billion across mobile, desktop, and OTT platforms, up 12%, with a record 4.17 trillion impressions.

Globally, South Korea led ad spend growth at 21%, followed by Brazil (18%) and Mexico (16%), boosted by channels like NAVER, TikTok, YouTube in South Korea, and LINE in Japan.

Conclusion

This milestone underscores the maturation of the mobile economy, where utility and entertainment beyond gaming now dominate, aligning with broader trends in AI adoption seen in tools like ChatGPT.

The shift could accelerate as AI ethics and regulations evolve, potentially leading to more diversified revenue streams; however, sustained game stagnation might prompt developers to pivot toward hybrid models blending gaming with AI features for future growth.


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Yelly H.
App Marketing Specialist
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With a passion for mobile app growth and a keen eye for detail, Yelly specializes in crafting strategies that enhance app visibility and drive user engagement. Outside of work, she enjoys staying active through sports and exploring new destinations through travel.

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