In H1 2025, Türkiye’s app market posted a 6% growth in installs, improved user engagement, and a notable surge in generative AI app downloads, driving shifts in monetisation and strategic focus.
Türkiye's mobile app landscape demonstrated fortitude in the opening half of 2025: acquisitions climbed, interactions burgeoned, and principal sectors (gaming, finance, e-commerce) exhibited divergent trajectories — all whilst generative AI applications notched a remarkable surge in uptake, compelling developers to rethink their playbooks.
Across H1 2025, aggregate app acquisitions in Türkiye advanced 6% year-on-year, with user engagements swelling by 4%, betokening enduring appetite amid a ripening bazaar.
Pundits depict this juncture as a pivot from heady nascent surges to enduring, outward-facing prowess for Turkish creators.
Gaming endures as the linchpin of Türkiye's app realm. Game acquisitions edged up circa 4% YoY as engagements vaulted 12% in H1 2025 — propelled by keen uptake in adventure (+89%), idle RPG (+55%) and casual (+32%) fare.
Mean play durations stretched substantially (circa 32.8 minutes), eclipsing territorial and worldwide yardsticks.
Notwithstanding elevated per-session immersion, enduring allegiance wanes: Day-30 fidelity for games hovers at ~1%, underscoring a chasm betwixt ephemeral captivation and viable user longevity.
Creators confront imperatives to transmute protracted sessions into recurrent patronage and revenue streams.
Finance applications registered a striking 30% YoY ascent in acquisitions, yet engagement dipped 4% and mean durations contracted to ~6.18 minutes — mirroring expedited errand fulfilment (e.g., swift remittances or ledger peeks).
Notably, finance apps evince salubrious fidelity (Day-30 ~5%), surpassing regional and global touchstones.
E-commerce acquisitions receded ~7% YoY, nonetheless engagements ascended 4%, trumping worldwide (-14%) and MENAT (-26%) contractions.
Bazaar and listings niches accrued impetus (+15% acquisitions) whilst bargain-spotting apps buoyed engagements (+22%).
Mean durations held firm (aggregate ~8.94 minutes; bazaar apps ~11.1 minutes), with fidelity edging international medians.
Generative AI and AI-augmented applications emerge as unequivocal catalysts. Uptake of generative AI apps in Türkiye rocketed ~142.5% YoY in 2024 to an approximated 27.4 million, led by stalwarts like ChatGPT and Google Gemini.
Numerous erstwhile hypercasual ateliers are veering towards AI-centric wares — lured by brisker gestation spans, diminished outlays, and recurrent/subscription yield paradigms. This undercurrent portends ramifications for revenue architectures, expertise husbandry, and trajectory blueprints.
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Revenue Blends Evolve: AI and recurrent paradigms may eclipse ad-saturated hypercasual models.
Fidelity Takes Centre Stage: Protracted sessions hold merit, yet Day-30 fidelity deficits (preeminently in gaming) necessitate refined induction, cadence orchestration, and reactivation ploys for lifetime valuation uplifts.
Niche-Tailored Manoeuvres Crucial: Finance wares ought to hone for nimble, fortified chore conduits; e-commerce must amplify bazaar immersions and unearthing apparatuses.
Adjust's Türkiye assay affirms a recurrent yet vital motif: seasoned mobile arenas seldom burgeon uniformly across gauges — immersions and acquisitions may bifurcate by niche.
Türkiye's elongated mean play spans and ascending finance fidelity evince a clientele that delves profoundly when proffered lucid merit, albeit fidelity shortfalls (notably in gaming) spotlight arenas for artefact and expansion cadres to hone henceforth.
The AI swell constitutes the gravest tectonic shift. Precipitous embrace of generative AI apps and ateliers' foray into AI-preeminent wares intimates the Turkish bazaar shall witness amplified recurrent enterprises and instrumental nexuses (MLops, prompt stewardship, colloquy UX scaffolds).
Foresee coalescence: ateliers wielding stout dissemination and erudite prowess shall assimilate AI faculties nimbly, whilst unadulterated hypercasual emporia may veer or succumb to merger.
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