Mobile Games Market Review: Roblox’s “Moments” Tool & Rising Rewarded Ads Programs

Date: October 16, 2025
Source: GameRefinery via Games Press

GameRefinery, an analytics firm under Liftoff Company, has published its monthly mobile games market report for September 2025. This review highlights key updates, innovations, and emerging trends in the mobile gaming sector, emphasizing Roblox’s new organic discovery tool and the growing prominence of rewarded ads.

Roblox Launches “Moments” to Enhance Organic Game Discovery

Roblox introduced “Moments”, a user-generated content (UGC) feature that enables players to create and share short gameplay videos, akin to TikTok or Instagram Reels. A standout element is the “join” button, allowing viewers to enter directly into the game where the clip originated. This integration promotes organic discovery and strengthens Roblox’s user acquisition by leveraging gameplay moments shared by the community.

Rewarded Ads Programs Gain Traction in Roblox and Beyond

Rewarded ads have gained considerable popularity within Roblox’s ecosystem. Complementing this growth, the Unreal Editor for Fortnite (UEFN) now lets developers add in-app purchases with full revenue share in their first year, encouraging richer monetization tied to UGC. A 2025 UGC study supports these developments, revealing games supporting user-generated content generate 31% higher revenue than those without, five years post-launch.

Other Notable Market Developments in September 2025

• PUBG Mobile Update (v4.0): Introduced “Unfail,” a new permanent 1v4 game mode inspired by Dead by Daylight. Launched ahead of Halloween, it replaces seasonal events with ongoing content to boost player engagement.

• Pokémon TCG Pocket: Launched a limited-time gacha event featuring Deluxe Packs that include exclusive and Parallel Foil cards. This strategy led to the game’s highest daily revenue spike in the U.S. since April 2025, incentivizing card collection and purchases.

• Bandai Namco’s DRAGON BALL GEKISHIN SQUADRA: Released the franchise’s first team-based free-to-play MOBA. Despite initial success, the game faces challenges like connectivity issues common in mobile MOBAs—testing the strength of the Dragon Ball IP in the genre.

About GameRefinery

GameRefinery offers comprehensive feature-level data analytics for mobile games, serving industry leaders such as Zynga, Wargaming, and King. Their platform combines expert analysis and proprietary algorithms to identify success drivers, helping developers and publishers optimize from pre-production through live operations.

For a full detailed report on September 2025’s mobile games market, visit:
GameRefinery Mobile Game Market Review – September 2025

This summary is tailored for stakeholders interested in trends shaping mobile gaming innovation, monetization, and user engagement strategies.

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