Mobile Games Market Review – September 2025: Key Insights from GameRefinery

GameRefinery, a Liftoff company specializing in mobile game analytics, has released its comprehensive report covering major trends and updates in the mobile gaming sector for September 2025. This analysis highlights new features, popular updates, and emerging monetization strategies shaping the industry.

Roblox’s “Moments” Tool Enhances Organic Game Discovery

Roblox has launched “Moments,” an innovative feature allowing players to create and share short gameplay clips similar to TikTok and Instagram Reels. A standout addition, the “join” button, enables viewers to instantly enter the game showcased in the clip, significantly boosting organic discovery and increasing user acquisition through user-generated content (UGC).

Rewarded Ads Gain Momentum on Roblox

Alongside Moments, rewarded ads are growing in popularity within Roblox. Reflecting the broader trend favoring UGC, the Unreal Editor for Fortnite (UEFN) now permits developers to implement custom in-app purchases, granting them full revenue share for the first year. This shift aligns with a 2025 UGC study revealing that games supporting UGC enjoy a 31% revenue advantage over five years post-launch.

PUBG Mobile’s ‘Unfail’ Mode Debuts Ahead of Halloween

PUBG Mobile introduced a major 4.0 update featuring “Unfail,” a 1v4 mode inspired by the mechanics of Dead by Daylight. Designed for Halloween, this permanent game mode has generated significant hype, signaling a successful addition beyond temporary seasonal events.

Pokémon TCG Pocket Hits Highest Daily Revenue Since April with Gacha Packs

The Pokémon Trading Card Game Pocket app rolled out its first limited-time gacha event via Deluxe Packs, containing existing cards and exclusive Parallel Foil versions. Each pack guarantees at least one exclusive card, encouraging purchases aimed at completing collections. This launch contributed to the app’s highest daily revenue spike in the U.S. since April 2025. —

Bandai Namco Launches DRAGON BALL GEKISHIN SQUADRA – A Mobile MOBA Experiment

Bandai Namco’s release of DRAGON BALL GEKISHIN SQUADRA marks the franchise’s entry into team-based free-to-play MOBAs on mobile. Despite an initial download surge and reaching a gross revenue rank of 129, the title has faced connectivity challenges and maintains relatively stable performance, a noteworthy outcome given the typical struggles of mobile MOBAs.

About GameRefinery

As a trusted leader in feature-level mobile game market data, GameRefinery supports top developers and investors with insights derived from analyzing hundreds of thousands of games. Their expertise helps decode success factors from initial development through live operations.

For the full detailed mobile games market review for September 2025, visit GameRefinery’s official report: GameRefinery Mobile Game Market Review September 2025

Summary: In September 2025, Roblox’s new Moments feature and growing rewarded ads signify a shift towards leveraging UGC for organic growth and monetization. PUBG Mobile and Pokémon TCG Pocket capitalized on timely updates to boost engagement and revenues, while Bandai Namco’s bold move with a Dragon Ball MOBA invites attention despite market challenges. These developments underscore evolving strategies driving mobile gaming’s dynamic landscape.

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