Mobile Games Market Review: September 2025 Highlights

Roblox Launches “Moments” to Enhance Organic Game Discovery

In September 2025, Roblox introduced an innovative feature called “Moments”, allowing players to create and share short gameplay videos akin to TikTok and Instagram Reels. This tool features a unique “join” button, enabling viewers to instantly enter the game where the clip originated. This seamless integration promotes organic game discovery by leveraging user-generated content (UGC) as a powerful acquisition channel.

Rising Popularity of Rewarded Ads and New Opportunities for Developers

Roblox is witnessing increased adoption of rewarded ads, coinciding with a broader industry trend emphasizing UGC. Notably, Unreal Editor for Fortnite (UEFN) now permits developers to implement their own in-app purchases (IAPs), granting them a full revenue share for the first year, a significant incentive. A 2025 UGC Study highlights this model’s effectiveness, showing games with UGC support earn 31% more revenue five years post-launch.

Major Game Updates and Releases

• PUBG Mobile: Released a substantial 4.0 update, debuting the new “Unfail” mode. Inspired by Dead by Daylight, this 1v4 format is introduced permanently and capitalizes on seasonal excitement around Halloween.
• Pokémon TCG Pocket: Rolled out its first limited-time gacha event via Deluxe Packs, including exclusive Parallel Foil cards, driving its highest US daily revenue since April 2025 by motivating collectors to purchase.
• Bandai Namco’s DRAGON BALL GEKISHIN SQUADRA: Launched the franchise’s inaugural team-oriented free-to-play MOBA. Despite early download success, the game faces challenges such as connectivity issues and the typical mobile MOBA market volatility, questioning its long-term sustainability.

Industry Insights

GameRefinery, a Liftoff company and a leading provider in mobile games market data, compiled these findings based on extensive analysis of hundreds of thousands of games. Their reports assist developers, publishers, and investors in understanding mobile games’ success drivers — from pre-production through LiveOps.

For a comprehensive breakdown and detailed analytics of the mobile gaming landscape during September 2025, visit the official GameRefinery Mobile Game Market Review.

Source: Games Press, October 16, 2025

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