Adjust, a leading measurement and analytics company, has unveiled its Gaming App Insights Report: 2026 Edition, highlighting significant growth in mobile gaming engagement, particularly in the Asia-Pacific (APAC) region. The report reveals a global increase in gaming app sessions, with the paid-to-organic ratio rising by 61%, indicating a strategic shift towards user acquisition and retention.
APAC emerged as the frontrunner in this growth, with the paid-to-organic ratio climbing 45% from 2.05 to 2.97, underscoring intensified investment in paid user acquisition. Tiahn Wetzler, director of marketing at Adjust, noted, “As mobile gaming matures, growth is becoming less about scale alone and more about precision.” This reflects a broader industry focus on retaining high-value players and optimising engagement strategies.
The report details that strategy games experienced the most substantial session growth, increasing by 57% year-on-year, followed by casual and hyper-casual games at 37% and 31%, respectively. Slots, casino, and casual games also saw significant install growth, with increases of 46%, 22%, and 19% year-on-year.
In APAC, gaming engagement remained stable, with sessions per user per day slightly increasing from 1.69 to 1.70. Japan, Singapore, and Thailand recorded a 3% growth in sessions, whilst Indonesia, South Korea, and Vietnam saw a 2% rise. Day 1 retention rates in APAC held steady at 20%, with Japan leading at 25%.
Globally, App Tracking Transparency (ATT) opt-in rates rose to 39% in Q1 2026. April Tayson, Regional Vice President for INSEAU at Adjust, highlighted the sophistication of APAC gaming companies in their growth strategies, focusing on deeper player relationships and better measurement across the player journey. The report also explores trends such as AI-generated creatives and cross-platform strategies shaping mobile gaming in 2026.
