UA Digest #5: What’s new this month?

Discover our User Acquisition Digest, your monthly update on the latest trends and news in mobile marketing and user acquisition! 

Apple boosts app discovery on the App Store with AI-generated review summaries

Apple is rolling out a new feature on the App Store in the US: an automatic summary of user reviews.

A short paragraph is now displayed on app pages, automatically generated from recent user reviews. This summary highlights the most frequently mentioned elements—whether positive or negative (bugs, delays, appreciated features, etc.).Updated weekly, this content has a direct impact on how the app is perceived. Actively managing user feedback becomes essential to prevent a one-off issue from hurting your conversion rate.

This update is part of Apple’s ongoing efforts to improve app discovery. In 2024, the App Store had already introduced natural language search, designed to better understand queries phrased in everyday language. By leveraging app metadata, it delivers more relevant results that match user intent. This reinforces the need for a meticulous metadata strategy, tailored to each market, with a close eye on keywords used by competitors.

These features are currently only available in the US, with rollout to other regions expected soon.

More info here

State of Gaming 2025: Mobile gaming returns to growth, but the market remains demanding

Sensor Tower has released its annual State of Gaming 2025 report, packed with insights on user behavior, monetization trends, and the strategies adopted by studios in an increasingly competitive landscape.

Growth momentum picks up again

After a slowdown in 2023, the mobile gaming market is on the rise again. Key indicators are trending upward:

• +4% in revenue from in-app purchases
• +7.9% in time spent in games
• +12% in sessions between 2023 and 2024

The $82 billion spent on IAPs in 2024 signals a return to growth—driven in particular by Android (+8% on Google Play vs. +1% on iOS) and casual games, which remain dominant in Western markets, especially in North America. In contrast, Asia was the only region to see a drop in in-app revenue.

Focus shifts to existing games

In a privacy-first environment where targeting new users is increasingly complex, studios are doubling down on existing titles. Rather than launching new apps, which often involve higher risks and acquisition costs—teams are focusing on continuously optimizing live services.

Hybridcasual takes the lead, hypercasual codes resurface

The hybridcasual model, combining IAPs and ads, is now a go-to strategy. It helps maximize user value, especially on Android and in emerging markets. At the same time, creative formats inspired by hypercasual games are being reused across other genres to keep acquisition costs in check.

TikTok and AppLovin gain ground

In terms of channels, mobile gaming’s share of voice is rapidly increasing on TikTok (+67%) and AppLovin (+397%). This highlights a major shift in media allocation, where exploring new platforms and creative formats is now key to staying competitive in a saturated market.

Read the full report

France vs. Apple: first major crack in ATT?

The French Competition Authority has fined Apple €150 million, ruling that its App Tracking Transparency (ATT) framework creates an unfair competitive advantage.

What’s the issue? While third-party apps must show the ATT prompt to request user consent for data collection (IDFA), Apple allegedly applied more lenient rules to its own advertising services. The result: an unjustified advantage in the mobile advertising market.

What does this change?

• This is no longer just a warning, it’s an official decision backed by a fine.
• Other countries (Germany, Italy, Poland, Romania) are investigating, which could push for a broader reassessment across Europe.
• Apple may be forced to adjust how ATT works or how consent is collected for its own ads.

Why it matters for mobile marketing:

• It could help rebalance access to data, attribution, and monetization on iOS.
• It reignites the debate around consistent consent mechanisms and what real user choice looks like in a privacy-first environment.

This isn’t a return to pre-ATT tracking, but it’s the first serious regulatory challenge to ATT, and possibly the start of a shift toward a fairer mobile ecosystem. More info here.

Subscription apps: rising competition, growing gap

RevenueCat’s State of Subscription Apps 2025 report is clear: while the subscription model remains strong, it’s no longer a guarantee of success on its own.

A polarized market

The revenue gap between top performers and the rest of the market has reached new heights: the top 5% of apps launched in 2024 generate 400x more revenue than those in the bottom quartile ($8,880 vs. $19 in the first year). This divide has widened significantly since last year, pointing to an increasing concentration of revenue.

AI apps lead the way, under certain conditions

Apps integrating AI show the highest revenue per install, reaching an average of $0.63 after 60 days, double the overall median. Only health & fitness apps come close to that level. But this isn’t just about technology: apps that manage to truly stand out are the ones capturing real value.

Hybrid monetization on the rise

The 100% subscription model is losing ground. 35% of apps now combine subscriptions with one-time purchases (like consumables or lifetime licenses). This trend is especially strong in Gaming (61.7%) and Social & Lifestyle (39.4%). Hybrid strategies help adapt to diverse user habits and paying profiles.

Retention: still the biggest challenge

Retention remains a weak spot. 30% of annual subscriptions are canceled within the first month. And while low-cost annual plans can hit 36% renewal rates, pricier monthly plans barely reach 6.7%. The right pricing strategy, paired with an effective onboarding, makes all the difference.

Read the full report