The analytical platform AppMetrica shared data with App2Top regarding the popularity of various monetization models for mobile games in Russia during the first half of 2025.
- AppMetrica calculated that in three out of 10 mobile games distributed in Russia from January to June 2025, there was no monetization at all.
- 19% of the games that did have monetization earned revenue solely from advertisements. Compared to 2023, the number of such games on the Russian market has increased more than fourfold.
- An equal number of games combined ads with other monetization models — their number rose 2.4 times since 2023.
- As a result, now more than a third of all monetized games in Russia are projects generating income from ads. Their share increased by 16‰ compared to 2024.
- At the same time, the number of games with in-app purchase (IAP) monetization in Russia has decreased in recent years. From 2023 to 2024, their number dropped by 15%, and from 2024 to 2025 — by another 18%.
- The number of games earning through subscriptions also declined — by 15% in 2024 and by 41% in 2025.
- In the first half of 2025, 77% of games utilizing hybrid ad monetization combined ads and IAP. The share of ad revenue in these games averaged 54%. The number of such games has more than tripled over two years — by 75% in 2024 and by 78% in 2025.
- In 22% of cases, ads were used in conjunction with both IAP and subscriptions. Here, the revenue share from ads was already lower — averaging 18%.