Games industry predictions for 2025 part three: Rewarded UA, the future of app distribution
As we step into the new year, our Mobile Mavens — a panel of games industry experts — share their insights and predictions for the upcoming trends in the games industry in 2025.
Generative AI in game development: 2025 predictions
Despite the rapid advancements in AI technology, the consensus is that AI-generated games won’t completely take over the industry in 2025. The focus is on the application of Generative AI in game development and its impact on various aspects such as video revolution, 3D assets, industry-wide integration, LLMs, and empowerment of indie developers.
The video revolution
Video generation technology is making strides towards practical quality levels, with breakthroughs like Open AI's SORA and Hunyuan video. This technology is expected to have a significant impact on game advertising, enabling faster iteration of promotional content and concept testing for games under development.
3D assets: The next frontier
While image generation has made remarkable progress, the focus has shifted to 3D asset generation. Developments from CSM AI indicate that 2025 will witness the commercial viability of 3D generation, addressing the challenge of consistency in character and style generation.
Industry-wide integration
Generative AI tools are set to become standard in game development, covering design, concept art, asset generation, and coding. The scepticism surrounding these tools is fading, paving the way for their widespread adoption.
LLMs: Plateauing but practical
Although Large Language Models (LLMs) may be reaching a plateau, their current functionality offers substantial value. The industry is now focusing on optimizing existing features and enhancing their implementation in development workflows.
Indie developers empowered
Generative AI is democratizing game development, empowering independent developers to create innovative games with minimal resources. This trend is expected to result in a surge of experimental games from smaller teams.
In addition to the advancements in Generative AI, the predictions for 2025 also include the evolution of hybrid monetization models, the development of a seamless cross-platform ecosystem, and the proliferation of games with relaxing gameplay experiences alongside intricate and addictive projects.
Carriers and alternate stores leading mobile app distribution
The landscape of mobile app distribution is poised to undergo significant changes in 2025, with a shift towards diversification beyond the Apple and Google duopoly. Mobile carriers are expected to play a pivotal role in connecting consumers with apps, offering developers new revenue opportunities and consumers a wider selection of curated apps.
Diverse app stores reshaping mobile distribution
The emergence of diverse app stores is set to reshape the mobile app distribution model, prioritizing the needs of developers and consumers. This shift towards a competitive, decentralised app store ecosystem will provide developers with greater control over revenue and offer consumers a more diverse selection of tailored apps.
With the evolving app store environment and the growing influence of third-party app stores, the global app distribution landscape is on track to become more inclusive, innovative, and consumer-centric. This transformation will create a dynamic marketplace that emphasizes innovation and user preferences, reflecting the thriving alternative app stores seen in regions like Asia.
