October Gaming and Adtech News Recap 2024, Cover photo with handheld consoles

February 2025 Gaming and Adtech News Recap

This month saw significant shifts across gaming, adtech, and AI. The gaming industry witnessed major acquisitions and strategic moves, while adtech trends highlighted growing budgets, evolving user behaviors, and new platform opportunities. AI innovation also surged, with companies pushing the boundaries of technology to stay competitive. Read all the updates from February 2025 down below.

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GAMING

Industry:

Plarium has officially joined Modern Times Group MTG AB, strengthening MTG’s portfolio with Plarium’s expertise in mobile and social games.

AppLovin is selling all of its studios for $900m, signaling a shift in its business focus.

The inaugural Olympic Esports Games will now take place in 2027, marking a major step in merging competitive gaming with mainstream sports.

Games:

Niantic is reportedly in talks to sell Pokémon Go and games business to Scopely for $3.5bn.

ADTECH

The 2025 App Marketer Survey by Liftoff and AppsFlyer was released. The survey reveals that 54% of mobile app marketers face more aggressive KPI targets compared to the previous year, but are meeting these challenges by exploring new advertising channels, network partnerships, and leveraging larger budgets.
The survey is based on over 700 responses from global app marketing professionals across gaming and non-gaming app verticals.

AppMagic has released its yearly report for 2024, offering an in-depth analysis of the evolving casual gaming market. The report outlines five distinct genre-based paths to success, highlighting key trends, challenges, and monetization strategies shaping the industry.

ByteBrew study reveals drastic regional differences in mobile gamer’s behaviors.

First free alternative app store, Aptoide, on iOS launches to all EU users.