By realmnova 
According to the tenth edition of the Comprehensive Performance Report on Advertising Platforms, published by AppsFlyer, Apple Advertisements in 2025, with the exception of ultra-recreational games and table games, remained in the lead in all games at the iOS end, but faced increasing competition from AppLovin. At the same time, Google ads continue to dominate the Android platform, especially with regard to the advantages of gaming, table tours, declassification, speed and action-type games.
According to the report: “Although Google and Apple Advertisements remain in the lead, the gap is narrowing as AppLovin, Mintegrad, Meta Advertisements and TikTok for Business continue to expand market share in play and non-play. Regional and product changes also indicate that markets are becoming more dynamic and fragmented and that success depends on the ability to adapt quickly.” The year 2025 has been defined as the year of increased competition, efficiency and ecological maturity. At the end of the iOS, advertising expenditures increased significantly as more media channels adopted balanced investment strategies. The focus area, based on ApplesFlyer’s “global composite power ranking”, maintains its top, but its lead for AppLovin has narrowed from 43 per cent to 28 per cent, with apples in Japan, Greater China, South Korea, South-East Asia, and the Middle East leading, but in Europe and North America, AppLovin is the opposite. It is worth noting that Google ads are divided into fourth and fifth by high retention scores.
In Android, the top five “most” platforms achieved an increase in expenditure. Google ads continue to lead, and AppLovin follows and continues to close the gap — even in Eastern Europe, the match game class goes beyond Google. And this means that AppLovin is second in the two main mobile platforms. Mintegral went from fifth to third in 2024, and Unity Ads was squeezed to fourth, and Meta ad ranked fifth.
The year 2025 was clearly a critical year for AppLovin: its focus on advertising through the sale of video games contributed to a surge in revenue in the sector (68 per cent over the same period in the third quarter of 2025). According to the report, the video advertising initiative of AppLovin is also prominent, “with its live game demonstration and the creative material of animated and physically integrated at the top”. The full report of AppsFlyer also emphasizes that re-marketing is expanding, with a 20 per cent increase in the rate of conversion of related advertising and a significant increase in the number of applications for re-marketing.