Mistplay have released their 2025 Mobile Gaming Loyalty Index report, in association with AppsFlyer. The comprehensive analysis delves into what drives player loyalty across mobile gaming genres, combining quantitative metrics on monetization and engagement with qualitative insights from over 4,500 mobile gamers across Android and iOS platforms. 

Key Findings from the 2025 Loyalty Index

Perhaps most valuable for publishers is the insight that nearly half (49%) of mobile gamers play their favorite title for more than a year, with 42% referring three or more friends during that time. This demonstrates how cultivating loyal players delivers both extended lifetime value and organic growth through word-of-mouth.

The report also identifies key loyalty drivers, including fun and intriguing gameplay (67%), alignment between ads and actual gameplay (36%), and the importance of daily engagement bonuses (64%) and regular in-game events (50%) for long-term retention.

Perhaps the most surprising revelation? Puzzle games have emerged as the undisputed loyalty champions in 2025, achieving an impressive loyalty rating of 85 across both monetization and engagement metrics. This success stems partly from substantial year-over-year growth in the share of spenders at the 30-day mark across platforms.

The report suggests Puzzle games' casual, bite-sized gameplay appeals to broader audiences while still offering meaningful progression through both monetization and engagement mechanics.

Monetization Leaders: Puzzle and RPG

When it comes to monetization specifically, Puzzle and RPG genres lead the pack:

• Puzzle games achieve a remarkable 7.4% share of spenders by day 30
• RPG titles follow with 5% of players making purchases by the same milestone
• Both genres excel at quick conversion, with average times to first purchase of just 1.6 days (Puzzle) and 1.7 days (RPG)

These genres take fundamentally different but equally effective approaches to monetization. Puzzle games typically offer lower-cost in-app purchases providing immediate utility, while RPG players gravitate toward higher-value purchases aligned with long-term progression goals, customization options, and narrative advancement.

Engagement Champions: Match and Tabletop

For engagement metrics, Match games take the crown:

• Highest average D30 retention across platforms (6.6%)
• Second-highest average sessions per user on Android (3.2)

Tabletop games follow closely behind in the engagement rankings. Both genres benefit from accessibility, layered complexity, and social elements that drive daily engagement.

The Long-Term Value of Loyalty

Perhaps the most compelling finding for publishers is the longevity and value of loyal players:

• Nearly half (49%) of mobile gamers play their favorite title for more than a year
• 42% of loyal gamers refer three or more friends during that time
• Among paying players, that referral figure jumps to 46% referring 3+ friends

This demonstrates that fostering deep connections with players delivers both extended lifetime value and cost-effective word-of-mouth growth.

What Drives Player Loyalty?

The report identifies several key factors influencing player loyalty:

• 67% of players cite "fun and intriguing" gameplay as the primary driver for installation and continued play
• 36% emphasize alignment between ads and actual gameplay
• 34% consider user review sentiment important in their decision-making

For retaining players, the most effective strategies include:

• Daily streak and engagement bonuses (64%)
• In-game events and challenges (50%)
• Frequent content updates (34%)

Download the Complete Report

The Mistplay 2025 Mobile Gaming Loyalty Index offers publishers a roadmap to sustainable growth through player loyalty. Whether you're developing puzzle games, RPGs, match titles, or any other genre, understanding what drives and maintains player loyalty is essential in today's competitive market.

For complete insights, detailed genre breakdowns, platform comparisons, and actionable strategies to improve monetization and engagement metrics in your games, download the full report today.