Emerging Markets Are Driving the Expansion of Non-Gaming Apps
Non-gaming apps are gaining global traction — and emerging markets are playing a major role in that momentum. Recent figures from Liftoff show a 116% year-over-year jump in ad revenue for non-gaming apps, with entertainment apps alone seeing 200% growth.
For app developers focused user acquisition and ad monetization, this presents a clear and urgent opportunity to rethink where and how to scale.
Where Non-Gaming Apps’ Growth Is Coming From
The mobile market has evolved significantly over the past decade. While mature markets are leveling off, emerging markets are expanding quickly. Global IAP and subscription revenue in non-gaming apps hit $69 billion in 2024 — a steep climb from just $3.5 billion in 2014.
India now leads the world in app downloads with 7.49 billion in Q3 2024, driven by population scale and increasing mobile access. On the other hand, China leads in monetization, generating $2.29 billion in app revenue during that same time. Developers planning for global growth should recognize this divide: high-volume markets may require different user acquisition and monetization strategies than high-spend ones.
Mexico and the Philippines are also quickly climbing the ranks. Both saw over 200% growth in non-gaming ad revenue last year. In the Philippines, fintech adoption is accelerating, with 80 million e-wallet accounts projected by 2025. Alipay’s strong performance across Southeast Asia further highlights the demand for localized financial services.
A Closer Look at What’s Trending
Emerging markets are not only growing — they’re shaping the direction of non-gaming app categories:
Fintech
In markets like Southeast Asia and Latin America, iPhone users are proving especially responsive to mobile banking and digital investing solutions. These users are showing high retention and strong conversion when matched with localized, data-driven acquisition strategies.
Entertainment
In countries like Indonesia, India, and the Philippines, entertainment apps are experiencing rapid evolution. Video streaming platforms such as YouTube and regional services are expanding their local content offerings to better serve regional audiences. Music and audio streaming platforms like Spotify continue to gain traction by curating both international and hyperlocal playlists. Meanwhile, live streaming apps focused on events, personal vlogs, are deepening user engagement through real-time interaction.
eCommerce
The e-commerce sector in emerging markets is characterized by strong regional players outpacing global competitors. In APAC, Shopee, Lazada, and Tokopedia dominate due to their local roots and tailored shopping experiences. In LATAM, Mercado Libre remains the undisputed leader, serving over 100 million active buyers across 18 countries with more than 668 million monthly visits. While Amazon and other global platforms operate in these regions, they face significant challenges in competing with localized platforms that benefit from deep market insight and well-established logistics networks.
AI-Powered Apps
Generative AI has emerged as a game changer. Revenue from AI apps jumped from $30 million during 2022 to nearly $1.3 billion during 2024, with downloads nearing 1.5 billion across Android and iOS devices. These tools—across utilities, content creation, and productivity—are helping set new standards for mobile personalization.
Social Media
Social and interactive entertainment apps are thriving by blending social networking with gamified or co-creative experiences. Together, these subgenres are shaping a more immersive and socially connected digital entertainment landscape across the region. Short-form video and reels — pioneered by platforms like TikTok — have become a staple of user-generated content, especially among younger demographics. This, in addition to the already present dominance of platforms like Facebook (107.8M DAUs) and Instagram (63.1M DAUs) in Asia, and you’ve got a rich ecosystem for developers to launch targeted, high-performing campaigns.
User Acquisition That Matches the Moment
Emerging markets are setting the pace for non-gaming app growth. For developers, this means more than localization—it’s about building with regional behavior, infrastructure, and opportunity in mind.
As the landscape continues to shift, working with the right partners who can help turn market complexity into clear strategy, staying informed, adaptable, and attuned to local dynamics will be key to long-term success.
At DYG, we collaborate with mobile developers to shape user acquisition strategies that make sense for their goals and the realities of emerging markets. Whether teams are exploring new regions or refining their approach, we offer tools and insights like DSP YIELD platform, built to adapt to a range of formats, audiences, and verticals.
