This month’s mobile buzz comes with a plot twist worthy of a Bollywood blockbuster: India’s new real-money gaming ban has set off some fireworks of its own. This sweeping move threatens to unravel a $23 billion industry overnight, putting hundreds of thousands of jobs and the future of mobile gaming in the region on the line. What’s behind the crackdown, and could it really push more players toward unregulated shores? We’re diving deep into the story everyone’s talking about. 🎲
Speaking of plot twists, did you catch that non-gaming apps are now outspending mobile games for the very first time? That’s right — global in-app purchases (IAPs) have tipped in their favor, which means big changes are ahead for UA and monetization.
Meanwhile, Disney+ is casting some serious spells by adapting Twisted-Wonderland into anime, Google is dropping Play Store fees across Europe after antitrust heat, and Tencent’s latest tech makes it possible to wander through entire worlds conjured from a single image.
And if those iOS gaming ad CTRs look unbelievable, they absolutely are! Singular’s new numbers reveal what’s fueling the 25.9% surge. Moloco’s new report might convince you to look beyond Google and Meta for your next campaign too, with non-gaming apps showing off sky-high returns.
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DEEP DIVE
India’s real-money gaming ban threatens to upend $23 billion market
India’s recent ban on real-money gaming could slice through a thriving industry valued at approximately $23 billion. The Promotion and Regulation of Online Gaming Bill, 2025, effectively dismantles onshore gaming companies while purportedly targeting harmful practices, but stakeholders argue it only fuels illegal gambling.
With proposed penalties including imprisonment and hefty fines for both operators and endorsers, the legislation aims to protect society from gambling-related tragedies. Yet critics contend that it could push millions toward unregulated offshore platforms — precisely the source of the issues the law seeks to address.
Industry ramifications are stark, with estimates suggesting the loss of over 200,000 jobs and the closure of more than 400 companies if the bill becomes law. As uncertainty looms, the legislative shift may bring short-term celebration for some, yet its broader impact on India’s gaming ecosystem risks being detrimental — particularly for a market projected to double in size by 2028.
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NEWS
What’s happening in the industry
Non-gaming apps surpass games in IAP spend for first time ever
Global non-gaming app revenue hit $21.1B in Q2 2025—up 24% YoY—edging past mobile games, which held steady around $20B, per Sensor Tower. This landmark shift, fueled by subscriptions, AI features, and evolving user behavior, signals a richer UA and monetization landscape beyond gaming.
Disney+ adapts $715M mobile hit Twisted-Wonderland into anime
The mobile game Twisted-Wonderland, which has grossed over $715 million and amassed 6 million downloads, will debut as an anime series on Disney+ this October. Produced by Aniplex and based on Yana Toboso’s universe, the show premieres October 29, 2025.
Google cuts Play Store fees to 3% amid EU antitrust pressure
Facing EU scrutiny under the Digital Markets Act, Google cut initial off-platform purchase fees from 10% to 3% across 30 European countries. The overhaul also lets developers bypass the Play Store for purchases, aiming to avoid steep penalties like the €8 billion Google has already incurred under past EU rulings.
Tencent unveils GameCraft to turn images into explorable game videos
GameCraft uses Tencent’s HunyuanVideo model to let players roam AI-generated scenes using keyboard input, supporting five degrees of camera freedom. The system interprets motion in real time and delivers fluid visual transitions, enabling more immersive video experiences from a single image.
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iOS gaming ads CTR up 324% due to misclicks?
Click-through rates for iOS mobile gaming ads jumped from 6.1% in January to 25.9% in June 2025, Singular reports—a 324% surge in just six months. Analysts point to Apple’s SKOverlay, which embeds App Store previews in ads and may be inflating clicks through mistaps.
Moloco report finds major ad growth opportunity beyond Google and Meta
Moloco’s newly released 2024 report with Sensor Tower and Singular finds 88% of mobile ad spend still flows to big tech, despite a 25% revenue surge in non-gaming consumer apps to $70.5B. Advertisers reallocating budgets across the broader app ecosystem saw 214% higher returns by Day 30.
BUBBLES OF KNOWLEDGE
Top new articles in the field
🤖 GPT-5 for marketers: GPT-5 is here →
🏆 How Nexters’ Hero Wars stayed on top with winning events →
💰 App monetization shifts focus to localization and pricing tactics →
📲 From scan to scale: drive app growth with QR codes →
🚀 Tech giants drive rapid growth for generative AI apps in 2025 →
📺 School’s out and the TV’s on: what kids in the U.S. watched →
And that’s a wrap on this edition!
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Catch you next time,
The Bubbleye Team
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