2025 Non-Gaming UA Trends: How Mobile Apps Can Scale Faster & Smarter

For years, gaming apps dominated user acquisition (UA)—owning ad spend, growth strategies, and revenue benchmarks.

But that’s no longer the case.

Non-gaming apps are outpacing gaming apps in growth, funding, and innovation. In 2024 alone, non-gaming apps generated $69 billion in in-app revenue, a $14 billion increase from the previous year (Source: Sensor Tower).

Finance, e-commerce, AI chatbots, and health & fitness apps are leading the charge, forcing UA strategies to evolve.

If you’re still running 2024 UA playbooks, you’re already behind.

In this article, we’ll cover:

• The fastest-growing non-gaming app categories
• How AI is redefining UA strategies
• Why apps are moving beyond Meta & Google for acquisition
• How privacy laws are reshaping UA measurement
• The key strategies non-gaming apps must focus on in 2025

Let’s dive in.

How Non-Gaming Apps Are Scaling Faster Than Ever

The shift is happening now—and the data proves it.

• Finance app installs grew 27% year over year, with a 45% surge in crypto sessions (Source: Adjust Mobile app trends).

• E-commerce app installs rose 17%, while in-app engagement increased 13% (Source: Adjust Mobile app trends).

• AI chatbot apps saw a 300% increase in time spent, making them one of the fastest-growing app categories.

• Medical tracking apps experienced a 43% increase in downloads, reflecting the growing focus on health & fitness.

• Investment from non-gaming apps into gaming ad networks grew 38%, while gaming ad spend dropped 19% (Source: AppsFlyer Top 5 Data Trends).

• The web-to-app channel recorded 77% growth, powered by deep linking and alternative app stores (Source: AppsFlyer Top 5 Data Trends).

Non-gaming apps are not just spending more on UA. They’re restructuring their strategies entirely.

2025 Non-Gaming UA Trends: AI, Privacy, and Multi-Channel Growth

1. AI-Powered UA is Replacing Manual Optimization

We’ve entered an AI-first UA world.

AI is no longer just for creative generation—it’s now driving:

• Automated bidding & budget allocation (88% of marketers use AI daily for this) (Source: Applovin Mobile App Trends).

• Predictive analytics for user behavior, adjusting offers, pricing, and content in real time (Source: Adjust App Market Predictions).

• AI-driven churn prevention, identifying users at risk of leaving before they actually do.

• Fully automated campaign management, reducing the need for manual optimizations.

If your UA strategy isn’t leveraging AI, you’re losing efficiency and scale.

2. UA is Expanding Beyond Meta & Google

For years, Meta & Google were the default for mobile user acquisition.

That is changing.

• TikTok, CTV, SDK networks, OEMs, and influencer marketing are scaling rapidly (Source: Business of Apps App Market Trends).

• CTV ad spend is projected to hit $34.3 billion in 2025, with non-gaming brands leading the way.

• Web-based storefronts & alternative app stores are helping brands bypass traditional platform restrictions.

Apps that diversify early will capture market share before these channels get saturated.

3. Privacy & Measurement: How ATT, SKAN 5.0, & MMM Are Changing UA

Privacy-first UA is now mandatory, not optional.

• ATT opt-in rates have climbed to 35%, but marketers are shifting to first-party data strategies.(Source: Applovin Mobile App Trends)

• SKAN 5.0 & Google’s Privacy Sandbox are forcing a shift toward incrementality & MMM (Source: Incrmntal 2025 Predictions).

• Web-to-app strategies are expanding rapidly, as brands use deep linking to improve cross-platform conversions.

4. Social Commerce & Influencer Marketing Are Driving More UA

Social commerce is no longer a “nice-to-have”—it’s now a primary UA channel.

• Consumers are buying directly through social media. (Source: Business of Apps App Market Trends)

• Shoppable posts & live commerce are increasing conversion rates (Source: Meta Retail Media Insights).

Brands that fail to integrate social commerce into their UA strategy will lose out on high-intent users.

5 Key UA Strategies Non-Gaming Apps Must Focus on in 2025

1. Use AI for More Than Just Ad Creatives
   • Predict churn & optimize LTV using AI-driven insights.
   • Automate bidding & budget allocation for efficiency.
   

2. Expand Your UA Channels Beyond Meta & Google
   • Test TikTok, CTV, OEM, influencer marketing, and SDK networks.
   

3. Adapt to Privacy-First UA Measurement
   • Optimize SKAN campaigns and explore MMM for better attribution.
   

4. Upgrade Your Creative & Ad Formats
   • AI-generated interactive ads are outperforming static formats.
   

5. Shift From Installs to Retention & LTV
   • Focus on subscriptions, loyalty programs, and re-engagement.

Final Thoughts: The Future of Non-Gaming UA

Non-gaming apps are no longer the underdogs of mobile UA.

They’re leading the biggest shifts in 2025, and brands that embrace AI, multi-channel UA, and privacy-first strategies will dominate the next wave of growth.

The real question is:

Will your 2025 UA strategy be a repeat of 2024?

Or will you adapt, evolve, and outgrow the competition?

Key Takeaways for Non-Gaming UA in 2025

• AI is replacing manual UA optimization.

• UA is shifting beyond Meta & Google—OEM, TikTok, CTV, and influencers are scaling.

• Privacy-first measurement (SKAN, MMM) is mandatory.

• Social commerce and alternative app stores are growing rapidly.

• Retention and LTV matter more than ever—UA must go beyond installs.

What are you seeing in non-gaming UA?

Share your thoughts or send this to a UA team that needs to be ready for 2025.