In the context of the slowdown in overall market growth, as noted in the Manual Real-Time Operations Report 2025, published by AppMagic, real-time operations have become the main off-the-book growth engine. The developer ‘ s strategy centre is moving from introducing new mechanisms to implementing more intensive and repertoireable activities to deepen the value of existing users.
Global real-time operational activity trends Slow market growth:The annual growth rate of downloads slowed from 6.0 per cent to 4.1 per cent, and the annual growth rate of income from 3.2 per cent to 0.7 per cent. The income is focused on the Central Nuclear and Long Line Game:Central nuclear games account for 65 per cent of head income, while the recreational category accounts for 34 per cent and the ultra-recreational category for only 1 per cent. Games released between 2015 and 2020 contributed 49 per cent of total head income. Increased intensity of activities:The average monthly number of individual games increased from 73 at the beginning of the year to 89 at the end of the year, peaking in October due to vacation (91). Growth is structural and not driven only by holidays. New activities focused on the spring:March and April were the start-up peaks for new activities (0.8-0.9 per project per month on average) and, as a key test window, reserve for the summer off season. Trends in the real-time operation of leisure games Market performance:The growth in downloads accelerated from 6 per cent to 7 per cent, but the increase in income declined significantly from 5.6 per cent to -1 per cent. Type development:The puzzle continues to expand (income + 8.1 per cent, load + 8.5 per cent), while casino downloads have grown strongly (+11.8 per cent), but income has declined significantly (-7.7 per cent). Activity characteristics:The increase was more seasonal, with a dramatic increase in activity intensity during autumn and winter holidays, with an overall increase of about 15 per cent. Approximately 70 per cent of activities are targeted at fee-paying and hard-core users, with the bulk of the realization relying on activity kits, hard currency and fee-paying passes. Lead products:Gossip Harbor became the new pole of a combined game with an annual income of over $770 million and a significant acceleration of the pace of activity in 2025, a strategy that has been drawn on by many head-based products.
Trends in the real-time operation of Chinese nuclear games Market performance:Growth has been stable, with downloads declining slightly from 9 per cent to 8 per cent and income growth slowing from 3.7 per cent to 2.3 per cent. Type replacement:The strategic category goes beyond RPG to become a head subcategory (income + 18 per cent, download + 19 per cent), while the RPG income decreased by 15.3 per cent. Activity characteristics:Activity density has increased steadily throughout the year and cooperation-type mechanisms have accelerated (up from January 2025 + 16 per cent). Activities focused more on pay users and “ Whale” players, with emphasis on the structured process and short-term retention, and demonstrated stronger community communication. Combining recreational games with real-time operational trends Market performance:Income growth has continued to be significant in leading users. Income growth slowed from 82 per cent to 75 per cent, which remained strong in 2025, while download growth declined from 3.5 per cent to -4 per cent, indicating increased liquidity for stock users. Type replacement:The enigma has been replaced by an explosive income growth (+136 per cent) as a head type. Activity characteristics:Activity density increased by 19 per cent, but was heavily dependent on competitive mechanisms and very seasonal, mainly around autumn and winter holidays. The core objective of the activities is to extend the duration of a single game and to increase short-term retention, with the average number of activities per month (64) significantly lower than the number of leisure and Chinese nuclear games.
