Boosted by Gen-AI Services, Consumers Spent More Money in Apps than Games for First Time

In 2025, the mobile app economy experienced a significant shift as consumers spent more money on non-gaming apps than on games for the first time ever. According to Sensor Tower's 2026 State of Mobile report, global in-app purchases (IAP) reached $167 billion, with a notable surge driven by generative AI (Gen-AI) services integrated into various applications. This milestone marks a pivotal moment in mobile spending trends, highlighting the growing importance and monetization potential of AI-powered tools beyond traditional gaming.

Historically, games have dominated mobile app spending due to their engaging content and in-app purchase models. However, the rise of Gen-AI services—such as AI-powered content creation, productivity enhancements, and personalized experiences—has opened new avenues for user engagement and monetization. Apps offering AI-driven features attracted a broad user base willing to pay for subscriptions and premium services, contributing to the overall increase in consumer spending outside the gaming sector.

The report underscores that the shift is not solely about the volume of downloads but also about the quality and utility of apps enhanced by AI capabilities. Consumers increasingly rely on these apps for creative tasks, communication, education, and professional work, reflecting a broader digital transformation in daily life. This trend suggests that developers and companies investing in AI integration can unlock new revenue streams and expand their market reach.

Moreover, the growth in app spending aligns with broader technological advancements and consumer behavior changes. As smartphones become more powerful and AI technologies more accessible, users expect smarter, more personalized experiences. This expectation drives demand for apps that leverage AI to deliver unique value, such as real-time language translation, automated content generation, and intelligent personal assistants.

The implications for the mobile ecosystem are substantial. Advertisers and marketers may shift focus towards AI-enhanced apps, anticipating higher user engagement and monetization potential. Meanwhile, app stores and platforms might prioritize AI-powered applications in their recommendations and promotional efforts. For developers, the findings emphasize the importance of integrating AI features to remain competitive and capitalize on evolving consumer preferences.

In summary, the 2026 State of Mobile report by Sensor Tower reveals a transformative year for mobile app spending, where generative AI services have propelled non-gaming apps to surpass games in consumer spending. This development signals a new era in the mobile economy, driven by AI innovation and changing user demands, with broad implications for developers, marketers, and the digital economy at large.