GameRefinery, a Liftoff company, has released its newest monthly report focused on the mobile games market. Supported by the most recent data and insights from GameRefinery's analysts, the report sheds light on the latest game releases, impactful live events, and significant updates that defined September 2025.
Here’s what GameRefinery found:
- Roblox has introduced a new feature called “Moments”. The tool lets players create and share short video clips of their gameplay, similar to TikTok and Instagram Reels. Its unique "join" button allows users to enter the game where the clip was filmed, promoting organic game discovery and turning user-generated content (UGC) into a tool for user acquisition.
- Also within Roblox, Rewarded Ads are finally gaining popularity. In response, Unreal Editor for Fortnite (UEFN) now allows developers to add their own in-app purchases (IAPs) and receive a full revenue share from them for the first year. This comes during a trending shift towards UGC, with a 2025 UGC Study noting games with UGC support show a 31% revenue advantage over others five years post-release.
- PUBG Mobile received a 4.0 update, which included the announcement of the new mode: Unfail. This 1v4 mode heavily draws inspiration from Dead by Daylight, and is perfectly introduced before Halloween. Unfail is joining PUBG Mobile as a permanent mode, creating much more hype than a temporary seasonal event.
- Pokémon TCG Pocket has launched its first limited-time gacha through Deluxe Packs. They include existing cards and Parallel Foil versions of them, with each pack guaranteed to include at least one exclusive card. This is successfully incentivizing purchases to help players complete collections, and has already resulted in its highest daily revenue spike since April in the US.
- Bandai Namco recently launched DRAGON BALL GEKISHIN SQUADRA: Dragon Ball’s first team-oriented F2P MOBA. It was initially released to DL 1, peaked at GR 129 soon after, and has seen a relatively stable performance. Mobile MOBAs typically fail or perform poorly, and GEKISHIN SQUADRA players have already seen connectivity issues, so can the popular IP keep it afloat?
About GameRefinery, a Liftoff Company
GameRefinery, a Liftoff Company, is the leading provider of feature-level data in the mobile games market, with an ever-growing database covering hundreds of thousands of games. GameRefinery's customers include leading mobile games companies such as Zynga, Wargaming, King, and FunPlus. The GameRefinery platform uses unique algorithms and a team of expert analysts to help developers, investors, and publishers delve into the very building blocks of mobile games to uncover the drivers behind success, understand why games are successful, and how to achieve success from pre-production to LiveOps.