Türkiye’s mobile app installs rise 6% in H1 2025 as user sessions grow 4%

Türkiye’s mobile app industry continues to expand, with signs of both resilience and transformation across key verticals, according to Adjust’s Mobile App Trends Spotlight Edition: Türkiye 2025. The report highlights steady gains in gaming, finance, and e-commerce, alongside a surge in AI-powered applications that are reshaping the market’s trajectory.

App installs in Türkiye rose 6% year over year (YoY) in the first half of 2025, while user sessions increased 4%. Market revenue is expected to climb to $1.65 billion by 2029, according to Statista projections. Analysts suggest the market is shifting from rapid early growth to a more sustainable phase of global competitiveness, as Turkish developers increasingly position their products on the international stage.

Gaming apps remain a cornerstone of Türkiye’s app economy, with installs up 4% YoY and sessions jumping 12% in H1 2025. Adventure (+89%), idle RPG (+55%), and casual (+32%) genres drove installation growth, while racing (+53%), casual (+50%), and hypercasual (+44%) categories fueled session activity. Average play sessions reached 32.8 minutes, surpassing both regional and global benchmarks. Retention challenges persist, however, with Day 30 retention at just 1%.

The finance category recorded a 30% YoY surge in installs during the same period. Despite the increase in downloads, session activity fell 4% and session lengths dropped to 6.18 minutes, suggesting that users are completing tasks more quickly. Retention metrics, however, outperformed regional and global averages, with Day 30 retention reaching 5%.

E-commerce apps in Türkiye showed mixed results. Installs dropped 7% YoY in H1 2025 but still fared better than the global (-14%) and MENAT (-26%) averages. User sessions grew 4%, supported by marketplace and classifieds apps (+15% installs) and deal discovery platforms (+22% sessions). Engagement remained solid, with average sessions lasting 8.94 minutes, and marketplace apps hitting 11.1 minutes. Retention rates slightly outperformed international averages.

The most notable shift is the rapid rise of AI-driven apps. Generative AI app downloads in Türkiye surged 142.5% YoY in 2024, reaching 27.4 million. Leading apps include ChatGPT, Google Gemini, and Chatbot AI & Smart Assistant. Many former hypercasual game studios are pivoting to AI-first products, which require fewer resources, feature shorter development cycles, and rely heavily on subscriptions and in-app purchases for monetization.