Five takeaways from Pocket Gamer Connects London 2025: Optimism for the year ahead with mobile to lead the charge
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Additional reporting by Aaron Astle
2025 always feels truly underway when Pocket Gamer Connects London kicks off a year full of events.
This year’s conference was a sell-out, with over 2,600 registrations from 66 countries across six continents. With thousands of meetings taking place, various talks delivered on stage across four tracks and a whole host of fringe events, the event was a massive success.
So, after two packed full days of networking and attending insightful sessions, what were some of the most talked about topics and key takeaways?
Optimism for 2025
The games industry looks to be entering 2025 with a renewed sense of optimism. While 2024 was dubbed with the tagline ‘Survive to 25’, this year is being called ‘Thrive in 25’.
Despite this more positive outlook, the industry is not ignoring the challenges we have seen in recent years, from market saturation to the ongoing impact of layoffs. There are still some concerns about the ethical use of AI, funding difficulties and ongoing regulatory matters relating to loot boxes and microtransactions.
Video games lawyer Isabel Davies discussed potential legal changes that could impact in-app purchases, loot boxes and free-to-play games.
The Digital Fairness Fitness Check, could influence free-to-play regulation and consumer protections within the next five years. Concerns include game design that is seen as “addictive” and features like daily bonuses. This means lawmakers may restrict monetisation methods, and Davies urged developers to anticipate possible shifts in the market.
lawmakers may restrict monetisation methods, and Davies urged developers to anticipate possible shifts in the market.
It appears that game developers are cautiously optimistic about 2025. Despite some of the incoming market changes and likely challenges, many spoke of how resilient the games industry is and how it has always adapted to change.
As opposed to last year’s industry events, there was far more positivity present at the show. Developers seem optimistic that some shifts could lead to a healthier and more sustainable games industry.
More AI
Artificial intelligence continues to be a key topic of discussion. While there are still concerns about its role in the industry, generative AI is widely seen as a tool that can accelerate growth.
Following similar themes from recent years, much of the discussion is around using AI as a tool rather than a replacement for talent, with AI being used to streamline more time-consuming tasks in development so developers can focus on bigger things.
Maximilian Seeburg also noted that 22% of Q3 2024 VC funding in games went to AI-related projects, but he stressed that VCs want to see how people use AI in coding, user acquisition and other aspects.
It’s not just game design that studios are looking to AI for; these tools are expected to continue to grow to help boost business across the board, from in-game analytics to make audience feedback more useful all the way to app store optimisation to ensure your game stands out from the crowd.
One session at PGC London 2025 saw Maximilian Seeburg discuss the impact of AI in games, emphasising that AI will handle lower-effort tasks while developers can tackle more creative aspects. Seeburg also noted that 22% of Q3 2024 VC funding in games went to AI-related projects, but he stressed that VCs want to see how people use AI in coding, user acquisition and other aspects.
It’s clear that the use of AI in games is here to stay, with much of the games industry looking to incorporate these tools into development. However, the key message is that AI should enhance productivity and not replace creativity.
Big year for mobile
The mobile games market is expected to be a major growth driver in 2025, above both PC and console markets. With smartphones becoming increasingly accessible and prices of some hardware continuing to decline, regions such as India, Asia and Africa are poised for significant market expansion and present more growth opportunities for studios.
Developers also spoke often of more interest in alternative app stores as they seek to expand beyond the Google Play Store and Apple App Store. Epic Games made its presence known at the event, advocating for its mobile games ambitions. This shift is, of course, fueled by growing tensions between developers and big-name app stores due to high commission fees and challenges with app discoverability. As a result, the drive to see more games featured across more app stores is likely to gain traction in 2025.
The mobile games industry is on track for another strong year, with hybrid genres and a surge in simulation games expected to have a strong presence.
The demographic shift
Gen Z has become the most dominant force in the industry as they are playing games more than any previous generation. Gen Z is helping to shape key trends and pushing for greater diversity and inclusivity in the media they consume.
Gen Z has become the most dominant force in the industry as they are playing games more than any previous generation.
This generation’s shorter attention spans and love for ‘shorts’, as well as having strong ties to their favourite content creators, is likely to reshape how games are marketed and monetised. Gen Z, alongside other generational groups like Millennials, are also contributing to a shift toward sustained engagement, with many people continuing to game well into adulthood rather than dropping off as some previous generations have.
Gen Z is drawn to unique experiences, and more personal influences shape their engagement. This has led some studios to approach advertising more strategically, such as leveraging familiar characters to capture their attention.
Mobile gaming, with its convenience and accessibility, is also expected to remain particularly popular with Gen Z.
An example of this at the event was in Subway Surfers, where the character of Frank, who was initially introduced with little story, generated fan interest. In response to this, the team incorporated him more prominently into the game to engage with players and form deeper connections.
Mobile gaming, with its convenience and accessibility, is also expected to remain particularly popular with Gen Z, but they may also have a greater expectation for cross-platform games and a fondness for subscriptions so they can access an extensive catalogue of games for one set price.
GTA 6 to set a new precedent
The anticipated release of Grand Theft Auto 6 has captured the attention of the entire game industry. Among the many topics around the game is a rumour suggesting that it may debut with a price tag between $80 and $100.
Such a significant price increase would likely not be immediately embraced by consumers. However, industry analysts believe that GTA 6 has the potential to set a new pricing standard for video games, particularly for AAA titles. While a move like this would prove challenging for consumers to accept, many view it as one of few games capable of setting a new benchmark that others can follow.
If the price increase proved successful, it could pave the way for higher price points across the industry, allowing developers and publishers to combat rising development costs and generate more profits. If the price hike does happen, it could significantly impact the future of how games are priced.
Beyond discussions around the game’s price point, many predict that GTA 6 will be the biggest game launch ever. With its predecessor GTA V selling over 200 million units and generating $8.6 billion in revenue, this latest instalment looks all set to break records.
Don’t forget Pocket Gamer Connects is returning to San Francisco for its milestone 50th conference. The event is scheduled for March 17th and 18th taking place at the Hibernia Hotel. Get your tickets now!
