As a market that has shown steady growth for years, 4X games thrive on its core principles: eXplore, eXpand, eXploit, and eXterminate.
The result is one of the most demanding genres to build, yet also one of the most rewarding: long-term progression, complex economies, and smart monetization systems drive some of the highest LTVs in the market.
AppMagic has partnered with Duamentes experts and analyzed the leading 4X titles and uncovered two distinct monetization paths: one that prioritizes early conversion by monetizing on peak excitement, and another that plays the long game, earning player trust and driving deeper engagement before nudging them to spend.
Key Highlights from the report
- In 2024 alone, IAP revenue in this segment reached $6.8B. The genre already hit $3.9B in H1 2025, well on track to surpass last year’s benchmark.
- In H1 2025, the market’s total revenue grew by +28% YoY. This growth was largely driven by the very top titles: half of the genre’s total revenue is generated by its top 5 games—mostly the same top 2 ( Last War: Survival and Whiteout Survival).
- Most of the top-performing games in the genre are Eastern, as this region continues to lead the field. In fact, Chinese publishers alone account for more than half of the chart, with the rest shared by all other countries. Despite the dominance of established giants, new projects enter the market and carve out a loyal audience for themselves, proving there’s still room for fresh competition.
The key stages that shape monetization in the genre
There are two main ways we see developers handling monetization. Some bet on early monetization, driving significant player spending from the very first sessions while still supporting LTV growth. Others choose a slower path, holding back on monetization pressure to avoid driving players away too soon and focusing on long-term spending potential instead.
- Many 4X titles apply the immediate monetization strategy by leaning on intensity: layered offers, overlapping events, and constant friction balanced with immediate paid solutions.
- Monetization features are smartly linked to each other, creating a system where progress and spending are directly connected. With free rewards as a hook, these games lure players into the ongoing loop of routine micro-spending.
- Constant flow of new content and social dynamics are the main levers that push IAP.
The full report with additional details and in-depth coverage is available on AppMagic’s Blog.
