BusinessJan 2026 4 · 4 min read
In-App Advertising vs IAP: What's Working in the Indian Market Right Now
The IAA vs IAP debate in India isn't binary — the strongest performers blend both, tuned to genre and audience willingness to pay.
Why this matters now
Combined IAP and advertising revenue is forecast to keep growing steadily through 2026, with advertising still carrying a meaningful share of total mobile gaming revenue in the price-sensitive segments.
What we're actually seeing
Studios that treat this as a one-time fix rather than an ongoing practice tend to see the gains fade within a quarter — the teams getting lasting results build it into their regular process.
Our recommendation
Model both revenue lines from day one, even if you expect one to dominate — the blend gives you resilience if either channel softens.
Written by
Sandeep Kumar Tiwari
Founder & CEO, Enixo Studio
Leads studio strategy and full-cycle production at Enixo — from first pitch call to live-ops handover.
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2 comments
JinxTheRogue 2 days ago
This is exactly the kind of breakdown I needed — saved for the next sprint planning.
PixelPilot 1 day ago
Curious how this holds up on lower-end mobile hardware?
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