Mobile games: a fractured market

When the mobile game market began, specifically the phone / tablet app market, it was a completely uninhibited creative space.  Large companies were looking to make impressive large scale titles and small indie developers titles were making novel titles which resembled toys more than the games we were used to from the console age.

The truth was that no one could predict what would be a hit. All the rules and models didn’t apply to the new platform; traditional controls wouldn’t work, core demographics shifted from 18-35 year old males to women 30-60 years old.  Everything was new and with these platforms there was a sense of freedom in how games were made, that developers could be successful by being off the wall.

However the market soon became flooded with cloned titles, copy cat games which featured similar names, themes, mechanics, etc.  The ease with which developers could produce and publish games soon led to any company with a decent budget being able to mimic any game that was marginally successful.  American and Asian game markets have often been the worst when it comes to focusing on creating copycat products. Since in those markets theme drives a game’s intellectual property protection as opposed to European markets which focus on mechanics and gameplay to protect an intellectual property.  Meaning that as long as you reskin a game it can be marketed as a new product.

Eventually a few large publishers began to consume the indie developers and put them to work on competitive titles in established genres. Just as it had happened on console, the mobile market was now stratified into successful genres that defined and ultimately constricted the creativity of the development community.

The silver lining though is that games such as Pokemon Go are still being produced which shake up the market.  The game has many elements which cannot be replicated since they were perceived as outside of the realm of successful tech.  Geolocation games were an obscure genre and no one saw the need to develop comparable technology.  In a greater sense it resets the market through its success since now there are no titles or genres that come close to its success.  Meaning that companies will have to go back to the drawing board to see where the markets will go next.  Hopefully this will lead us to a resurgence of innovative and compelling games which break the mold and reinvigorate the development community.


Andrew Mantilla is a ludologist and video game journalist for Play Professor. You can check out more of his content on Facebook, and Instagram.

3 Comments Add yours

  1. nlpaulblog says:

    This was a fantastic read! Up until now, there has been too many mobile games that were more or less generic rip-offs of other mobile games. Until Pokemon Go, mobile gaming was just a novelty for me. Something to do while I pass the time on the bus or tram. Now, it’s something I’m taking time out of my day for. I don’t expect every new mobile game to implement AR technology from this point onwards, but I’m certainly expecting more that Flappy Bird Cone 32.

    Liked by 1 person

    1. The ability for mobile games to provide us with quick game loops is in fact what they are ideal for. But the market began to stagnate when the industry started focusing on sustainable business models instead of focusing on gameplay. The mobile game marketplace will always be volatile but that is its strength and trying to force it into developing one product that people play for years and years goes against the grain of innovation and iteration that the mobile platform opens up. Mobile games should be quick and simple, and companies should be doing what Niantic did with Ingress as their initial concept and Pokemon Go being the evolution of that idea.

      Thanks for your support!


      1. nlpaulblog says:

        Exactly! Also, I feel that Niantic and Ingress players aren’t getting the credit they deserve for Pokemon Go. Serve issues aside, they created a global phenomenon, and none of this would be possible without the infrastructure that dedicated Ingress players helped build.

        I really enjoy reading your posts. They offer a view of the industry that some gamers today tend to ignore. Do you share your work with any other sites or platforms at the moment? I work over at Now Loading ( and I think it would be amazing if you shared your work on our platform as well. If you’re keen on the idea or if you’d like any information, I’d be more than happy to help you out there. My e-mail is 😀

        Liked by 1 person

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s