2025 Mobile Games Marketing Predictions

As we enter 2025, the digital advertising and mobile gaming industries are transforming remarkably. Despite initial concerns in the post-IDFA era, there are encouraging signs of growth and opportunity, albeit on a smaller scale than many of us anticipated just a few years ago. As always, there are winners and losers, and within mobile gaming, certain genres stand out as clear frontrunners. Casino, Puzzle (Casual), and Strategy games are flourishing, with blockbuster titles like Monopoly Go and Royal Match driving incredible success. Even when factoring out these standout performers, these categories continue to experience levels of growth, propelled by a broader shift in player preferences. Post-hyper-casual, today’s gamers are seeking more engaging and robust experiences, which is evident in the shift toward casual gaming and the surging popularity of live ops in leading titles. One game I’ll be keeping a […]

John Wright January 17

Journal

Game Development Renaissance

Extremely happy to have contributed to Metaplay’s most recent survey and e-book on the “Game Development Renaissance”. It’s really cool to see my name and Kwalee’s game assets in this book surrounded by so many interesting data points and expert opinions!If you’re in mobile gaming and thinking of doing live ops (which you categorically should) then make sure to download the report via the link today!

John Wright January 15

Journal

What makes a Good Leader

I get asked a lot about what makes a good leader, or what skills to focus on, but leadership isn’t about knowing everything—it’s about trusting the right people. At Kwalee I have the privilege of managing close to 200 talented individuals across multiple disciplines. Some of these areas I have zero experience in when I started. Yet, our success isn’t the result of one person trying to master everything—it’s the result of empowering great leaders who do.The late, great Steve Jobs said it best when he said “we don’t hire smart people and tell them what to do, we hire smart people so they can tell us what to do” and I’ve always tried to listen to that advice.Probably the most important lesson I learned in my leadership journey is this: delegation is key. Not just assigning tasks, but trusting […]

John Wright January 5

Journal

My Industry Highlight?

People regularly ask me what my industry highlight is. Some might think it was the Luna Labs exit, Ironsource IPO, or launching 100’s of games in my career but no. It’s not any of those, it’s actually getting Mew in Pokemon TCGP after a month of grinding.

John Wright November 25

Journal

2025 Trends and Predictions 8-10

Part 4/5 - 2025 Trends and Predictions 8-10 Here are the final three of my yearly projections, probably the most unconventional ones or the ones most likely to be called b*llshit!8. Hybrid Casual Evolves Into CasualHear me out: back in January 2024, during the PGC Live Special with two & a half gamers Gamers, I told Jakub Remiar that hybrid is just a stepping stone to casual games. And I stand by it. From my own experience, the "hybrid" games I've been working on lately are arguably only a step away from being fully casual. They already include the bulk of casual features, player motivations, and economic drivers. Sure, they might lack full PvP functionality for now, but that could easily be added in the future. My prediction is simple: hybrid devs have learned the ropes of casual development and […]

John Wright November 14

Journal

My 2025 Predictions and Trends

2025 Predictions & Trends So, is 2024 pretty much wrapped up? Launch schedules briefed? Sprint planning done? Q4 goals all set? Great, let's dive into my top 10 predictions for 2025!1. HTML5 GamesA trailblazer in Q3 for mobile games, the industry has truly woken up to the substantial revenue potential outside the walled gardens of Apple and Google. The resurgence and expansion of HTML5 games are closely linked to developers seeking to boost studio EBITDA and, ultimately, ensure survival. Platforms like Wechat and Telegram offer not only incremental revenue but also massive, engaged audiences and opportunities for cost-effective, targeted user acquisition. Meta Instant Games has just integrated IAPs for the first time, and double-digit CAGR growth on Poki and CrazyGames highlights the market’s potential. All signs point to HTML5 as something every developer should be exploring next year.2. Alternative StoresIn […]

John Wright November 13

Journal

Where has the year gone?

Part 1 of 5: Where has the year gone? With Slush being next week it signals to me that the year is practically gone, or atleast, Q5 is on our doorstep, with that in mind I wanted to share my 2024 predictions from this time last year plus the addition 4 I did at the 6 month mark to take stock before putting out my 2025 predictions this week.So overall how did my predictions fair against the year?Well, as always, there's winners and losers but I would say overall, and mostly, correct, with a few exceptions and caveats as always.1. Consolidation? Yes we continued to see big companies acquire smaller ones and overall the big get bigger (no sh*t sherlock).2. Mergers and Acquisitions? Yes, namely SuperPlay being acquired by Playtika and I would have liked to seen more deals in […]

John Wright November 11

Journal

Today I officially joined Kwalee a year ago.

Today I officially joined Kwalee a year ago. During those 365 days I’ve achieved a lot, including some really wonderful career highlights, and I just feel so fortunate to do what I love in business. Before I share some of those highlights I would like to say thank you to all of my team who helped me a long the way, the partners and studios and obviously the Kwalee executive leadership team for their guidance. A few highlights:- Met 100’s of developers, tested 1000’s of games and signed 10+ incredible studios that were working with right now to bring killer games to market.- Tested dozens of internal game concepts across different studios and brought to market some great prospects (the best are yet to come!)- Started writing articles using my experience in the industry to help those learning about UA, […]

John Wright October 1

Journal

Never been harder to launch a new game

When I started, the focus was on Casual games and IAP. Things like rewarded videos and interstitial ads weren’t as established as they are now. Back then, the strategy was to optimize for paying users - you accepted that 95% of your players wouldn’t spend any money, and it was the other 5% who essentially covered your user acquisition costs and generated profit. That was the golden age of “whales” and targeting before things like ATT and IDFA deprecation rewrote the rulebook. Then came new ad formats that let us monetize non-paying users, which played a big role in the rise of Hyper Casual games. It’s funny because now I see some companies going back to practices from 2015 or 2016, refocusing on quality over quantity. IPM is no longer the main metric of success, and we can see this […]

John Wright September 12

Journal

Today’s Landscape: Publishing-Perfect 2

While the mobile market can be incredibly lucrative, that’s only the case if your game gets noticed. And being noticed in a sea of other games is no easy feat. Many mobile games never even make it to launch due to low projections, and when they do make it, many titles fly under the radar or have only a brief moment in the limelight. Working with a publisher who understands your game and goals is a way to see through the storm and set your game on the right track. The Importance of Good Game Mechanics and a Robust Meta I want to delve into the critical components that make a game appealing to both players and publishers alike. Rather than focusing on sales pitches, let's objectively examine what publishers are currently seeking in the gaming landscape. The power of […]

John Wright July 22

Journal

Monetization Series: Economy, IAP, Personas, and LiveOps

Part 1: The Basics In-game monetisation is a vital part of the mobile games ecosystem. Today, I’m going to start off with the general basics and things you should all know before going into more complex topics over the next 5 days. Monetisation for mobile games can be easily broken down into two main categories: Free to Play and Premium. Very simply, Free to Play allows you to download games for free to your device but has “micro-transactions” or advertisements which allow developers to make money after the fact, whereas, Premium you pay an upfront fee to play the game. Traditionally this was a one-time fee which allowed you to play the game without subsequent transactions. However that has changed over the last few years. Free to Play is 99% of the industry, so I’ll stick to that for now. […]

John Wright June 17

Journal

Today’s Landscape: Publishing-Perfect 1

"2023 is shaping up to be a year where big companies and publishers lead the charge, and this trend will likely continue in 2024." Last year, the mobile games market had its first-ever decline as player behaviors changed due to life returning to a resemblance of normality after the pandemic. Other factors within the industry, such as rising costs, a more demanding user acquisition process, and various other industry changes, have made finding success and profits a far higher order. I mentioned in my UA series that launching a game has become significantly more challenging this year, especially on iOS after the IDFA deprecation. If you take a look at the top 100 games in the US, you'll notice a few key trends: “I've had discussions with approximately 70-80 C-level executives from studios of varying sizes and locations, and there […]

John Wright June 3

John Wright

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