Why is Mobile Gaming so hard right for startups?

Why is mobile gaming so hard right for startups?
– Incumbents have massive network effects and consumer data to acquire and retain users
– Incumbents can afford 500 people working on a game
– Incumbents can take their time (5+ years) to make the new game

So where are the opportunities?
– Avoid categories where incumbents dominate (puzzle, midcore, social casino)
– Build for a niche and then expand (think about all the Habby games)
– Innovate on distribution, try to get off the ground without paid UA