Expanding Reach and Revenue Through Optimisation: Where the Real Mobile Market Is
Get an insight into the state of mobile gaming and where studios should be directing their attention.
Most mobile players are not playing on flagship devices. According to recent market research, around 65 to 67% of mobile game revenue on Google Play comes from low- and mid-tier devices. This is further supported by our own analysis of device distribution across two long-running mobile projects with over 190 million combined downloads, which we have supported for more than a decade.
These are not edge cases. Low- and mid-tier devices represent a large share of the global audience and a consistent driver of revenue.
This becomes especially clear in high-growth regions such as Southeast Asia, India, Latin America, and parts of the Middle East and North Africa (MENA). In these markets, mobile ecosystems are largely shaped by devices priced below US$300, combining strong engagement with clear hardware constraints.
The implication is straightforward: some of the biggest opportunities lie not in pushing technical boundaries, but in reaching players where they already are.
Android expands reach, iOS strengthens monetisation
Platform dynamics reinforce this. Android provides scale and access to a highly diverse device landscape (there are a thousand Android devices out there), while iOS offers a more predictable environment and stronger monetisation potential. Many successful products are designed with both in mind, using Android to expand reach and iOS to strengthen revenue performance.
In this context, optimisation becomes less about late technical adjustment and more about mindset.
A production-first mindset means thinking about performance and scalability from the very beginning, shaping how content is created, how systems are structured, and how teams align around shared goals. This applies equally to new mobile titles, as well as ports and multi-platform projects.
Rather than reacting to limitations late in development, this approach helps products to scale from the outset.
Scale without fragmenting the player experience
As projects grow in scope and complexity, the ability to support a wide range of devices without fragmenting the experience becomes a key differentiator. Whether that means one adaptable build or multiple configurations, the goal remains the same: a consistent and accessible player experience.
There is also a noticeable shift in how teams approach visual quality. Increasingly, they are prioritising strong art direction and visual clarity over maximum graphical fidelity. A clear visual identity not only supports performance across devices, but also helps maintain relevance and recognisability over time, both of which matter for long-term engagement.
From a business perspective, the takeaway is clear
The biggest mobile opportunity lies not only in pushing fidelity, but in designing for the devices most players actually use.
Don’t treat optimisation as a late-stage fix. Build it into production from the start to reach the real mobile market at scale.
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