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Developer Trends Survey: Layoffs, rising UA costs and lack of investment key concerns as industry hopes for better 2025This article was originally published in PocketGamer.biz's Mobile Games Developer Trends Survey Winter 2024/25 report (which you can now download here). It was also published in our newsletter, which you can sign up to here.
While there were some successes in 2024, it wasn’t a particularly pleasant period for many.The mobile games industry was actually back to growth, but layoffs and closures across the sector continued last year, with some coining the phrase ‘survive to ‘25’. The simple goal? Make it out alive with as few scars as possible.It all sounds quite dramatic. Let’s not forget, of course, that only in 2023 did Scopely release Monopoly Go!, a title that has transformed an already successful company, making $3 billion in just over a year.Other notable games during the past couple of years include Habby’s Capybara Go, DeNA and The Pokémon Company’s Pokémon Trading Card Game Pocket, FirstFun’s Last War, Century Games’ Whiteout Survival, Joy Nice Games’ Legend of Mushroom, Paper Games’ Love & Deepspace, and many more. You can also throw games like Supercell’s Brawl Stars, EA’s Sports FC and Konami’s eFootball on the list – games released years ago and having the best year ever in 2024.But that was all at the top. Despite some successes beneath, that wasn’t 2024’s narrative.A tough yearOur Mobile Games Developer Trends Survey Winter 2024/25 report (which you can download here) takes a snapshot of the sector and the temperature of the business. Naturally, layoffs were high up on the list of key trends on respondents’ minds, cited as the biggest trend of last year by 56.7% of those surveyed. That was above rising UA costs, app store regulation, and the cross-platform shift.And the industry has been squeezed in recent years since our last report in 2021, the height of growth in a bustling sector. Privacy changes and rising UA costs were highlighted as two of the biggest threats to the mobile games business, as well as high marketing and development costs, and a lack of investment. ... [ MORE ]