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Genre and Great Games: Understanding Audiences and Designing Better Mobile Games

• Strategy games deliver the highest lifetime value in mobile gaming, driven by battle passes—which are present in 92% of top-performing titles—and character or gear upgrades.
• Strategy players, who make up 12–26% of the mobile base, prefer direct purchases over loot boxes and exhibit high retention when games feature live events, achievements, and daily rewards.
• Puzzle games, which dominate North American and East Asian markets, attract a demographic that is approximately 70% female and 60% aged 35 or older, favoring short sessions for stress relief.