Latest Mobile Games News

Nintendo Switch 2 Launches, Apple Buys Game Studio, and Major Partnerships Announced

The mobile gaming industry has seen significant developments in the last 48 hours, highlighted by the global launch of the Nintendo Switch 2, new industry partnerships, and ongoing innovations in games and monetization.

Nintendo Switch 2 Officially Released
Nintendo has officially launched the Switch 2, featuring a larger screen, 120fps support, and integrated GameChat functionality. Industry analysts project the new hardware could open an $8 billion market opportunity, driven by both fresh launch titles and backward compatibility for existing games. This release is seen as a major turning point in the mobile-console hybrid space, with strong early adoption reported.

Apple Acquires Its First Game Studio
Apple has completed its first-ever game studio acquisition, with details of the new gaming app expected to be revealed at the upcoming WWDC 2025. This move signals Apple’s growing ambitions in the mobile gaming sector, potentially integrating more exclusive content and innovative features into its ecosystem. The announcement arrives just days before the expected unveiling of Nintendo’s Switch 2, intensifying competition in the mobile hardware market.

Epic Games Store Hits 40 Million Mobile Installs
Epic Games Store has surpassed 40 million installs on mobile and aims to reach 70 million by year-end. Plans are underway to launch Epic web shops in July, which could further disrupt traditional app store dynamics by offering developers alternative distribution and monetization models.

Key Industry Partnerships

• RevenueCat and Paddle have partnered to simplify web and mobile game subscriptions, aiming to help developers increase revenue and streamline user management.
• Moloco and Xiaomi have announced a collaboration to expand global ad reach using machine learning, focusing on markets such as Brazil, India, Turkey, and Germany.
• The Esports World Cup Foundation secured a three-year partnership with Amazon, promising to integrate esports into the digital lives of millions.

Trending Mobile Games and Events

• “Pokemon GO” will let players vote for the August Community Day featured Pokemon, encouraging community engagement.
• “Legends of Speed” and “Dude Theft Wars” are trending on Roblox, with updated codes and cheat lists fueling renewed interest.
• “Pokemon TCG Pocket” has introduced new limited-time events and a powerful one-hit KO card, drawing attention from the mobile collectible card game community.
• AppMagic’s recent analysis spotlights battle passes, milestone events, and album-style content as key engagement drivers for summer 2025.

Industry Shifts and Insights
Apple’s recent App Store policy changes are reshaping monetization, allowing studios greater control and up to 30% higher margins. Meanwhile, the mobile gaming sector is seeing increased investment from tech giants and the ongoing integration of AI and machine learning to optimize advertising and player engagement.

The past two days have marked a pivotal phase for mobile gaming, with major hardware launches, corporate acquisitions, and new partnerships reshaping the landscape. Industry leaders are focusing on innovation, player engagement, and alternative business models as they navigate a rapidly evolving market.

Epic Games Store Surges on Mobile, New Releases Highlight Market Momentum

The Epic Games Store has reached a major milestone, surpassing 40 million mobile installs and aiming for 70 million by year’s end, according to PocketGamer.biz. Epic plans to expand its mobile presence further with new web shops launching in July, signaling strong competition in the mobile games distribution sector as Apple also gears up for a major gaming announcement at its upcoming WWDC 2025.

Recent releases are driving engagement across the industry. Key highlights include the launch of “Trinity Trigger,” “Helix Jump+,” and “Crystal of Atlan,” which have gained traction among players in the past week. Meanwhile, “Wuthering Waves” celebrated its first anniversary by generating $317.3 million in mobile revenue and hosting a large-scale event in Los Angeles, underscoring the continuing growth and monetization potential of gacha RPGs.

Industry dynamics are shifting as companies adjust strategies and leadership. Zynga’s attempt at cross-platform integration was noted as a setback, while new executive appointments at nDreams, Outfit7, and Activision signal ongoing consolidation and talent movement within the mobile gaming landscape.

On the community and content front, “Subway Surfers” launched a Barcelona-themed World Tour event, coinciding with Pocket Gamer Connects Barcelona 2025, and “Tiny Tower” reported a 20% boost in in-app purchase conversions after implementing immersive in-game ads. In addition, Apple’s anticipated App Store policy changes are expected to give studios more control and potentially increase their transaction margins by up to 30%.

Player engagement remains high with special events and updates. “Pokemon GO” announced a new Community Day voting feature for August, and “Pokemon TCG Pocket” introduced the first one-hit kill card in its Extradimensional Crisis set. Concurrently, Roblox’s “Legends of Speed” and “Dude Theft Wars” released new codes and cheats for June 2025, keeping their player bases active.

The mobile gaming sector continues to expand, with educational initiatives like Abu Dhabi University’s launch of the region’s first BA in Game Design, including specialized courses on mobile games, pointing to a strong future talent pipeline.

As new titles roll out and platform competition heats up, mobile gaming shows no signs of slowing, with major investments, community-driven updates, and industry growth shaping the market’s immediate future.

Industry Shakeups, Game Bans, and Price Changes (June 11-12, 2025)

Hong Kong authorities have banned a mobile game for anti-communist content, pulling it from both Google Play and the Apple App Store, in a move that highlights ongoing government scrutiny of digital entertainment. This comes as the mobile gaming sector faces significant business and regulatory changes worldwide.

Supercell, the developer behind hits like Clash of Clans, has announced pricing adjustments for in-game purchases across multiple countries, including Brazil, Peru, and Azerbaijan. The company cites new tax policies and exchange rate fluctuations as primary reasons for these changes, which will impact how much players pay for virtual items.

On the corporate front, several leadership changes have taken place within the industry. Unity’s CTO has exited, Embracer has appointed Phil Rogers as its new CEO, and Roblox has named a new CFO. Embracer’s former CEO, Lars Wingefors, will step away from executive management in August to focus on mergers and acquisitions, though he will stay on as a board member until the annual general meeting.

In other business news, Dundee-based studio Cobra Mobile has shut down after two decades, resulting in eight redundancies. Meanwhile, investment group Team Angels has launched in Mumbai to fund early-stage gaming startups, offering equity investments ranging from $45,000 to $175,000.

On the game content side, Pokémon GO has announced that players will be able to vote for the featured Pokémon in August’s Community Day event. Additionally, Pokémon Trading Card Game Pocket is hosting a limited-time Ultra Beast Drop event featuring the Pokémon Necrozma.

Roblox continues to engage its audience with new codes for Legends of Speed, and Dude Theft Wars has released updated cheat codes for June 2025, allowing players to unlock new rewards and experiences.

These developments follow recent moves by Apple to expand its gaming ecosystem, including the acquisition of its first game studio and plans to launch a new gaming app, which are expected to be detailed at the upcoming WWDC 2025.

The mobile gaming industry is experiencing rapid shifts in business models, leadership, and content regulation, with ongoing adjustments likely to impact both developers and millions of players worldwide in the coming months.

Latest Mobile Games News – June 16, 2025

Several significant developments have taken place in the mobile gaming industry over the last 48 hours, ranging from new game launches and industry partnerships to updates on established titles and market shifts.

Marvel Snap Launches Web Shop
Xsolla and Second Dinner have launched a new Marvel Snap Web Shop, enabling players to redeem global launch codes for exclusive rewards and access special offers. This move aims to enhance direct-to-consumer engagement, giving players more incentives to interact outside of mobile app stores.

Apple’s Dedicated Games App and Industry Response
Apple recently unveiled its new dedicated Games app, a strategic shift that has garnered strong reactions from industry experts. Developers anticipate that this focused approach will improve discoverability and monetization, especially following recent changes to App Store policies that allow studios greater control and potentially up to 30% higher margins on transactions. Community opinions highlight both excitement and calls for more developer-friendly features.

Game Releases and Updates
A number of new mobile titles have debuted or received notable updates:

• 10 Second Ninja X, Sonic Blitz, and Lost in Play+ are among the latest games to launch, each receiving strong initial attention and positive early user feedback.
• Roblox: Legends of Speed and Dude Theft Wars have been updated with new codes and content, providing players with enhanced gameplay experiences and free rewards.
• Pokemon GO has announced that players will be able to vote for the August Community Day Pokémon, reinforcing the game’s focus on community-driven events.

Industry Partnerships and Financials

• Xsolla has partnered with Defold to streamline in-game purchase solutions for web developers, a move expected to benefit upcoming Game Jam participants.
• Ten Square Games reported a $7.4 million profit despite a drop in bookings, with plans to double down on scaling live games amid ongoing market evolution.

Community-Driven Content and Trends

• The mobile gaming community remains highly active, with modders working to revive legacy titles like the Borderlands MMO and Pokemon TCG Pocket hosting limited-time Ultra Beast Drop events.
• Mobile gaming news hubs continue to highlight major trends, including AI integration, direct-to-consumer strategies, and the growing importance of global industry events such as the upcoming Pocket Gamer Connects Helsinki and the Shanghai market summit.

Outlook
The mobile gaming sector is experiencing robust innovation, with companies investing in new sales channels, community features, and international expansion. Developers and players alike are closely watching the effects of recent policy changes by major platforms and the impact of new game launches on the competitive landscape.

User Acquisition News

Mobile Game User Acquisition Faces Steep Costs, Innovation Amid Privacy Shifts

Mobile game developers are contending with a rapidly changing user acquisition (UA) landscape, driven by privacy policy changes, rising costs, and intensifying competition, according to multiple industry reports published within the last 48 hours.

User acquisition, the process of attracting and converting new players into paying users, has become more challenging since Apple’s IDFA changes and Google’s privacy updates. Marketers now face a fragmented ecosystem that prioritizes user privacy, making it harder to target high-value players and optimize campaigns with precision. According to UA specialists at Superscale, acquisition costs have surged, with some marketers reporting costs 20-30 times higher than pre-IDFA levels.

Traditional tactics—such as running hundreds of CPI (cost per install) A/B tests on Meta platforms—are no longer reliable. Studios now rely on more comprehensive and data-driven marketability tests, diversifying their UA channels and focusing on longer game lifespans and increased player lifetime value (LTV). The need for high-quality creative, audience segmentation, and SKAN (StoreKit Ad Network) expertise has never been greater, especially as Facebook/Meta becomes a more expensive and less effective testing ground.

Industry data from Bloomberg highlights a consolidation trend: while mobile gamer spending increased 4% year-over-year, the total number of downloads and new releases fell sharply. Only 399 new titles hit $1 million in revenue last year, a 43% decline in new game launches compared to 2024. The market is increasingly dominated by evergreen titles, making it harder for new entrants to gain traction without massive UA investment.

Despite these headwinds, UA innovation remains active. Companies are testing new ad formats and channels, including TikTok Games, which boasts conversion rates of up to 36%. Immersive in-game ads, as seen in titles like Tiny Tower, are increasing in-app purchase conversion rates by 20%. Meanwhile, studios are urged to diversify their UA portfolios, experiment with SDK networks, and closely monitor KPIs such as LTV, ARPU, and retention.

The sector’s future will likely hinge on adaptability: mastering privacy-centric attribution tools, developing engaging creative, and targeting users where and when they are most receptive. As the industry recalibrates, only the most agile studios will succeed in efficiently acquiring and monetizing new users.

Video Game History Foundation Preserves Myst’s Development Archives
The Video Game History Foundation has completed a significant archival project focused on the classic adventure game Myst. The archive now contains over a hundred hours of rare footage, documents, and development notes from the 1990s, offering deep insight into the creation process of one of gaming’s most influential titles. This project aims to support ongoing preservation efforts and provide resources for historians, developers, and fans interested in the evolution of game design.

Upcoming Game Jam Offers $10,000 Prize Pool
Thatgamecompany, known for the critically acclaimed Journey and Sky: Children of the Light, will co-host a new game jam with a $10,000 prize pool. The event is designed to encourage innovation and creative experimentation in game design, drawing attention from independent developers and students worldwide. Further details on submission criteria and judging panels are expected to be released soon.

Mobile Game User Acquisition Faces Higher Costs, New Strategies, and TikTok Surge (June 11-12, 2025)

User acquisition (UA) in the mobile games sector has seen a dramatic shift in the last 48 hours, driven by rising costs, privacy policy changes, and the emergence of new UA channels. Industry sources report that mobile game marketers are paying 20-30 times more for UA than just a few years ago, as traditional methods such as low-cost Facebook CPI testing have become less effective following Apple’s privacy changes and the introduction of SKAN (StoreKit Ad Network).

The competitive landscape has intensified, with larger publishers dominating top charts and smaller studios struggling to break through. Experts note that 83% of mobile games now die within three years—underscoring the growing difficulty of sustaining success through UA alone.

In response, leading UA experts are urging publishers and studios to diversify their acquisition portfolios. Platforms like TikTok have surged in importance, with TikTok reporting that 75% of gamers discover new games via the platform, and conversion rates from TikTok Games campaigns reaching as high as 36%. Ad creative tailored for TikTok’s audience and optimized bidding strategies can reportedly lower cost-per-install (CPI) by up to 90%.

Reddit is also emerging as a key UA channel, especially for casual game publishers like King, who are investing heavily in creative ad testing. However, organic UA remains rare outside app store optimization (ASO) and viral hits, which are difficult to replicate or sustain.

UA strategies are shifting from relying on a few hit-or-miss tests to more complex, data-driven campaigns aimed at attracting high-LTV (lifetime value) users through longer shelf-life games with engaging meta layers. Studios are investing in expert UA teams and broadening test campaigns across multiple platforms, even though this raises operational and marketing costs.

Industry voices highlight that privacy-first changes from Apple and Google mean that successful UA now requires expertise in SKAN for iOS and Privacy Sandbox for Android. Studios not adapting to these technologies risk falling behind.

While the environment is challenging, industry leaders emphasize that testing new platforms, adapting creative strategies, and forming new partnerships can still yield success. TikTok’s performance as a UA driver is a bright spot, offering hope for studios willing to experiment and invest in new approaches.

With investment in mobile games declining, the need for efficient and innovative UA has never been higher, and ongoing changes in privacy and platform policies are expected to keep reshaping the UA landscape for the foreseeable future.

Playable Ads News

Super League Forms Strategic Partnership to Scale Native Playable Ads Across Mobile Games

Super League, a leading player in the digital media and gaming space, has announced an exclusive partnership with AdArcade in a move aimed at bringing high-performing native playable ads to brands and media agencies at scale across mobile games. This partnership is set to provide brands with access to innovative ad formats that allow users to interact with ad content in real time, making advertising experiences more engaging and effective.

Playable ads have rapidly gained traction in the mobile advertising industry because they offer users a chance to test-drive games or products directly within the ad unit itself. Industry leaders report that these interactive ad formats significantly boost engagement rates, increase installation intent, and result in higher return on ad spend (ROAS) compared to traditional video or static formats.

Playable Factory, a top developer and provider of playable ad solutions, recently highlighted several new campaigns with major brands. Notably, the company partnered with a leading airline to create a playable ad that directly contributed to increased sales. Other recent collaborations include building custom playable games for Unilever’s Yumoş and an interactive campaign for McDonald’s, each aiming to boost consumer engagement and conversion rates.

The adoption of platforms like Playable Factory’s Gearbox, which enables rapid iteration, data-driven insights, and in-house production of playables, is becoming standard among brands and agencies seeking to maximize campaign performance. Companies such as Zynga, LEGO, and Voodoo are using these services to create tailored, high-quality playables that resonate with users and reinforce brand loyalty.

Industry feedback underscores the advantages of playable ads, including their customizability, technical support, and measurable uplift in campaign results. Marketing leaders note that playables are now a preferred choice, especially for mobile-first campaigns targeting Gen Z and millennial audiences who demand immersive and interactive experiences.

As the market for mobile advertising continues to evolve, playable ads are poised to remain at the forefront, offering brands a proven method to drive deeper user engagement, collect actionable analytics, and boost overall ad effectiveness.

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Game Design News

Recent Developments in Game Design Trends

• Player-Centric Scheduling: Remedy Entertainment has built its upcoming game FBC Firebreak around the player’s schedule, letting users engage with content at their own pace rather than imposing rigid play windows. This trend aims to improve accessibility and user engagement, reflecting broader shifts in how studios approach player experience.
• Social Play Influences Success: Analysis of the puzzle game Blue Prince highlights how integrating social play mechanics has contributed to its popularity. Features such as sharing progress and collaborative puzzle-solving have increased player retention and virality.
• Remote Work Enables Unique Design: Developers of Cronos: The New Dawn attribute the game’s innovative combat system to the flexibility offered by remote work. Distributed teams allowed for diverse experimentation and iterative design processes.

Preservation Efforts for Defunct Studios
A major donation is set to assist The Strong Museum in preserving the history and design documents of Volition, the studio behind Saints Row, which closed in 2023. This initiative will catalog and digitize key materials, ensuring future generations can study influential design choices and studio culture.

Industry Events and Insights

• Keita Takahashi Storyboard Exhibits: Fans and developers can now view a collection of storyboards and sketches from Keita Takahashi’s new game, To a T, providing a rare look into the creative process behind character and world design.
• Small Studios, Big Ideas: Stray Kite’s development of Wartorn demonstrates how smaller indie studios are pursuing ambitious game concepts despite turbulent industry conditions in 2025.

Video Game History Foundation Preserves Myst’s Development Archive

The Video Game History Foundation has completed a major archival project to preserve the development history of the iconic 1993 puzzle adventure game Myst. This newly unveiled archive contains over a hundred hours of footage, providing an unparalleled look into the design process and creative decision-making behind one of the most influential games of the 1990s. The effort ensures that source materials, developer commentary, and rare behind-the-scenes content are accessible to researchers and game designers interested in studying the evolution of interactive storytelling.

In related news, discussions in the game design community emphasize the impact of player-centric scheduling. Remedy Entertainment, for example, recently shared insights on their development of FBC Firebreak. The team prioritized designing gameplay sessions that fit around players’ real-world schedules rather than forcing players to adapt to the game’s timing. This approach reflects an increasing industry trend towards flexible, user-friendly game mechanics and session design.

Additionally, the creative process behind the quirky narrative game “To a T” was recently spotlighted with the release of original storyboard sketches from designer Keita Takahashi. These sketches have been praised for their imaginative approach, offering a rare glimpse into the early visual and narrative planning that shapes modern game design.

Preservation efforts and design process transparency are becoming more prominent, as seen with recent donations to support the historical archive of the now-defunct Saints Row developer Volition. Such initiatives underscore the value placed on documenting game design history for future generations.

The game development community continues to adapt, with studios openly sharing best practices and creative processes to push the boundaries of interactive entertainment.

Nintendo Switch 2 Breaks Sales Records, Spurs Design Conversations
Nintendo’s Switch 2 launched in the US this week, immediately selling out at major retailers and drawing long lines of eager players. The rapid sellout prompted online discussions about hardware demand, user experience, and how console shortages can influence game launch strategies and digital storefront design. GameStop is currently investigating consumer reports of damaged screens in some Switch 2 units, raising questions about manufacturing quality control and retailer return policies. (Sources: NBC News)

Marvel Rivals Debuts New Gameplay Skin
NetEase Games’ hero shooter “Marvel Rivals” showcased gameplay for a new ‘Sunshine Land Shark’ skin for the character Jeff. This update highlights ongoing trends in live service games, where frequent cosmetic additions and character updates are used to sustain player engagement and extend a game’s lifecycle.

Monster Hunter Wilds Confronts Cheating
Capcom issued a warning to players of “Monster Hunter Wilds,” indicating that accounts caught cheating will be suspended. The warning is part of a broader industry push to maintain fair play in competitive online environments and preserve game balance through design and enforcement.

Preserving Game Design History: Myst Archival Project
The Video Game History Foundation has completed a major archival project on the 1990s classic “Myst,” preserving over a hundred hours of development footage. This initiative offers rare insights into historical game design processes and creative decision-making, and is being lauded as a model for future preservation efforts. (Source: Game Developer)

Keita Takahashi Shares Storyboards for Indie Title ‘To a T’
Katamari Damacy creator Keita Takahashi revealed a collection of storyboard sketches for the upcoming indie game “To a T.” The behind-the-scenes look gives developers and fans a glimpse into visual narrative planning and the artistic process that shapes quirky, character-driven games.

Trends and Takeaways

• Hardware launches like the Switch 2 are shaping both consumer expectations and the way game designers think about cross-platform compatibility, digital distribution, and launch-day experiences.
• Live service models and regular content drops remain central to game design, driving ongoing player engagement.
• Anti-cheat systems are being more tightly integrated into game architecture, becoming a core aspect of multiplayer game design.
• Preservation and documentation of design history are gaining momentum, ensuring classic development knowledge isn’t lost to time.

These stories represent the most significant developments in game design from the last 48 hours, reflecting both the technical and creative sides of the industry.

Studio555 Raises $4.6M for Playable Interior Design App

Studio555 has secured $4.6 million in funding to develop a new playable application focused on interior design. The funding round, announced June 12, 2025, aims to blend game design principles with home decor, allowing users to interact with and customize virtual spaces. Investors are betting on the rising popularity of gamified design experiences, which promise to make interior planning more engaging and accessible to a broader audience.

SAG-AFTRA Board Approves AI Agreement with Game Companies

On June 12, 2025, the SAG-AFTRA board approved a landmark agreement with major game companies regarding the use of artificial intelligence in game development. The new contract sets boundaries and protections for voice actors and performers as studios increasingly use AI for character creation and voice synthesis. The agreement is expected to influence how developers approach character design, performance capture, and narrative immersion, ensuring ethical practices in future game projects.

Maestro Media Launches Kickstarter for Clash of Clans: The Epic Raid Tabletop Game

Maestro Media launched a Kickstarter campaign on June 12, 2025, for Clash of Clans: The Epic Raid, a new tabletop adaptation of the popular mobile game. The campaign highlights a trend in cross-media game design, where franchises expand their reach by reimagining digital experiences for physical gameplay. The design draws on Clash of Clans’ strategic mechanics, aiming to capture both the original player base and board game enthusiasts.

Unreal Editor for Fortnite Unveils Advanced AI Character Creation Tool

Epic Games revealed new advancements in the Unreal Editor for Fortnite, including an AI-driven character creation tool, as reported June 11, 2025. The feature allows designers to rapidly prototype and customize in-game characters, streamlining the creative process and enabling more diverse experiences. Developers are using this technology to push the boundaries of interactive storytelling and user-generated content within the Fortnite ecosystem.

Accessibility and Community Engagement Trends Highlighted at GB Summit 2025

At the GamesBeat Summit 2025, industry leaders discussed advanced tools for game moderation and accessibility, emphasizing the evolving role of inclusivity in game design. Sessions focused on new methods for authentic community engagement and supporting players with diverse needs, reflecting a growing industry commitment to making games more accessible and welcoming.

Video Game History Foundation Preserves Myst Development Archive

The Video Game History Foundation has completed an extensive archival project preserving the development history of Myst, one of gaming’s most influential titles. The archive, unveiled in early June 2025, includes over a hundred hours of footage and documentation, providing valuable insights into 1990s game design processes for historians and developers.

These developments in the last 48 hours signal a continued focus on technological innovation, cross-media experiences, and ethical considerations in game design, shaping the direction of the industry for the remainder of 2025.

New Mobile Gaming Titles Released

Latest Mobile Gaming Titles Released in the Last 48 Hours

Mr Lone Hero
A new Wild West-themed physics-based action game, Mr Lone Hero is now available on iOS and Android. Players take on the role of a gunslinger, battling bandits using creative, physics-driven combat mechanics. The game offers a combination of shooting puzzles and stylized visuals designed for quick mobile sessions.

Apex Girls
Apex Girls launched officially on both iOS and Android, bringing a collectible character RPG that blends strategy, gacha elements, and anime-inspired visuals. The launch comes with code giveaways and various in-game events to attract new players.

MathOn
MathOn is a new educational game now out on iOS and Android, challenging players to solve mathematical puzzles and improve their arithmetic skills. The game features timed challenges and progressive difficulty, targeting casual and educational gaming audiences.

Talking Tom Blast Park
Talking Tom Blast Park is now available on Apple Arcade. The game expands the popular Talking Tom franchise with a new action-packed format, tasking players to blast away enemies (Rakoonz) in a theme park setting. It supports quick play sessions and features familiar characters from the series.

Girls’ Frontline 2: Exilium
The much-anticipated Girls’ Frontline 2: Exilium has launched globally, offering a tactical RPG experience with stunning visuals and real-time combat. Players collect and command T-Dolls in strategic battles, with new features and rewards celebrating the release.

Heaven Burns Red (English Version)
The English version of the acclaimed JRPG Heaven Burns Red is now officially available on iOS and Android. The game features a dramatic story, turn-based combat, and a host of launch rewards for early adopters.

Gran Saga
Japan’s popular MMORPG Gran Saga has launched globally for mobile and PC. Players can explore expansive fantasy worlds, collect characters, and engage in real-time combat with a focus on multiplayer experiences.

Lord of Nazarick
Based on the Overlord anime series, Lord of Nazarick is a turn-based RPG now available on both iOS and Android. Players recruit familiar characters, battle through story campaigns, and participate in PvP events.

These releases highlight the diversity of new mobile games available this week, ranging from action and RPGs to educational titles and licensed franchises, demonstrating the ongoing vibrancy of the mobile gaming market.

Several new mobile games have launched globally and entered soft launch phases in the last 48 hours, marking a busy period for mobile gamers seeking fresh experiences.

Global Releases:

• UNO: Arcade Edition (June 5, 2025) – A new take on the classic card game, UNO: Arcade Edition offers mobile players a refreshed digital experience with updated visuals and streamlined gameplay.
• Parallel Experiment (June 5, 2025) – This cooperative puzzle game puts two detectives in a race against time, requiring players to solve mysteries together via 2-player co-op puzzles.
• Etheria: Restart (June 4, 2025) – Set in a fantasy world, Etheria: Restart is an RPG with heavy story elements and strategic combat, now available for download on mobile platforms.

Soft Launch Highlights:

• Pure Crime: Gangster Shooting (Miniclip, June 5, 2025, Philippines) – In this GTA-inspired open-world title, players build criminal empires, face spontaneous shootouts, and evade police in a dynamic city environment.
• Trailer Park Boys Match (East Side Games, June 4, 2025, Philippines) – This new match-3 puzzle game brings the humor of the Trailer Park Boys TV series to mobile, featuring themed levels and characters.
• Sonic Blitz (Rovio, June 2, 2025, Philippines) – A fast-paced collectible card game set in the Sonic universe, Sonic Blitz allows players to build decks and compete in three-minute matches.
• Defend the Castle: Card TD (Zynga/Small Giant Games, June 2, 2025, Philippines) – Blending tower defense with deck-building, players team up to repel zombie hordes, with both solo and alliance gameplay options.
• MatchBound Legends OBT (Bandai Namco, updated June 3, 2025, Canada/Philippines) – A puzzle RPG replacing match-3 with match-3D mechanics, offering a new twist for fans of the genre.

Additional Noteworthy Releases:

• Missing Banban (May 29, 2025) – An action side-scroller where players navigate challenging levels to solve the mystery of a missing friend.
• Summoners War: Rush (May 28, 2025) – The latest entry in the Summoners War franchise, introducing new mechanics and fast-paced battles.

These releases reflect ongoing trends in mobile gaming, including the adaptation of popular franchises (UNO, Sonic, Summoners War), the rise of co-op and social gameplay, and the popularity of merging genres such as deck-building with tower defense.

1. UNO: Arcade Edition
Release Date: June 5, 2025
A new take on the classic card game, UNO: Arcade Edition introduces fast-paced, competitive play and fresh mechanics designed for mobile users. The game aims to bring friends and families together with vibrant visuals and global online matchmaking.

2. Parallel Experiment
Release Date: June 5, 2025
This 2-player co-op puzzle game requires teamwork and quick thinking. Two detectives race against time to solve deadly experiments, utilizing unique dual-device play that emphasizes communication and coordination.

3. Etheria: Restart
Release Date: June 4, 2025
A science-fantasy RPG, Etheria: Restart features an immersive story with turn-based combat and anime-inspired visuals. The game includes character collection, strategic battles, and live-ops events to keep players engaged.

4. Trinity Trigger
Release Date: May 30, 2025 (recent, still trending)
Inspired by classic RPGs of the 1990s, Trinity Trigger offers fast-paced combat and a party system with customizable weapons. Players can explore dungeons, exploit enemy weaknesses, and participate in solo or local co-op gameplay.

5. Summoners War: Rush
Release Date: May 28, 2025 (recent, still trending)
A new entry in the popular Summoners War series, Rush offers quick session battles, new monsters, and streamlined progression systems tailored for short mobile play sessions.

6. Mirren: Star Legends
Release Date: May 28, 2025 (recent, still trending)
A sci-fi RPG with deep character customization and tactical combat, Mirren: Star Legends lets players explore new galaxies, form alliances, and participate in large-scale battles.

These recent releases are available globally on both iOS and Android platforms, and many are being highlighted on app stores for their engaging gameplay and innovative features. For more information and user reviews, visit the Metacritic mobile gaming section.

Several notable mobile games have been released within the last 48 hours, offering players a variety of new experiences across genres:

UNO: Arcade Edition
Released June 5, 2025, UNO: Arcade Edition brings the classic card game to mobile in a streamlined, fast-paced format. This edition introduces new multiplayer modes and event challenges, offering both solo and competitive play for fans of the franchise.

Parallel Experiment
Launched June 5, 2025, Parallel Experiment is a cooperative puzzle game for two players. Set against a high-stakes narrative backdrop, players must collaborate as detectives to solve intricate puzzles and survive a deadly experiment, emphasizing teamwork and communication.

Etheria: Restart
Available since June 4, 2025, Etheria: Restart is a narrative-driven adventure that combines exploration with strategic combat. The game features a futuristic setting, unique character designs, and an evolving storyline that adapts to player choices.

These releases reflect the ongoing trend of bringing classic games to mobile, as well as the rise of innovative puzzle and narrative-driven experiences. With fresh content and new mechanics, players can expect a diverse range of gameplay options in the latest mobile gaming titles.

Mobile Ad Networks

Major Developments in Mobile Ad Networks: Ad Placement Controversy and New AI Tools

In the last 48 hours, the mobile ad network industry has faced renewed scrutiny and seen the rollout of significant new tools, with major implications for brands, publishers, and ad tech vendors.

Ad Placement Scandal: Ads from Major Brands Appear Next to Explicit Content
According to an exclusive report from Adweek, leading brands such as Verizon and Shell had their mobile ads served alongside explicit videos on a popular Android app. This revelation has sparked urgent conversations among advertisers and agencies about brand safety within mobile ad networks. The exposure of high-profile brands in inappropriate contexts highlights persistent challenges with ad placement algorithms and the need for stricter monitoring across the programmatic ecosystem. The incident is likely to increase pressure on ad networks and supply-side platforms to improve transparency and implement more rigorous vetting of inventory sources.

AI and Automation: Meta and YouTube Announce Major Ad Updates
Social Media Today reports that Meta is planning to enable fully AI-automated ad campaigns by 2026, signaling a significant shift toward automation in mobile ad delivery and optimization. Meanwhile, YouTube has introduced new side-by-side ad formats for livestreams, aiming to create more engaging mobile ad experiences. TikTok also announced AI-powered targeting and new insights tools, expanding advertisers’ ability to reach precise audiences on mobile devices.

Ad Effectiveness: Skippable vs. Non-Skippable Ads
Snapchat released new research on mobile video ad formats, finding that while skippable ads are better for recall, they may not always be the most effective in terms of user engagement or conversions. This insight is crucial for brands deciding between ad formats as platforms continue to diversify their mobile ad offerings.

Industry Trends: Focus on Diversity and Minority-Owned Publishers
AdExchanger highlights the ongoing growth of multicultural ad networks that connect brands to minority-owned and minority-led publishers. These networks are helping advertisers meet diversity, equity, and inclusion (DEI) goals while monetizing underrepresented media inventory, marking a notable trend in the mobile ad ecosystem.

Background and Implications
The mobile ad network sector is rapidly evolving, with automation, brand safety, and diversity now at the forefront of industry priorities. Recent controversies around ad placement reinforce the need for better oversight, while advances in AI and campaign management tools promise greater efficiency and targeting precision.

Industry observers expect further announcements in the coming days as brands, agencies, and tech vendors respond to both the risks and opportunities presented by these developments.

Marketers Shift Ad Spend to Amazon’s Platform as Mobile Ad Networks Evolve

In the last 48 hours, the mobile advertising ecosystem has seen a significant shift as marketers are moving millions in ad spend from The Trade Desk to Amazon’s Ad Platform, according to a recent report from Adweek. This migration is attributed to Amazon’s growing influence in the programmatic ad space, particularly on mobile, where its robust first-party data and e-commerce integrations are attracting brands seeking better targeting and performance.

Meanwhile, TikTok announced a range of new advertising updates at its global event, introducing advanced AI targeting, deeper campaign insights, and enhanced influencer connections. These updates are designed to help advertisers maximize campaign efficiency on mobile, reflecting the platform’s commitment to innovation in mobile ad delivery.

Meta is reportedly planning to enable fully automated ad campaigns by next year, aiming to simplify mobile advertising through AI-driven solutions that optimize budgets and creative in real time. This move is expected to reshape how brands approach campaign management across Meta’s family of apps.

On the creative front, YouTube has launched side-by-side ads for livestreams, providing brands with fresh opportunities to engage mobile audiences during live content consumption. This feature is part of a broader trend of integrating new ad formats tailored for mobile-first user behavior.

Finally, Snapchat shared new research on skippable versus non-skippable ads, finding that skippable ads enhance recall but may not always translate to positive outcomes for all brands. The study highlights the ongoing experimentation with ad formats in the mobile space as platforms seek to balance user experience with advertiser effectiveness.

These developments underscore a rapidly changing mobile ad network landscape, driven by platform innovations, shifting advertiser preferences, and the increasing role of data and automation in campaign strategies.

Mobile advertising spend is projected to surge to $400 billion in 2024, up from $360 billion in 2023, as publishers and app developers increasingly leverage mobile ad networks to maximize revenue. The most recent industry analysis highlights the top mobile ad networks for publishers in 2025, and details evolving trends and technologies shaping the digital advertising landscape.

Top Mobile Ad Networks for 2025
A comprehensive review from Publift identifies the following as the leading mobile ad networks for publishers and app developers this year:

1. Publift – Publift distinguishes itself by aggregating major ad networks such as Smaato, InMobi, and AdMob, providing tailored ad solutions and advanced A/B testing for optimal placement. Publift is used by over 350 publishers across 60+ countries and supports a variety of ad formats, including sticky footers, interstitials, and video ads.
2. Facebook/Instagram – Continues to lead with sophisticated targeting and massive reach.
3. AdMob – Google’s mobile ad platform offers robust monetization options, especially for Android apps.
4. Smaato – Known for real-time bidding and global reach.
5. Unity – Popular for in-app ads in mobile games.
6. InMobi – Focuses on data-driven targeting and global campaigns.
7. MobFox, Apple Search Ads, Perform (CB), Yahoo Developer Network, TapJoy, and Smarty Ads round out the top twelve.

How Mobile Ad Networks Operate
Mobile ad networks act as intermediaries between advertisers and publishers, using real-time bidding (RTB) and pre-set deals to match ads with available inventory. They employ data analytics—tracking user behavior, location, and demographics—to improve ad targeting and maximize engagement and conversion rates. Publishers are provided with detailed performance metrics, including click-through rates (CTR), cost per mille (CPM), and conversion data, enabling ongoing campaign optimization.

Industry Trends and Innovations

• Multivariate Ad Testing: Networks like Publift have shifted focus from simply increasing ad volume to optimizing each ad placement through continuous multivariate testing. This approach balances user experience with revenue maximization.
• Data Privacy Concerns: Regulatory scrutiny and privacy lawsuits in the EU and elsewhere are prompting ad networks to refine data usage policies and transparency.
• Diversity and Inclusion Initiatives: According to AdExchanger, there’s a rise in multicultural ad networks connecting brands with minority-owned publishers, reflecting a broader industry push for diversity in ad spending.
• API Integration: Major networks are expanding API offerings (e.g., Kinesso’s Kanvas Developer Toolset) to streamline campaign management and unify data insights across platforms.

Why Publishers Choose Mobile Ad Networks
In-app advertising continues to outperform mobile web ads, delivering higher click-through rates and offering engaging formats such as playable and rewarded video ads. As global app install ad spend rises, publishers are increasingly focused on platforms that deliver both revenue and a seamless user experience.

Key Considerations for Publishers

• Minimum traffic requirements and payout thresholds vary by network.
• Advanced targeting, direct deals, premium demand partners, and ad block monetization are now standard features among leading networks.
• Customization and ongoing optimization are crucial for sustained revenue growth.

Several major updates have emerged in the mobile ad network space within the last 48 hours, reflecting shifts in monetization trends and ad technology for app developers and publishers.

Leading Mobile Ad Networks in 2025

According to a June 13, 2025 update from Business of Apps, the top-performing mobile ad networks currently include EvaDav, PropellerAds, AdMaven, Hitapps, InMobi, ASTRAD, and Performcb. These networks offer a mix of monetization models such as CPC (cost-per-click), CPM (cost-per-mille), and CPA (cost-per-action), with features like global reach, advanced targeting, real-time bidding, and support for multiple ad formats including native, video, and rewarded ads.

Trends for Small Publishers

Analysis from Cropink published in June 2025 highlights the increasing accessibility of mobile ad networks for small publishers. Networks such as Ezoic and Google AdSense have eliminated minimum traffic requirements, enabling publishers with under 80,000 monthly visits to join and monetize their content. Other networks like Monetag, Monumetric, and Journey by Mediavine are recommended for those with 10,000–50,000 visits, offering higher-tier ad campaigns and optimized placements.

Technology and Monetization Shifts

Recent reports note a decline in static banner ads as video and dynamic ad formats become more prevalent. Programmatic, performance-based, and AI-driven ad placements are now standard, with networks like InMobi and Unity Ads specializing in mobile-optimized and in-app solutions. Publishers are encouraged to diversify ad formats to maximize revenue, with video and interactive placements driving higher engagement and earnings.

Top Networks and Notable Features

• EvaDav: Delivers over 2 billion daily impressions, specializing in push notifications and global coverage.
• PropellerAds: Focuses on smart user acquisition, large traffic volumes, and multiple ad formats.
• InMobi: Offers accurate targeting and mobile marketing tools, with a strong presence in the app ecosystem.
• AdMob (by Google): Remains a leader for in-app mobile ad delivery, backed by robust analytics and fill rates.
• Ezoic: Employs AI to optimize placements and revenue for small publishers, with no minimum traffic barrier.

Payment Structures and Publisher Support

Most networks now offer flexible payment options (PayPal, bank transfer, Payoneer, and more) with low minimum payout thresholds, typically around $20–$25. Support options have expanded, including live chat and analytics dashboards to help publishers maximize performance.

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