What Mobile Gaming’s Top Minds See for 2026

Mobile gaming is heading into an interesting phase, and many industry experts believe 2026 could be a turning point. Of course, every year we have something interesting to look forward to, and the fun is always in the guessing game.

We spoke with a cross-section of industry veterans, including the CEOs, CMOs, and BD experts, to gather their definitive predictions for the year ahead.

Tina Shaw – Creative Director, Activision

Mobile gaming in 2026 is going to be shaped by faster devices, smarter AI playables, and players who demand fun without the constant grind.

Games will lean into short, snackable sessions but offer deeper progression for those who want to play longer. This will be driven by AI mechanics helping to generate fresh levels, characters, and quests, making games feel consistently re-playable.

Social play will matter more than it has. Things like dropin co-ops, shared challenges, and community-driven events that feel “alive”. This also signals a potential shift in mobile growth from a solely user acquisition model towards more of a retarget and retention model.

And what I would love to see creatively, is that genres blend more fluidly, puzzle-RPG hybrids, story driven casual games, and real-time multiplayer. Mobile games that begin to feel more personal, social, and dynamic will lead the market.

Bob Slinn – VP Business Development, FunPlus

2026 will see a continuation of trends of recent years, with competitive pressures increasing, growth limited and increasing operational complexity giving a further advantage to established games.  Developers will need to continue investing in creative optimization as this is becoming the primary differentiating factor in user acquisition performance. Live operations and events will be even more prevalent as developers seek to keep the players they already have.  

Building direct-to-consumer relationships will also be core to operating a successful mobile-first game in 2026.  Direct payments will keep growing as a percentage of revenue, with genres like strategy and social casino seeing the majority of revenues moving directly.  This will help optimise margins but also give developers more ways to engage with their players in and across games.  

The exponential growth of Roblox will only accelerate in 2026, attracting more and more quality games optimised for the unique community and gameplay of the platform.  New IPs will continue to be born on Roblox, and established IPs will find the lure of 100M+ daily users impossible to resist. 

Lastly, 2026 will see a huge increase in specialised AI-driven tools that will help developers optimise more and more aspects of their business, from creatives to QA and everything in between. To be clear, this will not be a substitute for the creativity and community building that have made the gaming industry the largest entertainment medium around.

Efim Voinov – CEO and Co-Founder, ZeptoLab

2026 will highlight the success of small, fast, and deeply focused teams. AI is challenging traditional scale advantages by empowering compact studios with stronger creative production, faster prototyping, and higher testing velocity. The real winners will be those who deeply understand players – creating targeted innovations that feel fresh while staying rooted in familiar and trusted gameplay.

In an AI-saturated world, strong brands and recognizable IP will become even more valuable as signals of quality and authenticity. Overall, mobile gaming moves in cycles, and we are approaching the next growth phase – driven largely by AI unlocking faster innovation, lower barriers to experimentation, and sharper creative focus.

Jayden Lee – Executive Advisor, Appcharge

In 2026, we expect the dominance of ‘Hybrid’ genres to deepen, blending casual accessibility with mid-core depth to retain players longer. But retention will rely on more than just gameplay loop; it will depend on ownership.

This is where the D2C revolution takes center stage. With antitrust regulations cracking open the app store duopoly, web shops are set to become the primary interface for player engagement and loyalty. We aren’t just moving money outside the App Store; we are moving the community there.

Future winners will use web shops to offer exclusive content and direct rewards, creating a tighter bond between creator and player than ever before.

Ray Ng – Head of Esports Ecosystem, MOONTON Games

In 2026, competitive gaming will feel far more inclusive, bringing casual and hardcore mobile players closer together.

This shift will be powered by a few key changes. For one, smarter, AI-driven experiences will help new players find their footing without feeling overwhelmed, while still giving seasoned players the challenge they’re looking for. These experiences include better matchmaking, personalised hero tutorials, and difficulty that adapts as you play.

At the same time, cross-device play will become more seamless, letting players start a match on their phones and pick it up later on a tablet or PC without breaking the flow.

Lastly, I see that grassroots esports for mobile will continue its growth, especially in emerging markets, with local tournaments discovering and nurturing new talent. Altogether, this will make competitive play feel more welcoming and accessible, which is something anyone can aspire to, not just elite players.

Gunay Azer – Co-founder, Gamelight

In 2026, mobile gaming will be shaped by the continued rise of rewarded UA, the shift toward hybrid monetization, and the growth of cross-genre games.

• Rewarded UA will strengthen its position as a key acquisition channel, valued for driving real engagement rather than surface-level installs. Platforms like Gamelight will play a central role by helping publishers reach users who are motivated to explore, progress, and stay active in the long term.
• At the same time, hybrid monetization will become the default approach, with studios combining ads and in-app purchases to create more stable, flexible revenue models.
• Finally, cross-genre games will expand further, mixing casual accessibility with deeper mechanics to appeal to broader audiences and boost retention and engagement.

Jernej Česen – COO, Outfit7

The time for crying over spilled milk is over. There is no room for excuses or the usual comments about the market being difficult or everyone facing challenges.

For me, the first half of 2026 will be defined by the letter E. First comes Exploitation, which means using all our knowledge to maximize the value of our strong existing portfolio, especially in distribution.

Next comes Exploration, which means bringing technology and new trends into our newly released games, creating more cross-genre products, H5 games, collaborations, and spin-offs on different platforms.

Then comes the letter R, which will bring energy into the process: Reinvention, reshaping how we think and act as a mobile gaming industry. A new generation of game creators is rising within our teams.

Those of us with more experience in the industry can best contribute by giving them the time, space, and support to explore new ideas. What will define the market – a new generation of creators who are coming from players.

Otto Simola – Head of Player Acquisition and Monetization, Fingersoft

I wouldn’t like to say it’s AI, but it is AI. My prediction is that AI will make game development faster and more accessible to people from different backgrounds. We will also get more interconnected AI agents to help with monetization planning, user segmentation, user acquisition campaign management, and creative rotation, to name a few.

However, this doesn’t mean that we don’t need marketing and game development professionals anymore; we need them more than ever, since even if development is more accessible, the market gets more competitive at the same time.

Montgomery Singman – Managing Partner, Radiance Strategic Solutions

The most consequential 2026 shift in the world of work will be how generative AI industrializes game production while keeping humans firmly in charge. Across the gaming industry, agentic AI systems will increasingly take on the busywork: generating levels and art variants, proposing balance and economy changes, auto-generating boilerplate code, and stress-testing builds before release.

Human teams will shift their time toward steering these workflows—setting creative direction, defining constraints, and curating which AI-generated options make it into the game. That compresses some traditional tasks, but expands the demand for “AI-native” producers, designers, and engineers who can orchestrate automated pipelines end-to-end.

The result is leaner core teams, more distributed contributors, and a production model where AI agents handle volume and speed, and people own taste, judgment, and accountability.

Vladimir Markov – CEO, Top App Games

Next year, I believe that, given how competitive the market has become, it will be crucial to focus on metrics like CPI and closely track the entire funnel, from ad clicks to 7- and 14-day retention. These indicators show whether a game is worth launching and scaling.

Even though the market feels overcrowded and CPIs keep rising, there’s still room for fresh ideas. I see strong potential in hybrid models, where simple hyper-casual mechanics are combined with deeper, long-term meta layers.

With well-built economies and solid retention, these games can not only hold their ground but also break out. In the end, the winning formula remains the same: addictive gameplay paired with real depth and stickiness in the player’s session.

Brian Nguyen – Senior Sales & Partnerships Manager, PingPong Payments

The mobile gaming trend for 2026 centres on enhanced user experience, driving both playtime and spending. Studios and developers are now hyper-focused on user feeling, pouring investment into R&D and player insights to dramatically boost Lifetime Value (LTV).

This means utilizing sophisticated User Acquisition (UA) strategies and smarter monetization applications. However, once studios reach a certain scale, they move beyond simply placing ads everywhere; the priority shifts to smarter, less intrusive monetization methods precisely tailored for either ads-first or pay-first user segments.

For us at PingPong Payment, we know how vital this seamless experience is. We work directly with studios and developers, the ones running dozens, sometimes hundreds, of games, to handle their entire global financial operation.

This isn’t just about processing a few in-game purchases; it’s about the financial backbone of their whole business. That’s why, for 2026 and beyond, we are laser-focused on ensuring their global revenue flow is absolutely Safe, Fast, and Convenient.

Anastasia Zaiceva – Chief Communications Officer at ZiMAD

In 2026, I believe mobile games will increasingly behave like advanced e-commerce products. We already see a strong rise in “merch mechanics” and marketing approaches borrowed from retail: shoppable moments, richer storefronts, and IP-driven collections inside games.

Another defining trend is the explosion of collaborations — games with brands, films, influencers, offline events — mixing audiences across completely different ecosystems. At the same time, we’re moving toward radical personalization of the player journey, because retention is getting harder and we’re competing for screen time not only with other games, but with every app and social platform.

Gameplay is becoming more interactive, snackable and fast. The biggest challenge will be the AI-fueled flood of new titles: competition will intensify, and only teams who deeply understand, segment, and nurture their audience will sustain growth.

Phillips Dao – CEO, Funtap Games

I envision 2026 as the year AI and cross-platform tech finally dissolve the boundaries of gaming. However, technology is just the enabler; the real shift is that players are becoming creators, turning games into shared economies via UGC or AIGC.

To thrive, we must evolve. Hybrid monetization is no longer optional—it’s essential for respecting the user experience while driving revenue, particularly in Hybrid Casual titles.

Regarding content, depth is king. Puzzle games must embrace rich meta-layers to retain users. Meanwhile, the 4X Strategy genre faces a critical mandate: abandon aggressive ‘pay-to-win’ mechanics. Instead, we must champion tactical depth to build the sustainable, competitive communities that high-value players demand.

Bashar Alaeddin – Head of Content & Digital Communications, SRMG Think

Mobile gaming in 2026 will be defined by a mature global market of about $100B from over 3.5B players but the real momentum is in the GCC and wider MENA, particularly Saudi Arabia, the UAE and Egypt.

These markets are shifting from consumption to creation, driven by national gaming strategies, studio incentives and Saudi-backed publishers such as Scopely, the company behind Monopoly GO and now Pokémon GO.

Arabic-speaking players with high per-capita spend (the UAE averages more than $240 per user annually) will expect Arabic-first content, fair hybrid monetisation and social and competitive features that feel rooted in their culture, not generic global templates with Arabic text on top.

The winners will be teams that treat MENA mobile as a launch market, build cross-platform from day one and keep regional teams close to the community, delivering live experiences that build sustained retention and aim to set a new benchmark for mobile in the region.

Giorgo Paizanis – Partner, Boston Consulting Group

• Mobile gaming hits $170 billion globally in 2026, up 5 percent YoY.
• Advertising revenue of $35 billion will grow at more than twice the rate of IAP.
• AI transforms development, reduces time to market, but crowds discovery and drives UA cost up.
• UA financing rises amid limited VC funding.
• DTC monetization surges, with $20B in payments expected outside app stores next year, roughly 15 percent of IAP.

• Cloud game streaming continues to grow, bringing more AAA experiences to mobile
• Survival 4X strategy (Last War, Whiteout, King Shot) stabilize in the top 10 and merging story hybrids like Gossip Harbor will add 1 to 2 new entrants.
• Asian publisher dominance grows from 50 percent to two-thirds of the top 10.
• Live mobile game shows re-emerge as viral hits (e.g., Netflix Best Guess Live)
• Further consolidation: The top game of 2026 surpasses $2B in annual revenue

John Wright – CEO, Turborilla

• Rewarded UA finally cracks iOS (and CPI pain eases): Rewarded UA exploded in 2025, but iOS economics sucked. That changes now. Improved ML models + smarter funnels (web → app installs) are starting to work. Google’s been showcasing this approach and the results are promising. More users, cheaper funnels, performance that actually delivers.
• AppLovin feels the heat in the mediation war (but won’t panic): AL has owned mediation for years, no debate here. But 2026 brings real competition: CloudX entering strong, AdMob back in the game, X3M landing big names, LevelPlay quietly executing. AL’s response? No f*cks given as they double down on consumer apps, where the bigger upside now sits.

• From “segmentation” to real personalisation: Many say they do this. Most don’t. 2026 is where personalisation gets baked into the core of games: onboarding, FTUEs, mechanics, not just offers and pricing. Same game, same story, wildly different experience based on player decisions. AI makes this feasible. NPC-generated quests and missions based on player behaviour aren’t sci-fi anymore, they’re nearly here.
• Crossplay finally becomes normal: Yes, yes, I’ve been saying this since my Genshin fanboy era. But this time it’s real. Mobile, web and PC lines start to blur. Players play wherever, whenever. H5 gaming benefits massively here, unlocking near-AAA experiences via the web without the old latency nightmares.
• Switch 2 wins but consoles struggle: Hot take time. GTA VI launches rough (think Cyberpunk-style bugs). PS6 slips to 2028. Next gen Xbox? Possibly cancelled in favour of streaming-first. Winner by default (and execution): Switch 2, which I expect to smash Nintendo records.
• Game streaming actually becomes usable (bonus prediction): I still think Netflix closes on WBD/Games. When that happens, imagine playing Arkham via your existing Netflix subscription. Probably 2028 in reality, but the direction is clear: consolidated entertainment hubs for TV, film, music and games.

Valentina Bailly – Senior Sales Director, Mode Mobile

Surely, 2026 will continue to surprise us with major studio acquisitions, new gaming ventures, and bold new tech providers growing at a rapid pace. But the true shift won’t just be who’s in the market—it will be how they connect.

Till now, AI was a secret sauce on the back end of many companies. I believe in smart implementation of AI for collaborations. We’ll see deep partnerships between gaming publishers, brands, UA platforms, and data analytics providers—all focused on one goal: turning user loyalty into a sustainable growth engine.

Rewarded marketing: “play-to-earn” will start shifting towards Live-to-Play. Imagine: the loyalty points from your coffee run, taxi ride or takeaway, quietly converting into the in-game currency you need.

It’s about valuing a player’s time and attention everywhere, turning their daily life into the game. The service providers and publishers who get this right won’t just have users; they’ll have a devoted community, because they’re rewarding life, not just installs.

Ada Mockute Jaime – CMO, Nordcurrent

• Mobile games become social spaces, not just apps: In 2026, mobile games will feel less like something you download and more like places you return to. Playing will sit alongside chatting, sharing, and taking part in an always-on community.
• Creators move into the heart of game design: Creator-led content and livestreamed gameplay will shape how mobile games are built, not just how they are marketed. Sharing tools, community challenges, and user-generated content will be baked into the experience from day one. Micro-communities such as creator pods, regional clusters, and power users will grow in legitimacy, while short-form video and streaming drive the most effective creator-led content.
• AI will reshape the mobile experience even more aggressively than on PC or console: Artificial intelligence will make games feel personal and alive, tailoring the experience in real time to each player. Smarter personalisation, dynamic content drops, and AI-generated quests will ensure no two journeys feel the same. Rapid creative iteration will allow studios to test and deploy high numbers of ad and content variations weekly, keeping experiences constantly fresh.

• Retention overtakes downloads as the key growth driver: As user acquisition costs rise, studios will focus on the retention of existing players. Strong social loops, loyalty mechanics, and a sense of belonging will matter more than download numbers.
• Mobile games evolve into shared, living ecosystems: The most successful games will no longer feel finished at launch. Shaped by players, creators, and artificial intelligence, mobile titles in 2026 will grow through collaboration and community over time. Mobile titles will rely less on one-off downloads and more on long-term communities that boost retention through social belonging and creator influence.

Ilya Gutov – CEO, Meridian Play

In 2026, mobile gaming will continue to grow, with a stronger focus on efficiency and measurable results. AI will be everywhere, both B2B and B2C – helping studios with development, user acquisition, and personalization. Investors remain active but favor lower-risk models, such as UA-funded mobile projects.

Midcore and AA-quality titles with smaller budgets will stand out, and studios will need to focus on execution, current metrics, and sustainable processes rather than past achievements.

Regions like Vietnam and Turkey are primarily export-oriented, so for investors and studios, the main factors are the quality and cost of talent. Players’ attention is divided across TikTok, YouTube, Twitch, games, and other digital entertainment, making engagement, retention, and distribution on these channels crucial.

Studios that combine strong development, clear monetization, AI-driven tools, and local market understanding will be the ones to succeed.

Cyril Barrow – Head of Games, Yarnhub Animation Studios

2026 won’t be defined by new tech, it’ll be defined by a market that refuses to move. The top charts will stay locked in place, held by studios that can spend aggressively and recoup with machine-like efficiency.

Newcomers will break in only in two ways: pure lightning-in-a-bottle virality or arriving with their own distribution engine outside traditional UA: creator communities, cross-media audiences, anything that bypasses the ad auctions entirely.

Genre shifts will happen, but they won’t matter without reach. The real story of 2026 is simple: control your audience funnel, or you won’t get a seat at the table.

Di Wu – Head of Sales, Asia Pacific, MeshyAI

My view is that 2D AIGC is already widely applied in game development, and the large-scale adoption of 3D AI in game development is imminent. This shift will trigger a technological revolution, drastically shortening game development cycles and significantly lowering the barriers to game creation.

Everyone could potentially become a game creator. With the advancement of generative capabilities in large AI models, AI will become foundational infrastructure for the gaming industry, similar to game engines like Unity and Unreal, and modeling tools such as Maya and Blender.

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