The Problem with Mobile Gaming Market and how RUNOGAMES intends to solve it
Today we will explain the multiple problems with the mobile gaming market and how RUNOGAMES intends to solve them. It will be important to break each point down in order to make it clear to understand.
Our target market consists of casual mobile-gaming users. Rather than segmenting by demographic attributes like age or gender, we partition this market using needs-based segmentation (i.e. segmentation by customer pains, problems, and unmet needs).
What’s interesting is that despite the enormous amount of games available on mobile play stores, as well as the web browser versions, 90%+ are not high quality, in the sense that they aren’t novel. This includes recycling of game mechanics rather than creating new ones, using same genres, doing little to add to the story (for single player games). Additionally, monetisation is really aggressive and forceful. Players do not have the opportunity to enjoy the games because they are forced to pay for premium things.
Therefore, whilst mobile gaming is one of the fastest-growing entertainment sectors in the world it is also one of the most broken, in the sense that supply is not meeting demand in terms of exceeding user expectations and delivering more valuable experiences. Such as strong level of inefficiency is what RUNOGAMES intends to solve.
Now, we proceed to look at the problems in more detail and accompany the analysis with an explanation of why we believe it is worthwhile to solve these issues.
1. Low Quality & Repetition
The mobile gaming market is saturated with clones, shallow gameplay loops and recycled mechanics.
By clones, we mean games that are more or less blatant copies of each other. The genre and theme may be different, as well as the design, but all in all, the games are copies.
There is nothing wrong with making clones. The issue is when they are promoted as being newly unique games, when in actuality they are not.
Gameplay loops themselves are patterns of activity players repeat over and over. They’re the rhythm of the game. Shallow gameplay loops refers to those that do not live up to the expectations of the said game. If you play a basic tap game, then the gameplay loop is simple. However, if you play a multi level platformer game, and the only gameplay loops are the basic run, jump and dash, without any other additions, in this context, the gameplay loops are shallow.
Here are some examples so this makes more sense:
For example:
In Candy Crush: Match tiles → Clear the board → Move to the next level → Repeat.
In a farming game: Plant crops → Wait → Harvest → Plant again.
In a battle game: Fight enemies → Earn rewards → Upgrade gear → Fight again.
These loops keep players engaged because they give a reason for players to do something, which generates progress, hence providing at reason for the players to come back.
Therefore, loops matter because they provide a satisfying user experience. If the player is motivated because of the right balance between challenge and reward, then the gold spot has been achieved.
The Problem in Mobile Gaming
The problem in mobile gaming is that for the vast majority of games, loops are deliberately stretched or broken to encourage spending rather than fun. This feeds into another problem of predatory monetisation which we will cover further down, but is a separate issue. The problem stems from incorrect goals sets by creators of games. Thinking about generating as much revenue from the game as possible without creating an awesome product and instead trying to squeeze every pence out of the customer is a road to a dead end. Everyone who has played a fair amount of mobile games has encountered this. Some examples that we are all too familiar with:
Progress slows down until you either grind endlessly or pay to skip ahead.
“Daily tasks” push you into routine chores instead of enjoyable play.
Reward systems are tuned to create frustration followed by relief — a cycle that can mimic addictive behavior.
Instead of players feeling satisfied by their actions, they end up feeling manipulated by the loop.
Hence, our goal is to be different by designing gameplay loops that make a game truly fun and enjoyable, so players want to come back to it again and again, without leaving them feeling like they are too attached or forced to spend money in order to enjoy the game. We will engineer all our products to yield genuine enjoyment.
Next, let’s break down what game mechanics are.
Think of game mechanics as the rules and systems that make a game work. They’re like the engine under the hood of a car — you don’t always see them (or ideally you never see the engine of your car while it’s running), but they control how the game behaves and how players interact with it. The engine must be tuned in well and work seamlessly in order for the car to run smoothly. It’s exactly the same with games. Poor mechanics literally make or break any game, assuming all other parameters being equal. Everything that happens in a game where a user interacts with the interface and there is a response is a mechanic. Here a few basic examples to help you understand.
Tapping a button to make a player jump
A visual effect playing with a sound effect when you collect a coin
Waiting for an energy bar to refill so you can play again
All these little actions and systems add up to the overall experience of the game. The problem with mobile gaming is that in most cases game mechanics are ruined.
They lack originality and depth.
RUNOGAMES will solve the problem by ensuring all game mechanics that are created go above and beyond to create a seamless user experience.
2. Predatory Monetisation
Linked to the idea of designing addicting gameplay loops around convincing players to pay money rather than making gameplay more fun, this topic is a standalone problem because it is not create just by purposeful gameplay loop design.
Business models used by many companies are flawed in our view. Whilst they do generate large revenues in the short term, this is not a sustainable path towards creating a long term competitive advantage. Plus, it is unethical.
Thus, the second problem with mobile gaming is that monetisation models used are built around the wrong idea. Instead of creating long-term value, they exploit short-term revenue. 9/10 times , players feel forced to spend rather than rewarded for playing.
We will solve this by innovating the business model as well. Adopting ethical monetisation, our games will be free to play to anyone and people that wish to support us and purchase digital products as additional nice to haves will have the opportunity to do so. But, no one will be left behind if they do not pay. They will still have exactly the same experience.
3. Lack of Educational Value
Entertainment is great and we just finished explaining how RUNOGAMES will focus on bringing innovation into game to fulfil the entertainment need. We also looked at how we shall innovate the business model so that we are profitable whilst retaining users in the long term.
Hence, we innovate in how we deliver value to fulfil the entertainment need.
We innovate in our monetisation practices.
The next layer concerns fulfilling the need of self improvement. This is another core human need.
What technology makes possible now is creating virtual environments that were not possible before hand. One of these is converging education and gaming together. Gamified education has been around for some time, but our view is that it is still at a really basic level and there is actually little educational content that is incorporated into mobile games. Very few (if any) mobile games actually help players grow or learn.
On the other hand, educational apps exist—but they are often dry, repetitive, and uninspiring (we will explain this extensively in our next blog post on the problem with digital educational technology market and how we intend to solve that). Think of the all too familiar endless flashcards, forced repetition, which not only fail to sustain engagement because they are outright boring but are also not useful beyond passing the exam.
4. Going beyond games = Community building
Finally, we look at the last problem with mobile gaming too few titles make a genuine effort to build lasting communities around their products and brands.
Many mobile games are designed with a short-term focus on downloads, ads, and in-app purchases, but they often neglect the deeper layer of player engagement that comes from fostering connection and belonging.
This means they are stepping over a huge gap of unfulfilled customer needs of fostering human connections and social interactions. This adds another dimension to the inefficiency in the market that is already big enough on its own.
As a result, players may enjoy the game for a while, but once the novelty wears off, there’s little incentive for them to stay. Without community, these games become disposable experiences rather than meaningful ecosystems that keep players invested long after launch.
What these problems mean for stakeholders
For Developers & Artists: There is little room for creativity in a landscape dominated by clones and low-value titles. We are building an environment where high-quality, innovative work is prioritised and celebrated.
For Investors: A broken market is the clearest sign of opportunity. Where incumbents rely on old playbooks, we are designing the future of interactive entertainment and education.
For Players & Parents: The demand is clear: fun games that also enrich, teach, and inspire. We believe this is the next wave of mobile gaming.
In Conclusion…
The mobile gaming industry has a massive opportunity to move beyond being just a source of entertainment and become a hub for shared experiences. Communities extend the life of a game, create natural word-of-mouth marketing, and build brand loyalty that transcends a single title. Yet many studios treat community features—like guilds, live events, or interactive spaces—as afterthoughts rather than core pillars of design. This lack of community-building not only leaves potential revenue untapped, but also diminishes the emotional connection players could have with the game and the brand behind it. In the long run, the games that thrive will be those that don’t just entertain, but also create spaces where players feel they belong.
Our Unique Insight
Our research confirms what players already feel: demand is rising, but supply is failing. The largest opportunity in mobile gaming is not “more of the same”—it is different, better, and more meaningful. That is why we chose this path.
Why RUNOGAMES is Tackling This Problem
We are not building games for the sake of adding to the pile. We are building games that stand out by being:
Fun first, educational by design
Ethically monetised, not exploitative
Innovative in mechanics and storytelling
Safe and purposeful for younger audiences
This is why we founded RUNOGAMES: to fix what’s broken and deliver value where others ignore it.
What’s Next
🎮 Players: Explore our products [link]
🎨 Game Developers & Artists: Join our team and help us build something extraordinary [careers page link]
💡 Investors: View our pitch deck and see why this is a once-in-a-decade opportunity [link]
The mobile gaming market doesn’t need another clone. It needs a revolution. That’s what we’re here to build.
👉 See you next time!