Keywords Studios publishes analysis urging mobile game optimisation

9 articles · Updated · Keywords Studios · May 6

It says 65-67% of Google Play revenue comes from low- and mid-tier devices, citing two long-running projects with more than 190 million combined downloads.
The report highlights Southeast Asia, India, Latin America and parts of MENA, where sub-$300 phones dominate and Android offers scale while iOS delivers stronger monetisation.
Keywords argues optimisation should begin in production, with adaptable builds and art-led visual design helping studios reach broader audiences without fragmenting the player experience.

With Android's ad revenue now topping iOS, is Apple's long-held monetization advantage for games finally over?

Is targeting millions of players on budget phones a path to real profit or just a high-volume, low-margin trap?

Can artistic vision thrive when games must prioritize performance on a $100 smartphone over graphical fidelity?