Mobile games have become increasingly high-stakes over the last few years. Successful games make billions, but most games launch to failure, and few get a second chance from either platforms or players. Most developers test their games in various ways, from individual playtest sessions to geo-locked launches in Canada and Australia. But many games still launch with poor retention, monetization, tech problems, or some combination of the three. What's going wrong? Kongregate has published more than 40 games, learning valuable lessons along the way. This talk will be a pragmatic guide to game development strategy, taking into account the production timeline and the different constraints it brings and how it translates into production challenges. The talk will be illustrated by case studies and metrics from Kongregate's portfolio including 'Animation Throwdown', 'AdVenture Capitalist', 'Bit Heroes' and more.