In 2017 a mobile game could still be a runaway success on its feature potential alone. Apple and Google were kingmakers, and user acquisition and organic growth were additive bonuses to really take a game down a successful road, driving profit for all involved. But in 2018, with increasing competition, rising marketing costs, and huge brands taking larger and larger market shares, launching a mobile game isn't what it once was. Kongregate has launched over 60 mobile titles in 6 years, from Editor's Choice nominations to complete flops. This talk will take a look at year by year differences to see what the modern mobile business looks like today. The talk will cover such topics as platform featuring, user acquisition, test markets, feature sets, performance improvements, competition, game updates, and more.