We are entering a new phase of mobile gamer mindsets and behaviors, and a new reality that requires game publishers to develop a deeper understanding of user motivations, spending behavior, and how to create games that have the right product-market fit to capture their share of the IAP wallet. In this new market maturity, there will be a disproportionate skew of winners and losers over time, as sustainable user acquisition becomes even more challenging and expensive, and the competition
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