Naavik·Sunday, May 17, 2026·15 min readGaming
🧩 Merge-2: East vs West
Eastern mobile game developers are out-monetizing their Western counterparts by adopting complex systems and aggressive user acquisition strategies.
The newsletter highlights a significant trend in the mobile gaming sector, particularly within the Merge-2 subgenre, where Eastern developers are increasingly outpacing their Western counterparts in monetization and user acquisition. Companies like Microfun with their title Gossip Harbor are showcasing effective strategies that leverage complex game systems and aggressive marketing tactics, leading to higher revenues and user engagement. This shift suggests a potential opportunity for investment in Eastern gaming companies that are successfully navigating this competitive landscape.
Furthermore, the insights into user acquisition strategies reveal a critical divergence in approaches between Eastern and Western developers, indicating a broader market trend that could influence future investments. The mention of Supercell's acquisition of Metacore also signals a strategic move to bolster competitive advantages in this space, making it crucial for investors to monitor developments in this rapidly evolving market.
Key Takeaways
- Eastern developers are outperforming Western ones in the Merge-2 subgenre of casual mobile games.
- Gossip Harbor (Microfun) is leading in revenue and user acquisition strategies compared to Merge Mansion (Metacore) and Travel Town (Moon Active).
- The shift in UA strategies highlights a competitive landscape where Eastern developers are leveraging complex systems and high content volume.
- Supercell's acquisition of Metacore indicates a strategic pivot to enhance competitive positioning in the Merge-2 category.
GamingMobile DevelopmentConsumer Apps