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For many game developers, 2025 looks set to be the dawning of a new creative and technological era. The industry is in the midst of a transformation in which the best games aren’t necessarily the newest, but rather the smartest in how they evolve and endure. That's the view of industry veteran John Wright, who believes we're no longer talking about short-lived hits, but ‘forever games’ - titles that thrive for a decade or more. Read on to learn why John reckons the studios that master live operations, embrace smart monetization, and leverage external tools will be the ones defining the industry’s next golden age.
Why Live Service Games will be the Backbone of 2025’s Top Games
“The biggest successes in 2024 didn’t come from new games,” John tells us. “They came from live ops.”
The data backs this up. A glance at today's top 100 highest-grossing games today shows the vast majority have been around for at least four years.
Brawl Stars, for example, was generating around $10 million per month in in-app purchases by the end of 2023.
But by late 2024, that number had exploded to $60–70 million per month.
“That’s a game that’s over six years old,” John emphasizes. “And it all comes down to their ability to execute better live ops.”
So what’s changed?
Studios have become more sophisticated in how they extend a game’s lifecycle.
“We used to call games that lasted three to five years ‘evergreen.’ Now we’re talking about ‘forever games’ - titles that are surviving seven to ten years, or even longer,” John says.
The strategy is clear: developers must move beyond simple content updates and implement deeper personalization, A/B testing, and smart monetization tactics to keep their communities engaged.
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The majority of 2024's top titles have been around for a good few years - proving the shift towards evergreen, or even 'forever' games. For example, Honor of Kings launched in China in 2015. [Image credit: mobilegamer.biz]
The Rise of Multi-Layered Events in Games
Live service games have always relied on in-game events, but the way they’re executed is evolving.
“We’re not just seeing a single big event stretched over 21 days anymore,” John explains.
“Now, we’re seeing multiple events running in harmony - weekend events, limited-time collaborations, and crossover bonuses for participating in multiple activities.”
This shift is as much a calculated move to boost engagement as it is a drive to add more variety for players.
More frequent events mean more daily logins, longer session times, and ultimately, more opportunities for studios to convert players into paying users.
“Look at Royal Match,” John points out. “They’ve got four or five live events running at any time. Players are being given reasons to return every day, and those who engage with multiple events get extra rewards. It’s not just about getting players in - it’s about keeping them playing, and giving them more meaningful reasons to engage and monetize.”
How IP Integrations are Fuelling the New Game Growth Engine
One of the most significant trends John sees taking hold as we progress through 2025 is the increasing role of brand collaborations.
“We’re seeing big IPs being integrated into live service games like never before,” he says. “Instead of building full games around a brand, studios are doing limited-time partnerships where players can unlock cosmetics, characters, or time-gated experiences.”
Recent examples include Manchester City player Erling Haaland in Supercell games, Godzilla crossovers, and even Teenage Mutant Ninja Turtles in casual mobile titles.
“When these go live, you immediately see a spike in engagement,” John explains. “And from a marketing perspective, it’s brilliant. You’re leveraging a whole new audience that loves that IP, which means organic installs go up and the cost per acquisition goes down.”
This approach also leads to better player quality. “These aren’t just random installs,” he adds. “They’re passionate fans of the brand who are more likely to stick around.”
Of course, not every studio can run IP collaborations at the scale of bringing Erling Haaland into Clash Royale, but it's proven to be a valuable strategy that studios of all sizes can take inspiration from, and source IP opportunities appropriate for their own scale and genre. [Image credit: Supercell.]
Prioritising Long-Term Game Growth over Flash-in-the-Pan Hit Games
Perhaps the most critical shift in mindset for game developers in 2025 is the understanding that success isn’t about launching new games every year - it’s about making existing games stronger.
“A decade ago, you’d launch a game, make your money in year one, and then move on,” John recalls.
“Now, the focus is on making sure your existing game continues to be your biggest revenue driver for years to come.”
This means studios need to invest in long-term strategies: robust backends, scalable live ops, and tools that make iteration faster and smoother.
The Metaplay approach - providing infrastructure that allows studios to scale live operations efficiently - helps game developers of any size thrive in this new reality.
The Game Development Renaissance is Here (But It’s Not Without Challenges)
Despite the optimism, John acknowledges that 2025 won’t be without hurdles.
User acquisition costs remain a challenge, competition is fierce, and player expectations are higher than ever.
But for those who embrace the right strategies, the potential is enormous.
“The games that win in 2025 will be the ones that execute smarter, not just bigger,” John says.
“They’ll be the ones that understand their players, use the right tech to make informed decisions, and build systems that allow for continuous growth.”
For Unity developers, that means focusing on the fundamentals: great live operations, meaningful engagement strategies, and external tooling that reduces technical debt and allows teams to move faster.
Game development in 2025 is about thriving in an industry that’s never been more dynamic.
And if this truly is a Renaissance, then the studios that master these strategies will be the ones painting the future of games.
