Episode 63: Award-Winning Insights – Our 2025 Mobile Appdev Awards Winners

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Hello and welcome to the Mobile Games Playbook. Thanks for tuning in for another episode. This is a podcast all about what makes a great mobile game, what is and isn’t working for mobile game designers, and all the latest trends. I’m your host, John Jordan, and joining me today are two familiar faces from the podcast. We have Kalle Heikkinen and Wilhelm Voutilainen, both Chief Game Analysts at Liftoff. How’s it going, guys?

Kalle Heikkinen: Very good. If I go first, I’m super excited to be on the pod!

Wilhelm Voutilainen: Yeah, doing super, super well as well and really interesting to go through the award winners.

Introducing the 2025 Mobile App Dev Awards

Jon Jordan: Yeah. For this episode, we are really working you quite hard. There’s quite a lot of stuff to cover ’cause we are looking at the 2025 Mobile App Dev Awards from Liftoff. Everyone loves an award ceremony, and obviously, we wanna know the winners so we’re gonna go through not everything, ’cause I think you have a whole bunch of categories.

Is it nine categories now? But we’re gonna go through some of those and for each category there is a winner in the mid core and a winner in the casual section. So that’s interesting because some strategies work for one of those categories and something very different works for the other.

So hopefully for each sort of category, we’ll get a good sort of spectrum of what’s going on. And, I think the other thing you’re doing. I don’t think we’ve ever done this on the podcast, however many episodes we’ve done. We’ve never really talked about non-gaming apps. So, this is the first year you have some, non-gaming app categories.

We will also spend some time looking at that because there’s some interesting stuff going on there that may be useful for people even in the game space.

Best Collaboration Event

Jon Jordan: Okay, so the first category we’re going to look at, Wilhelm, I think you’re going to lead us on this, is the best collaboration events. Over the years, we’ve spoken a lot, probably more than anything else, about collaboration events.

This is the best collaboration event. For the mid-core, we have Diablo Immortal vs. World of Warcraft. What made that one stand out?

Wilhelm Voutilainen: Yeah, so Diablo and Warcraft, of course, big IPs, they have been collaborating throughout the years, like multiple times, ’cause you know, there’s an excellent IP and player demographic hit.

And of course, both are Activision-Blizzard IPs. So, there’s, of course, cross-play, with players playing both games. So this, they’re a good fit for that. And, in terms of like Diablo Immortal, this is the Eternal War event, which we are talking about; this is actually Diablo Immortal’s first large collaboration event.

Of course, if you compare Diablo Immortal to Diablo on PC, Immortal has a much more active and robust approach to LiveOps. Also, naturally, this event took this kind of Diablo and World of Warcraft collaboration to a whole new level.

The event had super high production values. It was not just about purchasing these bundles, you know, a simple task event, but a gameplay first event. In short, the event had you collecting these frozen moon points, which would unlock this milestone in this kind of overarching menu, and you would then get these, which are two or three limited-time modes.

First of all, these were super well implemented, true to the work of the IP. One of them was this kind of recreation of this base in the battleground familiar from World of Warcraft. And another was this kind of recreation of the, you know, the battle, the legendary battle against the Lich King.

These were both super cleverly made in that they didn’t necessarily mechanically bring anything new to the game. They used their familiar limited-time mode as a base for those new additions.

They used Diablo Immortal’s existing limited-time game mode, which made this feel completely new and did not risk having this world of work elements and mechanics. Yeah, they felt true to the IP, experiences, and performance. Regarding performance, it was clear that the event was made for more engagement and to celebrate the 20th anniversary.

Most of these are really exclusive, cooler rewards, which, this time, are completely earnable for free. And if, let’s say, they could have done it the other way around, these weapon cosmetics would be monetized in the upper fashion through bundles and gachas and so on. But these are clearly chosen, like this more player-friendly approach. The player sentiment was like really positive for this event as well.

Kalle Heikkinen: What I find very interesting about this approach is that, usually, when we talk about IP collaboration events, you have the game, and then you have something entirely different in that game.

The IPs often don’t have that many similarities. Of course, sometimes they do, but in this case, it’s the same. Both IPs come from the developer of this base game, so I find that a unique approach to an IP collaboration event. I guess the lesson that we can all learn from this is that if you have a strong IP portfolio, it can also be very interesting to have different IPS from the portfolio visit these different games that you have.

Wilhelm Voutilainen: Yeah, that’s definitely a really good approach in that. And of course, like looking at the Diablo Immortal collaborations, they’re actually now running the second collaboration in the game ever.

Jon Jordan: And, looking at the, on the more casual side, we’ve got Stumble Guys and My Hero Academia. So, obviously a very different sort of collaboration, sort of there, but, talk us through that.

Wilhelm Voutilainen: Yeah, yeah. Stumble Guys, of course, has a different approach to the model. So they are more about like having lots of high cadence of constant collaborations. It’s like moving the game to being kind of like this metaverse, which they call Stumble Wars, that they wanna go towards, similar to the Fortnite and Roblox approach in that sense.

Sometimes it’s hard to choose which of these Stumble Guys collaborations was the best. But My Hero Academia here was the year’s standout collaboration because it integrated these core mechanics of the anime.

So they had this ability, called Geeks, Greeks, or something like that. So they actually integrated those into Stumble Guys, and again, like, really clever, simple implementations of theirs. Often, they run this kind of thing like an incredible collaboration team. Limited time most, but now they brought this to kind of the next level and like more, having a bit more engaging and bringing new twists by having this, My Hero Academia abilities in the game.

Jon Jordan: And I guess it sort of shows as well as you say that on the midcore you have, you know, some very prized IP.

So you’ve, I mean, obviously the blizzard thing is specifically on its own sort of pedestal. but you’re sort of being a bit more careful there maybe in terms of how people wanna play and how they sort of, what you’re using their collaboration for.

Whereas obviously on these, maybe on these more casual ones, at that point people are not so bothered maybe in the actual collaboration, but just there’s something new coming and that’s what keeps people in there. So it’s different models.

Wilhelm Voutilainen: Yeah. It also, of course, depends on the game for what kind of approach is better. Diablo Immortal has a very distinct, darker theme. On the other hand, the Stumble Guys theme is closer to the Fortnite model, with not really one single theme. In Stumble Guys, having multiple themes is actually beneficial.

So, the best approach truly depends on the specific game being developed.

Best Social Event

Jon Jordan: Okay. So from the best collaboration event, we’re gonna move to Best Social Event. And for the Midcore one, we’re looking at League of Legends: Wild Rift – Arcane: Battle of Twin Cities.

Wilhelm Voutilainen: So here, of course, the focus was to find, okay, how these social layers were uniquely or successfully implemented into these events. So Wild Rift – Arcane: Battle of Twin Cities was the winner here, and it was basically part of this overarching collaboration with season two of Arcane on Netflix.

This “Battle City” event, however, was a different kind of social addition to Wild Rift. Mid-core and competitive games are inherently social, but this event managed to bring a totally new social dynamic. Players aligned themselves with either Zone or Piltover, the two factions from Arcane.

And then they would cooperate, complete tasks for example, answer Arcane themed quizzes in the game and so on, and then they would have this visualized map in the game, and then they will capture these territories and which of these player factions will capture more territories, will then win the match.

So, having this new collaborative communal social layer on top of the existing super social games is actually really interesting. Of course, again, having this combination of seamless IP integration and this fresh social layer is also interesting.

Jon Jordan: Good. And then on the casual side, we’ve got Monopoly Go and Tycoon Racers.

Wilhelm Voutilainen: Yeah. So, of course, again, like Monopoly Go, we talk about social events, one of the year’s clear winners. They started the partner event trend, which has now appeared in most of the new highest-grossing casual games and is becoming one of the key event archetypes.

They evolved the partner event further, through this KU Racers event, which we can call the partner race event format. In partner events, you collaborate with one or multiple players to complete these tasks.

But then they thought, okay, okay, how do we make this even more social? Okay, we add a competitive aspect. So now you’re collaborating with three other players. So there are four teams of four players, and then you’re competing against other teams. So, adding this kind of new social layer, we have been seeing other games implement a similar event in their games.

Kalle Heikkinen: I actually see this as a very clever way to cater to different kinds of player motivation. So they started with the co-op-focused, partner event and then expanded on that with this one with a more competitive side. And that’s a smart way to address different audiences with different motivations.

This partner mechanic is liked, especially on the casual side. But if we go back to Wild Rift, it can be seen as a partner event itself as well because there are two factions, which are commonly partners. What truly distinguishes this event from previous incidents is its singular nature.

It’s not tied to guild membership, making it accessible to the entire player community. This offers a much broader appeal to players.

Jon Jordan: You often, as you say, joining a guild can be quite an undertaking. You’re presented with a long list, and knowing where to start is hard. You might join one only to have it disband, leaving you feeling lost. It’s a significant commitment for players.

Other activities, however, are far more casual and offer immediate rewards, which is a valid point.

Best Minigame

Jon Jordan: Okay. So, Kalle, next up is the best minigame. So that’s a mini game within, within the game. We’ve spoken about that a few times as well. Merge Mansion is our casual title winner here.

Kalle Heikkinen: That is, correct. So, Merge Mansion had a really good year in 2024, especially the latter part.

They were very active in experimenting with different event types, adding new events to their event portfolio. That has continued into 2025 as well. In 2024, they added their first-ever mini game event, a mix of casino-style gameplay with merge gameplay.

Kind of a combination of those two things. I will not go into the weeds of explaining how the event works, but in essence, it’s about players pulling this kind of slot machine lever, a randomized mechanic, and you pull it, and then different merge items come out of the machine.

You then try to find these combinations to combine them, and you, as a player, have limited energy to engage with this machine. There is also this overheating mechanic if you use it too much, and that is monetized, and so forth.

It stood out that a fresh gameplay event was added because it’s completely different from the default merge gameplay. You have mentioned that it can be very slow paced, but in this one, you are really like hitting the kind of slot machine in a very quick pace.

Things happen fast, and as I said, it has this kind of casino feeling. When you succeed, it’s also very visually pleasing, experience-wise, and performance-wise. For example, when you look at the revenue numbers for Merge Mansion, you can see that they often overlap whenever this event is active, with revenue spikes.

You can definitely make the argument that you can link these two together, usually in the Merge two space. We have noticed that the other top merge games, Seaside Escape and Gossip Harbor, do something innovative first, and then other games copy them.

But then, this one was Merge Mansion’s innovation, and we have seen that; the point is that it went the other way, in this case.

Jon Jordan: Mm-hmm. No, it’s good. You say the difference in pace there. I guess we’ve spoken a lot in the past about people having games and then shoving a load of different games in there, and sometimes that can dilute the overall reason people are playing these games.

But you can, you know, obviously there’s been so much around this casino style. Obviously, casinos are massive on their own, and clearly that’s the mechanic that people like, and you can see having emerged, and that coming in, how often are they running those events?

Kalle Heikkinen: I wanna say it’s several times a month.

Jon Jordan: Okay.

Kalle Heikkinen: So biweekly.

Jon Jordan: So fairly regular.

Kalle Heikkinen: Yeah. So, I want to maybe just add that it is very aggressively monetized. You use premium currency a lot for this event.

There are natural drains to your premium currency stash. Obviously, there are loads of offers available to hint players that they might need some more gems to engage with this event more.

Jon Jordan: Okay. And then on the midcore side, we’ve got Goddess of Victory: Nikke X Dave the Diver.

Kalle Heikkinen: Yeah. So, Dave the diver, a big PC/console indie hit, I think it even won the Best Indie Game award in the Game Awards in 2023,

They had that game experience, which, as we all know, is a third-person shooter game from Asia, still doing relatively well in the US. So they had that, and it was really interesting and definitely something that we’ve never seen before.

You have this premium indie prestige game, which is kind of featured in a free-to-play mobile game. We wanted to nominate it also for its sheer uniqueness.

Jon Jordan: So there wasn’t really an attempt to, unlike Merge Mansion, there wasn’t sort of an attempt to combine the gameplay?

Kalle Heikkinen: Yeah. I think that the goal probably was to expose the players to this game experience and then, create sales for the Dave the Diver game through that.

Jon Jordan: I think it makes sense, from your context, that it was a massive indie hit that came out of nowhere and probably is one of those games that people have heard about, if you’re a gamer, you probably may have come across videos on it or you know, you just hear that it won those awards.

But people may be, you know, not taking that step to actually go and sort of check it out. And obviously over the years, the price has gone down, so that makes it sort of perfect sort of crossover in terms of, that would be an audience who would go for that indie hit maybe

Kalle Heikkinen: No, that’s, that’s correct.

And maybe they will also try to see that Dave the Diver is not on mobile, so maybe this is kind of testing the waters: Would an experience like this interest the mobile market?

Best Newcomer

Jon Jordan: Okay. Quite a big category next, and that is best newcomer, Wilhelm?

Wilhelm Voutilainen: Yes. So for the mid-core side, we have Pokémon TCG Pocket, which was, I would say, quite a clear winner there. If we look at the performance, you know, it’s performed extremely well, especially in Japan and doing fine in the U.S., too.

An average sustained gross rank of seven in the U.S. and two in Japan currently. I would say one of the reasons behind the success is, of course, the IP. It’s really the perfect IP for this kind of game. Kind of similar to Pokémon Go. And it was interesting that they did not try to create anything completely new, but the approach was kind of new on mobile, so they really focused on the cards, and not so much about the TCG combat.

The focus is on opening packs, collecting gift cards, it’s kind of like a mix of casual and mid-core game in that sense. For many of these players, it’s more of this kind of casual app. Instead of a game where you open the gacha pack, you collect cards and so on, you have like a few quick sessions per day, but that’s it.

That keeps the retention, and keeps you coming every day because it’s so well implemented. And of course, you know, it taps into the nostalgia because everybody pretty much knows what Pokémon cards are, but now it’s, you know, you can actually open cards for free and get that kind of experience.

But for the more mid-level players, the gameplay, playing with the cards, and so on are still possible. Again, it’s made to be much more approachable because it’s a simplified version of the original Pokémon TCG game, which can be pretty hard to get into, especially in physical form.

For me, especially, it was the first time I got to play with the cards, and it’s a clever approach. Of course, if we look at the monetization, then again, we can focus on the subscription plan first.

You can then purchase premium currency to open more packs. But the subscription plan is a really big part of it, kind of like what you have in non-gaming apps as well.

Jon Jordan: Definitely. I saw lots of people saying exactly what you were saying, lots of nostalgia for their youth, and just opening packs and not playing the game at all.

You’re saying just sort of reliving that sort of experience of, oh, I’ve got this one, blah, blah. So yeah, I think it’s done over a billion dollars now, isn’t it? So I’m thinking clearly, smashed it out of the park, as they say.

Kalle Heikkinen: They have created a very powerful, kind of daily login habit for people to open the app and get the daily packs, rewards, whatever. And then yeah, I can imagine that there are tons of players who don’t engage with the game beyond that. They just log in.

Jon Jordan: On the casual side, what was the best newcomer?

Wilhelm Voutilainen: So Domino Dreams, from Super Play. Of course, it was a remarkable year for the company.

They scaled both Dice Dreams to sustaining a top 30 grossing position, so that was the casual casino game. But then as well, their newest game, Domino Dreams, scaled up and broke into the top 50 grossing, which is, you know, a common performance trend for successful casual games.

That being, optimizing the game and then scaling with downloads and revenues closely following. Right now, Domino Dreams is the highest-grossing game, but the gameplay itself is close to what you have in Solitaire titles, which is again one of the really trending genres with the Disney cylinder and so on.

Biggest Evolver

Jon Jordan: The final games category we’re looking at is the biggest evolver. We used to call that most improved, but it’s better to be an evolver than an improver.

Okay. On the mid-core side, Brawl Stars was a pretty obvious choice.

Wilhelm Voutilainen: Absolutely. They turned the boat around after the high decline of 2022 and 2023. It managed to ensure some of the daily revenues of the launch levels and also keep those launch revenue levels for around six months, which is an incredible feat.

And of course, this was like, we could talk about this for five hours, what kind of things they did. But they added to this whole bold, new direction of content. So, a combination of feature changes, events, and collaboration events.

Supercell hasn’t collaborated much in the past. Now, they really embrace collaborations and have brought these new game modes. Of course, this is the main part of that. But if we look at the performance spikes themselves and when the performance was highest, that was mostly due to the kind of events.

So they had these overarching seasons, of course, overarching events, and it’s trending and works in mid-core games. They had great collaboration events. For example, the SpongeBob event was a great success. They were not just reskins but actually brought actual gameplay to the game as well.

So again, bringing more engagement, making the event feel more special, and so on. And just, you know, with this, all these different kinds of modes kept the gameplay fresh.

Jon Jordan: As you say, they substantially changed almost everything in the game. I mean, not quite the basic gameplay, but they reworked that game. And it shows that games don’t necessarily need to be in terminal decline, clearly ’cause it successfully rebooted itself.

But when you have a game that’s in decline, and that game was in decline for getting on for a year. Over six months, they would try many things, but it wasn’t working at all.

But they still kept going. If you want to change the trajectory of the game, you really get to grips with it and part of that is finding out what the audience wants and doesn’t want, not just doing what you, the game developer, think is gonna work.

You really have to sort of obviously look at what the audience is playing. So yeah, it is quite amazing how, even at that very high level, how successful it was and then how low it went, and how I think the most successful they’ve ever been, now, on with their sort of reboot. So they’ve really taken it back up there.

Jon Jordan: And then what do we have on the casual side? Seaside Escape.

Kalle Heikkinen: Yes. So, a casual merge two title. And this is a LiveOps story. When you look at the game product side, what they did in 2024, they were following the latest event trends, from these digging events, as we call it, to social win streak challenges, and just very good at rolling out fresh content constantly.

If the Brawl Stars story is a kind of radical pivot story, then I think Seaside Escape is more about consistency, timing, and looking at market trends and reading them correctly. Then, refining the game experience based on that. And the result has been quite remarkable.

So steady revenue climbs have pushed the game to, at least the top 40 grossing or even higher. So, that just proves that I like this, kind of a quiet evolver can also go very big. So, an excellent example of scaling up in this very competitive genre nowadays by having a stellar event portfolio and evolving that event portfolio.

So, a really good job. Micro Fun, as we already mentioned, has other hit merge two games, namely Gossip Harbor, which had a very good year in 2024. I would say that behind that game’s success has been the really solid job on the live ops front.

Jon Jordan: The thing about live ops is that marginal improvements can really add up over time. You get this compounding when you’re improving your retention and monetization, and over time, that means you spend more on advertising, and suddenly, it really builds up.

Best Feature Innovation (Non-Gaming)

Jon Jordan: For the non-gaming apps, this is the first time you’ve been looking at these in terms of the awards, and we have best feature innovation, which went to DraftKings. Do you want to tell us a bit about what DraftKings has been doing?

Kalle Heikkinen: Yes, for sure. For those who don’t know, DraftKings is one of the biggest iGaming platforms out there, operating in the U.S. It’s mainly a sports betting app, but it has a casino component and a Daily Fantasy League. They’ve added a stats hub feature, which is kind of a directive to users who want to know about the data and statistics when they’re making betting predictions.

So if you want things like, consistency sheets on line moves and stuff like that, this is the kind of feature that gives tons of data to users when they’re pondering on what kind of bets to do. This stood out because looking at some of the top iGaming apps, this is not a staple feature.

Even the top apps don’t have these dedicated spaces where you can look at the different sports and markets, and statistics. And even if they do, they tend to be more underwhelming than what DraftKings has done with the stats.

So, very good job in making the, one of the best, statistics features that we’ve seen.

Jon Jordan: I guess that’s a lot about differentiating compared to competing apps. ‘Cause not being an expert in that field at all. But I imagine in terms of the actual odds, you get broadly the same across every app you use ’cause they’re all checking each other.

So it’s, you know, you sort of don’t get any edge from that point of view. But in terms of feeling like, oh, this is the more serious app or this, you know, that data, maybe if you’re not even using it, but it just feels like, oh, this is sort of the place to go.

Why, you know, why go anywhere else?

Best Use of Engagement Features (Non-Gaming)

Jon Jordan: Okay. Best use of engagement features and the winner was Trip.com?

Kalle Heikkinen: Yes. Trip.com’s Trip Genie AI assistant was the winner here. So this is an AI-powered travel assistant. Oh yeah. Trip.com, if the name does not reveal what kind of app we’re talking about, it’s a travel/booking app.

So if you’re going for a trip, then you have obviously several options like booking.com, hotels.com. But then there is also Trip.com. But yeah, they have added this AI-powered travel assistant feature that basically made the trip planning phase into a more personalized and interactive experience.

So if you think about AI chat bots and stuff like that, then this is what we’re talking about, so it’s able to give users travel recommendations. So if you give it some prompts, like, yeah, I’m going to Italy, you know, give me, kind of like a seven day itinerary and like what kind of places I would need to visit or, and where should I stay?

And then of course you can think that, okay, well, can’t ChatGPT do the same thing? And yes, the answer, I mean, the answer is yes, but the thing is that because it’s in the Trip.com app, you have a seamless integration into booking those hotels.

You just click have, you know, one tab and you have booked the hotel that it’s suggesting for you. So kind of a very frictionless and convenient way for users to make the bookings.

Jon Jordan: Would you say we’re going to see, obviously, pretty much every app will have all these sorts of things, and every AI agent will be able to do these sorts of operations?

But I guess it makes sense to do it in the app, give them a sense of one, you say the user experience is probably smoother and better integrated and it feels like they’re a little bit more in control because that nervousness that if you just tell the GPT to go and do something and you are not fully aware, it’s booked you, I don’t know, Manchester in America rather than Manchester in the UK or something.

You know, imagine these hallucinations being pretty scary for travel.

Kalle Heikkinen: That’s true. And like you said, I’m sure many of Trip.com’s competitors will have this feature in the future, and some might already have it. But currently, that’s not the story. So, if you go to booking.com and some other platforms, they don’t have a similar option.

Excellence in Social Features (Non-Gaming)

Jon Jordan: Okay. Next, we have excellence in social features, which was probably quite competitive. And you’ve given it to Snapchat.

Kalle Heikkinen: Yes. We give it to Snapchat’s personalized Snap Map, homes. So, Snapchat added this social feature where users can design their own virtual homes on the Snap Map.

So, for people who have not used Snapchat, it’s not only about messaging with other people. You also have this map feature that you can use. And on that map, you can now design your own mini home that represents you.

So it’s very customizable. You can show off your personality with the homes, and it really adds a fresh layer of self-expression to the app experience. Of course, this is not the first time that Snapchat has added something related to cosmetics and stuff like that.

They have a lot going on with the avatar personalization and customization, but this is kind of an additional way to make the map feature more engaging. So now the map, which previously maybe could be seen more as a utility tool, is more of a social feature. I find that very interesting and makes using the snap feature just that much more compelling.

Excellence in AI-Powered Features (Non-Gaming)

Jon Jordan: And then our final award is, we’ve mentioned it already, in passing, about excellence in AI-powered features. I guess Pinterest did a really good job, and they have won the actual AI-powered feature award.

Kalle Heikkinen: Yes, that is true. We have picked Pinterest as a winner here. One of the most interesting things was that Pinterest AI users can now generate custom backgrounds for their product images.

This means that if you have a plain photo of a chair or something that you are trying to sell, then the AI can place it in a beautifully decorated room scene for you.

They also added very, very personalized content recommendations. So, it learns your taste on Pinterest and can tailor the home feed and create it for you in a compelling way.

And maybe the most visible thing related to this has been that Pinterest has introduced creative tools like an AI-assisted collage generator that helps the users mash up these different pins.

So if you use Pinterest, and you like something, you always pin it. With this AI collage feature, you can then easily mash them up into these kinds of very stylish vision boards.

Some reports by Pinterest have shown that these AI-generated collages have tripled user engagement. This suggests that users love playing around with this new feature.

Closing Remarks

Jon Jordan: Cool. I guess that will be pretty competitive over the coming years, as you look at every app that is introducing AI for this year.

We will say, thank you very much, to Wilhelm and Kalle for their expertise and for running us through the winners of the 2025 AppDev awards.

Thanks for your time, guys, and thanks to you for listening, however you are consuming the podcast.

Remember, every episode, we’re delving into what’s going on in the world of mobile games, and now, we’re taking a detour to the world of mobile apps. Maybe there will be more of that in the future. So thanks for watching, and we’ll see you next time!