Mobile games on Android is a multi-billion dollar industry that unites thousands of developers around the world. But where exactly are hits like Genshin Impact, PUBG Mobile or Candy Crushborn? From small indie teams to giants like Tencent i Supercell , the process of creating games is distributed among studios, freelancers, and even individuals working from home offices. In this article we will analyze all the key stages: from choosing an engine to publication in Google Play, and also show what tools and platforms professionals use.

Many people think that creating a game requires a huge team and million-dollar budgets. In fact, even one person can release a successful project if he chooses the right tools. For example, the game Flappy Bird was made by a Vietnamese developer Dong Nguyen in a few days on a simple engine. But Call of Duty: Mobile has been developed by hundreds of specialists over Activision and Tencent years. Where is this line between the “garage” and professional approach? Let's figure it out.

Today we will look at:

  • 🏢 Large studios and their role in the Android games industry
  • 👨‍💻 Indie developers and freelance platforms for creating games
  • 🎮 Popular game engines and their capabilities for Android
  • 📱 Process publishing the game on Google Play and alternative stores
  • 💰 Monetization and marketing of mobile games

1. Large studios: hit factories for Android

Most of the top games in Google Play are created in large studios with budgets of millions of dollars. These companies have their own offices, teams of hundreds of specialists and access to advanced technologies. For example, Tencent (owner PUBG Mobile i Honor of Kings) has a staff of more than 10,000 employees in the gaming division alone. A Supercell (developer Clash of Clans) works on the principle of small “cells” - autonomous teams, each of which is responsible for its own project.

Geographically, the leaders are distributed as follows:

  • 🇨🇳 China - they are based here Tencent, NetEase and miHoYo (creators Genshin Impact). Chinese studios often focus on MMORPGs and strategies with deep social mechanics.
  • 🇺🇸 USA — Activision Blizzard (Call of Duty: Mobile), Electronic Arts (FIFA Mobile), Riot Games (League of Legends: Wild Rift). American studios rely on graphics and cross-platform.
  • 🇫🇮 Finland is the homeland of Supercell i Rovio (Angry Birds. Finnish developers are famous for casual games with simple but addictive mechanics.
  • 🇯🇵 Japan — Bandai Namco, Square Enix and Konami adapt their console hits for mobile devices (for example, Dragon Quest Walk).

Large studios usually work on pipeline model: designers, programmers, artists and testers work in parallel on different parts of the project. For example, Genshin Impact 4 studios were working on it simultaneously. miHoYo in Shanghai, Montreal, Tokyo and Los Angeles. This separation allows for faster release, but requires a complex version control and synchronization system.

⚠️ Attention: Many AAA projects for Android are initially developed as cross-platform (Android + iOS + PC). This means that part of the code is written in universal engines like Unity or Unreal Engine, and adaptation to mobile devices occurs at a later stage. If you plan to port the game from PC to Android, consider performance and control limitations (touchscreen vs keyboard/mouse).

2. Indie developers and freelancing: games from the garage

Not all hits are born in corporations. Many popular games are created indie developers by individuals or small teams of 2-5 people. For example:

  • 🎮 Among Us (studio Innersloth, 3 people) - earned millions after viral growth in 2020.
  • 🐦 Flappy Bird (one developer, Dong Nguyen) - brought the creator $50 000 per day at the peak of popularity.
  • 🏰 Stardew Valley (one person, Eric Barone) - ported to Android and sold for $7.99 without microtransactions.

Where do indie developers find resources to create games?

  • 💻 Freelance platforms: Upwork, Fiverr, Freelancer.com —here you can hire artists, programmers or composers for individual tasks.
  • 🎨 Asset marketplaces: Unity Asset Store, Unreal Marketplace, itch.io —ready-made 3D models, sounds and scripts to speed up development.
  • 🤝 Communities: IndieDB, TIGSource, Reddit (r/gamedev) —platforms for sharing experiences and finding partners.
  • 💰 Crowdfunding: Kickstarter, Patreon —ways to attract funding from players before release.

The main advantage of indie development is complete creative freedom. There is no need to coordinate ideas with investors or marketers. However, there are also disadvantages: the lack of a marketing budget often leads to the fact that even high-quality games go unnoticed. According to statistics, only 1 out of 10 indie games pays back development costs.

📊 Have you ever tried to create games?
Yes, I released my game
Yes, but I gave up on half
No, but I want to try
No and I don’t plan to

3. Game engines: the heart of any Android game

Choosing an engine is one of the key stages in development. It determines how quickly you can create a game, what graphics limitations there will be, and how easily it can be ported to other platforms. Here are the main options for Android:

Engine Programming language Pros Cons Popular games on Android
Unity C# Cross-platform, large Asset Store, detailed documentation Paid license for companies with a turnover >$100K, high hardware requirements Among Us, Monument Valley, Hearthstone
Unreal Engine C++ (Blueprints for visual programming) Photorealistic graphics, free up to $1M in revenue, powerful tools for 3D Complicated for beginners, heavy for simple 2D games PUBG Mobile, Fortnite, Injustice 2
Godot GDScript (Python-like), C#, C++ Completely free, lightweight, open source Fewer ready-made assets, weak support for AR/VR Brotato, Dome Keeper
GameMaker Studio GML (GameMaker Language) Ideal for 2D games, easy for beginners, rapid prototyping Paid license, limited capabilities for 3D Undertale, Hyper Light Drifter
Cocos2d-x C++, Lua, JavaScript Optimized for mobile devices, open source, popular in Asia Complicated setup, few tutorials in Russian Clash of Clans, Angry Birds

For beginners, the best choice is Unity or Godot. Unity offers more ready-made solutions, but requires payment for high incomes. Godot completely free, but may require more time to set up. If you are planning a 3D shooter with advanced graphics, it is worth looking aside Unreal Enginedespite its complexity.

💡

If you are just starting out, try creating a simple game on Godot or GameMaker. These engines allow you to quickly see the result and do not require deep programming knowledge.

4. Development process: from idea to APK assembly

Creating a game is not only about programming. This is a complex process that includes several key stages:

  1. Pre-production (preparation):
    • 📝 Formation of game mechanics (casual arcade, RPG, strategy, etc.).
    • 🎨 Creation of concept art and level prototypes.
    • 📊 Analysis of competitors and target audience.
  2. Production (development):
    • 👨‍💻 Writing code, integrating graphics and sound.
    • 🎮 Testing gameplay and balancing complexity.
    • 📱 Optimization for different devices (from budget smartphones to flagships).
  • Post-production (final processing):
    • 🐛 Fixing bugs and preparing for release.
    • 📦 Assembly .apk-file for Android.
    • 📝 Preparing a description, screenshots and trailer for the store.

    One of the most difficult stages is optimization for Android. Unlike iOS, where there are relatively few devices, Android fragmentation is huge: screens from 480×800 to 4K, processors from MediaTek Helio to Snapdragon 8 Gen 3. For the game to run smoothly on most devices, you have to:

    • 🔍 Test on different screen resolutions.
    • ⚙️ Adjust graphics detail levels (LOD).
    • 📉 Optimize memory consumption (especially important for devices with 2–4 GB of RAM).

    Testing on 3+ devices with different characteristics|

    Check compatibility with the latest versions of Android (13, 14)|

    Optimizing APK size (target: <100 MB)|

    Localization into main languages (English + 2-3 others)|

    Setting up analytics (Firebase, AppMetrica)-->

    5. Publishing on Google Play and alternative stores

    When the game is ready, it needs to be placed in the store. The main distribution channel for Android is Google Play, but there are alternatives.

    Google Play requirements for publication:

    • 💰 Registration fee: $25 (one-time).
    • 📄 Documents: identity confirmation (passport) and data for payment of income.
    • 🔒 Content policy: games with violence, gambling mechanics (if there is no license) and obscene language are prohibited.
    • 📦 Technical requirements: support for 64-bit architecture (required since 2019), target API level 33+ (Android 13).

    The publication process takes from several hours to 3-5 days (if moderation is required). After approval, the game becomes available in the store, but this is only the beginning: next comes work on ASO (App Store Optimization) optimizing visibility in search. Important elements of ASO:

    • 🔍 Key words in the title and description (for example, "endless runner", "action role-playing").
    • 📸 Screenshots and videos —the first 3 screenshots should show the most exciting part of the gameplay.
    • ⭐ Rating and reviews - games with a rating below 4.0 rarely make it to the top.

    Alternative stores for Android:

    • 🇨🇳 Huawei AppGallery —required for publication in China and on Huawei devices.
    • 🇰🇷 Samsung Galaxy Store —popular in South Korea, offers bonuses for developers.
    • 🇷🇺 RuStore —Russian store, relevant for the local market.
    • 🌍 Amazon Appstore —used on devices Fire OS (Amazon tablets).
    ⚠️ Attention: Google Play charges a commission of 15-30% on in-game purchases (depending on the developer's annual income). Alternative stores may offer better deals, but their audience is usually smaller. For example, Huawei AppGallery takes a 20% commission, but covers only ~10% of the global Android market.

    6. Monetization: how games on Android make money

    There are several main monetization models for mobile games:

    Model Game examples Pros Cons
    Free-to-play (F2P) with microtransactions Clash of Clans, Candy Crush Low entry threshold for players, high potential income Requires constant updates, risk of "pay-to-win" criticism
    Premium (paid download) Minecraft, Stardew Valley Net income without dependence on microtransactions Difficult to compete with free games
    Subscription Apple Arcade (some games), NBA 2K Mobile Stable income, loyal audience Requires constant content, high user churn
    Advertising Flappy Bird, Helix Jump Suitable for casual games, low entry threshold Irritation of players, risk of bans for aggressive advertising

    The most common model — free-to-play with microtransactions. According to Sensor Tower, 98% of revenue in mobile games comes from it. However, for successful monetization, you need to properly balance the gameplay: players should have fun without purchasing, but at the same time feel the desire to speed up their progress.

    Popular tools for integrating payments and advertising:

    • 💳 Google Play Billing — official system for in-game purchases.
    • 📺 AdMob (Google), Unity Ads, AppLovin —networks for displaying advertising.
    • 🔄 Firebase —analytics of player behavior and A/B testing.
    💡

    Successful F2P games usually follow the "40/60" rule: 40% of players do not spend money, but 60% of the income comes from just 1-2% of the "whales" who spend hundreds of dollars.

    7. Marketing: how to promote a game after release

    Even the highest quality game is doomed to failure without competent marketing. Main promotion channels:

    • 📢 Social networks: TikTok, Instagram, YouTube - here it is important to create short videos with gameplay (15-30 seconds). For example, Among Us became viral thanks to streams on Twitch.
    • 🤝 Influencers: collaboration with bloggers who will show your game to their audience. The cost varies from $50 for a micro-influencer to $50,000+ for top streamers.
    • 🎮 Cross-promotion: traffic exchange with other games (for example, through platforms Chartboost or Appodeal).
    • 📈 Targeted advertising: Google Ads, Facebook Ads, TikTok Ads - allow you to attract a target audience based on interests.

    One of the most effective ways is soft launch (soft launch). test release of the game in 1-2 countries (for example, Canada or Australia) to collect reviews and balance monetization. Only after a successful soft launch the game enters the global market.

    An example of successful marketing:

    • Genshin Impact (miHoYo) spent $100 million on advertising before the release, including cooperation with K-pop groups and placing billboards in Tokyo.
    • Among Us (Innersloth) had no marketing budget, but went viral thanks to meme culture and streams.
    ⚠️ Attention: Google Play often blocks accounts for cheating installations or reviews. Using bots or "farms" to artificially increase your rating may result in a ban without the right of appeal. Only “white” promotion methods are allowed: organic traffic, legal advertising and cooperation with real influencers.

    The mobile gaming industry is constantly evolving. Here are the key trends that will determine the market in the coming years:

    • 🕶️ AR/VR games: After the success Pokémon GO (Niantic) and the announcement Apple Vision Pro interest in games with augmented reality is expected to grow. Google is already testing ARCore for Android.
    • 🤖 AI content generation: Tools like MidJourney (for graphics) and GitHub Copilot (for code) speed up development. In the future, AI will be able to create levels and quests automatically.
    • ☁️ Cloud gaming: Services like Xbox Cloud Gaming i NVIDIA GeForce NOW allow you to play AAA projects on weak devices. Google is also experimenting with Google Play Games for PC.
    • 💰 Web3 and NFT: Despite skepticism, some studios (for example, Square Enix) are investing in blockchain games. For now, this is a niche segment, but it can grow.

    Another direction is hybrid gamesthat combine elements of different genres. For example, Genshin Impact combines an open world, gacha mechanics and a cooperative mode. Such projects are more difficult to develop, but their potential audience is wider.

    For developers, this means that they need to be prepared for changes. Those who quickly master new technologies (for example, AI-enabled Unity or Unreal Engine 5gain a competitive advantage.

    What are “hyper-casual” games?

    These are ultra-simple games with minimalistic graphics and gameplay, designed for short sessions (1-3 minutes). Examples: Helix Jump, Stack Ball. Their main feature is their viral potential and low development cost (can be done for $1,000–$5,000). They are monetized mainly through advertising.

    FAQ: Frequently asked questions about creating games on Android

    How much does it cost to create a game for Android?

    The budget depends on the complexity:

    • 🎨 Simple 2D game (Flappy Bird, 2048): $1,000–$5,000 (you can make it yourself or hire freelancers).
    • 🏰 Medium project (platformer, simple RPG): $10 000–$50 000.
    • 🎮 AAA game (Genshin Impact, PUBG Mobile): $1M–$100M+ (team of 50+ people, years of development).

    Main expenses: team salaries, purchase of assets, marketing.

    Is it possible to create a game on Android without programming knowledge?

    Yes, with help no-code tools:

    • GameMaker Studio (visual editor + simple GML language).
    • Construct 3 (completely without code, export to Android).
    • Buildbox (creating games using templates, popular for hyper-casual projects).

    However, for complex mechanics or optimization will still require programming skills.

    How to protect your game from piracy?

    There is no complete protection, but you can reduce the risks:

    • 🔐 Use Google Play App Signing (protects against APK modification).
    • 🛡️ Integrate DexGuard or ProGuard to obfuscate the code.
    • 📡 Check the license via Google Play Licensing API.
    • ☁️ Transfer critical logic to the server (for example, checking purchases).

    Remember: piracy is inevitable, but if the game is of high quality, most players will prefer the legal version.

    Which games on Android are the most profitable?

    According to Sensor Tower (2023), top 5 by income:

    1. Honor of Kings (Tencent) - $1.5 billion/year.
    2. PUBG Mobile (Tencent) - $1.2 billion/year.
    3. Genshin Impact (miHoYo) - $1 billion/year.
    4. Candy Crush Saga (King) - $900 million/year.
    5. Roblox (Roblox Corporation) - $800 million/year (on Android).

    General trend: The leaders are games with social mechanics (co-op/PvP) and gacha-system (random acquisition of characters).

    Do I need to register an individual entrepreneur or LLC for publication games?

    Depends on the country and income:

    • 🇷🇺 In Russia: if income exceeds 30,000 ₽/month, you need to register as a self-employed person or individual entrepreneur. To withdraw funds from Google Play, you will need a current account.
    • 🇺🇸 In the USA: you can publish as an individual, but for large incomes it is better to open an LLC (limited liability).
    • 🇪🇺 In the EU: a VAT number is required to pay VAT (20% in most countries).

    Google Play allows you to specify an individual as a publisher, but for businesses a legal entity is recommended.