The transformation of mobile gaming with David Fernandez and Ahmed Sharif

The mobile games market has been through rapid transformation in recent years. In 2022, mobile gaming accounted for almost 57% of total global gaming market revenue, and that revenue is expected to reach USD $173.4 billion by 2026. 

The ‘freemium’ model drove a significant uptick in mobile gaming adoption, allowing mobile users to download and play games without having to spend any money; with revenue generated through in-app purchases. And cross-platform play, which allows players to play games together even if they’re using different platforms, has sparked a rise in user engagement. 

We wanted to give you an insider look at the evolution of mobile gaming. But instead of sharing just one expert perspective, we’re giving you two. Sandsoft is a global mobile games developer, publisher, and investor; and before we welcome the Sandsoft team at LEAP 2025, we caught up with them to understand more about the mobile gaming landscape. 

How did they identify mobile gaming as a potential growth market?

We asked David Fernandez (CEO at Sandsoft) and Ahmed Sharif (CTO at Sandsoft) when they began to recognise the development potential in the mobile games market, and David said: 

“My recognition of the mobile games market’s potential was shaped by both industry shifts and personal milestones.  

“I distinctly remember a pivotal moment during my time at Nokia, when mobile phones were transitioning from basic communication devices to multimedia platforms. We were exploring the possibilities of mobile gaming, but it wasn’t until I saw the sheer number of people engaging with early mobile games on their devices that the full potential really clicked for me. 

“The idea that people could play games anytime, anywhere, was revolutionary, and it was clear that mobile was on the cusp of something big.”

Ahmed first recognised the immense potential of the mobile games market during his time at EA, “working on titles like Need for Speed,” he noted. “While console and PC gaming were still dominating, I began to notice the rapid rise of mobile gaming, especially as smartphones became more powerful.”

“What really caught my attention, though,” Ahmed said, “was the emergence of AR and VR. Back then, I was fascinated by how these technologies were beginning to blur the lines between the digital and physical worlds. The idea of bringing immersive experiences directly into people’s hands through their mobile devices was incredibly exciting. Mobile wasn’t just another platform any more, it was going to be the driving force behind the next big shift in gaming. 

“This realisation only deepened during my time at Meta, where I led AR, VR, and Metaverse Platform Engineering. I saw firsthand how mobile devices were evolving into powerful AR and VR platforms, making immersive experiences more accessible than ever.“The potential for mobile to bring AR and VR into everyday life was huge, and it was clear that this was where the future of gaming – and technology in general – was heading. Being part of this evolution has been incredibly inspiring. It’s what motivated me to focus on mobile and AR/VR technologies, and it’s why I’m so passionate about the work we’re doing at Sandsoft. 

“We’re not just making games; we’re shaping how people will experience the world through their devices, and that’s an opportunity I couldn’t pass up.”

For David, “it was my experience at King that truly crystallised the enormous potential of mobile gaming. Leading the development and release of Bubble Witch 3 Saga and Candy Crush Friends Saga, I was able to see how a well-crafted mobile game could expand into a multi-billion-dollar franchise. These games weren’t just popular – they became integral parts of millions of people’s daily lives, showing me the unmatched reach and engagement that mobile gaming could achieve.

“Throughout my career, I’ve witnessed the evolution of gaming across multiple platforms, but the explosive growth and accessibility of mobile games stood out as a transformative shift in the industry. Recognising that potential early on and contributing to the success of some of the biggest franchises in mobile gaming has been one of the most rewarding aspects of my career.”

How has the mobile games industry changed over the last few years since Sandsoft's inception?  

Ahmed pointed out that the mobile games industry has always been one of the fastest-changing sectors, driven by rapid technological advancements, emerging trends, and evolving player demands. “Games have become more sophisticated, pushing developers to innovate and deliver richer experiences, while the industry has moved towards Hybrid Monetisation Models.”

“AI and blockchain technology have significantly impacted the gaming industry in recent years and will impact in the years to come, not only in terms of more sophisticated and responsive game environments, but also in terms of player behaviour analysis, enhanced ad monetisation,” he added. 

“Decentralised game development and ownership models, allowing for more player-driven content and community governance, are transforming how games are developed, played, and monetised – introducing new possibilities and reshaping the industry landscape.”

What do you think people like about mobile gaming – and why are revenues so strong?  

David said: “The strength of mobile gaming lies in its unique ability to seamlessly integrate into the daily lives of millions around the world.”

Because they’re accessible to anyone with a smartphone, players can engage in immersive experiences any time, and from anywhere in the world. “This unparalleled convenience lowers the barriers to entry,” he added, “inviting a diverse audience to participate, whether they're casual players or dedicated gamers.”

“Social component is another key factor driving success. And we all saw the game rise during the pandemic when people around the world played games with the purpose to stay connected though leaderboards, multiplayer modes, and social sharing. 

“The freemium game model, which combines free access with in-app purchases, has proven highly effective. It allows players to enjoy core game experiences without upfront costs while offering optional enhancements for those who wish to invest more. This approach not only maximises revenue potential but also accommodates a wide range of player preferences. 

“But the most important thing to mention is that only a game designed with the player’s experience at its core is the one that will excel and drive the highest revenue.”

Are there particular kinds of games that are most popular on mobile devices?

A wide variety of gaming experiences can now be accessed on mobile devices. But Ahmed noted that “certain types of games consistently resonate with a broad audience.”

“Casual games, with their easy-to-learn mechanics and quick play sessions, have long been a favourite. They’re perfect for short bursts of entertainment, whether someone is commuting, waiting in line, or just taking a quick break.

“However, if we look at our recent Publisher Perception report, it’s clear that hybrid-casual games are currently leading the market. In fact, 43% of industry professionals see hybrid-casual as the most viable game type right now, followed by traditional casual games at 34%. 

“Hybrid-casual games blend the simplicity and accessibility of casual games with deeper gameplay elements, offering a richer experience that keeps players engaged for longer periods. This combination of easy entry and engaging depth is driving their popularity, as players seek games that can entertain them both in short sessions and over extended periods. It’s a trend that reflects the evolving preferences of mobile gamers and highlights where the market is headed.”

Do you think mobile gaming can offer the same level of escapism and experience as other forms of gaming?  

For David, mobile games have “mastered the art of delivering engaging experiences that fit seamlessly into daily life.”

“The accessibility of mobile gaming means players can escape into a game world wherever they are, whether it’s a quick puzzle session during a commute or diving into a rich strategy game at home.

“And advancements in mobile technology have dramatically closed the gap between mobile and other gaming platforms. High-quality graphics, intricate storylines, and complex gameplay mechanics are now standard in many mobile games, offering experiences that rival traditional gaming.

“What truly sets mobile gaming apart is its ability to offer both quick, casual experiences and deeper, more involved gameplay, catering to a wide range of player preferences. This versatility, combined with the personal connection players feel with their mobile devices, makes mobile gaming a powerful platform for escapism, comparable to any other form of gaming.”

Finally, why are events like LEAP valuable to you as a company, but also to the gaming industry as a whole? 

“For Sandsoft, LEAP provides a unique platform to showcase our innovations, connect with industry leaders, and gain insights into emerging trends,” said Ahmed. “It’s an opportunity to engage with industry peers and tech experts, which helps us stay at the forefront of the industry and continuously refine our strategies.”

“For the gaming industry as a whole, events like LEAP foster collaboration and knowledge-sharing. They bring together key players from across the globe, allowing for the exchange of ideas, the exploration of new technologies, and the formation of strategic partnerships. This collective effort drives the industry forward, inspiring new developments and ensuring that gaming remains a dynamic and evolving space.

“In essence, LEAP and similar events are crucial for innovation and growth. They offer a space where creativity meets technology, and where the future of gaming is shaped.”

Thanks to David Fernandez and Ahmed Sharif at Sandsoft. Do you want to help shape the future of gaming? Join us at LEAP 2026 to connect with the most creative minds in the industry.