1 GAME ON What E-Commerce Can Learn From the Top 100 Mobile Games2 Introduction The mobile gaming industry is on fire. Today, it’s worth more than $41 billion in worldwide revenues, up 18 percent from the previous year. That’s as much money as the entire global box office for films, and it shows no sign of slowing down. Chances are, you’ve got at least a few friends who can’t go an hour without tending to their Farmville fields or sending their Sims on a bathroom break. The industry has many casual players who check in a few times a month, as well as a contingent of serious gamers who are highly engaged and maintain a daily habit: about a third of gamers spend more than nine hours a week playing mobile games. The industry seems to have perfected the art of user engagement—crea

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