In today’s roundup: Netflix shutters the studio behind Squid Game: Unleashed, EA ends The Sims Mobile after seven years, and AdInMo launches an AI-powered “player-first” monetization platform for mobile games.

Netflix shuts down studio behind Squid Game: Unleashed

Netflix has closed Boss Fight Entertainment, the studio behind its hit mobile title Squid Game: Unleashed. Despite strong downloads, the move is part of a wider restructuring of Netflix’s gaming division as it reassesses strategy and spending across its game portfolio.

Implications: The shutdown underscores how even successful IP-driven mobile games aren’t guaranteed stability. It signals Netflix’s focus on leaner, more targeted content, and raises questions about how streaming platforms sustain long-term game investments.

The Sims Mobile to end service after seven years

EA has confirmed that The Sims Mobile will officially close in early 2026, marking the end of a seven-year run for one of mobile gaming’s longest-supported life-simulation titles. Launched in 2018, the game delivered over 50 major updates, seasonal events, and a loyal community base.

Implications: The closure highlights the finite lifespan of live-service mobile games, even from major franchises. It reflects a maturing market where ongoing support must balance retention, cost, and community size — reminding developers and players that no live title lasts forever.

AdInMo launches AI-powered “player-first” monetization platform

AdInMo has introduced a new SaaS platform designed to help mobile game developers balance revenue and player experience. The system uses its AiQ agentic-AI engine to blend in-game ads and purchases, serving offers at optimal moments without disrupting gameplay. Early tests show up to 25% higher player lifetime value through its hybrid model, which starts at around $999/month for premium tiers.

Implications: The move reflects a growing push toward sustainable, player-friendly monetization in mobile gaming. Developers may adopt similar AI-driven systems to reduce ad fatigue, while players could see fewer intrusive ads and more context-aware offers — a win for engagement and retention alike.