Homa Clone Wars 120M

Homa made $120M from a hole in the ground. 120 studios tried to copy it. None of them are close.

Everyone copied the mechanic. Nobody copied what made the mechanic matter.

All in Hole worked because of a packed LiveOps schedule and an IAP-first monetization system. Not because a growing hole is a revolutionary concept.

The studios now gaining ground didn't win on mechanic either. Supersonic's $4.99 fail offer on Hole It 3D is the #2 IAP on the App Store. That mechanic didn't come from Hole It 3D. It came from casual puzzle games circa 2017. Supersonic brought the UA discipline and production infrastructure to use it correctly. Moon Active brought Coin Master IP. A completely different asset that does the same thing: it converts because players already trust the brand.

This is how hybridcasual categories evolve. The breakout game proves the concept. The studios that scale it are the ones with production muscle already in place.

Most clones had a hole. Homa had an engine.

Source: AppMagic Newsletter #16, June 2026 (appmagic.rocks)

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#MobileGaming #HybridCasual #GameProduction #Monetization #IndieGames

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