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sterner said:
Your assumption is based on fallacy that making better gameplay = getting better sales, I was told by guy from industry that having complex gameplay is actually detrimental to mobile games, ideally you should have nice presentation and effective monetisation with just enough gameplay to rout people from first to the second.

Actually it's based on several factors outlined in the OP. Gameplay is one, but Nintendo could make an absolute turd Mario iOS game and it would outsell 95% of the smartphone games out there just because it's Mario.