In Untitled Goose Game, players control an annoying goose humorously tormenting a peaceful village. The indie puzzle game has gone viral thanks to a combination of charming aesthetics, serene music, and memeable moments that players are sharing far and wide.

Snapchat, the most popular social media app among young Westerners, has debuted an in-app feature for users to play games with friends. The desire for familiarity in technology runs parallel with smartphone users’ limiting the number of apps they use; creating a demand for all-in-one interfaces.

The proliferation of smartphones has seen video gaming break free from the sofa and enter the wider world, opening the medium up to new audiences. But beyond helping people to pass the time, how have mobile games become so popular? And what are the commercial barriers and opportunities?

Vine and Snapchat may have popularised the short video format on social platforms, but TikTok has broadened the medium’s potential, allowing users to join viral crazes with just their phones. As Gen Z’s attention spans shrink, the app offers an easy way to participate in a wider digital community.