hen Apple launched its games subscription service , Arcade, in September 2019, it drew a huge amount of attention – as with everything the company does. Offering 100 premium ie, not ad infested mobile games for a monthly subscription fee of £4.99 $4.99 now £6.99, and the promise of more titles to come, it was an attempt to bring the Netflix business model to gaming. It offered an alternative in a mobile gaming market in which free to play and ad supported games were dominant. The dominance of
