The annual no-holds-barred Christmas holiday slugfest between mobile game developers has a new twist this year: marketing and user-acquisition costs will likely hit an all-time high and surpass any revenue earned over the festive season.
The cost of getting new users through paid-for click-through ads on mobile phone apps and Facebook is skyrocketing.
Industry executives say there are more mobile games than ever aspiring to become the next "Candy Crush Saga" or "Clash of Clans" and developers are spending to get there.
That poses a challenge for thousands of developers ranging from San Francisco-based Glu Mobile to independent studios hoping to follow in the footsteps of outfits like Supercell and King, analysts say.
Spending peaks globally during the…