The Eat & Grow mobile gaming category has been around for over a decade. It started with games like Hungry Shark Evolution and Hungry Shark World, where players controlled predators eating everything in their path. That format held up for years until late 2024, when Homa released All in Hole and changed the direction of the genre entirely.

Instead of sharks and prey, All in Hole has players dropping colorful objects like fruits, cakes, and toys into a growing hole. The gameplay is simple enough to pick up in short sessions but gradually adds more challenge to keep players engaged. The game also came with a strong LiveOps schedule and a monetization model focused on in-app purchases, which turned casual players into paying ones. That combination pushed All in Hole to around $120 million in IAP revenue, making it the dominant title in its category by a wide margin.

According to AppMagic’s Advanced Search, around 120 games were released in the Eat & Grow space between 2025 and 2026. Despite that volume of competition, All in Hole stayed firmly at the top. For a long time, the category was essentially a one-game market. That is now starting to change. Two titles are rising steadily behind All in Hole, and both come from studios with serious resources and experience behind them.

Supersonic Studios, known for Hypercasual hits like Bridge Race and Build A Queen, released Hole It 3D in January 2025. The game has since crossed $7 million in IAP revenue and has become Supersonic’s top-grossing title of all time, ahead of games that have been on the market for years. The studio shifted its approach toward deeper monetization with this release, and the numbers reflect that. One key driver is a $4.99 fail offer that regularly ranks as the second top purchase on the App Store, a tactic that has worked well across other successful Hybridcasual games by presenting players with a paid option right when they are closest to winning a difficult level.

Moon Active, the studio behind Coin Master, entered the space in late 2025 with Hole Stars. The game reached $3.7 million in IAP revenue and secured a spot in the category’s top three. Moon Active had already been expanding its portfolio with Coin Master – Board Adventure, but Hole Stars moves the company into Hybridcasual arcade territory, a different direction from its usual work. The Coin Master brand recognition gives the title a visibility advantage that newer or smaller studios simply do not have.

Both games still trail All in Hole by a significant distance in revenue. However, the growth of the Eat & Grow category is no longer dependent on a single title. Hole It 3D and Hole Stars are actively contributing to the segment’s overall revenue increase, and Homa now faces real competition in a space it has controlled for over a year.