The "X" wins because of one thing nobody is talking about: Augmented reality. This tech, if they do it right will absolutely change EVERYthing.
The advertising/informational possibilities of this are staggering all by themselves but you can incorporate it into games (and everyone loves games).
Imagine watching a football game on TV and popping your phone up and seeing on the screen all that player's fantasy points, a team's schedule, or info like that player's career stats, etc. ow imagine that in a movie, at a restaurant, gas station.
Imagine popping your phone up over an AppleBee's menu and it saying not only calories, ingredients, etc, but also "You ordered this on March 23, 2018". Or a little smiley face over 3-4 items saying "Shutout's favorites".
Or going to a grocery and scanning your phone up an aisle and seeing a note form your wife with an arrow that says "buy this one".
Almost limitless possibilities.