Erm, no, I respectfully think that you have that one bass-ackwards. The reason there are games on cellphones is because digital phones needed a fairly frisky CPU and plenty of memory for DSPizing and realtime data processing, crypto, etc and someone realized that this hardware could be used for an occasional frivol, being totally unused while there is no call in progress.
With the modern genre of phones, this has come one step further because marketing has looked at the possibility of selling downloadable software with a view to someday making cellular service providers turn a profit. But the feature was initially a side-effect. I even recall interviews with Nokia engineers who said as much.
Having worked in electronic toys and consumer appliances for most of my recent career, I can say categorically that $0.10 per chip is often money wasted, and practically always money marketing will NOT permit you to spend, unless it is for a feature that is specifically required to implement some bullet point off the product roadmap. For low-volume projects, other factors dominate, of course.