I agree and disagree. I disagree on a marketing stand point in that All the games you mentioned that have generic icons are very popular games for a reason: accessibility. People download games on the AppStore NOT because they're looking for a in-depth strategic MOBA/FPS/RPG/etc. but they download on the AppStore because they want something easy and fun to play on mobile. With that said, the change in app icon is a simple but extremely helpful change for people browsing the AppStore to download VG without really knowing that's it's not a generic CoC or AngryBirds battle arena. Plus, I actually really like the icon myself as the former one had a really arbitrary background. This new one doesn't seem so arbitrary as its basically the big boss.

And I agree that the change is negative in that it most certainly will attract a certain kind of player who downloads free games on the AppStore and just buys all the unlockables because it's "fun". This could be bad news for (new) players who want to have a good experience but is driven away by toxicity.