Meanwhile, some brazen clone sails through the app review process no sweat. Developers are being treated with contempt. Ask any staffer at a mobile game studio and they’re guaranteed to have an app review horror story involving their game being repeatedly rejected for an arbitrary reason, or removed from sale entirely. The woefully understaffed team of app reviewers couldn’t handle the volume of games coming through – and seemingly still can’t today. Lucas Pope’s award-winning Papers, Please. Developers released their games for free and made their money from the in-app purchases of a small number of high-spending players – termed whales – instead of asking everyone for cash upfront. At the same time, free-to-play happened, and the mobile game gold rush was on. Recent privacy policies – including the introduction of that “ask app not to track” pop-up you will have seen again and again – have even actively harmed the mobile games business.Īs the App Store grew and grew, Apple’s small App Review team in Cupertino, California, which checks whether a game should be approved for sale or not, was overwhelmed. It takes a tasty 30% cut of almost every in-app purchase while doing next to nothing to earn that fee. It seemed to create a whole new games ecosystem by accident, and ever since has presided over it like a contemptuous landlord. So what did Apple do next? Nothing really.

Apple seemed to create a whole new games ecosystem by accident, then presided over it like a contemptuous landlord All true breakthrough games for developers that had never had global hits before. And not just indie games but mainstream bangers: Spry Fox’s brilliant Triple Town, Rovio’s Angry Birds Flight Control Doodle Jump Cut the Rope Drop7 Jetpack Joyride New Star Soccer.

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