Don’t Tap the White Tile is just the latest hit to prove no one really understands mobile gaming

Candy Crush Saga developer King is paying for Farm Heroes Saga commercials on television in an effort to boost the sim game’s mobile downloads here in the United States. Meanwhile, a game known as Piano Tiles on iOS and Don’t Tap The White Tile on Android, is the most-downloaded game for both stores.

That’s a growing trend. Big publishers like King and Clash of Clans developer Supercell are spending tons of money into acquiring players for their software. And that strategy is working … for them. But hits like Hay Day and Candy Crush Saga are rare, and most mobile developers don’t have the budget to spend what is necessary to compete. And with games like Flappy Bird, 2048, and now Piano Tiles, spending money to acquire players is potentially a waste of money.