Nought to 55 million in 12 months

I haven't run into too many of those enquiries. Everybody knows that players aren't loyal to their game so it's beneficial to share traffic. Our network is also so large that most developers realise that we can't give out special treatment. Of course, we have negotiation with bigger players on what we can do with exclusivity, those sort of things, but we want to play fair.

The same mode of operation for everybody is the clearest for us, it's the easiest to maintain. Of course there are interesting questions now and then, but they never go any further than us saying "what"?

It's a risk we know. When we look at the big picture we realise that relying so much on Facebook is kind of our single failure, but also we realise that at this point we've grown pretty large so I think we've alleviated the biggest risk of them making a sudden change and killing us off. But of course we also want to expand. We know that the business is in a transition state. The numbers are, in some cases, dwindling. Monetisation is changing, new factors are coming in, like social growing to mobile, stuff like that. We're expanding and trying not to rely so much on Facebook.

[laughs] Yeah! Sometimes we have so much data we don't know what to do with it! The amount of data we track is huge. One of our senior developers, who is in charge of all our data mining and stuff like that, is constantly coming up to me and reminding me that he's not a statistical analyst! There's just so much data.

So yes, we have a very interesting view of the data, we see different trends, but it goes pretty well with what the market is reporting overall as well. The big players are still there, dominating, nothing is changing that.

Actually, on our recruitment website it still says we're the rebel alliance! [laughs] I personally want to believe that. When people ask me what our company motto should be I always say it should be 'helping games grow'. It's what we want to do.

If you look at us from the developer's perspective you see the Facebook network. It doesn't discriminate on size, it's open to big and small developers. It's just been a natural transition that the bigger players have come to us now, but it's also beneficial for smaller games. The big games tend to have a bigger budget so they drive traffic from other sources that appeal to 'good' users. Those then trickle down to the smaller companies too, that's the network benefit again.

What we're building behind the scenes, and yes we're building something new again, it kind of puts us back to our roots of working with the indie developer again. It's up and coming, and I'd love to tell you more about it, but I really can't.

Within the next six months or year, we'll be doing some new stuff.

Mobile is different, you're right about that. I personally think that if you introduced an ad element to a game just like that, the click through rates would be lower, but the conversion rate would be higher. If you go there, you're more likely to download it.

The barrier on mobile is that we still have a lot of paid-for apps. Advertising on paid for apps always has a bounce rate of people from the App Store page. What I think we are seeing though is a movement to the free-to-play model on mobile as well. There, cross-promotion works extremely well.

With that transition I think there's a lot of room for cross-promotion on mobile. Of course there are players that are doing it, Open Feint etc, but what we see is the lack of a true, well-functioning cross-promotion platform on mobile. We'll see about that in future.