Hipster Whale's Crossy Road is currently beating some of the biggest names in the mobile market in terms of active players.
Touch Arcade reports that App Annie data suggests Crossy Roads had more active players during Q1 2015 in the UK than either Clash of Clans or Candy Crush Soda Saga.
However, despite some 70m downloads the game isn't making anywhere near as much money as its rivals, primarily because it's a lot less aggressive with its monetisation strategy.
Unlike the sector's big money-makers, the game actually gives players very little incentive to spend beyond the want to acquire in-game characters at a faster rate. These don't affect the gameplay in any way, although some do alter the level graphics or add other cosmetic variations.
New characters are being added all the time, but creator Matt Hall has previously said the game will stick with its current model out of respect” for its players.