Turn failed apps into commercial success with a bit of polishing

The facts cannot be argued with, there are nearly half a million iOS apps, yet only a relatively small number are commercial successes, the vast majority fail. Yet the ones that fail can be largely just as good as the ones that succeed and are only failing because one area of the product offering lets it down.

The reasons for failure are many and can include game tuning, price point, marketing, graphics quality, volume of content, lack of multiplayer or social features etc. Often it is just a matter of polishing.

Now Kwalee is very interested indeed in talking to the owners of failed apps. Using our many decades of highly successful game experience we would like to fix what is wrong with them and give them a new lease of life.

Not only are we interested in the apps, we are also interested in their authors. People who may well deliver far better results when working with a multi skilled team who can ensure that their ideas achieve optimum realisation. So there could be a job at Kwalee waiting for the right person.

David Darling, Kwalee founder and CEO is excited at the idea: “It is fundamentally unfair for someone to put lots of work into creating a great app only for it to fail because just one area of the offering is deficient. With highly experienced publishing skills Kwalee is in a position to come up with a wide variety of different fixes and polishing.”

Bruce Everiss, Kwalee CMO, thinks that there are great possibilities: “Many people think that there is a low cost to entry to the app market, an individual can create one in their spare time at home and there is no significant charge for it to be published. However to do the job properly and get results in the market a wide range of skills and considerable investment are almost always required. Marketing has become perhaps the key differentiator between success and failure.”

The enclosed photograph shows Tanya Darling, wife of Kwalee CEO David Darling, having a go at polishing an app to help her husband’s business.

About. Kwalee is a startup company based in Leamington Spa to develop and publish apps for mobile devices. Founded by David Darling CBE who has many decades of experience at the top level of the video game industry with contributions to very many #1 games on many platforms in his CV.  Kwalee is different.  We seek to excite and entertain our customers with innovative new products that provide special experiences.  Our ethos is based around a set of core values that put the customer first and which harness the creative skills of our staff to the maximum in order to do so. Kwalee is still at its very beginning and so is very actively looking for those special people who want to join us in our exciting journey.  


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