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But did it cannibalize the sales of the full game, as Limbic expected? Nope–the exposure of the high “popular” chart position lifted the full-paid $3 app up to number 22 in the same chart. The game shot up the charts to the number two popular slot, earning itself lots of publicity.
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Then came the full-featured free version, Tower Madness Zero (TMZ) that totally changed the game’s fortunes. It had moderate success, but then it too “tapered.” Immediately on its May 2009 launch it earned good reviews and landed an Apple Featured App status, but “as with all apps, things dwindled after a few months.” In an attempt to reinvigorate the app’s fortunes, Limbic tried a tactic that’s still popular–a Lite edition with reduced functions to tempt users to buy the full version. Limbic’s co-founder and CEO Arash Keshmirian explained to us that at first the game sold itself.
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How did the game transition from its original popularity through several modes of existence to its current profitable state? With some nimble-footed adjustments that leveraged the changes made by Apple. The thing is, the app has had varying fortunes as the business model that Limbic has used has evolved, and Apple’s app store model evolved too. Limbic Software is behind “Tower Madness” a classic tower-defense game with an aliens-and-sheep motif that’s been bumping around in the top end of Apple’s iOS app store for around a year. So we sought out the developers behind one very successful app to ask their thoughts, and it’s fascinating stuff. Mobile apps are hot news in the business world, and recently the evolving sales models have had a lot of media attention.