Why bother making big-budget titles for the iPhone when you have just as much chance of success with a small title? The rule of escalation that has dominated traditional consoles is not applicable to the iPhone. The rule that every generation of content has to be X times bigger and better than the last does not apply – for as much as the devices have changed over the last few years; playing habits haven’t. The majority of people are still only looking for quick distractions to keep them entertained while travelling or sitting on the toilet. Put the focus on fun and not on content.