The mobile gaming industry is notoriously risky: in a market estimated to grow to $12.3 billion in 2013, a game can make millions or it can get lost in the sea of apps. With profits from mobile games ranging widely from zero to over $1 million a day, much of what makes a game go viral still depends on luck. But a readiness to formulate a strategy can pay off. Lebanese game development and launch company Gamabox — half of the group that brought us the hugely popular dystopian killer chicken game Birdy Nam Nam — has been experimenting with mobile gaming apps. With two game launches under their belt as Gamabox, co-founders Souad Merhebi and Jean-Christophe Hoelt have been able to draw some lessons about how best to tackle this tricky but lucrative market. “Every day thousands of new games and apps are published. It is hard to get noticed —
