The author is correct: Advertising on Mobile is extremely untargeted. You basically spray and pray, throwing vast amounts of advertisement dollars out the door

The author is correct: Advertising on Mobile is extremely untargeted. You basically spray and pray, throwing vast amounts of advertisement dollars out the door. Hoping to make a decent ROI. But, to do so, you need to get to the top, the very top. This is why the long tail of mobile development doesn't work anymore and why only mainstream games can be successful. The vast majority of casual gamers don't truely appreciate the depth in games these days. Just read the app store user reviews, they are replete with reviews such as: "Uhhh, Great way to kill time...", "Good time killer...". That's all these games are to them, just a great way to kill time in an utterly boring life. How sad. I'm sure there's still a tiny audience out there, who enjoys games of depth, indie games and non-mainstream games, but you'll never be able reach them with the current app store setup.