Yeah, I didn't include ads for my first year either. Now, my model going forward will always be: Free + iAds/AdMob + IAP to get more content and remove the ads.

Yeah, I didn't include ads for my first year either. Now, my model going forward will always be: Free + iAds/AdMob + IAP to get more content and remove the ads. There are people who can never pay you (kids whose parents have disabled IAP). There are people who would have been happy to pay you after 20 levels, but got distracted by a new SuperCell game and never came back to your game. You want to monetize every user, even if it's for 1 cent. Or if you don't monetize them, you want them to tell their friends about your app, to improve your app virality. I understand if you don't want to bombard your users with IAP and ads, but monetization is truly important. It allows your company to survive. Without it, you might have to go get a job someday, and this will prevent us all from enjoying your awesome games. Also, it's not clear that there are more level packs if you swipe horizontally. Maybe if you add the three little dots (page indicators) at the bottom? Or maybe arrows that you can tap to change the page? I know this all looks ugly, but sometimes you have to be explicit. There are lots of users who need a bit of guidance to navigate your app.