Using gaming apps as examples, I’ve written a companion blog to this for a brand/agency audience.

These novelty apps fail because they’re treated like an advert, where the initial spike is all that matters. But no one wants an advert on his or her phone. We download useful apps, fun apps, apps our friends are talking about; and the few brands that understand this, that create not branded apps, but great apps, are getting phenomenal results.

Read in full at The Marketer: How to make a great branded game