Neil Young analogized the App Store format to having a large retail store like Walmart in your pocket. "... And then having a truck dump two hundred products on their doorstop every day to sort through."

Young's point is simple: customers have a lot of choices to sort through, and getting your product noticed is tough.

"We do PR activity before a game launches and we do cross promotion in our games. We also talk to influential customers ... having a profile or history with a customer helps. Publishers make the games the best that they can," explained Young.

Young believes that developers should build up relationships with publishers and though the role of publishers is different with iPhone applications, the goal is the same -- to get games in front of people.

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