Just look at the amount of love and attention that's been lavished on games such as Doodle Jump and Pocket God.
Or, put in another way - in the context that Appy Entertainment would understand - if it has a face, keep punching it.
Put up or shut up
This attitude has been the driving force behind its FaceFighter 'app come beat up anything with face game', which was released 12 months ago and remains active in the charts.
Now spread across four versions: Lite, 99c classic, the premium $1.99 FaceFighter Gold, and $3.99 iPad version, total downloads across the series are 3.8 million.
In addition, 4.5 million updates have been downloaded, and almost 33 million sessions have been played.
You can see how the original 99c release has bobbed up and down in the US charts since launch below. (Green is overall charts, blue is games.)
But as the company points out, there's plenty more in the tank as the app enters its second year.
There will be new features added over the summer, while a new title in the franchise will be out in the autumn.
