Any decent entrepreneur will tell you that building a successful business is all about scale.

And that's certainly the deal with US developer Backflip, which has used the foundation of its first iPhone game Paper Toss to create a massive audience for simple but fun games, which generally come in free ad-supported and paid versions.

Indeed, its games have now been downloaded 77 million times - up from 65 million in mid-December.

Significantly 12 million of those 77 million have been downloaded onto Android devices, demonstrating there's a hunger for content, if not necessarily paid content.

What's my number?

Backflip's games aren't just downloaded though: people continue to play them. In December, its games had 23 million active users, while its daily rate is 2.25 million on a 30-day trailing average.

But more impressive, at least for founder Julian Farrior, is the number of ad impressions Backflip's games are serving up.

"We did 830 million ad impressions in December," he says. "I'm especially excited about this number as we are rapidly trending toward the 1 billion monthly impressions mark."

And in order to keep that trend upwards, the developer has plenty of games ready for release with its most successful paid franchise gaining another release with Ragdoll Blaster 3 due in the summer, and social games, including Paper Toss Social on the cards.

There will also be versions of NinJump for the Mac App Store and new levels for the iOS Deluxe release.

"We are aggressively hiring, so please put the word out to the best mobile game designers, engineers and artists," Farrior says.

"Boulder, Colorado, is a lovely place where the intensity of the work is offset by plenty of beer, pinball and fun."

You can find out more at the Backflip website.