If a free app is promoted, users will also get in-app currency worth either 99c or $1.99, ensuring the channel always provides the consumer with a great deal. To deal with this, App-o-Day only features one new app per day, although each app's promotion is run over three days. Devoid of the spark that you're getting something valuable for free for a limited period of time, a free app promotion service becomes just another advertising channel and one that quickly loses its effectiveness over time. As the app business model has become freemium, the draw of a free app has become significantly reduced.

'It provides great engagement, and I don't think the existing options such as FreeAppADay are doing a good job,' Partly, he argues, this is because of poor user experience in terms of design, but also because the concept has become diluted. We really like the daily promotional angle,' says Nabergoj. 'We're building a distribution channel around deals.

Fixing the problem Revealed in a burst of publicity and cash, thanks to a $3.5 million funding round from the likes of Comcast Ventures, IDG Ventures and Playdom founder Rich Thompson, the first step of his plan can now be experienced in the shape of iPhone promotion app App-o-Day. Instead of revisiting content creation, however, he's set his sights higher targeting the entire app distribution business with new outfit Iddiction. Having ridden the wave with Outfit7, gaining 300 million app downloads with its Talking Animals franchise, Nabergoj switched focus nine months ago. You might think that starting one of the most successful entertainment app companies of the past three years would be enough for any entrepreneur.

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