None of these iniatives really paid off, and BFG lost many opportunities by failing to anticipate changes coming to their markets. They also started a cloud instant-streaming service aimed at PC users of their store. Games made money, but there was never a 'Hit' that generated more money than operating cost, or at least sustained itself quite like other big F2P games. were all F2P iOS games aimed at copying a proven formula and shoving F2P timers and in-app purchases into them. Fairway Solitaire, Midnight Castle, Gummy Drop, ect. The founder and eventually CEO, Paul Thelen, decided to position the company for acquisition by purchasing F2P developers of Gambling/Casino apps (Self-Aware in Oakland) and moving casual gaming into F2P space and challenging Zinga. This is why BFG eventually went into F2P/Casino - seeing that their casual market wasn't growing, and mobile/F2P was, the company eventually moved towards what could keep the lights on. There was a lot of fear regarding investing in core-gaming, which led publishers to start investing in emergent F2P/Casual/Mobile markets (this, of course, didn't take into account just how important console refreshes can be to gaming ecosystem). It's easy to forget now, but in the early 2010's (before PS4/Xbone) many people in the industry thought core PC/Console based gaming was was dead, and mobile/F2P gaming would drive the industry forward.

Middle aged to senior women was the bread and butter demo - market was a lot larger than you'd imagine. When I started at BFG they were the biggest publisher of casual content - hidden object/puzzle games mainly from studios in Kiev (Elephant) and other eastern-european devs. Saw some comments that were a little innacurate regarding how BFG worked and the games they ran, so I thought I'd comment and clarify. Throwaway because while I don't work there anymore, I don't want to burn bridges.

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