IT WAS the most popular app in the world, gained its creator $50,000 a day and propelled him to internet fame. So why did Dong Nguyen kill his creation Flappy Bird?

The essence of Flappy Bird: tap, tap, tap, fly birdy through drainpipe gaps, tap, tap, hits pipe, game over, throw phone at wall. It’s enough to have you wanting to commit yourself. The free app from an unknown developer exploded out of nowhere to claim top spot of the iTunes charts, spawn 50 million downloads in a number of days and was the most cruelly addictive game to fly onto our mobiles.

Now, it is no more. Its creator, Dong Nguyen has followed through on a promise on Twitter that he would pull the app and overnight. And then it was gone.

So why would you kill an app that has catapulted you to instant fame and plonked US$50,000 a day into your bank account? Other than saying “I cannot take this anymore” Nguyen has been silent on the whole thing, but the internet continues to speculate.

Nintendo

Despite Nguyen claiming on Twitter “it is not anything related to legal issues” the graphics of Flappy Bird and the use of those green drainpipes bear a striking resemblance to Mario Bros games of the 80s. Some believe Nintendo may have been prepping its team to take on Nguyen and the move to cut the app down in its prime was either an order from Nintendo or pre-emptive step to avoid a legal battle.

News_Image_File: Those drainpipes look familiar? One Italian plumber might think so.

Bot allegations

Flappy Birds was launched onto Apple’s app store way back in May 2013 but it inexplicably shot to fame in December. There was no promotion around the game or real reason why it should have raced to the top of the iTunes charts. Internet conspiracy theories believe the game gained traction because ‘bots’ – fake accounts run by computers to artificially download and review the app – were being employed. When asked, Nguyen said: “it doesn’t matter. Don’t you think? If I did fake it, should Apple let it live for months?” The allegations have not been proved but could the sudden removal of the game could be a sign of Nguyen being rumbled?

A marketing ploy

When Nguyen first shocked fans by announcing on Twitter that he would be pulling the app, many were in such disbelief that anyone would remove a number one app that many thought it was a simple act to generate more downloads. While it worked, it wasn’t a stunt and the app was gone. As the old adage goes: always leave them wanting more. So perhaps this is a tactic to gain momentum and instant interest in a bigger, better, more lucrative app coming our way very soon. Through the popularity of Flappy Bird his other apps Super Ball Juggling and Shuriken Block have vaulted up the charts and are still available for download.

Nguyen couldn’t take the criticism

Imagine if overnight you suddenly had an inbox full of messages from people slamming your livelihood. This is what happened to Nguyen. When people realised how frustratingly difficult Flappy Birds was they took to Twitter to vent and Nguyen was their target. This guy simply created a game and despite it hitting lofty heights of popularity the cutting criticism over its difficulty could be the cause to why he shut up shop. Nguyen even expressed on Twitter how it was “ruining” his simple life.

I can call 'Flappy Bird' is a success of mine. But it also ruins my simple life. So now I hate it. — Dong Nguyen (@dongatory) February 8, 2014

I am sorry 'Flappy Bird' users, 22 hours from now, I will take 'Flappy Bird' down. I cannot take this anymore. — Dong Nguyen (@dongatory) February 8, 2014

The quiet life

From obscurity to having international media and gamers all knocking down your door. Nguyen claimed on Twitter “I cannot take this anymore”. He has opted for the Zen-like approach by sacrificing popularity, fame and fortune for a quieter life. He says he is isn’t in it for the money and has made it clear that Flappy Bird is not for sale.

I also don't sell 'Flappy Bird', please don't ask. — Dong Nguyen (@dongatory) February 8, 2014

Because of us

Perhaps the most telling reason to why the app is no more was revealed in a Twitter conversation with games website Kotaku where Nguyen explains how he didn’t pull the game because of legal reasons but because of the players themselves. He didn’t like how people became crazed with the game and believed people were “overusing it” and creating an addiction. Perhaps he didn’t want another Candy Crush plaguing mobile gamers. Then again, his bank manager wouldn’t have minded.