The reason people are so attracted to iPhone games such as Plants vs. Zombies, is because they are easy and they appeal to a wide variety of audiences. Plant's vs. Zombies, Candy Crush, Angry Birds, all of these games can be played by anyone of any age, and they don't require much thought or skill. Compared to console games like Resident Evil, Skyrim, Call of Duty, etc, which are generally more violent, more graphic and only appeal to a certain demographic, these games can be enjoyed, again, by anyone. As well, not everyone has a console, and you can't exactly carry an Xbox and a TV with you wherever you go. However, almost EVERYONE has a smart phone. I've seen kindergartners with iPads and cell phones, as well as adults and teens. It's right in your pocket, and you can take it with you wherever you go. It makes it easier to download a free game, and play it while you're waiting for an appointment, sitting at home, in the car, any time you want. This makes handheld and portable gaming so much enticing, when anyone can do it, and when you can play then anywhere at any time.