Indeed, the company's release of "Cut the Rope: Time Travel" reflects the fact that launches have become make-or-break moments for apps.

WSJ: Costs Mount for Mobile-Game Launches

Cut the Rope offers another simple idea (slicing a rope holding a cute frog-like creature so it can eat snacks), with lovely graphics and puzzles that are just hard enough to be gratifying when you solve them.

FORBES: Phone And Tablet Games For Grown-Ups

Indeed, the company's release of "Cut the Rope: Time Travel" reflects the fact that launches have become a make-or-break moments for apps.

WSJ: Costs Mount for Mobile-Game Launches