agree on the games. In his case, he can narrow his target area and focus maybe on smaller target market. putting a game app out and placing it in that category and competing against big guns is like a suicide mission. You can bleed money on marketing but nothing will happen unless you have another Angry Bird like idea. I would recommend him trying different categories. Not all of them are so competitive. Also he shouldn't invest so much of his time on this one game. Every product has lifecycle and his app is no different. He should have a target of downloads/money too and once achieved, move on to the next app/game. Average iPhone app makes $750 per year and I am sure that number is somewhat similar for Android too.