Written by: Carter Allen
High Demand for Flappy Bird
All it took was a
few weeks for the mobile game ‘Flappy Bird’ to take over the app stores on
almost all devices. This free and addictive game involves a bird that the
player controls and makes fly through metal pipes that serve as difficult
obstacles. The frustrating and everlasting game took over the app market place
in what seemed over night. The rapid rise in popularity caused a global bandwagon effect and the demand for the game skyrocketed.
However, the rapid rise was accompanied by an equally unanticipated fall when
the creator, Dong Nguyen, took the game down in early February of this year.
Nguyen shut the
game down simply due to its addictive nature along with the stress he was
experiencing; but was the opportunity
cost of deleting the app to save stress worth losing all the money made
each day from advertising? Nguyen believes it was, as he announced to the
public, “it is an addictive product. I think it has become a problem. The game
is gone forever” (Shoichet). What was a shock to many were the negative externalities the difficulty
the game caused. From time lost to fights with family and friends even to
“marriages ended” (Shoichet) there were endless amounts of complaints. Perhaps
the deletion of this game has brought these people peace, but many are outraged
as they can no longer participate in the latest fad. The app store does still
provide many available substitutes,
but in most cases consumer preference
was too high for this game to be replaced.
With Flappy Bird being
removed from the market, the market
responded with an even greater demand
for this private good. The consumers
who had already downloaded the game before its removal were able to keep it on
their mobile devices, but as of now the game is not downloadable. In turn, this
has increased the value of smartphones and other devices with Flappy Bird
installed on their hard drive. As you can see in the visual below, in some
cases on eBay the value of a phone with the game installed has more than
tripled its value. Select Samsung Galaxy 4 and iPod devices have reached the
one thousand dollar mark.
Some believed that
Nguyen should continue the game, but set in a dollar fee to it. At its best, I
believe this game was rather inelastic;
it was so exceptionally popular and addicting that the dollar fee would have
had little influence on the number of downloads. In a particular two-week time
span Flappy Bird was downloaded over fifty million times (“Game Over”). The
amount of revenue Nguyen could have
made off this would have been substantial along with the money made off of
advertisements.
At its peak,
Flappy Bird was making Nguyen over $50,000 simply in advertisements each day. For a game he
created in “two to three days” (Shoichet) this marginal benefit of money made off advertising far outweighs the marginal cost of making it. This game
was a great achievement and asset of Nguyen’s and there has even been talk of
him releasing it back to the public. Overall, his sudden stop of supply
stunned the market and it will be
interesting to watch if the global phenomenon makes a second appearance in app
stores everywhere.
This YouTube video serves as a
great overview of the economics of Flappy Bird:
Works Cited
“Game Over.” The
Economist. The Economist Newspaper Limited, 2014. Web. 17 March. 2014.
Norman, Alex. “The Curious Case of Disappearing Flappy Birds.”
Medill Reports Chicago. Medill
Reports – Chicago, Northwestern University, 2001-2014. Web. 17 March. 2014.
Phillips, Jack. “Flappy Bird: Developer Dong Nguyen Mulling
Bringing Addicting Game Back.” The Epoch
Times. Epoch Times, 2000-2014. Web. 17 March. 2014.
Shoichet, Catherine E. “Developer yanks ‘Flappy Bird’ after
game soars to success.” CNN. Cable
News Network, 2014. Web. 17 March. 2014.
“28 Days of Fame: The Strange, True Story of ‘Flappy Bird’.” Mashable. Mashable, 2014. Web. 17 March.
2014.




