In 1997, Nokia launched Snake.[5]Snake, which was pre-installed in most mobile devices manufactured by Nokia for a couple of years, has since become one of the most played games, at one point found on more than 350 million devices worldwide.[6] Mobile devices became more computationally advanced allowing for downloading of games, though these were initially limited to phone carriers' own stores. Mobile gaming grew greatly with the development of app stores in 2008, such as the iOSApp Store from Apple. As the first mobile content marketplace operated directly by a mobile-platform holder, the App Store significantly changed the consumer behaviour and quickly broadened the market for mobile games, as almost every smartphone owner started to download mobile apps.[7]