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In the last few weeks Facebook’s Instant games platform has seen a huge surge in users, and it’s all down to one extraordinary clickbait game. OMG, from an obscure Philippines game studio Supergene Inc. has surged from a base of 31,000 users on October 19 to 58m daily users in just 17 days. That compares with a usual top-ten figure of 10m and already accounts for 17% of all daily users. Probably the most interesting effect of this surge has been the parallel surge in Instant Games as a platform. On October 19, the platform had 255m users, down from a height of 270m in July. By November 4, this had risen to 312m, exactly matching the surge in OMG. Is this a game-changer for IG?
