“It's much better to be in position three not spending to be there than to be in position one or two and having to spend a lot to be there. In most years there are a couple of positions taken by companies paying — and we're still third or fourth.”

Being evergreen at position 3 with no spend beats position 1 with a massive UA budget — the margin difference is enormous

Roblox and Garena Free Fire pay heavily for top chart positions. Subway Surfers sits at 3-4 with no paid acquisition spend. When the year's hit game fades from position 1-2, Subway Surfers remains — consistent and profitable. The compound advantage of organic position is that every player acquired is a high-quality referral-driven or intent-driven install, not a marginal install bought at the edge of payback.