Natural Motion CEO Torsten Reil is of the opinion marketing and PR campaigns don’t have an impact on the number of downloads a mobile game attains. Speaking with GI International during Game Horizon, Reil said: “We learnt the hard way that we really needed to rethink marketing. I don’t think it works at all,” Reil said. “The download numbers that you’re dealing with overall are so huge that any PR downloads that you create are just noise.” According to Reil, there are better ways to get users to click on and download apps, and used My Horse as an example of eye catching design which let to over 11 million downloads. We reckon 90% were females, because, you know, girls love horses. Thanks, GI International.