Climbing the charts with a mobile game has the potential for activating a virtuous cycle with eCPMs for advertising as a parallel benefit to player acquisition. The acquisition and eCPMs can feed the cycle and self-sustain for a while. That's how the Voodoo and Ketchapp's of the world create their arbitrage markets that keep their throwaway hyper casual games dominant in the top of the charts. They've effectively gamed and broken the charts that way, reaping enormous benefits.