Downloads. How do you get them, and, more importantly, how do you get them without blowing your user acquisition budget? (If, indeed, you even have one.) Those are two questions Daniel Hasselberg, CEO of MAG Interactive, is perfectly positioned to answer. After all, MAG's word-bending mobile title, Ruzzle, didn't amass 50 million downloads by accident. Speaking at this year's Pocket Gamer Connects conference in Helsinki, Hasselberg revealed that, by harnessing Ruzzle's initial growth, the MAG team were able to tweak the game and turn it into a global superstar without spending a penny.