I released Kick Flick HD, a game about football, in the summer of 2010 just as the World Cup was warming up. I had always wanted to make a football game, the sport being something I enjoy playing (badly) and watching (too much). Little did I know that what I was releasing was the Marmite of games: something, as the advertising for the yeast based extract is so ready to tell us, is loved and hated in equal measure, with little room for fence sitting. This post discusses why that happened, and what you can do as a developer to stop it happening.