There is no story to Flappy Bird. You are in control of a tiny, pixelated bird which is making its way through a series of Mario-like green pipes. You're not even the same bird in every round; in later updates to the app, the color of the bird changes for each new round. Sometimes it is night and sometimes it is day. What is at the end of the pipes? Why can't the birds simply fly around them? We'll never know.
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To make the bird fly, you tap the screen. If you don't tap quickly enough, the bird will hit the ground and the game is over. If the bird touches a green pipe, even momentarily, the game is over. It's extremely frustrating, even more so with the sound on because of the loud, jarring noises made by any contact with the pipes.
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There are no lives, no health bars, no power-ups, no secret levels, and no puzzles. The game is based entirely upon mechanical skill. If you play for long enough, you will indeed begin to improve. A score from 10-19 points awards you a bronze medal. 20-29 awards a silver, 30-39 awards a gold, and anything above 40 will earn you a platinum. There is no other incentive.
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The game's success can be attributed to many features. Its simple and yet frustrating rules, its mindless gameplay, and the ease with which you can restart all contribute to keeping that phone in your hand. Additionally, Flappy Bird was free to download, and its advertisements are refreshingly minimalist.
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Most important of all, however, is that the game is fair. Punishment is swift and just. There are no cheats, and glitches are unheard of. When someone posts a screenshot of their high score to Facebook, you know they earned it.