UK-based mobile app developer and publisher Kwalee is looking to help iOS developers who have failed to make their apps commercially successful.

The company argues that many of the apps that fail are no worse than successful ones, but are let down in one particular area – such as game tuning, price, marketing, quality of graphics, volume of content or a lack of social features.

Kwalee is interested in working with other developers to offer them advice on how to fix their games or apps. “Often it is just a matter of polishing," it said.

“It is fundamentally unfair for someone to put lots of work into creating a great app only for it to fail because just one area of the offering is deficient. With highly experienced publishing skills, Kwalee is in a position to come up with a wide variety of different fixes and polishing,” Kwalee founder and CEO David Darling said.

Bruce Everiss, its CMO, added that for apps to get results developers require a wide range of skills and “considerable investment,” and that marketing has become a “key differentiator” in success or failure.

The company added that it is also interested in app authors and would be interested in employing developers who deliver better results as part of a multi-skilled team.