On a fundamental level, the commercial concept of exclusivity may not seem particularly appealing to business-owners. After all, taking the decision to partner exclusively with a specific supplier or retailer requires you to drastically limit your potential consumer base, while also forcing you to lose a semblance of control in terms of how your product is marketed, packaged and sold.

In instances where leading international brands are prepared to pay handsomely for such loyalty, however, exclusivity can suddenly seem far more appealing. This is certainly the case in the mobile gaming industry at present, where technological giants Google and Apple are competing for exclusive rights to major titles within the international market.
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