New concerns related to cloned video games came with the rise of social network and mobile games, typically which were offered as freemium titles to entice new players to play. The low cost, ease and simplicity of the tools needed to develop these made cloning in that sector a significant problem. For example, "Flappy Bird" had been cloned dozens of times due to programming code clearinghouses offering templated code to which others could easily add their own art assets. The creators of "Threes!" spent 14 months developing the game and tuning its mechanics, but the first clone was released 21 days after "Threes!" and the original was quickly overshadowed by "2048", a clone that was developed over a weekend. In the early period of social media games around 2012, Zynga had gained a negative reputation of making copycat clones in that space. However, according to their lead gameplay designer, Brian Reynolds, that they see potential new genres and game ideas that gain popularity, and then strive to add their own innovation and concepts to at, so that " goal is to have the highest-quality thing".