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The experimental Kinect game FRU was released on July 13 on the Xbox One Store. The Verge called it a "killer app". Engadget an "incredible game", whereas Destructoid gave it a 9.5/10. It's the highest rated camera-based game ever and yet, it sold less than ten thousand copies. At first glance, the issue might seem obvious: "It's a Kinect game". However, the Kinect 2 peripheral has a respectable install base between 3 and 4 million units, so only the 0,0025 % of the potential target bought the game. What we can learn from this experience?