Despicable Me: Minion Rush, the tie-in mobile game for Universals animated film, has passed 50m downloads, just over a month after launch.
As well as helping push the film, the app provides Universal with an additional revenue stream, despite being free to download, through its in-app purchases.
Minion Rush will be periodically updated with new content, with the first free update having just launched for iOS. 
Its not the only mobile game the studio has used to promote Despicable Me 2: it was also a launch partner for Draw Something 2, with in-game tools, word packs and challenges themed after the films characters.
