My recipe to make money with your own IPs

My rules:

1) Get an idea.
Without good ideas you need an estabilished brand/IP... the refuge for brainless developers.
2) Do not publish your own games for mobile phones.
I spent years trying to convince publishers and operators. The response was (all the time): "Great idea and great game, but without a brand no chanches to get the deck"
3) Go to the pc-casual game market. There are lots of distribution opportunity and you can set your own distribution and payment model too.
4) Distribute free playable demos.
5) Collect money and see your game become an IP. Obviously the idea should be very good.
6) Now try to publish it on the mobile game market, publishers and operators should be more positive now.
7) Collect more money.
You're entered now in a positive feedback cycle, and the two distributions (casual-PC and Mobile) will enforce each other.
8) Get another idea.