His game made a lot of $$ on iOS and Android, so porting games to more platform is the best approach. I see him as a perfect example for potential of C2 users, because C2 is able to do mobiles and steam/pc/mac games off one code base.
Essentially he did mention spending money on marketing his games, prior to getting Steam Greenlight where the major $$ was.
Certainly, sounds good, but like it says in the article, not the easiest thing to do.