It's that kind of week isn't it? One moment you're wondering where all the endless titles have disappeared to and the next your swimming up to your neck in them.

Thankfully, Run Fox Run by Icewire tries to distinguish itself by focusing on the gameplay instead of high-scores and while it's still a simple title it makes for a fun experience while it lasts.

The story itself is mostly implied as a fox is startled by and eventually attracted to a strange warp-portal that sends the red fox (Vulpes Vulpes) to an alternate reality. The poor creature eventually lands in a pixelated world filled with falling buildings, traps and enemies standing in the way, but carefully timed taps along with the occasional burst of invincibility helps to win the day.

There are four worlds in total, each with their own artistic style and unlockables to change the appearance of the fox. A 'boss' stage caps each world, though this doesn't really change the gameplay as much as it adds pressure to the player. There are no real 'game over' situations and while each stage is relatively small, there are no checkpoints so dying is penalized by forcing you to restart the stage you're on.

Although cute and fun to finish, Run Fox Run lacks the impact or drama required to bring players back time and again to the unlockable endless mode. Amusingly Icewire isn't content on just making a main and unlockable game as the menus, including the credits are also playable, but this is more of a gimmick than something that adds to the experience.

Run Fox Run feels like it's all about the presentation and not quite so much about the gameplay. For a genre like the endless runner this means you're going to tire of it quickly, but if you have children after something simple and amusing, this might be for you.