"heads up!" is a game that degeneres plays with other celebrities. originally, the game had players guess words or phrases on physical cards held to their foreheads by watching the other players act it out or give hints as time counted down. later, degeneres and warner bros. entertainment developed an app version of the game. the app became a huge success after its may 2013 launch, rising to the top of the app store with over 650,000 downloads during its first month. by july 2016, it had been downloaded more than 25 million times and remained one of apple's top-paid apps.