Xbox 360
The year is 1990, the Gameboy is unveiled in Europe. The portable gaming industry is duly revolutionised. 18 years later, Apple introduces the Application Store to the faithful. But this time its different...anyone can create the next Tetris.
And for the iPhone and iPod users, access was granted to an onboard store now offering upwards of 20,000 applications including games the likes of which have never been seen on mobile phones.
Clearly any Gameboy comparison is hugely complimentary, but consider this: Before the Gameboy, portable gaming was under the radar, unconvincing and yet to reach its potential. Mobile gaming has developed steadily with notable buzz around games like Snake but it was far from the next step.
Taking it at face value
Is Apple offering the perfect package for the evolution of mobile gaming? Its console is ahead of the curve in UK (obviously not so in Japan) and immensly popular, but what makes the system so unique?
Developers of all shapes and sizes have flocked to the Apple Store with a healthy degree of freedom to create and distribute games through one of the strongest retail brands in the world, for almost nothing.
It’s this ease of acces which gives developers an almost open source approach - definitely a forward-thinking move from Apple. But are the reasons for which often overlooked?
Think of the offering
A yearly fee for developers with a generous 30% of each game sold going to Apple (the developer keeps 70%). While this is a good way for new developers to create a reputation, more than anything, it’s a major success for Apple.
Such a huge number of available apps creates a constant source of revenue and many user generated programmes are complementing and improving the iPhone and iPod consoles. Like Facebook allowed is dedicated users to translates its pages, Apple are letting developers make the most of the technology, pushing forward the barriers of mobile gaming.
It’s these titles that get the gaming audience excited. But are these instances a rarity? Recent research published by E-consultancy showed only 30% of buyers use apps the day after they have bought and installed them, with free apps hitting a mere 20%. The pressure of mobile gaming is clearly like no other, with the smaller developer well aware any new game will need to engage a highly time-sensitive buyer.
Perhaps this is dwelling too much on the negative. It's an amazing opportunity if you consider the overriding philosophy that everyone who puts forward an app for the store is ultimately in the same position and it’s up to the public which succeed. But like anything that grows quickly, there’s always a danger for the smaller guy.
Here come the big boys
Rumours are swirling about the future of the store. Could we see a new area for premium games from world renowned developers? EA have already taken notice, developing an exclusive Apple Tiger Woods game, promising to push the iPhone technology to the limit.
So while the public still has the ultimate say in what succeeds on the store, with more well known brands playing, this isn’t a guarantee. Big budget ad campaigns, viral marketing and positive PR is likely from the major developers and will be unavoidable for iPhone fans. But how will they approach it? Will iPhone users be prepared to pay up to £15 for major brand mobile games?
Like any pioneer, the Apple App Store isn’t going to be all alone in the battle for mobile gaming. It’s important to remember Apple was not the first to create an application store for users to access new and improving mobile features, but as we’ve seen its investment and structure is paving the way.
Soon stepping up to the plate in a bid to match this offering, Nokia, Microsoft and Google have all committed themselves to producing something to compete with Apple. Nokia in particular is looking to have one up on its rivals, signing up major gaming companies and using location and social networking devises so users will see what friends are using as well as being suggested apps relevant to their location. Imagine having a different racing game for each city you are in.
All things considered
Mobile phones have always been promoted and purchased in droves for particular defining features. Given the internet connectivity, camera capabilities of phones and with each mobile provider getting its own App store, will the gaming capability and offerings become an important USP consumers will look to when choosing their handset?
But this is still a long way off, with only 25% of app downloads for games. Apple have succeeded in implementing a hugely effective application store which has got developers hugely excited. But in the end will it remains to be seen if the emergence of major brands jumping on board will truly take mobile gaming to the next level.