wraggster
September 26th, 2013, 23:01
Over 133 new studios opened within the UK in the last 18 months. 80 per cent of these are working on games for Apple’s iOS platform, and over 70 for Google’s Android operating system. These are games built specifically for tablets, smartphones and other mobile devices.
Vast install bases, open distribution channels and the rise of digital have all been identified as key factors behind this mobile blitz.
But what do UK studios working in the market have to say? And what of the industry’s bigger publishers looking to get their share of the mobile space?
“Mobile gaming simply offers the lowest barrier to entry and ease to take to market,” says Team 17 MD Debbie Bestwick. “It also has the largest and most diverse audience to aim for. It’s no surprise that so many new studios have opened, the real test will be how many succeed.”
It’s a view shared by many studios working in this burgeoning market for mobile games. The popularity of smart devices amongst not just core gamers but wider consumers and casual players presents a golden opportunity for developers to strengthen their relationship with their fan bases.
“It feels like a gold rush sometimes when it’s phrased in that way. The allure of a more direct relationship with gamers has a lot of bearing, and there’s nothing like being free from outside influence when you’re creating something,” says Phil Gaskell, creative director of Ripstone.
“The empowerment that self-publishing on mobile presents is attractive, as is the sheer number of devices currently in use around the planet.”
“It’s because the devices themselves
are so popular. If Sony and Microsoft
could sell 800 million consoles, we’d
be making games for them.”
Barry Meade – commercial director, Fireproof Games
Talk to almost any studio, big or small, and the motivation is the same: accessibility.
“Working on these platforms is just really accessible and practical for folks who are comparatively small and limited in funding,” says Chris Southall, chief technical officer at Sega’s Hardlight studio.
But Fireproof Games’ commercial director Barry Meade offers a much simpler explanation: “It’s because the devices themselves are so popular. If Sony and Microsoft could sell 800 million consoles, we’d be making games for them.”
Mobile titles are paving a two-way street to success. Developers are able to push out quality games with a relatively small team and budget. Meanwhile, these casual games that value pricing and play constraints higher than most are finding themselves targeted by an influx of new gamers.
“The demographic change recently is toward a younger and a more casual user. Where previously a smartphone was an expensive luxury, it’s now an affordable need,” says Mark Baldwin, community manager at New Star Games.
“The pricing structure of games in the mobile market means that even people who are not hardcore gamers appreciate the chance of trying out a variety of games, and that means someone who wouldn’t normally play games is more likely to try something.”
http://www.mcvuk.com/news/read/why-is-mobile-gaming-such-a-success/0121737
Vast install bases, open distribution channels and the rise of digital have all been identified as key factors behind this mobile blitz.
But what do UK studios working in the market have to say? And what of the industry’s bigger publishers looking to get their share of the mobile space?
“Mobile gaming simply offers the lowest barrier to entry and ease to take to market,” says Team 17 MD Debbie Bestwick. “It also has the largest and most diverse audience to aim for. It’s no surprise that so many new studios have opened, the real test will be how many succeed.”
It’s a view shared by many studios working in this burgeoning market for mobile games. The popularity of smart devices amongst not just core gamers but wider consumers and casual players presents a golden opportunity for developers to strengthen their relationship with their fan bases.
“It feels like a gold rush sometimes when it’s phrased in that way. The allure of a more direct relationship with gamers has a lot of bearing, and there’s nothing like being free from outside influence when you’re creating something,” says Phil Gaskell, creative director of Ripstone.
“The empowerment that self-publishing on mobile presents is attractive, as is the sheer number of devices currently in use around the planet.”
“It’s because the devices themselves
are so popular. If Sony and Microsoft
could sell 800 million consoles, we’d
be making games for them.”
Barry Meade – commercial director, Fireproof Games
Talk to almost any studio, big or small, and the motivation is the same: accessibility.
“Working on these platforms is just really accessible and practical for folks who are comparatively small and limited in funding,” says Chris Southall, chief technical officer at Sega’s Hardlight studio.
But Fireproof Games’ commercial director Barry Meade offers a much simpler explanation: “It’s because the devices themselves are so popular. If Sony and Microsoft could sell 800 million consoles, we’d be making games for them.”
Mobile titles are paving a two-way street to success. Developers are able to push out quality games with a relatively small team and budget. Meanwhile, these casual games that value pricing and play constraints higher than most are finding themselves targeted by an influx of new gamers.
“The demographic change recently is toward a younger and a more casual user. Where previously a smartphone was an expensive luxury, it’s now an affordable need,” says Mark Baldwin, community manager at New Star Games.
“The pricing structure of games in the mobile market means that even people who are not hardcore gamers appreciate the chance of trying out a variety of games, and that means someone who wouldn’t normally play games is more likely to try something.”
http://www.mcvuk.com/news/read/why-is-mobile-gaming-such-a-success/0121737