Interesting Interview from
Pocketgamer
With rumours rife of an imminent PlayStation-branded handset, it seemed strangely prescient that we bumped into Sony Ericsson's gaming guru, Peter Ahnegard, at the Leipzig Games Convention only a few hundred metres from the plush PlayStation stand.
However, despite the obvious omens Peter remained somewhat tight-lipped and reticent to discuss the subject... Not that it stop us from asking, naturally.
Pocket Gamer: We've had Walkman music phones and Cyber-shot camera phones, so where does gaming fit in Sony Ericsson's handset priorities?
Peter Ahnegard: Gaming is probably the most mature content area we have today in mobile phone and Sony Ericsson has always reflected that, having games embedded on our handsets for many years. That said, at the same time it's an area Sony Ericsson hasn't really put all its focus on yet in the same way we have with the Walkman-, the Cyber-shot- and the Bravia-branded handsets. However, regardless of the branding, we've always had games on these phones.
Essentially, you're saying that gaming is a secondary but ever-present function in the Sony Ericsson plan?
If you think of the mobile like an onion, then at the absolute core it's all about making calls. Then perhaps the second layer is music, if we're looking at a Walkman phone, but games is always on the third or fourth layer of virtually all our devices.
However, we absolutely see that gaming is on the rise and certain handsets have worked extremely well with downloads from operators and the gaming experience was really strong – the W550i for instance.
What developments are you working on to promote gaming on your current handsets?
The hardware is developing incredibly fast. If you look at something like Moore's Law, which describes the doubling of speed in computer processors, it really doesn't apply to mobile handsets because the market is moving so much faster. Partly, of course, this is because we can use technology that has already been tried on PC, console and web to get up to speed.
The power of the phones we're creating now is phenomenal. Smartphones like the W960, P1 and associated families have hardware acceleration and OpenGL ES and are capable of providing gaming experiences on a level similar to PSP, certainly somewhere between PS1 and PS2. The key challenge is to communicate with consumers about these capabilities and what they can do with our phones.
We see this as the main issue, as well as one of our responsibilities – to reach out to consumers and tell them about gaming. This is something we're starting to do with marketing. Whereas campaigns used to be focused purely around specifications – how big the screen was, how many megapixels the camera had, etc – we're now starting to see campaigns focusing on what you can actually do with the phone.
We also see that embedded games have an important role to play and this is something we're doing a lot of work into: embedding titles that really show off the capabilities of the handsets.
What about the development community?
Of course, it's not just the consumers that we need to educate. There's the developers and publishers, too – we need to support them. We have a big responsibility there and we recognise that. Our vision is to help these communities as much as we can and to work together so that we don't get games that 'just run on mobile phones', we have games that are specifically for mobile phones.
It's fair to say that you're seen by a lot of the community as standard bearers, providing some of the best form factors and hardware for gaming. Yet despite this you don't really shout about it, why?
That's very nice of you to say and of course I have to agree that we are known for our high-performance handsets in gaming – certainly within the development industry and hopefully amongst consumers. For instance, at this year's Game Developers Conference there was a mobile competition for developing a game and out of the nine proposals demonstrated, eight were shown on Sony Ericsson handsets.
The developers are constantly giving us their feedback and we're trying to deliver everything we can to support the development community and make development and porting as easy as possible for them. We're certainly not the biggest handset manufacturer and don't have massive resource for support, but I think we have done it responsibly and sensibly. However, I also agree that this position is currently very unexploited from a press and marketing viewpoint.
How much are new Sony Ericsson form factors affected by gaming?
It's a tricky balance. The latest craze for slim handsets doesn't really go hand-in-hand with gaming comfort. Console controllers are bulky for a good reason and have been designed with specific elements in mind, e.g. the need to be hardwearing, ergonomically comfortable, etc. The same considerations go into our phones and there are lots of elements that affect gaming performance, from the spacing between buttons to joypad position. We have to accept that some devices simply won't be appropriate to drive some games and, in many cases, gaming or other entertainment content isn't the prime concern behind the design.
That said, though, we're definitely at
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