Casual Connect in Hamburg, from 10. – 12. February 2010 right at the front-door of FISHLABS 

We are very pleased to attend Casual Connect with three topics on the second day. Casual Games Association Events are the premiere events for the casual games industry with over 3,500 professionals attending Casual Connect Events each year. Casual Connect Europe brings together the most talented and knowledgeable experts in the casual gaming field to further the casual games industry with the best of networking and learning.

This year FISHLABS is among the front runners: With 10 iPhone Games and more than 21 Millionen downloads we are now ranked as one of the top players worldwide.

At Casual Connect we are attending three panels:

What’s the Smart Choice in Smartphones?

Attendees:
Alex BUBB, Senior Partner Manager, Media and Games Nokia
Joe NEALE, Head of End User Programs Symbian Foundation
Michael SCHADE, CEO FishLabs
Moderator:
Chris JAMES, Founder Pocket Gamer

Smartphones are the new black in the mobile content world, but who are the main players and which of the many new platforms and accompanying app stores should you be supporting? Our expert panel of platform representatives and publishers offer an invaluable guide from Android to Windows Mobile.

Case Study: Ad-Funded Games

Speaker: Michael SCHADE, CEO FishLabs

Smartphones are on their way to become the most engaging media in everyone’s life. Millions of downloads with hundred thousands of hours game time make ad games on smartphones like iPhone, Android and other new mobile platforms the Trojan horse for brands to cut through the daily media noise. Learn from best practices with Volkswagen and Barclaycard how to engage with consumers on a global level in a long-lasting and lean-forward experience.

Business Models & Pricing – Making Money on the App Store

Attendees:
Nicholas LOVELL, Director GAMESbrief
Michael SCHADE CEO, FishLabs
Christopher KASSULKE, CEO HandyGames GmbH
Moderator:
Tim HARRISON Founder The Mobile Consultancy

The iPhone has well and truly shaken up mobile games pricing, enabling a wide variety of new business models. This session examines these models and key pricing trends from the initial rush to the bottom to the emerging premium bracket along with micro-payments, lite and free versions, subscriptions and asks the simple question…which models are making money?

Of course there will be enough time for chats and discussions after and in between the panels and we look forward to many inspiring conversations.

Sony Ericsson has been known for its outstanding 3D gaming performance on Java phones for years now. It all started back in 2004, when Sony Ericsson introduced the first mass market Java phone that could render decent 3D graphics on a 176×220 pixels screen. We had been early on and released our first 3D games Motoraver, featuring 3D driving physics in a fairly large sandbox-style city at night, and Robot Alliance, a proper first person shooter in full 3-D (!) with smoothly animated 3D characters, all within 350KB of data.

Continuously, Sony Ericsson improved their hardware and, even more important, the Java Virtual Machine it was running. The crown of 3D enabled java phones still belongs to the K800i, the game experience felt close to the Playstation 1, even if it was not as fast and on a smaller screen. And Fishlabs has to give Kudos to Sony Ericsson. Without this great performance we could never have created mobile games of such high quality like Blades & Magic, Rally Master Pro, Snowboard Hero and Galaxy on Fire 2.

From music to photos to games

In 2005 3D gaming was hyped very much but could not break through as the carriers always forced developers to support the lowest common denominator and the majority of handsets could only render 2D graphics. Sony Ericsson did right in focusing on music instead and introducing the Walkman brand to mobile with great success. A year later Sony Ericsson repeated the success story labeling their photo feature phones with the popular brand Cybershot. With all those millions of Walkman and Cybershot phones sold, sharing a consistent Java platform and decent 3D rendering capabilities, Sony Ericsson’s strength in mobile gaming started as the best kept secret of the industry and led into ruling the mobile gaming business: in 2007, Sony Ericsson was the fourth largest manufacturer of mobile phones worldwide, seven out of ten games downloads were happening on Sony Ericsson phones in Europe and emerging markets like Latin America and South East Asia. Until today, Sony Ericsson has released over 50 models supporting proper 3D rendering and has an installed user base of approx. 200 million devices (Fishlabs’ estimate). Not a bad thing for developers like us, focused on 3D mobile games, if only the ecosystem was right.

iPhone – the mobile games game changer

Nothing is constant but change. It was not Nokia, with its great ambitions in mobile gaming, finally introducing N-Gage as a service, or Vodafone with more than 300 (?) million subscribers who literally changed the mobile gaming business over night. New kid on the mobile block Apple swiped away all competitors with a mobile phone featuring a game experience beyond Nintendo DS and close to Sony PSP. With the latest installment of iPhone 3GS and iPod touch 3rd generation featuring OpenGL ES 2.0 even beyond PSP. In combination with the App Store integrated in iTunes, a fair business case for developers (70/30 revenue share) and a low entry barrier (get started for less than $299 with an iPod touch and the iPhone SDK) for everyone mobile game developers were flocking to this new exciting platform.

Satio – ramping up for the fastest mobile gaming device?

It took Sony Ericsson a while to find an answer to the unexpected competitor coming from the computer area backed by a loyal customer base addicted to superior user experience – which is exactly why Apple is so stunningly successful with the iPhone. Although, feature phones based on Java had been a great success for Sony Ericsson and were the preferred mobile phone for gaming by tens of millions users, the future in mobile gaming lies in smartphones. However, any half-hearted attempt to stand up against the leader of smartphones will fail. But Sony Ericsson has sent a decent device stuffed with the latest hardware to the race. The Satio features the same 3D-Chip PowerVR SGX  as the iPhone 3GS running Symbian on an even more powerful CPU ARM11 clocked at 600MHz. Furthermore, it comes with plenty of memory and with a bigger display than the iPhone featuring 640 x 360 pixels resolution. 

Lots of horsepower – what is it good for?

It is one thing to stuff a lot of nice hardware into a mobile phone. It is another story to make all this power available to the developer. Sony Ericsson did an amazing job here. We have ported Rally Master Pro from iPhone to Symbian featuring almost the same functionality on Satio (only automatic acceleration when using touch controls due to single touch on Satio and no multiple simultaneous sounds due to lack of layered sound capabilities). Although the resolution of the Satio display is quite higher compared to the iPhone we experience a stable frame rate of 30 frames per second on both devices running identical game code and graphical assets. Thanks to the better screen resolution of Satio, it is stunning how much more details can be rendered in the scene (the original iPhone textures were designed with some head room for larger screens).

Xperia X10: Mobile games on the big screen

Today a prototype of the latest Sony Ericsson smartphone has arrived at our studio: A shiny Xperia X10 and we have to convey it looks stunning, indeed. It is still a very early proto but navigation on the capacitive touch screen feels great and fluid and the whole menu is much more inviting and intuitive to play around with than it used to be with previous smartphones from Sweden. As the X10 is an Android based phone it will take a while until we have our first game running on it. But one thing is for sure: The big screen is a great, great plus. You can see our website in full 800 pixels width and everything is crystal clear. Even the small fonts can be read with ease. Equipped with a whopping 1 GHz Snapdragon Chip supporting OpenGL ES 2.0 it promises high-end smartphone gaming on the big screen.
 

Apple has just announced its most successful non-Christmas quarter ever with incredible 5,2m iPhones and 10.2m iPods sold. Since launch, that’s about 45m iPhones and iPod touches and users have downloaded 1.5b applications from the App Store so far. That’s 33 applications per iPhone or iPod touch user. Congrats to that and we could not be more happy about Apple’s success as we are making close 60% of our revenue with iPhone games so far. However, there were a lot of talks about the new iPhone 3GS and OS 3.0 might drive fragmentation which could be a serious threat to the developer community and the success of the App Store in the long term.

Since there is hardly any reliable data available how many devices and which operating system is used we thought we share some figures based on Barclaycard’s Waterslide Extreme, developed off the back of the iconic Barclaycard ‘waterslide’ ad, based on a concept by Dare Digital and developed by FISHLABS (obviously).

Since Waterslide Extreme is a casual game appealing to a broad audience and currently the most downloaded app in pretty much every country (more than 2m downloads within 5 days) we think it gives a pretty good overview of the current installed base.

How many iPhones? How many iPod touches?

Let us start with the iPhone and iPod touch statistics. Most of you know already there are slight differences among the iDevices. As a developer, you want to know how many potential users you might lose if you optimize your app (game) to the more powerful devices like the iPod touch 2nd gen and especially the iPhone 3GS, of course. Respectively, you might consider providing different sets of graphical assets, for instance. 

All data records have been collected anonymously, no back-tracking to individual users possible

As we can see clearly, iPhone 3G and the iPod touch 2nd gen are the most popular devices with pretty much identical market share around 38% each. The iPhone 3GS is around 12,5% and given the short time it is available that’s a pretty remarkable chunk, already.

We at FISHLABS optimize our upcoming games for the performance level of iPod touch 2nd gen which give us a great game experience on close to 90% of the iDevices (iPod touch 2nd gen, iPhone 3G and iPhone 3GS) out there. For the first iPhone and iPod touch 1st gen we reduce some of the graphic features, like disabling vertex coloring or reducing the viewing distance accordingly. On the other hand, it is just too early to come up with a dedicated high-end version supporting the OpenGL ES 2.0 for iPhone 3GS. Even more critical if you think about an app (game) that relies on exclusive iPhone 3GS features.

How many iPhones and iPod touches with OS 3.0?

Most developers are very excited about the new iPhone OS 3.0 features like in-app purchasing, push notification, Bluetooth multiplayer and many more. But when is the right time to launch apps, and games in particular, utilizing these new features. Check out the next chart for your consideration.

 
All data records have been collected anonymously, no back-tracking to individual users possible

If you are up for an app (game) with the new iPhone OS 3.0 features you face about 60% of the total potential user base. Still quite a lot people you can reach out to but it will be very hard to rise to the top 25 if your thrust of downloads is cut by up to 40% (some may upgrade for killer apps, though) compared to any competing OS 2.x app. For sure, Apple will promote apps (games) with OS 3.0 features to compensate that. Seems like risky business once the promotion has ended, though. We haven’t decided yet when to launch our first iPhone game utilizing OS 3.0 features. Perhaps launching a game with OS 2.x features first and when the hype is over running an update with OS 3.0 features is a good idea. Of course, this won’t work for apps (games) that rely on OS 3.0 features completely.

Success or failure of each and every iPhone app (game) won’t be based solely on the considerations above but for sure the right strategy when to support new features of iPhone OS 3.0 and/or iPhone 3GS will be fundamental. Given the dynamic in the App Store we will know soon what approach was good and what was not. Just that Apple will have sold another couple million devices in the meantime and the rules of the game will be changed once again. Which keeps it all exciting.

Alright folks, hope that helps when planning your next app / game. You may quote these figures above. Of course, a link to our blog would be most appreciated: http://blog.fishlabs.net/en

Game on!

Michael Schade

Brawn GP has teamed up with Upstream, to create the Brawn GP Racing Game for Apple’s iPhone and iPod touch that includes a chance to win a luxurious Mercedes SL Roadster (US, CA and UK only). Of course, we are thrilled that FISHLABS has been chosen to develop the very first F1™ racing game for iPhone and iPod touch and now the game is live!

What’s in this Brawn GP iPhone game?

You get the chance to drive the Brawn GP F1™ car to qualify on four imaginary, international circuits. The game features a track located in the city of London. Players can drive by landmarks such as Big Ben and Buckingham Palace while doing a qualifying lap around Hyde Park. Three additional tracks inspired by the most famous and challenging elements on the world racing circuit, such as Road America’s Carousel, Silverstone’s Copse and Monaco’s hairpin, will be made available as free updates throughout the 2009 season. 

F1™ racing on iPhone - How does it feel?

Based on our advanced racing engine with 4-point-driving physics, Brawn GP Racing offers the most realistic high-speed racing experience available on iPhone and iPod touch. Well, we tried to give you a F1™ driving experience as close as possible but without being too realistic - if we had done a proper F1™ driving simulation game you probably wouldn’t be able to make a single lap without destroying the car ;-). So it is still about having both thrill and fun here.

How can I win a Mercedes SL?

As soon as you qualify on each track, you are ranked globally, and are awarded entries in the draw according to your rank – the faster you are, the more chances you have of winning. The contest will end at the precise time at which the winning car crosses the finish line in the last race of the season in Abu Dhabi on November 1, 2009. A draw will be held on November 12th and the grand winner, hopefully you, will receive a brand new Mercedes SL. The contest is available to US, Canada and UK residents only.

Off the back of the iconic Barclaycard ‘waterslide’ ad, Dare has developed an iphone game concept which will be available for free download from the apps store as of mid-July.  In keeping with the TV execution, the game allows the user to ride a series of waterslides through urban environments and Dare has hired Fishlabs as mobile technical developers to help bring the concept to life. 

Well, we haven’t been at any WWDC before so we can’t really make a comparison, no doubt, Apple is way ahead of its competitors and the show was also much more than we expected. But first things first. Still quite jet-lagged I missed to take a picture of Marc, our CTO, queuing up for the keynote. I can’t think of any developer congress where people literally wait in line for hours to get in. Now I know why they call it a Blockbuster, Moscone West had a nice queue of greedy developers to conquer a seat in one of the front rows in the riesig Ball Room, easily seating 5,000 people.

Inside, the atmosphere was like being at a rock concert. The crowd was critically anticipating the show to begin. The stage was indeed huge and massive speakers and colorful spotlights hung down from the ceiling and a big luminous Apple logo was glowing in the back. Looks like Apple wanted to blow us away. Phil Schiller, SVP of Worldwide Product Marketing, entered the stage and kicked-off with facts about this year’s conference: 5,200 developers from 54 countries around the world, “this is the best level of anticipation and excitement for our developers conference yet”, he said enthusiastically.

In the next 15 minutes Phil announced the new line-up of MacBook Pro, all with better CPUs  (up to 3GHz), more memory (up to 8 Gig) , better graphics and new battery (good for 1,000 recharges and lasting up to 7hrs). All models are even cheaper than their forerunners and are available today – great stuff – Followed by impressing stats about the Mac OS installed user base: In the past two years the number of OS X users has tripled to 75m today (well, mainly because of the 40 million iPhone and iPod touch users but still impressive).

What’s better than a Leopard?

Next topic was Mac OS in detail. Bertrand Serlet, Head of OS, took over and showed some interesting facts and figures about the improvements of Snow Leopard (90% of what was in Leopard has been refined in Snow Leopard) not without some sharp comments about Vista and its disadvantages. Most interesting: Snow Leopard runs up to 45% faster, it shares up 85% functionality with iPhone OS and it weights about 6GB less, through file system compression.

Safari 4 and Quicktime X reloaded

Along with Snow Leopard, Safari and Quicktime also get an update. Safari 4 now shipping for both Mac and Windows PCs impressed with great performance. According to Acid 3 test it scores 100/100 (benchmark executing HTML web pages) and outperforms Google Chrome and Firefox by far. Craig Federighi, VP of Mac OS engineering, had great pleasure to demo the speed of Safari opening the heavy NYT home page showing huge adverts for Microsoft’s new Bing search engine splashed all over it.

Quicktime got an overhaul of its user interface. Actually, there is hardly any user interface left. When you playback and the mouse is outside of the Quicktime window no status bar or controls are shown. Reduced to the max. Also, it works with any web server now. Bottom line: you can easily upload your video to YouTube. What’s really nice: Trimming options are included seamlessly and Quicktime renders your clips almost instantly for optimized output on HDTV, Apple TV, YouTube and other formats.

Now comes some heavy developer stuff

64bit, Grand Central Dispatch, OpenCL. You probably won’t need it for daily stuff if you are not a hardcore user but worth taking a look at it: With 64bit Mac OS applications are no longer limited to address only 4 Gig of RAM and of course a speed boost of software written in 64bit can be expected (Photoshop users happy now?). Next was multi-core. To benefit from the multi-cores in modern CPUs (we don’t see higher CPU operation speed but more and more cores to increase performance) software has to be organized in threads. Grand Central Dispatch is a new technology in Snow Leopard with built-in support for multi-core, which organises threads. Surprisingly, even Apple Mail benefits quite heavily from that as it uses a lot of threads. Finally, OpenCL, an open standard c-based language to utilize the computing power of modern graphic cards, gives developers up to 1 Teraflop (a trillion operations per second) at hands. Whatever you might want to do with that amount of horsepower underneath the hood if you are not a scientist.

Making New Friends

Personally, the last new feature of Snow Leopard made me think there is no excuse anymore to not have a MacBook Pro: Integration of Microsoft Exchange. So the MacBook Pro can now connect to our company email backend server without hassle, it looks better, it’s faster, it lasts longer, has a better integration with iPhone (tethering e.g.), I don’t need to worry about viruses and after turning it on I don’t have get me a coffee before I can start to work. Eh, hang on, that wasn’t all bad.

iPhone gets the rest of the show

Alright, most of the news was interesting but not why WE were attending in the first place. SVP of iPhone software, Scott Forstall, took the stage and we (iPhone developers) were listening much more closely now. “It has been an incredible year for the iPhone. It was less than a year ago that we launched 2.0 and with it the SDK,” he said. “The response has been staggering - developers have downloaded the free SDK more than a million times. There are now more than 50,000 apps on the App Store.” [applause] “Now we’ve been working really hard to grow the user base for your apps […] We have already sold more than 40m iPhones + iPod Touches […]That’s a lot of devices. And of course passed a billion downloads.”

iPhone Firmware 3.0 Highlights

Well, MMS support is surely not a highlight for Europeans as other handset manufacturers have been supporting this for quite some time now but in the US it seems to be a big thing though. You could argue the same about cut & paste but the way Apple implemented it is again way beyond the way their competitors did. Parental control, tethering (use your iPhone as a modem) and dynamic language switching is all nice to have but nothing that made me got too excited. The feature that finds my iPhone based on GPS or mobile network cell (useful when your iPhone is lost in a building) and alerts, even if silenced, did. Even better, “Remote Wipe” deletes all data (contacts, emails, photos etc.) on the device. Anyone who ever lost a phone knows what I am talking about.

Next is peer-to-peer Bluetooth connectivity: “great for games, will automatically find the other player over wireless or Bluetooth, no carrier needed.” Well, that’s cool but Sony Ericsson had that in place, when was that again? Ah, 2006. But no complains, they integrated the API quite nicely so there is not much to do for the developer to set up a match.
Connecting to 3rd party hardware, like the diabetes monitor demoed, might be also useful for an external game controller for all those PSP lovers still holding up all the buttons it offers. Well, buttons are out, touch and tilt is in! Get it, folks!
Embedding Google maps into applications is for sure great for some utilities but I have never been a fan of location based games and such. Neither do I believe in digital books. Hence,  Scroll Motion passed without any reaction on me. Last one I remember was the integration of TomTom navigation on the iPhone. Since most new cars come with a satnav system anyway I don’t know if that’s going to be a burner. However, I only I’ve only been riding 20+ year old cars for quite a while so you got me.

No new iPhone or what?

More apps using iPhone 3.0 firmware were shown but all very niche like tuning amplifiers for electric guitars or monitoring and displaying data for physical experiments. 135min had passed and we listened patiently to all the hot and the luke-warm stuff, too. But hey, what about why we came here? Phil Schiller comes back on stage: “To call the iPhone 3G a hit would be the understatement of the year. The iPhone has changed how people think about their phones - it wasn’t too long ago that people were frustrated with these… what I’ll call crappy devices.” And he doesn’t stop bashing the competitors: 2/3 of all mobile browsing (most be US) is done on an iPhone or iPod touch. Schiller compares the iPhone App Store’s 50,000 apps to Google Android’s 4,900, Nokia’s 1,088, RIM’s 1,030, Palm’s 18 – big ouch!

iPhone 3GS – The S stands for speed!

“The iPhone 3G has been great, so that’s why I’m excited to tell you about an entirely new version - the iPhone 3GS.” I guess no one expected the suffix 3GS. “The S stands for speed - because it’s the fastest, most powerful iPhone we’ve ever made.” Apparently, about three times faster on average, depending on benchmark. Launching messaging is 2.1x faster, loading apps (SimCity) is 2.4x faster, loading the New York Times homepage 2.9x faster.  Good to hear that Apple also improved the battery life, how much this really adds when playing games needs to be seen.

With the integrated compass and the 3 megapixel camera, also taking VGA videos at 30 fps, it looks like they have some more new cool tech features implemented but for us as 3D game developers this is less relevant. So, the big news about the iPhone 3GS for us at Fishlabs was the new graphics chip, faster CPU and more memory. Especially the new PowerVR SGX GPU by imagination supporting OpenGL ES 2.0 drew our attention. The only thing as a developer that concerns us is that the iPhone 3GS will drive fragmentation. Well, we will see how that goes in the near future.

Okay, that’s enough flying around. Time for some action. The first mission with the space junk is quickly resolved and I blow away the rubbish outside the space station in no time. The way the debris bursts with a tremendous explosion when I hit it is fantastic. I don’t have to wait long for the first mission with potential for enemy contact.

I still have to grin at nervous, one-eyed Bolar. Right then, let’s get him home in one piece. As expected, we have company on the way. My first encounter with the Vossk in over 3 years. As before, their dull, dark grey hulls make them difficult to spot, even on the gigantic display of the iPhone, but the head-up display reliably shows them as an enemy target.

First enemy contact on the iPhone

Their spaceships are significantly better than my little Icarus in weaponry, armour, and manoeuvrability, and a frontal attack was not a good idea even in the past. I duck under the first salvo and fire my booster to get behind the enemy fighter with a wide loop. All right, now you’re going to get it. A fine salvo from my twin lasers hits the target and the Vossk fighter’s energy bar declines significantly. I’d love to finish him off, but the time limit to get Bolar to the next waypoint is getting short. A quick moment to orient myself and then set course for the yellow dot at the edge of the screen. Bolar whinges away at me, and I boost again. Time presses. After another attack by the Vossk, which I am also able to parry, I bring Bolar to the last waypoint. He’s happy as a clam that we made it in one piece, and I pocket the credits. It’s a pity I had to let the Vossk get away, but I’m sure we’ll meet again soon.

The Doctor offers a lucrative assignment

Word of my deeds appears to have got round. Doc Washington hires me as a wingman. He won’t tell me much, just that we are guaranteed to run into trouble. Sounds like fun. The money is right, so off we go. At first, the journey is quiet. We reach the first waypoint without incident. Doc’s spaceship makes a much better impression than mine; his business seems to be doing well. As soon as possible, I’ll take a look around and see what the market offers for better ships and weapons.

The dramatic music announcing the approach of enemy units pulls me out of my thoughts of a new spaceship. Vossk fighters. I ignite my booster and hurry toward them to draw their fire, so that Doc can attack the Vossk with his powerful lasers. I am able to shake off the Vossk with time-tested evasive manoeuvres and launch a counterattack. With satisfaction, I wipe out two of the Vossk, whose ships are much better than mine. Well, it all comes down to the pilot, doesn’t it?

But where is Doc? I aim for the green dot on the radar until the green marker appears in the middle of the screen. Far away, Doc is in a hot dogfight with the last Vossk. I fire the booster and hurry to help him. The Vossk doesn’t last 10 seconds under fire from both our lasers. BOOOM – and Vossk wreckages flies through space.

No mercy for GOF iPhone aliens

Christine has the first delicate mission for me. A Vossk weapons convoy has been reported. Together with Christine’s wingman, we go hunting to stop the delivery. We fly in formation for a while. I enjoy the view of the smoothly flying Terran fighters with their triple engines. Suddenly, enemy targets pop up on the radar: three large Vossk freighters with an escort of four Vossk hunters. We break formation and dive into the fight. Now I have to keep an overview. My weapons are intelligent enough that they only hit enemy objects, but with a total of seven ships constantly circling between the gigantic freighters, you have to watch out who is behind whom.

I quickly identify the pirate whose hull is already heavily damaged. His evasive manoeuvre does him no good. With a little effort, my lasers find their target. They tear apart the enemy spaceship with a tremendous explosion and a mighty fireball with a secondary ring impulse spreads through space. Quite a sight.  In the meantime, my wingmen have done good work, only one fighter can still be seen on the radar. Not for long. The remaining Vossk doesn’t stand a chance against three Terran hunters, and his life also ends in a ball of fire. The three Vossk freighters are now defenceless against us. We attack them one after the other. Their hulls are strong, but they can’t withstand the constant fire of our lasers forever, and gigantic explosions tear the enormous freighters to pieces. Satisfied, we turn for home.

To be continued…

Tremendous computing power, a huge display, rich sound, and analogue controls via touch or motion sensor. The iPhone was just made for out space shooter game Galaxy on Fire™. For some weeks, our mega-hit is rocking on the iPhone and iPod touch. We have completely reworked all of the graphics, elaborately recomposed the soundtrack, added new sound effects, and developed a new survival mode and analogue controls, for a real outer space feel. But one thing at a time.

Pure outer space eye candy on the iPhone

Right from the start-up sequence, Galaxy on Fire™ for the iPhone has a new look. The FISHLABS logo shimmers in the interlaced monitor design and all of the menus are correspondingly designed. An homage to the early 90s, when many of us spent hours playing Wing Commander and Elite. The first 3D scenes run in the background, more reminiscent of the PC games of the late 90s than a mobile game. Gigantic spaceships glide slowly past the camera, while small fighters fly patrol in front of a huge planet. All of this is accompanied by the familiar Galaxy on Fire™ main theme, but in a rich orchestral sound – I feel like I’m sitting in the cinema.

When is the film finally going to start?

I already have the main menu behind me. I chose the story mode. Of course, I remember the intro well, on the Sony Ericsson K700 at the time. It was impressive, because it was fully animated in 3D, rich in detail, fluid, and with an astonishing visual range. Impressive for a platform where only 2D games had run before. The new intro on the iPhone will knock you out of your socks. A twinkling background of stars shimmers, lone asteroids spin slowly by. The first semi-transparent text box is displayed, while the camera pans gently to one side and a splendid nebula enters the picture. In the middle is a planet, illuminated by a gleaming sun. Subtle lens flares play in the virtual optics. I select continue and the camera pans to a high-resolution, bright orange planet, with a space station in orbit rotating around its own axis in 3D. Eden Prime, AD 3587. It begins. Finally.

Arrival on the iPhone – I mean Eden Prime

Majestically, the SS Ulysses approaches and flies past the camera close enough to touch. The numerous details on the hull of the Terran battle cruiser are clear. On the stern, the gigantic ion drives pulse in bright cyan. Has my jaw dropped? Christine bids me welcome. Sweet. She doesn’t know that we met three years ago. No matter. I don’t let on and follow her to the hangar.

My first mission in outer space on the iPhone

It is roomy here. At the end of the camera pan through the spacious hangar, I spot a small something hovering above the floor. Hmm, it looks as though my first spaceship is still little more that a tin can with rocket engines. Whatever, I listen patiently to Christine’s instructions, and then my first test flight.

Wow! What a frame rate! Small particle fly towards me, my Icarus, with its glowing drives, stands out fantastically from the glittering backdrop of stars. The head up display provides all functions at a glance and, thanks to the huge screen, covers very little of the scene. While Christine explains the basic operation of the controls and the HUD to me, I look for the fire button. The bottom right looks good. PHEEEEW, PHEEW and the first twin laser shots fly toward the horizon in a glowing green. Wicked sound. Again. PHEEEEW, PHEEW. That was definitely missing in the Java version.

In the meantime, Christine approaches the first waypoint. Her ship is far in the distance, recognizable only as a yellow tail and the green marking in the HUD . She is probably wondering where I am. What was that she said about the controls? Ah, the analogue stick in the lower left. This is supposed to work? I’m surprised, the controls are very good. Amazingly smooth, the 3D scene flows past me and I fly in every direction until I start to get dizzy.

Now I really have to hurry to the first waypoint. On a normal mobile phone, the booster would be the ‘3’, but that doesn’t exist on the iPhone. Hmm, maybe the double arrow next to the analogue stick? WOOOOOHOOOOO! Boring tin can? With a noise like a turbine, the Icarus takes off like a bat and my head rocks back slightly, as if I could actually feel the acceleration. Conditioned like one of Pavlov’s dogs. I hope no one is watching me play.

To be continued…

What a year for FISHLABS! All of our mobile games were showered with awards. German and international online magazines gave top marks by the score to Powerboat Challenge™, Rally Master Pro™, Gladiator – The Mobile Game, and Snowboard Hero™. As a result, FISHLABS led the international charts for the best mobile games in 2008. Not bad for a small company with just 30 employees. Naturally, we were tremendously pleased with all of this recognition and are very proud of it.

Unfortunately, none of this guarantees that high quality and innovation will earn back the expenses of the costly production of such mobile games on the open market, to say nothing of making a profit – the purpose of every professional company. There are a number of diverse reasons for this:

• Even high-quality mobile games are offered at a relatively low price
• Mobile network operators keep at least 50 % of the revenue
• Distributors help themselves to up to 25 % of the end-user price for the more or less simple task of passing on the mobile game
• Mobile games are marketed like ring tones – the name of a mobile game is the only distinguishing feature, the customer only learns about quality and innovation after the purchase
• There is no effective copy protection for mobile games. They are downloaded illegally over the Internet in huge numbers – there are roughly ten times as many illegal downloads of our mobile games as legal (and that is just those that we are aware of)

All of this would not be so serious if these problems had not been known for years. Unfortunately, almost nothing has changed in this regard, and we do not expect there to be fundamental changes in the market for mobile games in the future. Mind you, by this we only mean the market for mobile games which are sold by network operators and Internet portals.

New sales channels for mobile games

In 2009, FISHLABS will rigorously pursue other methods. Above all, we will, for the time being, not develop any new Java mobile games for sale via network operators and Internet portals.

With the long-awaited sequel to our best-known mobile game, the space shooter and trade simulator Galaxy on Fire™, we will rely entirely on the new marketing concept which we successfully introduced with Rally Master Pro™: Galaxy on Fire™ 2 will be available for free download directly from our website and a few selected partners. Anyone who wants to can download the game to their PC to save the mobile transmission costs. In any case, Galaxy on Fire™ 2 can be played for a few hours (!) absolutely free. Only in the later course of the game must the game be unlocked for 100,000 myFISHLABS credits. In western countries, the purchase of a myFISHLABS Credits Gold Package for 5.97 Euros is enough for this. We have also taken great care that myFISHLABS Credits are priced lower in emerging markets in accordance with their purchasing power and that the most important payment systems of each country are available. 

Copy protection for mobile games with extra benefits

In order to adequately protect Galaxy on Fire™ 2 against piracy after the free playing period, the mobile game uses an online connection to our OCEAN™ server to check whether the individual player is authorised to use the paid premium area of Galaxy on Fire™ 2. This check occurs only once per game session and the one-time 10 KB data transfer is minimal, in order to keep the cost to the player as low as possible. The game security data are kept in the phone’s memory until the game is ended. Thus, Galaxy on Fire™ 2 will even work in the underground, so long as there has been a brief connection to the OCEAN™ server beforehand.

Of course, honest users consider copy protection to be an imposition. Why should honest buyers have to accept difficulties or even extra costs for a product they have paid for in full? The answer is simple: because this product and other like it in the future will not exist if it is too easy to obtain a free (illegal) version and the manufacturer cannot make a profit from their product.

But our copy protection also has its good side: above all, download fees do not apply. Depending on the mobile phone contract, that could be up to 15 Euros for a large mobile game like Galaxy on Fire™ 2. Furthermore, we offer up to two cross upgrades. Thus, players can start playing Galaxy on Fire™ 2 on one mobile and keep playing even after changing to another model from a different manufacturer (!) for the second time. The saved games are stored on the OCEAN™ server with every authorisation and loaded as needed. Even without changing mobiles, this is a useful function, for example when your mobile receives a firmware update. And at the same time, all premium players are entered in the international high scores table.

We can’t wait to see how Galaxy on Fire™ 2 and the new sales concept are received in the market. Even if data flat rates have not yet been widely established and we will probably lose some users in the short-term, online connectivity in mobile games is the future and FISHLABS is always one of the leaders!

With that in mind, game on and a successful 2009!

We hold our promises: The FISHLABS mobile games will be back in the public - this time we’re at the YOU 2008 in Berlin from October 24th to 26th!

Win Sony Ericsson mobile phones and FISHLABS mobile games packs

So here’s the deal - anyone who couldn’t be at our booth in Leipzig gets another chance, this time in Berlin. Once again you can win a Sony Ericsson W760i Walkman phones or a Sony Ericsson F305 gaming phone in our YOU 2008 contest. And even if you don’t win a phone, you won’t be left out on the fun - any participant without a win will receive a FISHLABS mobile games pack for free, which you can then install on your mobile phones. And we’re talking about full mobile games here, not simple demo versions.

The FISHLABS mobile games bus is back on the road

You’ll find our booth in Hall 23b with the booth number 213 - in our direct vicinity you’ll find Wikipedia, StarFM and the “Mädchenbus” - so it will be hard to miss us! As was the case on the Games Convention, we’ll present our mobile games as a real eye-cathcer: Anyone who knows our mobile games bus, will recognize it in an instant at the YOU and will know that FISHLABS is back!

Mobile games on the big screen

Our visitors at the Games Convention loved them: The FISHLABS mobile games on the big screens - never before have mobile games been on display in such sizes. The well-tried FISHLABS quality came to shine on those big screens and showed that we’re able to deliver high visual quality at low prices. So what are you waiting for? Visit us at the YOU 2008 in Berlin and experience the FISHLABS mobile games at first hand - it will be worth it!