iPhone, iPhone, iPhone! Right now, you hear and read about almost nothing other than the unbelievable successes of Apple with the iPhone and the App Store, and every competitor is measured against this. Over 500 million applications have been downloaded since the launch of the App Store a little more than half a year ago. More than 20,000 applications are now available – most of them games. Gameloft, the second largest mobile games publisher, has announced that Apple is by far their largest customer. In addition, one has to consider that Vodafone, the world’s largest mobile network operator with over 300 million users, has at least 10 times more potential customer than Apple with their iPhone and iPod touch users together. Current analyses impressively record the high acceptance of applications among iPhone users: according to ComScore, at least one third of iPhone users in the USA have downloaded a mobile game. For normal mobile phones, the share is a mere 3.8% in average.

Mobile Games Forum 2009: It’s all about iPhone and App Store

It’s no wonder that at the Mobile Games Forum in London two weeks ago every discussion centred on iPhone games and the App Store. Even the keynote speech by Suresh Sudera, Head of Games at Vodafone, used Apple’s success as a model. As essential problems for developers, Suresh named the extreme fragmentation of mobile phones (umpteen hundred versions of a mobile game are required to market it worldwide on as many devices as possible), low margins (depending on the contract, the developer receives 25-50 % of the end customer price), and insufficient marketing (limited essentially to advertising within the network operator’s WAP portal).

Interestingly, our blog at the beginning of the year – which announced that we would focus on iPhone games and other smartphone platforms and that we would not be developing new games for sale via network operators for exactly the reasons mentioned above – caused quite a stir. It is significant that even the top publisher THQ, with unbelievably strong brands such as Star Wars, Indiana Jones, and Worms, has now headed in the same direction after severe losses.

Are iPhone Games and App Store really so much better?

But why is Apple so successful with games for the iPhone and iPod touch? Is Apple that good or are all the others that bad? Indeed, Apple triggered a revolution with the iPhone and the App Store. The iPhone is by far the most powerful device for mobile games and even partly outperforms the PSP from Sony. The biggest advantage of the App Store is certainly the seamless connection to the iPhone. Every user connects with the service as a matter of course. Because this takes place via data cable with the PC (side loading) or directly via WiFi, there are, of course, no connection fees, which is the case for most network operators, if a user does not have an appropriate data rate. The iPhone is even better positioned for use on the go, because Apple has ensured that the device is only offered together with a data flat rate. Thus, customers never stumble into a cost trap with their iPhone.

3:0 for Apple.

During use over the data cable or WiFi, it is immediately apparent that browsing through the applications is significantly faster and more intuitive than on a WAP portal. The amount of information for every application is also outstanding, with an extensive description, five high-resolution screenshots, and, last but not least, user evaluations and recommendations. Standard WAP portals offer only a brief text, screenshots only as an exception, and evaluations and recommendations such as at Amazon are usually sought in vain. One laudable exception here is the mobile games portal for Vodafone Germany, for which surfing within the portal is also free.

Vodafone scores their first goal, 3:1.

Thanks to the direct business relations without a middle man and the ability to be able to make daily analyses of downloads by country and to update applications and marketing materials every day, the success or failure of games and any marketing measures can be immediately evaluated. As a game provider, we are thus able to react very quickly to customer demands and market changes and constantly improve our offer.

BAM! Shortly before the end of the first half, Apple scores again against the network operators and sends them to the dressing rooms at 4:1.

Lots of light – lots of shadows?

Currently, the only, but also serious, disadvantage to the App Store is the glut of applications. With 20,000 applications, one quickly becomes spoilt for choice, and hundreds are added daily. Despite the recently added categories and user evaluations, it is difficult to find the good games.

That also affects providers. If your titles aren’t in the Top 25, you will generate relatively few downloads. As a result, the number of fun applications and very simple games is very large, and there is a ruinous price war, because providers themselves are allowed to set the price point. Ultimately, this leads in turn to the disadvantage of the user, because elaborate and really good applications (games) have a hard time asserting themselves. That makes the development of high-quality games or very special applications (games?) for a particular target group extremely risky. But there are already rumours that Apple is establishing a premium category for a few publishers. Likewise a defect which Vodafone Germany has identified and they have already successfully launched a premium category.

Vodafone closes in, 4:2.

Comparing all of these advantages with the situation of selling mobile games through network operators, where, as developers, we receive a mere 25-50 % of the end customer price, must support hundreds of different mobile phone models, and have to work with countless partners, Apple’s business model is by far the fairest, most flexible, fastest, and thus also the most profitable. And ultimately, that leads, in turn, to better applications to the advantage of the end user.

Apple sweeps Vodafone and friends from the pitch, 5:2.

Do other mobile phone manufacturers even have a chance?

Let’s put it this way, every half-hearted attempt to close the gap with the iPhone is doomed to failure. Apple’s iPhone was a wake-up call for the entire industry, and other manufacturers who fail to go all out now will be left in the dust. Among the so-called smartphones, Apple is already far out in front and will certainly not rest on their laurels, but will open up other target groups.

However, it must be remembered that a large part of their success comes from the fact that Apple has limited itself to the high-end segment. The margins here are high and only one product had to be developed. That saves on development and marketing costs. The other mobile phone developers will certainly thin out their portfolios considerably and bring significantly fewer models onto the market in 2009. In any case, the other providers will also have to directly offer a high-quality range of applications and services. It is no longer enough just to offer a mobile phone with a camera and MP3 player. There have already been relevant announcements.

What are Nokia, Sony Ericsson, Android, and Microsoft doing?

Nokia has expressly declared that they will generate a significant part of their sales through extra internet services and are already well positioned with OVI and the integrated game offer N-Gage. Similarly to the iPhone, games from Nokia can first be downloaded to the PC and then copied to the mobile phone, which saves on transfer costs over the mobile network. A solid DRM system provides the relevant copy protection. Extensive community features, such as on-line high scores and user evaluations for games round out the offer from Nokia. The strategy of only allowing access to selected publishers with high-quality games and pre-installing their mobile games on umpteen million devices as a try & buy version could make a critical difference from the App Store. In addition, Nokia leads in the area of growth markets, i.e. Brazil, Russia, India, and China, and, with telephones which may not be as powerful as the iPhone, but are cheaper, offer the game consoles for the mobile gamers of tomorrow.

Apple and Nokia go into halftime 2:2.

With PlayNow, Sony Ericsson also has their own portal for mobile content which is directly accessible from the mobile phone. However, the offer is more comprehensive than consistently high-quality, and the information on the individual games is as meagre as with most network operator WAP portals. Since there is no evaluation system, customers have to buy a pig in a poke. Community features or the option of side loading are also lacking and providers of high-quality games are missing an effective copy protection (in general, not effective for Java games). Sony Ericsson needs to improve in every area if entry into the high-end field is not going to be missed. The latest announcements regarding focus on high-end handsets give reason to hope that something will happen here.

But even with all these deficits, it should not be underestimated that Sony Ericsson is far ahead of their competition in the area of Java and, with their positioning and proximity to the parent company Sony, they are much closer to the subject of games than their competitors. Sony Ericsson is correspondingly popular with mobile gamers in Europe (mMetrics), Russia, and large parts of Asia. In itself a good basis from which the development into the smartphone field and the expansion or restructuring of PlayNow could be extremely successful.

Sony Ericsson trails Apple 2:1 at the half, but could still surprise with a new attack and a changed defence in the second half.

Google’s Android platform with its Marketplace has similar approach to Apple’s strategy. The publisher receives 70 % and takes over marketing themselves. However, Android is ultimately a Java platform, which offers no protection against software piracy. The first mobile phone with the Android operating system, the G1, with its performance data and especially the design and manufacturing quality, cannot keep pace with the iPhone. An important aspect particularly for gamers. In addition, Google is only known for searching and finding information and its free additional services, such as Google Maps. Google earns money exclusively with advertising. But the sale of mobile content simply does not fit in this strategy – even if Google apparently want to generously pass this income to publishers and network operators. Therefore, it is more than doubtful if users are prepared to pay for games and other applications in a Google environment they expect to be free. Even more doubtful is if potential users are prepared to let Google permanently peer over their shoulders in everything they do on their phone: the activation of the G1 requires a Googlemail account via which the entire usage behaviour can be followed by Google.

With its unfortunate line-up, Android had a bad start in the first half and will have some catching up to do at 0:2. Whether the team from the Internet search giant will find the right means of deciding the game in their favour is more than an open question.

Involved in the smartphone business for years, Microsoft has made a good name for themselves with business customers thanks to Windows Mobile and strong partners like HTC and Sony Ericsson (!) as well as an excellent connection to the Office environment. However, Windows Mobile has not been able to establish itself as a mobile game platform due to the lack of an App Store and missing end customer marketing. Even at Handango, one of the largest on-line providers of Windows Mobile applications, Windows Mobile-based games have rather a niche existence – despite the high-quality games which are far superior to Java games thanks to the native Windows Mobile operating system.

With the already announced Skymarket, about which little is known, Microsoft may be able to close this gap quickly. That Microsoft is able to conquer even relatively unrelated markets late in the game has been impressively demonstrated not least by the astonishing success of the Xbox360 over the presumed top dog Sony and their Playstation 3.

Trailing 1:3 at home. In the first half, Microsoft has been slow to get into the smartphone game and it has taken a while for the communication between the players from different clubs to agree. But it wouldn’t be the first match that the software giant has turned around in the second half or even overtime with massive pressure thanks to their immense reserves. We expect just about anything from this team.

Conclusion

2009 promises to be an extremely exciting second round in the field of mobile games. The victory in the download business will probably be determined among the mobile phone manufacturers. Even if Vodafone and T-Mobile (USA) appear to have recognized the writing on the wall and announced or even implemented extensive improvements, there will hardly be any fundamental change. There is too much fragmentation in mobile telephones and too many problems with the business model with middlemen and different management in the various regions underlying the sale of applications via network operators. In other words: We don’t see a global App Store coming on mobile network operators.

Among the device manufacturers, or rather the platform operators with Microsoft and Google on board, Apple is clearly in the lead. But the iPhone is not the best mobile phone for everyone to play games on. Nokia still sells several times as many devices and even Sony Ericsson, together with their proximity to Sony and possibly with an alliance with Microsoft, is certainly in a position to secure a large chunk of the mobile games business. Heads-up for Mobile World Congress in Barcelona next week as for sure we will hear some announcements from the usual suspects.

In this context not the players for once, we have fortified ourselves with beer and sausages after the exhausting first round and now eagerly await further developments and, of course, the results of the game.

Game on!

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!

We called it and we did it: We rocked the Games Convention and man DID we rock! Whoever visited us at our booth in Hall 5 could witness the sheer insanity that was FISHLABS - and to the people who weren’t there: Man, did you miss out on something!

Happy winners of our mobile games and a Walkman phone

Just like the happy winners of a Sony Ericsson W760i Walkman phone, who couldn’t believe at first that they’ve actually won something. Or the endless numbers of mobile gamers, waiting for their free mobile game to be beamed on their mobile phone! And last but not least the huge amount of visitors, which we’ve been able to please just with a Sony Ericsson lanyard or a FISHLABS T-Shirt, in exchange for their participation in our prize.

It’s been four very exhaustive but worthwhile days with the visitors at the fare, from which most people didn’t expect THAT kind of visual quality from a mobile game, as we displayed our games on five big plasma displays at our booth. On which we countered that just FISHLABS mobile games look that good!

THIS is what mobile games can look like? Here at FISHLABS, they do!

No matter what age, position or reason for being at the show - anybody who took a glaze at Galaxy on Fire 2, Gladiator, Blades and Mages or Powerboat Challenge felt the urge to get one of those FISHLABS mobile games. And we felt this urge at our counter, where visitors pushed each other to be the next in line to get one of those free mobile games, which sometimes took some time: When 300 mobile phones pollute the air with their Bluetooth signals it becomes hard to single out one of them…

As a day at the fare can be somewhat exhausting, many people chose to relax a little bit at our booth - thanks to our cozy seats, which some people found so cool that they’ve tried to take some with them!

Get some FISHLABS mobile games for breakfast!

We’ve been up front at the main hall as well - the first booth people could put their eyes upon was: FISHLABS mobile games with our classic 75er Ford Transit. This is where people could get their flyers right away and take part in our prize. As you see, there was no escape from us!

Even the trade visitors got their fair share of FISHLABS mobile games - we placed some bigger-than-life mobile phone at the entrance to Hall 2, where we presented ourselves as part of the “Hamburg@Work” booth. Lots of people gazing at the visual quality of our games here as well.

We even made it into the nightly news - the ARD Nachtmagazin taped our booth and people playing FISHLABS mobile games for their coverage of the first day of Games Convention and had one of our promoters show them a mobile game in detail.

We’ll meet again - with our bus and the FISHLABS mobile games at the YOU in Berlin!

Sounds too good to be true? You’re bothered, that you couldn’t make it to Leipzig this year? No problemo! We’ll be back at the YOU in Berlin from October 24. to 26 in Hall 23, Booth 213 - be there!

You race over the closed off country road at top speed, flying past trees and fields. You stomp on the brakes just before the next curve. You follow the narrow curves in town and hit the edges of one or two patches of mud along the way. Once you reach the town’s exit point you put the pedal to the metal. You’ve barely made it out of town when your co-pilot orders you to take a “sharp right.” You turn onto a narrow gravel path through the forest. You notice immediately that the car drives very differently on this new ground. The grooves in the road also make it difficult to handle, and there’s always the danger that you will completely lose control if you veer too far out of the grooves in either direction.

Console-style drifting in a mobile game?

But you have everything under control; turning your front wheels sideways you drift cleanly through the 180° curve to the end of the forest. You hit the gas pedal again. You launch into the air at top speed on the hill at the railroad crossing. But you’ve miscalculated, jumped too far and driven right into the stone wall at the next curve. That cost you a few seconds and your fender looks really bad. No time to think about it now. The time target is tight. Stomp on the gas. Your wheels spin and the mud flies. The rear of the car starts to go into a skid, but you easily steer against it. Once you’re back on the street you can finally see the finish line on the horizon, and you finish the second stage with a bit of a time delay. The first stage was easier somehow.

Repair mini-games will get your car back in shape

As you can see, your car has sustained some damage. Good thing you can repair it before the next stage. The question is, should you have the team repair it or lend a helping hand so that it goes fast? But maybe you’re pretty clumsy and will only delay your team? You grab the torque wrench and tighten the lug nuts back on in record time. Nice job! Your car’s in top shape again, and you’re off to the next stage.

The landscape has changed quite a bit and the course preview leads you to suspect that this next race will be a little more demanding. The terrain is more hilly, and the ground constantly alternates between paved and sandy spots. When the sun is shining the grip is OK, but heat thunderstorms can cause downpours at any time and then the race will become a real downhill slide.

Flying high

So much for theory. The countdown begins, and you stomp on the accelerator. The car shoots ahead and you jump over the first hill at breakneck speed – with complete trust in your co-pilot, who tells you that there is a straightaway ahead. You’re in the air for quite a while. You think you feel your stomach drop. In a mobile game!

But you’ve launched off the hill at a slight angle and start skidding when you land. It takes a lot of effort, but you get the car under control before the next hairpin curve and skid on all four wheels through the apex of the curve. It probably looks great in instant replay, but it cost you a lot of time.

Did we just pass spectators or cows at the edge of the course?

The car is under control again. You race at top speed through a picturesque village. Nice. Maybe you should spend your next vacation here. Enthusiastic rally fans are standing along the edge of the course, and you really don’t have time for autographs. But you haven’t lost the race yet. You’re doing reasonably well in the race overall. Apparently the other drivers also had problems with this stretch, and you’ve even got a couple seconds on the car in second place. You concentrate on the next stretch.

Can someone get rid of the cliffs?

You’re going to need it. The road is much narrower and it can get really tight, especially between the cliffs that now frequently tower on both sides of the road, Something’s bound to go wrong at some point at this speed. and the rain has made the road extremely slippery.

You could see the archway at the entrance of the rock formation from quite far away, but you’re a little too fast in the curve immediately in front of it. The car still hasn’t straightened out enough, and you ram the passenger side of the car into the wall - BAM! The whole side is dented in. It’s obvious that the car has sustained quite a bit of damage. Somehow it isn’t driving that well. It’s going to cost you valuable time that you don’t have. So you take the riskier curves to compensate for the lower speed. This has consequences. You graze the cliffs over and over again and further damage your car. The main goal now is not to have any more accidents and simply make it to the next repair! Otherwise there will be no more rally for you!

Damage to the car – do you play it safe or play for time?

You paid dearly. You dropped back to fifth place. Your car is severely damaged. If the team repairs it they can spruce it up somewhat within the stipulated time allowance. But will that be enough for the next two stages? They certainly won’t manage to repair everything without a hitch. If you help them, together you could completely repair it. But if you mess it up, you may not get the car to where it needs to be. You need a better car, otherwise you won’t advance quick enough in the mountains. So you decide to help them out, and you do your job well in the mini-game. You hit the starting line with an almost completely intact vehicle, ready to make up for the lost time.

The air is getting thinner

High up in the mountains. Great view, but the route plan doesn’t look good. There’s one curve after another. Well, at least you have asphalt under your tires and the car handles well. Based on the interval times you recognize that you’re doing well. You are perfectly attuned to the rhythm of the serpentine curves. You wind your way higher and higher with the greatest of ease until you reach the top of the mountain pass. From here on in it goes straight down. Hopefully your brakes can withstand it. But the material was worth the money. You make it safely across the finish line. And have moved up one place!

The right tactic for that crucial tenth of a second

On to the next stage. You read the next course overview. The course appears to be similar to the previous one and also has a few considerably faster passages. You can make up some time there. However, it is pouring down with rain. Raindrops on the windshield make it difficult to see. If you veer off the course at this point, you may as well pack up and go home. You push those thoughts away, because the time keeps mercilessly ticking away. You let it fly on the straightaways. Almost nothing can happen here. But you have to really throttle down before the curves. You need to rely on your co-pilot reading the pacenotes. Your brake lights now light up at every curve, and you are rewarded with second place.

Show down

It’s time for the last stage of the rally. You’re still driving in the mountains on asphalt, but you have to leave the course at the halfway point. You take a “sharp left” and the surface changes once again. There is enough space between the cliffs to adjust the car to the unpaved road in the curves, but you are severely penalized for every error. Cliffs are hard. You violently come into contact with the unforgiving natural lane markings one or two times. The car loses its top speed. It isn’t noticeable in the winding section, but the last part of the race is on the road. You could lose some crucial seconds here. It’s going to be close. Damned close. The last intermediate time is displayed. You are two tenths of a second behind the first place car. You could also say “first loser”! Can you do anything?

It all adds up in the end – in a mobile game as well

You shoot through the final finish line. Your car doesn’t look very good anymore. You’ve really squeezed every last drop out of it. Your thumb hurts and the joystick of your Sony Ericsson K800i has left behind a deep imprint. You can now lean back for the first time. You watch the last stage again in the interactive replay. The TV cameras mercilessly reveal where you wasted valuable split seconds. You rewind, play it back, change the camera angle and have to watch how you slammed into the rock wall twice. Is this the spot where you may have gambled away the win?

It’s time for the final numbers. You can’t believe it. You are five tenths of a second from third place! This can’t be happening. How long have you played? Just under an hour? And that was the amateur rally? Oh man, that’s really tough. Weren’t mobile games designed for casual gamers? OK, maybe you should have used the brake more from the beginning instead of cutting it close around the corners everywhere. At least you have now unlocked all the courses for the time qualification and adrenaline mode and can train on them. You simply have to finish in the top three, then you’ll get a new car and will have qualified for the pro rally. It would be ridiculous if you didn’t…

Submerge into plenty hours of 3D gaming fun. You might expect to to do that in front of your PC or your gaming console. However, FISHLABS gives you the game to do that on your mobile phone! The 3D action game DEEP: Submarine Odyssey is so innovative it was nominated for the Sony Ericsson Content Award. The submarine adventure created by FISHLABS made it to the top 5 mobile games!

DEEP – Thrilling 3D Action on Your Mobile Phone

With Deep we took the basic premise of our highly acclaimed Galaxy on Fire several steps further to create a never before seen amount of freedom in mobile gaming. The goal was to create a mobile game that gives players the feeling that they can do whatever they want to at any time they please. Be it fishing, hunting down pirates, producing and trading goods, upgrading one’s ship or continuing the main story line. The world of Deep was designed to keep players captivated and motivated for hours and hours.

Get to the dedicated mobile game site of DEEP