The mobile gaming market is a lucrative one that has captured the eyes and attention of countless businesses around the world. The way Apple and Google have been playing their cards in this market has created an authentic battle where each of these tech giants is striving to secure their personal interests and share of the market. This week, Neomobile outlines the gigantic showdown happening today for the mobile gaming market.
For starters, it’s important to note that from a distance, mobile game apps are seen as the most downloaded content in the mobile world. Therefore, they are also seen as apps that offer higher return in economic terms. A recent article by venturebeat.com states that mobile games represent 40% of all downloads made in app stores which is equivalent to 75% of money spent in these app stores.
According to Patrick Mork, CEO of mobile gaming company Unspoken Tales, video games today are important applications that not only represent the place “.. Where people invest their time and money but also exhibit the power of computing on their devices.”
The Wall Street Journal suggests that one of the most-used tactics inside the mobile war consists of getting exclusive rights to launch new mobile gaming apps. A great example is the agreement Apple made with Electronic Arts Inc. and ZeptoLab for the highly anticipated launch of Plants vs. Zombies 2 and Cut the Rope. Thanks to these agreements, iOs mobile users had the privilege to be the first to play these games.
This strategy, which is frequently used in the console world, offers a great power when it comes to influencing user preferences. According to Emily Greer, CEO of Kongregate, “When people love a game and can’t find it on their platform, they tend to change platforms.”
Google, on the other hand, has opted for alternative strategies that include promoting apps that integrate with their Android brand as part of the game. An example of this is when Google gave great visibility to a Game Insight app in their store, after the developer had offered discounts on Android robot dolls.
One thing is for sure: the market is still being played and there still isn’t a clear winner. This situation is defined mainly by a paradigm where Android dominates the market as a platform but iOS dominates in user experience and developers that make sure this system is more effective in monetizing gaming apps. The way this paradigm evolves, will largely depend on the future of this war between tech giants.