Cell Phone Games - Market or Mirage?

Rimbo writes "One popular view of the cellphone gaming industry is that it's the place where they exile people who couldn't cut it in the console and PC game industry. The other popular point of view is that with the huge volume of handsets everywhere, it's a market primed to explode. Today's Hit from the Wireless Pipe takes a look at some little-noticed details of the buyout that suggest that this is not the sign of the market maturing that many want it to be." Relatedly, that buyout was finally approved by the Jamdat Shareholders this past weekend.

Comments

Opinion

[AKAImBatman]

One popular view of the cellphone gaming industry is that it's the place where they exile people who couldn't cut it in the console and PC game industry.

Ouch, that's harsh. Did anyone ever consider that the skills necessary for phone programming are just different than the skills required for PC and console game programming? I mean, the latter categories have gobs of memory and CPU to play with. The former has to fit as much as possible in anywhere from 4 to 64 kilobytes. The gaming market hasn't seen requirements that harsh since Atari was king. (Even the NES regularly went beyond those limits.)

The other popular point of view is that with the huge volume of handsets everywhere, it's a market primed to explode.

Uhh, no. That view doesn't fly either.

Let me explain the market:

- Millions (billions?) of people have handsets.
- A large percentage of those have "downtime" that they want to fill with something interesting. (e.g. The bus, train, long car trips, etc.)
- To fill that downtime, a percentage of those people turn to quick games that they can play for a few minutes.

And that, my friends, is the market in a nutshell. The part that handheld game makers seem to keep missing is that players don't want immersive, long lasting gaming. They want to pull out Pacman, Solitare, Space Invaders, or some other quick game to pass the time. The moment that niche of time is completed, the game gets turned off. Thus the following information has been percolating to the market:

- "Classic" games sell best.
- Price points must be low because players don't want to spend much money to fill a little time.
- Consumers don't buy new handsets just for the games. They buy games for the handsets.

Or in other words, phone gaming is the ultimate in "Casual" gaming. (Please read up on what casual gaming is before you reply that you're a casual gamer. Thank you.) Anyone who bets their company on the idea that phone players want more than a casual gaming experience is bound to lose. Period, end of story.