At a Glance
It will take more than a cool mobile device or a got-to-have-it game to bring mobile gaming to the mainstream. To maximize the financial and operational impact of the industry, the mobile gaming ecosystem must work together in a holistic approach. Shortcut to:
A Generation of Gamers
Winning the Mobile Gaming Game Posted: May 16, 2003 Like the youth of today, the gaming entertainment industry is a moving target. Game console manufacturers and content providers should take notice: The next iteration of gaming entertainment is literally on the move. And it’s arriving on a new breed of multi-functional, integrated handsets. In fact, analysts predict the mobile gaming industry is poised for explosive growth. Frost & Sullivan projects revenues will reach $9.3 billion by 2008, and Datamonitor forecasts that 200 million people in the United States and Europe will be playing mobile games by 2005. A Generation of Gamers What is fueling this growth? Currently, the global wireless market has more than 1 billion users, and it is growing at 20 percent annually, or 200 million new customers, per year. It’s no secret that the youth market will be a very important segment of this wireless growth. This generation grew up playing videogames, and is growing more comfortable and dependent on all things wireless. Recognizing this, device manufacturers, game developers and wireless carriers are responding with products and services that appeal to the unique characteristics of the youth market. For example, later this year Nokia will introduce its N-Gage™ game deck, which is part gaming device, part mobile phone and part music player. In other words, it’s a multi-functional handset specifically designed to meet the needs of the youthful user community. Winning the Mobile Gaming Game However, Accenture believes it will take more than a cool mobile device or a got-to-have-it game to bring mobile gaming to the mainstream. To maximize the financial and operational impact of the industry, the mobile gaming ecosystem—composed of device manufacturers, game developers and wireless carriers—must work together in a holistic approach because of the complexity of the moving parts. Here’s how we think things to line up: - The right device for the right purpose—Manufacturers need to develop multi-functional mobile handsets with easy-to-use interfaces, expanded color screens, integrated data and imaging capabilities, efficient batteries to power the multi-functionality, and more robust processors to move seamlessly between mobile phone, PDA, gaming, music player, camera phone and more. The Nokia N-Gage mentioned above is a perfect example.
- Compelling games—Game developers must alter existing games to work on wireless devices and create new ones that take advantage of mobility. Sony, Sega, Nintendo, Electronic Arts and others are making quick progress. One example of the evolution comes from AT&T Wireless, JAMDAT Mobile Inc. and Activision, who have teamed up to deliver a mobile version of Tony Hawk's Pro Skater® 4, one of the top action sports videogames of 2001.
- Affordable prices—Wireless carriers need to offer mobile gamers what they want at an appealing price point via monthly subscriptions, pay-per-use and/or download fees. Companies are already recognizing this. Verizon Wireless has launched its Get it Now campaign, where customers can buy a monthly game subscription or an unlimited use purchase. And Sprint PCS is marketing its PCS Vision services, where users pay a small premium service charge for each game they download.
- High-speed networks—Wireless carriers must continue implementing next generation high-speed networks to deliver dependable connections. Both Verizon Wireless and Sprint PCS have implemented national, ubiquitous 1XRTT high-speed networks, with average speeds of 60-80 kb/s per second and peak speeds of up to 144 kb/s. This more than rivals dial-up network speeds.
There will also be a multitude of network configurations, including personal area networks enabled by Bluetooth, local area networks enabled by Wi-Fi, and wide area networks—all integrated to provide seamless individual or multi-user gaming experiences.
- Wide distribution and collection options—Software providers must develop application distribution platforms that help game developers create, test, scale and distribute games through carriers to handsets. The application development platform must also make it possible to collect and allocate an appropriate share of the money to each member of the wireless ecosystem. One example is QUALCOMM’s Binary Runtime Environment for WirelessTM (BREWTM), which offers a complete, open solution for wireless applications development, device configuration, application distribution, billing and payment.
As illustrated, all of this activity is happening now. The caution is that members of the wireless ecosystem need to have a more coordinated approach—and assume a more collaborative role—to give the industry some true momentum. About the Author: Richard Siber is a partner with the Accenture Communications & High Tech group. He manages Accenture's worldwide wireless communications efforts and is involved in all aspects of the company's mobile and mCommerce activities. Recently, The Wall Street Journal profiled Richard as the leading "guru" in the wireless industry. Reaching full potential
To help the mobile gaming industry reach full potential, device manufacturers, game developers and wireless carriers will also need to address these issues: Distribution—How will customers get the games? To reach the youth market, the distribution channel must be very diverse, including toy stores, other retail stores, new handsets and the Web. Pricing—How much will customers pay?
Affordable product will come through several: pre-paid, post-paid, rental and purchase. Customer care—How will customers access technical support and gaming advice?
The youth market will generate new and challenging questions. Wireless carriers introducing multi-functional, integrated devices will need to have smart, flexible customer care organizations with gaming expertise. In some cases, outsourcing the gaming help desk to a more qualified organization can be a cost-effective solution. Talk to someone about this topic  To Top
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