The Tipping Point: The convergence of wireless and console/PC game design

Game Developers Magazine
By Mike Yuen
September 2005

MOBILE PHONES HAVE COME A LONG way. Gone but not forgotten are the early handsets that were heavy, cumbersome, and shaped like a brick. While the external form factor and industrial design of phones have certainly improved rapidly, the underlying mobile phone functionality has increased with an exponential progression in performance capabilities.

The worldwide prospects for mobile games are just as impressive. Emerging markets such as China and India are just beginning to explore opportunities in wireless gaming, both as enormous markets of potential mobile gamers and as hotbeds of game development.

UNTAPPED POTENTIAL

With the potential to reach so many subscribers worldwide, industry players within the mobile gaming value chain are faced with a multitude of opportunities. This is especially true for wireless game publishers and developers. It's clear that the mobile game industry is set to explode, but what many in the traditional game industry currently fail to realize is the massive untapped potential for integrated crossover game designs that can drive the expansion of traditional gaming experiences to new levels of innovation.

Current wireless game designs are isolated islands of content and design that offer low levels of interaction with other traditional gaming platforms. This has led to limited exploitation of cross marketing and promotional opportunities and a failure to explore innovative designs that extend the gaming worlds of the traditional PC and console experience. As the wireless gaming industry continues to grow and the underlying platform capabilities rapidly increase, the opportunity to leverage the unique features of the mobile phone to create a new gaming experience will provide the industry with a rich palette of innovative design possibilities as well as new recurring digital revenue streams.

THE TIPPING POINT IN WIRELESS GAMING

Although less than 30 years old, the game industry has exploded as an entertainment medium and vehicle for reaching an ever-expanding audience. Throughout its brief history, the gaming industry has witnessed several key moments in software design that have propelled it to a higher level of success and exposure. Seen as quintessential "tipping points," the creation of four major gamesPAC-MAN, SUPER MARIO BROS., TETRIS, and DOOMserve as gaming industry milestones that not only fueled the creativity of millions of game developers worldwide, but led to the success of their respective hardware platforms.

With the confluence of the increase in hardware capabilities, high-speed data network access, and the growth of the wireless user base, it's clear that the mobile phone may very well represent the next platform to enable a tipping point in game design. As a game platform that has built-in wireless voice and data connectivity, inherent mobility, location based services, and an always-on presence, the mobile phone is poised to drive design innovation within the gaming industry on an unforeseen level (see Before Crisis: Final Fantasy VII, page 28, for an example).

Cross platform design represents a new way of innovating, driving the simultaneous development of mutually supported features across different platforms (game console, PC, and wireless). As a glue that could potentially bind game platforms and gaming worlds, the wireless phone could enable the next tipping point in game design, resulting in new, recurring revenue streams and expanding the reach of gaming as a form of entertainment. The tipping point in wireless gaming would usher in a whole new approach to game design that unifies multiple platforms by leveraging the business and creative opportunities that convergence brings.

Tomorrow's wireless game designs will bridge various platforms with wireless capabilities. Today's high speed connectivity combined with the distinctive aspects of mobility provides players with a unique extension of platform game worlds, integrating content and gameplay across platforms rather than merely branding wireless games.

DESIGN EFFECTS

A successful cross platform game design will likely utilize one or more of the following design effects.

Mobile DNA effect. If a game design has a mobile DNA effect, it means that the design makes use of the fact that each mobile phone has a unique phone number. Trailer effect. A trailer effect means that a mobile game generates future excitement and incentive about a console or PC version of the same game. Using the mobile game as a teaser and constant reminder or the primary game, players are excited for daily, weekly, and monthly play at home. The concept is similar to how a movie trailer entices people to see a new movie or how a television commercial tries to get people to watch upcoming weekly programs or special shows. Persistent worlds that exist in massively multiplayer online environment are perfect for this type of effect.

Season premiere effect. A game design that serializes monthly content culminating with the annual launch of the next major console/PC release of a franchise could be said to have a season premiere effect. A mobile version can be used to help build momentum for the launch of the next major release of a traditional title.

Frequent flyer effect. A game design that has a supporting and contextually relevant affinity/loyalty points program, can serve to lock in user commitment and increase switching costs. This affinity program would also integrate across a publisher's traditional titles, web site, and marketing and merchandising programs. Users would be allowed to redeem points for discounted or complete purchases of additional games and content.

Amazon associates effect. A game design that increases viral word of mouth and sales via super distribution might be said to display the Amazon associates effect. An example of this might be the ability for users to sell mobile games and content while getting a revenue share or other attending benefits of actual sales generated due to their individual efforts. Reciprocation effect. A game design that uses two-way integration to strengthen brand and game loyalty. A user can win benefits in a wireless game that can be used in the console/PC version. For example, a user can unlock unique weapons, special characters, moves, modes, levels, rooms, or currency only by purchasing, playing, and advancing within the wireless version. Similarly, a player can win benefits in the console/PC game that can be used on the phone. For example, the players can win wallpapers, screensavers, ring tones, UI skins/themes, and so forth, only by purchasing, playing, and advancing within the console/PC version.

Games that utilize any of the above design effects will certainly have to have strong balanced designs in all of the various platform versions so that gameplay is balanced and fair.

With the global wireless market expected to add an average of 186 million new subscribers each year, resulting in a total population of more than 2 billion by 2007 (according to InStat/MDR), the gaming industry is poised for continued explosive growth if it can find a way to successfully tap into and leverage this installed base. Cross platform design with the mobile phone acting as the centerpiece is an answer.

PURPOSEFUL TIPPING

The next tipping point in gaming will not happen by accident. It will stem from the creativity of a handful of pioneering game publishers and developers eager to embrace and usher in the next generation of game design and innovation.

With a potential wireless installed base 20 times the size of the user base of the original PlayStation, who knows how far cross platform design in gaming would drive the industry forward. Furthermore, success with a true cross-platform design would be measured by not only a pure revenue generation standpoint, but also by an advancement in game design. Achieving this tipping point can drive creativity and innovation within the industry, resulting in a whole new generation of games for consumers to experience and enjoy.

Mike Yuen is director of Qualcomm's Gaming Group, which oversees the BREW platform.