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Research Center
         NRC-TR-2007-011




                                                     Mobile Games 2010
                                                                       Elina Koivisto
                                                                  Nokia Research Center Finland
                                                                    http://research.nokia.com
                                                                             1.1.2007



Abstract:
The Mobile Games 2010 report looks at how mobile gaming could be like in year 2010 from three points of view: games and players, technology, and business. The study
was done by interviewing about 20 mobile game publishers, developers, operators, and inviting experts to write articles on the topic. The invited articles are attached in
the end. The report reflects the opinions of the interviewees and authors of the articles - not Nokia’s game strategy or future product releases.

Index Terms:
Mobile
Game
2010




NRC-TR-2007-011                                                                                                                              Copyright © 2007 Nokia
Mobile Games 2010
Elina Koivisto
2




Layout and cover art:
Jouka Mattila
       Nokia Research Center, Finland
Special Acknowledgements:
The IPerG (Integrated Project on Pervasive Gaming) project for funding part of this work

Teemu Jalava
        Nokia Research Center, Finland
Jyri Salomaa
        Nokia Research Center, China
For initiating and structuring the project, co-authoring the initial sets of questions and invitations,
rewiewing and selecting the articles.
3



Chapter 1:                                                  Please note that this report does not reflect
                                                            Nokia roadmaps or future product releases. This
                                                            report is a collection of opinions of the people

Introduction                                                who contributed in this study.

                                                      The study looks at mobile gaming from three points
                                                      of view: Users and games, Technologies, and Busi-
                                                      ness. We focus on Europe, however, our contribu-
                                                      tors come also from other regions. Differences in
                                                      different markets can be rather large [19]. The study
The Mobile Games 2010 study (MG2010) was initi- concentrates more on the future than today. Excel-
ated by Nokia Research Center (NRC) at the end of lent sources exist about the today’s situation, and
year 2005 to get insight on how the mobile games some of them are freely available, such as the IGDA
and gaming will be like within a few years time. We Mobile Games White Paper [27]. One of the articles
started the study by organizing an expert workshop in the article collection also gives a brief summary
with 13 game experts in Nokia. With the data that of the History of the Mobile Games (starting with
was gathered in the workshop, we created an inter- the first commercial Mobile Game, Nokia’s Snakes,
view structure and interviewed 20 mobile game de- in year 1997) [40].
velopers, publishers, operators and other researchers
(see the list of contributors in the end). The inter- The report is divided in three parts: Section 2. Users
views were done either in face-to-face situations and Games, Section 3. Technologies, and Section 4.
(majority) or via phone, and email. The interviews Business. Conclusions are drawn in the end of the
were semi-structured (1) .                            document and the referred materials are listed. The
                                                      contributors for the report are listed in the begin-
Additionally, we invited experts to contribute to the ning of the document. Most of the contributors were
study by writing short articles related to the topic. interviewed for the report, some of them reviewed
These articles are compiled in an appendix that ac- the report and came up with useful comments, and
companies this report. The journal includes articles some did both.
on mobile game security (Steven Davis) [12], tech-
nology road mapping for future mobile games (Son-
ja Kangas) [32], proximity gaming (Tom Söderlund)
[51], virtual asset trade (Steven Davis) [13], cross- (1) The interviews involved a list of interview topics that were
medial access (Vicky Wu) [54], architecture for con- followed in the each interview. However, the interviewees
nected mobile gaming (Frank Fitzek) [18], and fu- were freely allowed to talk about the topics that they consid-
ture of mobile games (John Paul Bichard) [6].         ered important themselves.
4



Chapter 2:                                              Partly this can be due to what kinds of games ex-
                                                        ist for the platforms, but also it must be noted, that
                                                        in the case of PC, you already have the device and

Users and Games                                         you just need to buy the game. The same applies to
                                                        the mobile platform and this may be one of the rea-
                                                        sons why mobile games can become popular among
                                                        women(3).

                                                        It is commonly said that mobile game players are
                                                        mostly casual gamers who play the games for a
In this section, we look at who will be the mobile      few minutes when waiting for something or being
game players and what kind of games are predicted       bored. However, a study done by Sorrent and U30
to be popular in year 2010.                             [27] found that many core or hard core gamers (for
                                                        a definition see e.g. [28]) play mobile games. The
                                                        study was rather large-scale, more than 700 mo-          Figure 1 An example of a mobile game that is
                                                        bile game players participated the study. They also      targeted to women. WatAGame’s GoSupermodel
The users and how they play                             found that 80% of them had a gaming console at           game
                                                        home, more than 60% of them played mobile games
There is quite a lot of research conducted on the       at home, many of them played frequently (more than
mobile game player demographics, but the results        60% played mobile games more than once per day),
vary a lot depending on the group who participated      and they played for long periods of time on average
the studies. Typically, the studies show that a con-    (15-20 minutes). In another study(4) [19], which was
siderable partition of the mobile game players are      commissioned by Nokia, the average play session
female. One example is the free mobile game por-        length was found to be 28 minutes. In our studies in
tal GameJump’s study [9] among its users (50 000        Nokia Research Center, we have field tested com-
players were involved in the study) where it was        mercial mobile games, and found that particularly
reported that in the US 59% of the players were         the players of online games spend a lot of time play-
                                                        ing one play session. The most enthusiastic mobile       (2) Could be because the game site is not welknown outside
male, and 41 female. The male/female ratio was                                                                   the US
more geared towards men among the international         game players can even spend several hours playing        (3) Also, according to the author’s own experiences and ob-
players (79/21)(2). Juniper Research’s [39]report es-   a mobile game. The typical places that are reported      servations, women who already have families are often quite
timates that mobile games business will grow from       in our studies for places where the games are played     busy and cannot necessarily afford to spend several hours in
$3 billion in 2006 to $10.5 billion in 2009 and that    include home and work. It seems to be common to          front of computers. There are always distractions in the real
                                                        play mobile games in places like bed before going to     life. The mobile gameplay that is not fixed in one location and
growth will be driven by the casual and female play-                                                             often supports short playsessions may fit better in that kind of
ers. One comment from our interviews was that in        sleep, or playing on the couch while watching TV.        lifestyle.
the non-mobile gaming field, more women play PC                                                                  (4) 1800 users participated in the study in six countries
5   Chapter 2
    Users and Games

In 2010, more people will play mobile games. As given by our interviewees about the players of real-
mentioned earlier, and also noted a few times in our life games using mobile phone as a tool.
interviews, women will be important for driving this
growth. Recently, there have been signs that some
companies particularly aim to target their mobile
games to young women (see e.g. Gameloft’s com-
ment about targeting women players [29]). One
example is Danish game development company
WatAGame’s goSupermodel (Figure 1), where the
players battle it out in the catwalk. We can expect to
see more mobile games that are targeted to women in
the future. The number of hard-core gamers will also
get bigger in the mobile platform when the quality
of the games is getting better and the mobile phone
as a game development platform will offer more
possibilities for creating games that both look good
and lots of “deep” content. One of our developer in-
terviewees noted that the company is addressing the
needs of hardcore gamers by providing games that
have hard-core theme and content but casual game
mechanics that are better in the mobile game play
situations. One good example of this is the Doom
[15] mobile game.

In the year 2010, more people than today have been
using a mobile phone for their entire life. In Fin-
land, a typical age to get a mobile phone is when
children go to school at the age of seven. These kids
who have grown up with mobile phones will have Figure 2 Future players of mobile games. The mobile phone can be used as a tool in play.
a different, more pervasive(5) relationship with the
mobile phone. One example of this is using the mo-                                              (5) The word ”pervasive” is used here in the sense that the
                                                                                                mobile phone is an important part of every day activities.
bile phone as a tool in everyday playing. A Finnish                                             (6) The children used the mobile phone in a special Finn-
tabloid recently reported children playing hide-and-                                            ish variation of the hide-and-seek game for collaboration
seek with using mobile phone as a tool in this game                                             amongst the hidden players, informing the lost players, and
[30](6) . There were also some spontaneous positive                                             revealing someone’s location by calling his or her mobile
6   Chapter 2
    Users and Games

                                                           few emerging game styles that may or may not be
The games that will be popular                             more popular in year 2010 or later.

Currently, the most popular mobile games are quite         “Snack games”
casual and many of them are versions of game titles
that are developed for PC. For instance, Tetris ap-        Snack games are small simple games that are typi-
pears frequently in the list of top ten most sold mo-      cally played just for a while when the player is bored
bile games [16]. These “snack games” will definitely       or waiting for something and then set aside. These
not vanish from the market, but they are more likely       games are typically small puzzle games or simple
to have optional multi-player functionality. What          arcade games(9).
will change is that there will be more diversity.
                                                           Most of the today’s mobile games can be described
Like mentioned in the previous section, games that         as snack games. Even if there will be a lot more di-
offer deeper gameplay and good graphics will get           versity in the future, there are no signs that snack
more common. Some of the experts who we inter-             gaming would vanish anywhere. This was confirmed Figure 3 Fitting a 3D object into an silhouette in
viewed believed in similar games getting popular in        in our interviews. Snack games will be there and Fathammer’s SiL game.
the mobile platform are as popular now in the PC           they may even drive the industry [39]. The mobile
platform. However, the majority of the experts be-         phone fits very nicely for snack gaming since it is
lieved that the successful mobile games would be           always available and many players do not care about
something different, specifically designed for the         deeper gaming experiences (and do not even con-
mobile platform(7). These games could utilize the          sider themselves as “gamers”). Instead, they are sat-
specific features of the mobile phone: 1. connectiv-       isfied with more casual gaming experiences. Also,
ity, 2 “always-with-you”, and 3. the context of the        innovation can happen in mobile puzzle games as
player. At the same time, the games need to be de-         well. One good example of this is Fathammer’s SiL
signed around the limitations in the mobile environ-       game [49] where the player has to rotate 3D objects
ment. The biggest limitations for the game design          to fit into a silhouette.
include today: small screen size and keypad, net-
work latency and traffic pricing, file size limitations,
and platform fragmentation (see Section 3)(8). The                                                                  (7) One of our invited articles defines the first category as “port-
use situations of the mobile games are also often                                                                   able games” and the second as “mobile games” [6]
                                                                                                                    (8) The battery life and processing power can be also problems,
different than when playing a PC or console game,                                                                   however, these issues do not usually need to be considered
even if – as noted earlier – mobile games are often                                                                 when designing the game.
                                                                                                                    (9) However, it must be noted that a snack game like Tetris can
played at home as well.                                                                                             be played by another player like a snack game and by some
                                                                                                                    other player fanatically. In this paper, we refer to a common
We have listed the following game styles that will be                                                               playing style
7   Chapter 2
    Users and Games

Cross-platform

Cross-platform games and entertainment (or poly-
morphic content) was a big theme in our interviews.
One of our invited papers also concentrated in this
issue [54]. There are different kinds of cross-plat-
form games. The “mildest” form of a cross-platform
game is that the games in different platforms just
share the same game license, but the gameplay in
different platforms does not have any connection.
We can already see these kinds of games utilizing
popular game licenses, such as The Sims. These
games can have similar stories or gameplay, or they
can be complementary. One example of this could
be a console game or a movie that is complemented
with a mobile game where a small part of the whole
story is revealed. For instance, the mobile game
could explain something about the main character’s
past that was never told in the movie.
                                                        Figure 3 Fitting a 3D object into an silhouette in Fathammer’s SiL game.
The next step in cross-platform is allowing the play-
ers to use two or more platform to access the same      If the gameplay of a cross-platform game title is         could be used as “a remote control”, is an MMOR-
game. The ways to play the game with the different      asymmetrical in different platforms and the mobile        PG (Massively Multi-Player Online Role-Playing
platforms are symmetrical (similar) or asymmetri-       phone is one of the platforms, most of the game-          Game) where the players can use mobile phone for
cal (different). There are already games that can be    play can happen in the mobile platform, the other         doing small tasks in the game.
played in different platforms, such as an MMORPG        platform(s), or equally in all the platforms. A typical
“A Tale in the Desert” [4]. However, having the mo-     example of a game where the mobile phone would            Nokia Research Center has conducted two quali-
bile phone as part of the cross-platform functional-    be the main platform could be a game where some           tative studies together with SonyNetservices and
ity is not common yet. Hinterwars is probably the       content for the mobile game is created in other plat-     Gotland University on what kinds of cross-plat-
first commercial cross-platform MMOG (Massively         form, for instance, in a web page. Mobile games can       form access methods could be popular among the
Multi-Player Game) [25] including the mobile com-       also benefit from allowing the players to use the most    current MMORPG players [34][35]. In these stud-
ponent. In Hinterwars, the gameplay in the PC and       feasible available platform for communicating with        ies, 28 players participated in in-depth interviews.
mobile platform are symmetrical (see Figure 4).         each other, e.g. for writing messages in a game fo-       It was found that the MMORPG players were very
                                                        rum. A good example of a game where the PC game           interested in using mobile features that allow them
                                                        could be the main game, and the mobile phone              to connect to the communication
8   Chapter 2
    Users and Games

channels of their favorite PC-based MMORPG.               Mixed-reality games [26] often use several platforms      interesting, share files, and more.
Also, using small features that would not affect too      to create the playing experience. Various platforms
much the gameplay in the main platform and would          can be used for informing about the game, entering        One enabler for the location-based games to become
not require too fast interaction were popular, such       the game, playing the game, or observing the game.        more popular is the increasing amount of location-
as trading items or crafting. Features that involved      These games often allow various levels of participa-      technology that is available for the consumers with
getting notifications from the MMORPG received a          tion from active players to observers or even non-        relatively low price. For instance in Finland the pric-
mixed feedback. They were considered useful, how-         players (who do not necessarily even know that they       es of GPS modules (such as Navicore) have come
ever, sometimes players were worried about “being         are part of the game). These kinds of games have this     down rapidly within the last two years. The compa-
borderline gaming all the time” and getting too in-       far been mostly successful as promotional games. A        nies who are providing just maps today will start to
volved in and addicted to playing. We also studied        good example of that kind of game is Nokia Game           consider what other kinds of applications they could
using the mobile phone to play an MMORPG in a             that has ran from year 1999 as a promotional game         provide for the consumers. One sign of this is Navi-
location-based mode. According to our study, these        event for Nokia [44].                                     core’s map application that gives the driver of the
kinds of games would not be popular – unless they                                                                   car instructions. In addition, the driver can choose
would be specifically designed to be location-based       Location-based games (LBGs)                               which voice he wants to use from several options
in the beginning. It is unlikely for the location-based                                                             (among which are some celebrities).
MMORPG mobile game extensions will be popular             Location-based games have not been a major com-
in year 2010. What is very likely is that some more       mercial success this far. A few commercial location-      However, there are still many problems with the loca-
subtle features, like accessing the communication         based games have been launched, such as Botfight-         tion technologies. For instance, GPS is very suitable
channels or trading with mobile, will be commonly         ers [7] and Mogi Mogi [37]. Geocaching [22], which        for using in a car since being outdoors all the time
used with some MMORPGs.                                   is a real-world GPS assisted treasure hunt game, is       makes seeing the satellite easier. However, gaming
                                                          also an example of a location-based playful appli-        and traffic can be a tricky combination and using a
The first PC or console games that will use mobile        cation that has gained some popularity and rather         GPS device constantly when walking around in a
phone to support the game will simply connect to          much publicity. However, the location-based genre         city can be cumbersome (especially in rough weath-
the communication channels of the game. We have           is a niche. In our interviews, the response for ques-     er conditions, such as heavy rain). Some problems
seen already a few examples of this, for instance,        tions related with the near-future success of loca-       with using GPS for location information have been
Habbo Hotel [23], a virtual world created by Su-          tion-based games ranged from skepticism to slight         reported as well, for instance in the vicinity of very
lake, has included a mobile chat client that was used     optimism. It was also noted that maybe the location-      high buildings [5]. Other technologies for location
for sending messages in the game. Later Sulake re-        based games have been too often very goal oriented        tracking exist, but utilizing them is not necessarily
moved this feature from the game since it was not         games and that the popular location-based applica-        that easy either. The mobile operators offer tracking
used much. The reason for this was probably that the      tions could be more playful. One example of a loca-       services which are not as accurate as GPS. Using a
typical players did not yet have advanced-enough          tion-based (proximity based) application is Nokia’s       location service by operator may be expensive and
phones to use the feature and the pricing for data        Sensor application [47]. The users of the Sensor ap-      require going through a lot of bureaucracy [36]. One
traffic was very high in the mobile networks. The         plication can browse other users of the same applica-     option is to use the CELL-ID for obtaining a rough
time was too early for the feature and now both of        tion who are in the vicinity (i.e. within the Bluetooth   knowledge of the whereabouts of the player. How-
these issues are changing.                                range), and see if they can find someone                  ever, this information is sometimes seen to be
9   Chapter 2
    Users and Games

owned by the mobile operator which may cause and user-created content (see Figure 5).                         Mixing the virtual and real – pervasive gaming
problems in commercial applications. Proximity
gaming can be a more suitable way for locating                                                                According to the definition that is used in the Inte-
players of the same game at the moment, since the                                                             grated Project on Pervasive Gaming (IPerG ) [31]
technology for doing this is already widely avail-                                                            pervasive games are “game experiences that are in-
able. Some commercial applications already exist                                                              terwoven with our everyday lives”. This means that
(such as Nokia Sensor that was mentioned earlier).                                                            pervasive games mix with our everyday activities.
Those who are interested in proximity gaming can                                                              In the extreme cases this could mean games that are
read more about it in Tom Söderlund’s article in the                                                          more like a life style than just a game. Pervasive
article appendix of this report [51].                                                                         gaming can - but does not necessarily need to mean
                                                                                                              – location-based gaming. Location-based games are
When talking about LBGs, concentrating on accura-                                                             a subset of pervasive games.
cy can be a red herring. Accuracy may not be impor-
tant, and sometimes using exact location informa-                                                             One good example of mixing virtual and real is a
tion in a game can be even threatening for players                                                            game event organized by Nokia Research Center
who do not want to let the other players to know                                                              and a collaborative project Sensor Planet [48] is
about their whereabouts. There is always potential                                                            Manhattan Story-Mash Up event (Figure 6) in the
for stalking if a very accurate location technology                                                           Urban Games festival in New York. In this game
is used. Sometimes it might be interesting for the                                                            event, the players were taking pictures of real-life
player just to know that the other player is in the                                                           objects in the street and other players were guessing
same neighborhood. Some mobile games may be lo-                                                               what these objects represent. The second mode of
cation-based even without the players realizing that                                                          play was web-based, where the players wrote stories
they are playing a location-based game. The players                                                           around the content. Earlier examples of these kinds
may just play a game in a certain location. One ex-                                                           of games exist, too, such as, Can You See Me Now,
ample of this could be a mobile-assisted bar quiz.                                                            Uncle Roy All Around You, Pac Manhattan, Human
                                                                                                              Pacman etc. These kinds of games can be particu-
One big problem with commercializing location-                                                                larly successful as promotional game events, for in-
based games is the amount of resources that is needed    Figure 5 An example of a research prototype          stance, Nokia has used a mixed-reality game “Nokia
for customizing the games or applications to differ-     called Constellations where content is automati-     game” already for years for promoting its phones.
ent locations. A few solutions exist and the solutions   cally generated to fit new locations. More in www.
may also show direction to where the location-based      mupe.net
games or playful applications will go in the near fu-
ture. The location can be relative, the location may     The Location-based games will probably still stay
be not mapped directly to the real world, and the        as a niche in year 2010. However, we will see more
game may utilize existing maps and services              location-based games than today.
10 Chapter 2
   Users and Games

                                                        There are a few reasons for connected gaming not         The game received particularly good reviews and
                                                        being more popular today. In the earlier days, there     good publicity (see e.g. [44]).
                                                        were big usability problems with connected gaming.
                                                        Most of the users had no idea how to even set up
                                                        network settings. Nowadays this is not a big prob-
                                                        lem anymore as many mobile phones come with
                                                        pre-set network settings or the operators send the
                                                        settings automatically when the user inserts a new
                                                        SIM card in his or her phone. However, there are
                                                        still many problems. One of the biggest one is the
                                                        pricing of data traffic in mobile networks, as also
                                                        occasionally cited in our interviews. Most of the op-
Figure 6 Manhattan Story Mash-Up event in New
                                                        erators charge the data transfer by kilobytes, which
York. The pictures taken in the game were posted                                                                 Figure 7 A good example of a contemporary mul-
                                                        makes it very difficult for a normal user to estimate
in a wide-screen in Manhattan.                                                                                   ti-player online mobile game that has received
                                                        how much money is spent when playing. This will
                                                        change in the future when operators offer more           good reviews: Pathway to Glory.
                                                        multi-player friendly pricing models (see section 4).
Our interviews gave some indication that the bor-       In the case of server-based online games, it can be
ders between the digital entertainment and gaming,      also rather expensive to set up and maintain serv-       Community
and also virtual and real may blur more in the near     ers. Latency in the mobile networks is a problem in
future. An example of this already happening is the     the games that require fast player-to-player interac-    The community is often seen as a very important part
alternate reality game connected with the Lost TV       tion [20]. 3G networks help this a bit, but there will   of the game, particularly in the case of multi-player
series.                                                 still be latency and disconnections from the network     games. Human as a species has a strong need for so-
                                                        (particularly if the players are moving, e.g. sitting    cializing and communities have existed probably as
Connected games (or online games)                       on a train). Even if the network technologies would      long as the human kind. In Massively Multi-Player
                                                        not advance fast enough to offer a smooth real-time      Online Game (MMOG) industry, there is a saying
Connected (online) mobile games have been com-          multi-player gaming experience in the mobile net-        “they come for the game but stay for the commu-
ing to the market already for several years. Howev-     works, there are many ways to design multi-player        nity” which is very much true. Plenty of literature
er, most of the mobile games are still offline games,   games that are latency resistant [20].                   exists describing the benefits of a game having an
even if some of the mobile games use short-range                                                                 active player community (see e.g. [40]).
communication technologies, such as Bluetooth or         A good example of a successful connected mobile
infrared to facilitate locally multi-player games. In   game is Pathway to Glory (Figure 7), which is a
Nokia study [19], 45% of the mobile game players        strategy game where the players guide their troops
reported that they play multi-player mobile games at    to solve missions in Second World War.
least once per month.
11 Chapter 2
   Users and Games

In mobile games, community aspects are impor-            Joining the game happens by invitation of another
tant as well. Our interviews revealed three different    player of the game.
kinds of opinions:
                                                         Another example of a commercial community-fo-
1.     The communities will be a central part of         cused approach in today’s mobile gaming already is
mobile games. The mobile phone is a social device        the N-Gage gaming platform [43], which has an ac-
used for communicating.                                  tive player community around it. As the publisher’s
                                                         role becomes stronger in mobile games industry, it
2.      The communities will be important but it is      is likely that communities form around certain popu-
not clear where the mobile game communities will         lar publisher’s game titles. Also, as connected gam-
reside. One very potential candidate is the Internet     ing and even massively multi-player online gaming
(e.g. a mobile game that is accompanied with a web       (MMOG) becomes more common in the mobile
page(10) ). Some interviewees also suggested that lo-    platform, it is very likely that the role of commu-
cal communities may become important for mobile          nities grows as well since it has been very central
applications.                                            in the PC or console-based MMOGs and connected
                                                         games.                                                 Figure 8 Sea O’Fortune is a good example of a
3.       Communities may not be an important part                                                               mobile-based MMOG game world
of mobile games in 2010. The mobile phone has its
limitations (e.g. the keypad, screen size, and the ma-
turity of connected gaming) and the success of on-                                                              The skeptical responses were based on the limita-
line mobile games has been still moderate.                                                                      tions of the mobile phone and networks. It was also
The opinions that reflected mobile game communi-                                                                mentioned that the more casual and older players not
ties already being important part of mobile gaming                                                              being necessarily interested in using a lot of time in
already in year 2010 were more common. A few                                                                    order to get involved in game communities. Howev-
skeptical responses existed.                                                                                    er, often different roles are possible in communities
                                                                                                                ranging from active participants to observers.
One good example of a community-focused mo-
bile commercial game is Digital Chocolate’s MLSN
sports league [37], which is an entirely community-
based game where the players manage their sports
leagues to compete with others. In the academic do-
main, a good example of a game that is based on the
player community is COUP [11]. In this game, the                                                                (10)However, some of the mobile phone are already more like
players compete with each other to climb up in a                                                                multi-media computer and web pages can be browsed equally
                                                                                                                both with mobile phones and desktop computers.
social hierarchy.
12 Chapter 2
   Users and Games

Prosumerism                                               Serious games typically need to make the educa-              when participating events. This is already possible
                                                          tional purpose very visible for either the founder of        because the mobile users can browse Internet gam-
In other media than only the games a common trend         the game or the player. The serious games have been          bling sites with their mobile devices. Many of the
seems to be the more active role of the consumer.         often criticized for not being fun. However, it could        first mobile gambling games will resemble the ones
We call this prosumerism, which means that the user       be the definition of a serious game that makes it so         that are played today in the Internet or at Kiosks.
takes a role of a content creator or a hobbyist pro-      (it needs to be something serious, If it is fun, it is not   However, some mobile gambling concepts will uti-
ducer in a service or application. This trend certainly   serious!). The more fun games that can have edu-             lize the “live” aspect. Sometimes the mobile gam-
also affects the mobile gaming. However, the mobile       cational or health benefits are often seen as games          bling games can be part of a bigger concept where
phone offers quite limited screen real-estate and in-     that are played just for fun (e.g. dancing or singing        the game is played on different platforms.
put methods for creating content. Some of the con-        games).
tent-creation or publishing tools may reside in other
platforms. One example could be a game where the      The mobile phone is a good platform for serious
player can customize the game character in detail in  games. The phone is almost always with the user
a web site but plays the game with mobile phone.      and it is very accessible and can be aware of its
One very potential mobile technology for creating     context. The user can always access the phone and
or publishing content is the mobile phone camera.     engage in learning when he or she has time. In ad-
Use of voice has potential too, however, the use of   dition, the learning can happen in the right context,
voice has not been utilized much in mobile games      for instance, the players could get some additional
today. Also, we have noticed in when playtesting      information about the real locations where they are
mobile games that quite often the players prefer to   currently in. In health games the context becomes
play the mobile games without the sound.              even more important. A good example of a success-
                                                      ful serious game in a portable gaming console is
We will see more games where the players can pro- Nintendo DS Brainage [8]. Even this success alone
duce or create content (11) . However, these kinds of is likely to encourage some of the mobile developers
games will not dominate the market in year 2010. to experiment more in the field of serious gaming.
The technology is still a barrier in this area.
                                                      Seriuos games are related to the bigger topic of per-
Serious games                                         suasive games. Advergames (games that advertise
                                                      something) are another form of persuasive games
Serious games can be defined as games that, in ad- and they are briefly discussed in the Section 4.                    (11)Lincoln Wallen defined the player created and published
                                                                                                                       content nicely in Nokia’s NERD conference in year 2006. He
dition to being fun, serve some useful purpose, such                                                                   referred to player created content as something where the play-
as education or staying healthy. All games can be Gambling                                                             er creates things from the scratch and player published content
                                                                                                                       where the player uses content provided by the game developer
said to be educational or to influence the player to                                                                   to create content. In the latter case, the content has already
some extent – the very core of gameplay is to learn Mobile gambling will gain popularity. The players                  value as itself. A good example of this is podcasting (user-pub-
                                                                                                                       lished content) and users composing songs themselves (user-
to master to play the game.                           can gamble with the mobile phone simultaneously                  created content).
13



Chapter 3:                                             In the following, we have listed the technology
                                                       trends that were found in our workshop and inter-
                                                       views. It must be noted again that the new technolo-
                                                                                                               The bigger developers typically have their automat-
                                                                                                               ed testing platforms for testing mobile games.


Technology                                             gies listed in this report do not refer to Nokia road
                                                       mapping but only to the interview data that was col-
                                                       lected in this study.
                                                                                                               Camera

                                                                                                               The mobile-phone camera was already mentioned
                                                                                                               as an existing technology that will affect what kinds
In this section we discuss the technological trends    Platform fragmentation                                  of games will be popular already in the near future.
that are related to mobile games. The focus is more                                                            The mobile phone camera is mainly used for three
in the platform issues, not as much in the mobile     The platform fragmentation is one of the biggest         purposes: 1. creating content, 2. interaction, and 3.
network technologies, but it must be noted that both  technological issues in mobile game development.         creating augmented reality. The examples that we
are important.                                        The different platform manufacturer’s phones vary        give are here are from our research projects, how-
                                                      a lot, most importantly, in software development en-     ever, it is likely that we will see commercial mobile
The technological trends are particularly interesting vironments, screen sizes and keypads. The mobile         games using the camera in similar ways already in
since when a particular technology gets common phones developed by the same platform manufac-                  year 2010. A good example of a current commercial
and accessible via APIs (Application Programming turer vary as well. Porting a mobile game to sev-             mobile game where the camera is used for game in-
Interfaces) in mobile phones, it can enable new eral platforms can be as expensive as developing the           teraction is Final Fantasy: Before Chrisis [17].
commercially viable mobile gaming styles. A very game itself.
good example of this is the mobile phone camera,                                                               Many MUPE [41] games use the mobile phone cam-
which is becoming almost like a standard feature in The platform fragmentation, according to our inter-        era for content creation. One example of this is the
the more advanced mobile phones. Not that many views, does not go anywhere by year 2010. Some                  Superstar game where the players try to take pic-
commercial applications exist yet, however, the use improvements will happen, particularly among the           tures of the other players without them noticing it.
of mobile phone camera is very popular in research same platform manufacturer’s phones – the big-              Another example of this a game prototype where the
projects. In these research projects, the camera is ger manufacturers like Nokia know that this is a           mobile-phone camera was used to create race tracks
typically used for creating content, interacting with real problem for the developers and are working on       in a rally game. The mobile-phone camera has been
the game or other players, and creating augmented making their life easier. The bigger game publishers         used for interaction in a few research projects. A
reality. One of our invited papers roadmaps the fu- may also able to agree about some standards in the         good example of this is the AR tennis game [24],
ture mobile technologies (Sonja Kangas, VTT: The future.                                                       where the player uses the mobile phone camera to
Technology Centre of Finland) [32]. Another in-                                                                play tennis with another player. A classical example
vited paper by Frank Fitzek of Aalborg University A big driver for the fragmentation is the fact that          of an augmented-reality game that uses the mobile
describes a new kind of network architecture that new devices come frequently in the market and that           phone camera is the mosquito game, where mosqui-
could be used in mobile games [18].                   may even increase the fragmentation in the future.       toes (or viruses in another version) are augmented
                                                      For the bigger mobile game developers the platform       on top of a real world view.
                                                      fragmentation can also been seen as an asset since it
                                                      is a huge barrier to entry for the smaller ones.
14 Chapter 3
   Technology

                                                       networks include GPS, operator-provided location        radio access protocols. In late 2005 and early 2006
                                                       tracking, proximity technologies, such as Bluetooth,    during the initial real-world deployments of HSD-
                                                       Wi-Fi, and identifying the CELL-ID. Since the lo-       PA, data throughput rates for individual terminals
                                                       cation-based games were already discussed earlier       ranged from 1 to 3 Mbit/s with latency times be-
                                                       in this document we will not go further in detail in    tween 100 and 300. UMTS networks deployed with
                                                       here.                                                   HSDPA are particularly attractive to operators due to
                                                                                                               the continued cost savings and projected subscriber
                                                       Connectivity                                            models which are associated. According to the 3G
                                                                                                               America’s website; UMTS users have grown to 81
                                                       The mobile phones will have more options for con- million subscribers globally in less than one year,
                                                       necting to the mobile internet and the access will with projections of more than ten times that amount
                                                       be more ubiquitous. The high-end mobile phones by 2011 [1].
                                                       already have Wi-Fi connectivity, and it is likely to
                                                       become more common in low-end mobile phones as 4G network technologies are already in planning but
                                                       well. The ideal situation from the users point of view will not probably affect that much the market yet
                                                       would be that the mobile phone could automatically in year 2010. These networks can potentially offer
                                                       choose the most efficient network available (e.g. 100Mbps data transfer over IP compliant networks.
Figure 9 A player using the mobile phone camera        fastest or cheapest) seamlessly. We got indication in 4G networks may also be compiliant with Wi-Fi and
as a controller when playing tennis against an-        our interviews that some multi-player online games WiMax and reduce operator costs.
other player                                           may use streaming technology for gameplay.
                                                                                                               The operator interoperability can be sometimes a
Other new interaction technologies                     The mobile network technologies are evolving, like problem. This could be the case when a game would
                                                       in the past and we can expect the speed and the ca- use the operator’s presence service to see if quests
Some mobile phones already incorporate 3D motion       pacity to grow in the future as well. Currently, in the can be sent to a player who is not currently actively
sensors that can be used for a new kind of game in-    2G networks the latencies are still rather high, typi- playing a game (to see if he or she is for instance
teraction. Technologies that make controlling mobile   cally ranging from 300ms to one second. There can working).
games easier may gain popularity since that seems      be also occasionally high latency peaks or the users
to be a problem currently.                             may disconnect from the mobile network (particu- Bluetooth is one of the most commonly used tech-
                                                       larly when commuting). GPRS and EDGE are the nologies currently for connecting multi-player mo-
Location technologies                                  most deployed 2G technologies.                          bile gamers. Tom Söderlund’s article [51] in our ar-
                                                                                                               ticle appendix discusses proximity gaming.
Location-technologies are becoming more common         3G UMTS networks improve data rates greatly but
and accessible in mobile phones. Location-based        latency increases are marginal. In the 3GPP Rel-5,
games were already discussed earlier in this report.   HSDPA promises low latency times using IP based
Examples of such technologies in mobile phones or      network infrastructure combined with enhanced
15 Chapter 3
   Technology

Communication between the applications                 However, the game design nicely involves this and    the JSR-118/MIDP 2.0 for 2D graphics, JSR-184/
                                                       uses the field radio as a metaphor for sending the   M3G for 3D graphics, JSR-239 offering Java bind-
Session Initiation Protocol (SIP) enables flexible messages in order not to break the immersion.            ings for OpenGL ES, and the upcoming JSR-297/
game interaction functionality (see e.g. [50]). SIP                                                         M3G 2.0 which adds support for advanced features,
protocol can be used for handling online game ses- Graphics performance                                     such as programmable shading.
sions, presence, and messaging in text or even data
stream. Every player can be identified with a unique The graphics power of the mobile phones has in-        All of these standards will have an impact on the
SIP address. The players can, for instance, invite creased a lot – the high-end mobile phones like No-      mobile games that will be developed in the near fu-
other players who are not logged in the game to play kia N93 already have hardware accelerated graphics     ture.
with them. Using SIP may become more common in and are capable of showing equivalent graphics as
the future since it seems to solve some of the prob- the PlayStation2 gaming console. This will make        Software platforms
lems that are related with online gaming and it is al- developing 3D games for mobile more feasible,
ready commonly supported in the mobile networks. however, the usability issues for playing 3D games         The software platforms for developing mobile
                                                       with small displays must be taken into account.      games that exist today will be still strong in year
VoIP while playing                                     Many mobile game developers and publishers seem      2010. The most popular one currently is Java. Brew
                                                       to favor 3D games, which showed also in our inter-   is also popular, particularly in the Northern Amer-
Some of the online mobile games are likely to use views. For instance, Gameloft has announced that          ica. Some developers choose to use Symbian for
voice chat simultaneously with gameplay already in the company’s goal is to eventually launch all of its    creating a richer gaming experience. In the native
year 2010. This is due to the small size keypad that game titles in 3D [2].                                 side, Windows Mobile is an upcoming competitor,
needs currently not only to be used for communica-                                                          but not that many games for Windows Mobile exist
tion but also for controlling the game. Voice com- The developers gain access to the new graphics fea-      yet.
munication with mobile is very natural, and as soon tures through the use of standardized graphics pro-
as this is technically (and commercially) feasible, gramming APIs. An industry collaboration known          A very promising new software platform for mobile
some of the online mobile games will utilize it.       as the Khronos Group has been very successful        game development is Flash Lite. When Flash Lite
                                                       in specifying high quality APIs with wide accept-    becomes more common we will see a lot of porting
Today we can already see some signs about going ance. Examples of these include the OpenVG API              of old simple web games. In the research, Python
to that direction, even if voice communication while for hardware accelerated 2D vector graphics and the    has been quite popular. A good Python compiler ex-
playing online mobile game is difficult to implement OpenGL ES for 3D graphics. All major manufac-          ists for the S60 Nokia phones and it is used in many
at the moment. In Pathway to Glory [46] mobile turers have either already implemented or are plan-          research projects.
game, the players can communicate with each other ning to implement these APIs in their handsets. An-
with recorded short voice messages. The quality of other example of a Khronos group’s standard is the
the voice messages sent over GPRS cannot compete OpenKODE initiative for native gaming [33].
with the quality of making voice calls.
                                                       On the Java side, the Java Community Process (JCP)
                                                       has been equally active, with examples like
16 Chapter 3
   Technology

Convergence                                               them in addition to a mobile phone. Then on the oth-     The combination of connected gaming and increas-
                                                          er hand, if the mobile phone ends up to be the play-     ing popularity will create a need for enhanced secu-
Convergence of the mobile phone technologies is           er’s only gaming device, then getting sometimes an       rity both in a technical sense and when considering
a strong trend. A good example of convergence is          enhanced gaming experience is desirable.                 cheating and other typical problems in online games.
the mobile phone and camera. The high-end mobile                                                                   Another issue that will make security even more im-
phones are becoming more and more like mini com-          In the following, we have listed a few development       portant is gambling or trading game items for real
puters that can handle various tasks. When more           paths that could make mobile game peripherals suc-       money [13]. Such games have not yet been seen in
mobile phones enable easy web browinsg, playing           cessful already in year 2010:                            the mobile phones, but this may change in the near
browser-based games with a mobile phone will be-                                                                   future. Steven Davis’ paper on mobile game security
come common. In some cases, the development of            -      The peripherals are multi-purpose devices         in our collection of invited articles describes these
accessories and peripherals for the mobile phones         -      Some of the users play games only with            issues in detail [12]. Protection of the content will
may also increase divergence.                                    their mobile                                      become more important as its value gets bigger.
                                                          -      Content that support the use of peripherals
Peripherals                                                      exists
                                                          -      The usability, coolness-factor, and pricing
Development of peripherals can be an opportunity                 of peripherals are acceptable
for the mobile phone to provide opportunities for a
richer audio-visual game experience and better in-        Security
teraction. The other way to go is developing ways
to connect mobile phones to already available other       The security issues have not had a very big role so
devices. A good example of this is TV-out connec-         far in mobile gaming. The sellers have been natural-
tion that already exists in some mobile phones (for       ly interested that when a user buys a game he cannot
instance, in Nokia’s N93 phone). These kinds of           copy it to other devices. On the other hand, this is a
connections also enable the users to use generic pe-      problem for those who change mobile phones and
ripherals for the mobile phone, e.g. data glasses that    would like to play a mobile game with their new
support external signal input. It should be also noted,   device. However, this problem has not necessarily
however, that the content often needs to be designed      seen as a big one since a new phone model would
to support the new output and input formats.              need typically a new game version anyway. Also,
                                                          many of the story-oriented current mobile games
The success of peripherals for the mobile phone,          do not include that much content and are quickly
particularly dedicated ones, is not certain. One very     played trough.
important thing that separates the mobile phone from
other portable gaming devices the mobile phone is         However, as quality of mobile games increases and
always with the user, even when the he or she would       the gaming experiences become more connected, the
not be planning to play games. It is not certain if the   security issues become more and more important.
17



Chapter 4:                                               customer, and the best billing mechanism that exists
                                                         for mobile games.
                                                                                                                   advergames. The alternate- or mixed-reality games
                                                                                                                   also often tend to use a promotional revenue mod-
                                                                                                                   els.

Business                                                  We got indications in our interviews that the times
                                                          will be hard for small mobile game developers in the
                                                          near future. The solution for this is to team up with
                                                                                                                   The mobile game players will be more often able
                                                                                                                   to try out the games before buying them. A study
                                                          a bigger publisher or aggregator. The operators are      [53] commissioned by Nokia revealed that “Try be-
Value Nets                                                typically not interested in discussing with the small    fore you buy” is very important for the mobile game
                                                          players since they have established relationships        player. One comment in our interviews was, though,
Our group of interviewees was quite biased in the with the bigger ones already. When the interoper-                that “try before you buy” may be problematic if the
developer side with only a few operator respond- ability increases, the times will become easier for               games are very short anyway.
ents. On basis of the interviews it was very clear that the smaller developers publishers again, but this will
the game developers in general think that the opera- probably happen after 2010.                                   In-game advertisements will provide a revenue
tors are currently taking too big role in the value net                                                            stream for some games. This is something that is
and are actively looking for ways to go around them. The companies who understand the mobile platform              already emerging in the non-mobile space. A good
There was some confirmation for this in the operator as a unique media will probably have an advantage             example of a game where the in-game advertise-
side as well. However, the operators continue to be over to those who attempt to publish material that is          ments play a big role is Funcom’s Anarchy Online
typical provider to offer a starting point for finding familiar from other platforms in the mobile. A good         [3]. Advertising more in games makes sense partic-
the games and often take care of billing the custom- comparison made by one of our interviewees was                ularly when considering that young people tend to
ers.                                                      that the traditional publishers of TV content are typ-   use as much or even more time playing games than
                                                          ically not as successful in the Internet as new play-    watching TV.
In our interviews, the mobile game publishers pre- ers like Google or Yahoo.
dicted that their role will be stronger in the value net.                                                          Paying for content may become more common in
We got some indication about that from the operator Revenue Models                                                 mobile games. For instance, episodic content fits
side as well. In the near future, there will be opera-                                                             quite nicely for the mobile platform where the play
tor channels that the publishers can control rather The existing revenue model for mobile games is very            sessions are supposed to be shorter than with a PC
independently. Some publishers will have their own, much based on the players paying for a single game.            or console. Virtual asset trade and real money trans-
operator independent, portals for selling games. The The subscription-based model is gaining popularity            actions in games have been an emerging trend in the
publishers who collaborate with the operators can also in Europe and has been a strong model in Asia               PC gaming recently. This will also probably have
take the responsibility of transferring the game to the already for years. The other revenue models that will      some effect in the mobile gaming, one of our invited
player directly and then just let the operator know become more common include promotional games,                  papers discusses these issues [13].
for what the customer needs to be billed. The op- game renting, paying for content, and gifting. Ex-
erators will not vanish anywhere from the value net amples of promotional mobile games exist already
within the next few years since they have a strong (e.g. TibiaME [52] launched by T-Mobile). Flash
role currently, a trust relationship with the             Lite will probably increase the amount of mobile
18 Chapter 4
   Business

Distribution                                             discussed already earlier.                                for instance, how the mobile TV operates currently
                                                                                                                   in Finland.
Even if a user would be interested in playing a mo-      Billing
bile game, it may be difficult to find where to buy                                                                Marketing and brands
the game or the user is not even aware of the games      One barrier for new revenue models is the billing
that he or she might be interested in playing. This is   models that the operators are providing. According        Advertising in the print media becomes more com-
one of the biggest problems at the moment in distri-     to our interviews, the operators will provide more        mon. The new phenomena will be easier to get into
bution. The situation may become even more con-          billing models in the near future. For instance, the      the knowledge of the audience faster. A good exam-
fusing for the users when there will be more portals     users can form groups and the billing can be done         ple of this is Jamba’s Crazy Frog.
that are selling mobile games. At the same time, the     for the group instead of an individual.
increased advertising and reviews around mobile          The more flexible billing models will also enable         Some of the bigger mobile game developers are
games will probably help the users to find the good      models where the players pay for virtual assets or        building their own, mobile-originated game brands.
portals for buying the games that they want to play.     even trade them with each other. One of our invited       Brand building can also get easier when the game
                                                         articles considers real money transactions (RMT) in       publishers will have their own distribution chan-
Most of the mobile games today are distributed over      games [13].                                               nels. According to our interviews, the operators are
the air (OTA) and this will not change by the year                                                                 not always that interested in new brands since they
2010. OTA seems to be a more successful mod-             Billing for the content may happen in a different         like to play safe. This seems to depend on the opera-
el than selling games in retail for mobile. A study      place where getting the content does. For instance,       tor since not all of them are interested in branded
[19] shows that mobile game players are currently        the mobile game could be bought with a console            games. While the bigger players from the console
interested in downloading games over the Internet        game in a box but then the content downloaded over        and PC games field are entering the business, we
(OTI) as well (the popularity of OTI was 35% and         the air with, for instance, an access code.               will see more familiar brands from there to emerge
OTA 45%). However, this may reflect the high pric-                                                                 in the mobile space. Some of the interviewees who
ing for data transfer currently. When the prices for     Cost                                                      were acquiring content said that they are not particu-
data transfer go down and the reliability and speed                                                                larly interested in big licenses. One trend that also
up, the popularity of OTA will increase. Currently       The cost for developing mobile games will grow            emerged in the interviews was that the social net-
OTI usually means downloading games to a PC              while the quality requirements(12) for mobile games       works are used for marketing games.
and transferring them to a mobile phone, however,        increase. We got some indication in our interviews
OTA and OTI will also converge when the mobile           that the cost versus revenue rate is not well-balanced. The players will have more awareness of the mobile
phones can be also used as Internet browsers that        The development cost of mobile games is going up game publishers and if they are usually publishing
use Wi-Fi for data transfer (and the more advanced       but the revenues are not increasing as quickly.         good games or not. Some players will choose the
ones already can). Also, the traditional console and                                                             games that they buy based on the publisher.
PC games business is moving towards OTI. An arti-        The cost for data-transfer has been a big barrier for
cle in Gamasutra shows that in future games may be       mobile online gaming. In the future, many operators
distributed more often in the Internet [21]. The issue   will offer flat data transfer fees. Sometimes, the data
of who will provide the distribution channels was        transfer fees can be included in the service. This is, (12) This refers to the users expecting better graphics etc.
19


Recommendations by friends and trials sent by            camera, will also encourage developing games with         inside the operators’ portals. Times will be hard for
friends seem to be currently very important for the      new interaction styles and possibly even new mo-          the smaller publishers or developers who don’t have
mobile game players [19]. It is very likely that these   bile game genres.                                         their own portals or relationships with the operators
kinds of features will be used more frequently in                                                                  or bigger publishers.
selling the future mobile games                          When considering the software platforms for mo-
                                                         bile game development, the existing ones will be

Chapter 5:                                               strong (Java, Brew, and Symbian in Europe), and
                                                         Flash Lite will gain popularity. The users will have
                                                         more possibilities for connected gaming as the mo-

Conclusions                                              bile phones will offer possibilities for using various
                                                         technologies for data transfer (3G and the next gen-
                                                         eration, Wi-Fi, etc).

We are not expecting the mobile gaming to change         The distribution of mobile games is currently a huge
radically from today to year 2010. The mobile games      problem. This will change at least somewhat by
will have a lot more publicity and the players will be   2010. Utilizing viral distribution and “try before you
more aware of mobile games. An increasing number         buy” will be successful. There will be more portals
of people who consider themselves as gamers will         for buying games, provided by the operators, big
be playing mobile games, sometimes this will be a        games publishers, and platform manufacturers. The
cross-platform experience where the player can ac-       portals will have better usability and provide more
cess the same game from various platforms includ-        information about the games for the players. The
ing mobile. “Snack” or casual games will be still        players will have also more knowledge about the
very important part of the business. Currently these     portals, games, and mobile game publishers. Some
kinds of games generate most of the revenue in mo-       of the players will trust certain publishers to create
bile games industry. The partition of games that are     good-quality mobile games.
geared towards more hard-core gaming experiences
will grow but not radically. Online gaming will be       The publisher’s role in the value net becomes strong-
more popular when the technological and commer-          er, however, the operators will also still be strong in
cial barriers get smaller.                               the value net. The roles in the value net get clearer
                                                         and publishers may take over some of the tasks that
The technological advancements in the mobile             have belonged to the operator, such as transferring
phone, such as hardware accelerated 3D graphics,         the game files directly to the player. Some of the
will drive the increasing quality of the mobile games.   publishers will have their own distribution channels
Some technologies that will become more common           and some will work together with operators taking
in mobile games, such as the mobile phone                more independently care of their own “channels”
20


Acknowledgements                                      Jussi Holopainen                                Juha Ruskola
                                                             Nokia Resarch Center, Finland                   Mr Goodliving, Finland
The following people were invaluable in the many      Teemu Jalava                                    Mattias Svahn
forms of contributions to this report. They helped           Nokia Research Center, Finland                  Swedish Inistitute of Information Science,
with participating interviews, commenting and re-     Aki Järvinen                                           Sweden
viewing the reports, and writing articles. The con-          Veikkaus (the Finnish National Lottery   Tom Söderlund
tributors and the company where they were em-                Company), Finland                               Blaze, Sweden
ployed at the time of the contribution are listed     Sonja Kangas                                    Mika Tammenkoski
below in alphabeitical order                                 VTT (The Technical Research Center of           Digital Chocolate, Finland
                                                             Finland), Finland                        Jyrki Usva
Juha Arrasvuori                                       Sampo Karjalainen                                      Sonera, Finland
       Nokia Research Center, Finland                        Sulake, Finland                          Lincoln Wallen
Tomi Aarnio                                           Praveen Karoshi                                        EA Mobile Games, UK
       Nokia Research Center, Finland                        Nokia Technology Platforms, India        Vicky Wu
Raimo Backstrom                                       Jani Karlsson                                          Froghop, USA
       Nokia Networks, Finland                               Nokia Multimedia, Finland                Serguei Zhitinski
John Paul Bichard                                     Jaakko Kievari                                         Mobos, Russia
       Idea Milk, Sweden                                     Nokia Multimedia, Finland
Greg Costikyan                                        Vesa-Pekka Kirsi
       Manifesto Games, USA                                  Nokia Multimedia, Finland
Steven Davis                                          Jani Kärhämä
       GlobalSecure Inc, USA                                 Fathammer, Finland
Frank Fitzek                                          Panu Mustonen
       Aalborg University, Denmark                           Satama Interactive, Finland
Anton Gauffin                                         Ning Yang Nibble
       Gamelion, Finland                                     Nokia Research Center, China
Tim Greenhalgh                                        Mark Ollila
       Galaxylife, UK                                        Telcogames, UK(13)
Tim Harrison                                          Seth Pfeiffer
       Vodafone, UK                                          Nokia Networks, USA
Mikko-Pekka Hanski                                    Markus Ramark
       Idean Resarch, Finland                                Nokia Multimedia, Finland                If you have contributed but your name was not in the
Fernando Herrera                                      Adolfo Rosas                                    list, please contact Elina.M.Koivisto@nokia.com
       Rovio, Finland                                        Telefonica, Spain
                                                                                                      (13) Since   Novermber 2006 Nokia Multimedia in Finland
21


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22

Appendix for the Mobile Games 2010 re-                                                              Panu Mustonen                                      When designing early WAP-games, the data
port, the invited articles                                                                          Satama - Finland                                   traffic creation was almost automatic. The
                                                                                                                                                       networks and phones were slow, so what ever
                                                                                                    Mobile Games and Data Traffic                      game you designed, it consumed a lot of time
                                                                                                    Creation                                           (and thus circuit switched data time because
                                                                                                                                                       always connected). Optimization of data traf-
Introduction                                                                                        From History Greed to Future
                                                                                                    Need
                                                                                                                                                       fic was also thought to be nonsense because
                                                                                                                                                       the real customers in 2000 were seen to be
                                                                                                                                                       mobile operators. However, the revenue mod-
This Appendix consists of the invited articles      and testing of a proximity game prototype.      WAP                                                els based on data revenue share were not in
for the Mobile Games 2010 report. The arti-         The seventh article by Vicky Wu discusses       When mobile gaming started to come to the          existence – the operators were not ready to
cles look at future mobile games from various       transmedial access, what kinds of strategies    wish list of handset manufacturers and opera-      give away revenue that they thought was the
points of view, ranging from the early history      can be used in implementing games with          tors the only possibility was through WAP-         backbone of their business. Earmarking in-
to design and technical aspects. The articles       transmedial access, and how transmedial ac-     based games (excluding mini-scale business         come from certain games was very difficult
are each authors’ opinions on their topics and      cess can benefit game developers. (Please       around Communicators, Palms and of course          – and looking back to those times, it was also
do not reflect Nokia’s road mapping or future       note that in the Mobile Games 2010 report       the legendary Snake-game). Starting 1999           quite disturbing for the operators to give away
product releases in any way. Some of the arti-      the terms “cross-platform access” and “cross-   there was quite buzz around mobile games           data traffic figures which saying the least were
cles may even contradict each other or the Mo-      platform games” are used instead of this less   and companies getting ready to do those            not always very convincing (or at least they
bile Games 2010 report; however, since pre-         commonly used term.) The last article by        mysterious games. There were no WAP-               were not in the scope of “hockey stick” fig-
dicting the future is a difficult task, we wanted   Frank Fitzek describes a potential architec-    phones and the only devices having a WML-          ures of all the future estimations). In any case,
to show different points of view for the readers.   ture for future mobile multi-player games.      browser were some PDAs from PSION. This            the WAP-games were bought and licensed to
                                                                                                    and the lack of proven business models did         their services because they are always an easy
In the first article of this Appendix, Panu                                                         not prevent venture capitalists investing in       way to show the end-customers what new
Mustonen describes how mobile gaming has                                                            new mobile game companies (this was how            technology can mean to them. The mobile
evolved from past and predicts what will                                                            companies like Springtoys and Riot-E were          game companies kept on doing mobile games
change in the future. The second article is                                                         founded in Finland). At the same time a lot        because there were not many alternatives and
written by Sonja Kangas, and she looks at                                                           of companies were founded or grown around          of course everybody hoped that some day op-
the trends in the digital media and how mo-                                                         “mobile internet” – so it was not just games.      erators would open up their data revenues.
bile gaming will be like in the future. Kangas
also looks at the future technologies in the hy-                                                    The common denominator behind all these            J2ME ENTERING TO THE STAGE
brid media. In the third article, Jean Paul Bi-                                                     companies and their products was to create         In no way were the WAP-games a mistake for
chard defines how portable and mobile games                                                         data traffic on the new WAP-enabled handsets.      the companies or for the mobile games indus-
are different and looks at what is required                                                         In the calculations of those days there were       try. Even though the full monetary potential
to create true mobile games. The fourth and                                                         two main sources for greed. The first source       of them was not achieved, they taught the
fifth articles are written by Steven Davis. In                                                      was that the WAP-games and content had to          game companies to make server-based games
his first article, he discusses the real money                                                      use circuit switched data over GSM. The data       from the beginning as well as thinking about
transaction phenomena and the second one                                                            call rates for the early users were very high,     optimizing time need of the game – either to-
concerns the security issues in online games.                                                       and it was assumed that GSM operators would        wards the operators needs or then to the actual
In the sixth article, written by Tom Söderlund                                                      be willing to share the data traffic income with   game experience. When J2ME started to raise
,concerns proximity gaming. The article is                                                          game companies. The other source was the es-       its head in 2000 it was again time to think
written from the design point of view but also                                                      timates of data-usage growth as well as the        what kind of revenue models were needed in
lists technologies that can be used and gives                                                       estimated roadmap for new networks and new
an example of the design, implementation,                                                           phones capable of color and real-time gaming.
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia
Mobile  Games 2010 By  Nokia

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Mobile Games 2010 By Nokia

  • 1. Research Center NRC-TR-2007-011 Mobile Games 2010 Elina Koivisto Nokia Research Center Finland http://research.nokia.com 1.1.2007 Abstract: The Mobile Games 2010 report looks at how mobile gaming could be like in year 2010 from three points of view: games and players, technology, and business. The study was done by interviewing about 20 mobile game publishers, developers, operators, and inviting experts to write articles on the topic. The invited articles are attached in the end. The report reflects the opinions of the interviewees and authors of the articles - not Nokia’s game strategy or future product releases. Index Terms: Mobile Game 2010 NRC-TR-2007-011 Copyright © 2007 Nokia
  • 3. 2 Layout and cover art: Jouka Mattila Nokia Research Center, Finland Special Acknowledgements: The IPerG (Integrated Project on Pervasive Gaming) project for funding part of this work Teemu Jalava Nokia Research Center, Finland Jyri Salomaa Nokia Research Center, China For initiating and structuring the project, co-authoring the initial sets of questions and invitations, rewiewing and selecting the articles.
  • 4. 3 Chapter 1: Please note that this report does not reflect Nokia roadmaps or future product releases. This report is a collection of opinions of the people Introduction who contributed in this study. The study looks at mobile gaming from three points of view: Users and games, Technologies, and Busi- ness. We focus on Europe, however, our contribu- tors come also from other regions. Differences in different markets can be rather large [19]. The study The Mobile Games 2010 study (MG2010) was initi- concentrates more on the future than today. Excel- ated by Nokia Research Center (NRC) at the end of lent sources exist about the today’s situation, and year 2005 to get insight on how the mobile games some of them are freely available, such as the IGDA and gaming will be like within a few years time. We Mobile Games White Paper [27]. One of the articles started the study by organizing an expert workshop in the article collection also gives a brief summary with 13 game experts in Nokia. With the data that of the History of the Mobile Games (starting with was gathered in the workshop, we created an inter- the first commercial Mobile Game, Nokia’s Snakes, view structure and interviewed 20 mobile game de- in year 1997) [40]. velopers, publishers, operators and other researchers (see the list of contributors in the end). The inter- The report is divided in three parts: Section 2. Users views were done either in face-to-face situations and Games, Section 3. Technologies, and Section 4. (majority) or via phone, and email. The interviews Business. Conclusions are drawn in the end of the were semi-structured (1) . document and the referred materials are listed. The contributors for the report are listed in the begin- Additionally, we invited experts to contribute to the ning of the document. Most of the contributors were study by writing short articles related to the topic. interviewed for the report, some of them reviewed These articles are compiled in an appendix that ac- the report and came up with useful comments, and companies this report. The journal includes articles some did both. on mobile game security (Steven Davis) [12], tech- nology road mapping for future mobile games (Son- ja Kangas) [32], proximity gaming (Tom Söderlund) [51], virtual asset trade (Steven Davis) [13], cross- (1) The interviews involved a list of interview topics that were medial access (Vicky Wu) [54], architecture for con- followed in the each interview. However, the interviewees nected mobile gaming (Frank Fitzek) [18], and fu- were freely allowed to talk about the topics that they consid- ture of mobile games (John Paul Bichard) [6]. ered important themselves.
  • 5. 4 Chapter 2: Partly this can be due to what kinds of games ex- ist for the platforms, but also it must be noted, that in the case of PC, you already have the device and Users and Games you just need to buy the game. The same applies to the mobile platform and this may be one of the rea- sons why mobile games can become popular among women(3). It is commonly said that mobile game players are mostly casual gamers who play the games for a In this section, we look at who will be the mobile few minutes when waiting for something or being game players and what kind of games are predicted bored. However, a study done by Sorrent and U30 to be popular in year 2010. [27] found that many core or hard core gamers (for a definition see e.g. [28]) play mobile games. The study was rather large-scale, more than 700 mo- Figure 1 An example of a mobile game that is bile game players participated the study. They also targeted to women. WatAGame’s GoSupermodel The users and how they play found that 80% of them had a gaming console at game home, more than 60% of them played mobile games There is quite a lot of research conducted on the at home, many of them played frequently (more than mobile game player demographics, but the results 60% played mobile games more than once per day), vary a lot depending on the group who participated and they played for long periods of time on average the studies. Typically, the studies show that a con- (15-20 minutes). In another study(4) [19], which was siderable partition of the mobile game players are commissioned by Nokia, the average play session female. One example is the free mobile game por- length was found to be 28 minutes. In our studies in tal GameJump’s study [9] among its users (50 000 Nokia Research Center, we have field tested com- players were involved in the study) where it was mercial mobile games, and found that particularly reported that in the US 59% of the players were the players of online games spend a lot of time play- ing one play session. The most enthusiastic mobile (2) Could be because the game site is not welknown outside male, and 41 female. The male/female ratio was the US more geared towards men among the international game players can even spend several hours playing (3) Also, according to the author’s own experiences and ob- players (79/21)(2). Juniper Research’s [39]report es- a mobile game. The typical places that are reported servations, women who already have families are often quite timates that mobile games business will grow from in our studies for places where the games are played busy and cannot necessarily afford to spend several hours in $3 billion in 2006 to $10.5 billion in 2009 and that include home and work. It seems to be common to front of computers. There are always distractions in the real play mobile games in places like bed before going to life. The mobile gameplay that is not fixed in one location and growth will be driven by the casual and female play- often supports short playsessions may fit better in that kind of ers. One comment from our interviews was that in sleep, or playing on the couch while watching TV. lifestyle. the non-mobile gaming field, more women play PC (4) 1800 users participated in the study in six countries
  • 6. 5 Chapter 2 Users and Games In 2010, more people will play mobile games. As given by our interviewees about the players of real- mentioned earlier, and also noted a few times in our life games using mobile phone as a tool. interviews, women will be important for driving this growth. Recently, there have been signs that some companies particularly aim to target their mobile games to young women (see e.g. Gameloft’s com- ment about targeting women players [29]). One example is Danish game development company WatAGame’s goSupermodel (Figure 1), where the players battle it out in the catwalk. We can expect to see more mobile games that are targeted to women in the future. The number of hard-core gamers will also get bigger in the mobile platform when the quality of the games is getting better and the mobile phone as a game development platform will offer more possibilities for creating games that both look good and lots of “deep” content. One of our developer in- terviewees noted that the company is addressing the needs of hardcore gamers by providing games that have hard-core theme and content but casual game mechanics that are better in the mobile game play situations. One good example of this is the Doom [15] mobile game. In the year 2010, more people than today have been using a mobile phone for their entire life. In Fin- land, a typical age to get a mobile phone is when children go to school at the age of seven. These kids who have grown up with mobile phones will have Figure 2 Future players of mobile games. The mobile phone can be used as a tool in play. a different, more pervasive(5) relationship with the mobile phone. One example of this is using the mo- (5) The word ”pervasive” is used here in the sense that the mobile phone is an important part of every day activities. bile phone as a tool in everyday playing. A Finnish (6) The children used the mobile phone in a special Finn- tabloid recently reported children playing hide-and- ish variation of the hide-and-seek game for collaboration seek with using mobile phone as a tool in this game amongst the hidden players, informing the lost players, and [30](6) . There were also some spontaneous positive revealing someone’s location by calling his or her mobile
  • 7. 6 Chapter 2 Users and Games few emerging game styles that may or may not be The games that will be popular more popular in year 2010 or later. Currently, the most popular mobile games are quite “Snack games” casual and many of them are versions of game titles that are developed for PC. For instance, Tetris ap- Snack games are small simple games that are typi- pears frequently in the list of top ten most sold mo- cally played just for a while when the player is bored bile games [16]. These “snack games” will definitely or waiting for something and then set aside. These not vanish from the market, but they are more likely games are typically small puzzle games or simple to have optional multi-player functionality. What arcade games(9). will change is that there will be more diversity. Most of the today’s mobile games can be described Like mentioned in the previous section, games that as snack games. Even if there will be a lot more di- offer deeper gameplay and good graphics will get versity in the future, there are no signs that snack more common. Some of the experts who we inter- gaming would vanish anywhere. This was confirmed Figure 3 Fitting a 3D object into an silhouette in viewed believed in similar games getting popular in in our interviews. Snack games will be there and Fathammer’s SiL game. the mobile platform are as popular now in the PC they may even drive the industry [39]. The mobile platform. However, the majority of the experts be- phone fits very nicely for snack gaming since it is lieved that the successful mobile games would be always available and many players do not care about something different, specifically designed for the deeper gaming experiences (and do not even con- mobile platform(7). These games could utilize the sider themselves as “gamers”). Instead, they are sat- specific features of the mobile phone: 1. connectiv- isfied with more casual gaming experiences. Also, ity, 2 “always-with-you”, and 3. the context of the innovation can happen in mobile puzzle games as player. At the same time, the games need to be de- well. One good example of this is Fathammer’s SiL signed around the limitations in the mobile environ- game [49] where the player has to rotate 3D objects ment. The biggest limitations for the game design to fit into a silhouette. include today: small screen size and keypad, net- work latency and traffic pricing, file size limitations, and platform fragmentation (see Section 3)(8). The (7) One of our invited articles defines the first category as “port- use situations of the mobile games are also often able games” and the second as “mobile games” [6] (8) The battery life and processing power can be also problems, different than when playing a PC or console game, however, these issues do not usually need to be considered even if – as noted earlier – mobile games are often when designing the game. (9) However, it must be noted that a snack game like Tetris can played at home as well. be played by another player like a snack game and by some other player fanatically. In this paper, we refer to a common We have listed the following game styles that will be playing style
  • 8. 7 Chapter 2 Users and Games Cross-platform Cross-platform games and entertainment (or poly- morphic content) was a big theme in our interviews. One of our invited papers also concentrated in this issue [54]. There are different kinds of cross-plat- form games. The “mildest” form of a cross-platform game is that the games in different platforms just share the same game license, but the gameplay in different platforms does not have any connection. We can already see these kinds of games utilizing popular game licenses, such as The Sims. These games can have similar stories or gameplay, or they can be complementary. One example of this could be a console game or a movie that is complemented with a mobile game where a small part of the whole story is revealed. For instance, the mobile game could explain something about the main character’s past that was never told in the movie. Figure 3 Fitting a 3D object into an silhouette in Fathammer’s SiL game. The next step in cross-platform is allowing the play- ers to use two or more platform to access the same If the gameplay of a cross-platform game title is could be used as “a remote control”, is an MMOR- game. The ways to play the game with the different asymmetrical in different platforms and the mobile PG (Massively Multi-Player Online Role-Playing platforms are symmetrical (similar) or asymmetri- phone is one of the platforms, most of the game- Game) where the players can use mobile phone for cal (different). There are already games that can be play can happen in the mobile platform, the other doing small tasks in the game. played in different platforms, such as an MMORPG platform(s), or equally in all the platforms. A typical “A Tale in the Desert” [4]. However, having the mo- example of a game where the mobile phone would Nokia Research Center has conducted two quali- bile phone as part of the cross-platform functional- be the main platform could be a game where some tative studies together with SonyNetservices and ity is not common yet. Hinterwars is probably the content for the mobile game is created in other plat- Gotland University on what kinds of cross-plat- first commercial cross-platform MMOG (Massively form, for instance, in a web page. Mobile games can form access methods could be popular among the Multi-Player Game) [25] including the mobile com- also benefit from allowing the players to use the most current MMORPG players [34][35]. In these stud- ponent. In Hinterwars, the gameplay in the PC and feasible available platform for communicating with ies, 28 players participated in in-depth interviews. mobile platform are symmetrical (see Figure 4). each other, e.g. for writing messages in a game fo- It was found that the MMORPG players were very rum. A good example of a game where the PC game interested in using mobile features that allow them could be the main game, and the mobile phone to connect to the communication
  • 9. 8 Chapter 2 Users and Games channels of their favorite PC-based MMORPG. Mixed-reality games [26] often use several platforms interesting, share files, and more. Also, using small features that would not affect too to create the playing experience. Various platforms much the gameplay in the main platform and would can be used for informing about the game, entering One enabler for the location-based games to become not require too fast interaction were popular, such the game, playing the game, or observing the game. more popular is the increasing amount of location- as trading items or crafting. Features that involved These games often allow various levels of participa- technology that is available for the consumers with getting notifications from the MMORPG received a tion from active players to observers or even non- relatively low price. For instance in Finland the pric- mixed feedback. They were considered useful, how- players (who do not necessarily even know that they es of GPS modules (such as Navicore) have come ever, sometimes players were worried about “being are part of the game). These kinds of games have this down rapidly within the last two years. The compa- borderline gaming all the time” and getting too in- far been mostly successful as promotional games. A nies who are providing just maps today will start to volved in and addicted to playing. We also studied good example of that kind of game is Nokia Game consider what other kinds of applications they could using the mobile phone to play an MMORPG in a that has ran from year 1999 as a promotional game provide for the consumers. One sign of this is Navi- location-based mode. According to our study, these event for Nokia [44]. core’s map application that gives the driver of the kinds of games would not be popular – unless they car instructions. In addition, the driver can choose would be specifically designed to be location-based Location-based games (LBGs) which voice he wants to use from several options in the beginning. It is unlikely for the location-based (among which are some celebrities). MMORPG mobile game extensions will be popular Location-based games have not been a major com- in year 2010. What is very likely is that some more mercial success this far. A few commercial location- However, there are still many problems with the loca- subtle features, like accessing the communication based games have been launched, such as Botfight- tion technologies. For instance, GPS is very suitable channels or trading with mobile, will be commonly ers [7] and Mogi Mogi [37]. Geocaching [22], which for using in a car since being outdoors all the time used with some MMORPGs. is a real-world GPS assisted treasure hunt game, is makes seeing the satellite easier. However, gaming also an example of a location-based playful appli- and traffic can be a tricky combination and using a The first PC or console games that will use mobile cation that has gained some popularity and rather GPS device constantly when walking around in a phone to support the game will simply connect to much publicity. However, the location-based genre city can be cumbersome (especially in rough weath- the communication channels of the game. We have is a niche. In our interviews, the response for ques- er conditions, such as heavy rain). Some problems seen already a few examples of this, for instance, tions related with the near-future success of loca- with using GPS for location information have been Habbo Hotel [23], a virtual world created by Su- tion-based games ranged from skepticism to slight reported as well, for instance in the vicinity of very lake, has included a mobile chat client that was used optimism. It was also noted that maybe the location- high buildings [5]. Other technologies for location for sending messages in the game. Later Sulake re- based games have been too often very goal oriented tracking exist, but utilizing them is not necessarily moved this feature from the game since it was not games and that the popular location-based applica- that easy either. The mobile operators offer tracking used much. The reason for this was probably that the tions could be more playful. One example of a loca- services which are not as accurate as GPS. Using a typical players did not yet have advanced-enough tion-based (proximity based) application is Nokia’s location service by operator may be expensive and phones to use the feature and the pricing for data Sensor application [47]. The users of the Sensor ap- require going through a lot of bureaucracy [36]. One traffic was very high in the mobile networks. The plication can browse other users of the same applica- option is to use the CELL-ID for obtaining a rough time was too early for the feature and now both of tion who are in the vicinity (i.e. within the Bluetooth knowledge of the whereabouts of the player. How- these issues are changing. range), and see if they can find someone ever, this information is sometimes seen to be
  • 10. 9 Chapter 2 Users and Games owned by the mobile operator which may cause and user-created content (see Figure 5). Mixing the virtual and real – pervasive gaming problems in commercial applications. Proximity gaming can be a more suitable way for locating According to the definition that is used in the Inte- players of the same game at the moment, since the grated Project on Pervasive Gaming (IPerG ) [31] technology for doing this is already widely avail- pervasive games are “game experiences that are in- able. Some commercial applications already exist terwoven with our everyday lives”. This means that (such as Nokia Sensor that was mentioned earlier). pervasive games mix with our everyday activities. Those who are interested in proximity gaming can In the extreme cases this could mean games that are read more about it in Tom Söderlund’s article in the more like a life style than just a game. Pervasive article appendix of this report [51]. gaming can - but does not necessarily need to mean – location-based gaming. Location-based games are When talking about LBGs, concentrating on accura- a subset of pervasive games. cy can be a red herring. Accuracy may not be impor- tant, and sometimes using exact location informa- One good example of mixing virtual and real is a tion in a game can be even threatening for players game event organized by Nokia Research Center who do not want to let the other players to know and a collaborative project Sensor Planet [48] is about their whereabouts. There is always potential Manhattan Story-Mash Up event (Figure 6) in the for stalking if a very accurate location technology Urban Games festival in New York. In this game is used. Sometimes it might be interesting for the event, the players were taking pictures of real-life player just to know that the other player is in the objects in the street and other players were guessing same neighborhood. Some mobile games may be lo- what these objects represent. The second mode of cation-based even without the players realizing that play was web-based, where the players wrote stories they are playing a location-based game. The players around the content. Earlier examples of these kinds may just play a game in a certain location. One ex- of games exist, too, such as, Can You See Me Now, ample of this could be a mobile-assisted bar quiz. Uncle Roy All Around You, Pac Manhattan, Human Pacman etc. These kinds of games can be particu- One big problem with commercializing location- larly successful as promotional game events, for in- based games is the amount of resources that is needed Figure 5 An example of a research prototype stance, Nokia has used a mixed-reality game “Nokia for customizing the games or applications to differ- called Constellations where content is automati- game” already for years for promoting its phones. ent locations. A few solutions exist and the solutions cally generated to fit new locations. More in www. may also show direction to where the location-based mupe.net games or playful applications will go in the near fu- ture. The location can be relative, the location may The Location-based games will probably still stay be not mapped directly to the real world, and the as a niche in year 2010. However, we will see more game may utilize existing maps and services location-based games than today.
  • 11. 10 Chapter 2 Users and Games There are a few reasons for connected gaming not The game received particularly good reviews and being more popular today. In the earlier days, there good publicity (see e.g. [44]). were big usability problems with connected gaming. Most of the users had no idea how to even set up network settings. Nowadays this is not a big prob- lem anymore as many mobile phones come with pre-set network settings or the operators send the settings automatically when the user inserts a new SIM card in his or her phone. However, there are still many problems. One of the biggest one is the pricing of data traffic in mobile networks, as also occasionally cited in our interviews. Most of the op- Figure 6 Manhattan Story Mash-Up event in New erators charge the data transfer by kilobytes, which York. The pictures taken in the game were posted Figure 7 A good example of a contemporary mul- makes it very difficult for a normal user to estimate in a wide-screen in Manhattan. ti-player online mobile game that has received how much money is spent when playing. This will change in the future when operators offer more good reviews: Pathway to Glory. multi-player friendly pricing models (see section 4). Our interviews gave some indication that the bor- In the case of server-based online games, it can be ders between the digital entertainment and gaming, also rather expensive to set up and maintain serv- Community and also virtual and real may blur more in the near ers. Latency in the mobile networks is a problem in future. An example of this already happening is the the games that require fast player-to-player interac- The community is often seen as a very important part alternate reality game connected with the Lost TV tion [20]. 3G networks help this a bit, but there will of the game, particularly in the case of multi-player series. still be latency and disconnections from the network games. Human as a species has a strong need for so- (particularly if the players are moving, e.g. sitting cializing and communities have existed probably as Connected games (or online games) on a train). Even if the network technologies would long as the human kind. In Massively Multi-Player not advance fast enough to offer a smooth real-time Online Game (MMOG) industry, there is a saying Connected (online) mobile games have been com- multi-player gaming experience in the mobile net- “they come for the game but stay for the commu- ing to the market already for several years. Howev- works, there are many ways to design multi-player nity” which is very much true. Plenty of literature er, most of the mobile games are still offline games, games that are latency resistant [20]. exists describing the benefits of a game having an even if some of the mobile games use short-range active player community (see e.g. [40]). communication technologies, such as Bluetooth or A good example of a successful connected mobile infrared to facilitate locally multi-player games. In game is Pathway to Glory (Figure 7), which is a Nokia study [19], 45% of the mobile game players strategy game where the players guide their troops reported that they play multi-player mobile games at to solve missions in Second World War. least once per month.
  • 12. 11 Chapter 2 Users and Games In mobile games, community aspects are impor- Joining the game happens by invitation of another tant as well. Our interviews revealed three different player of the game. kinds of opinions: Another example of a commercial community-fo- 1. The communities will be a central part of cused approach in today’s mobile gaming already is mobile games. The mobile phone is a social device the N-Gage gaming platform [43], which has an ac- used for communicating. tive player community around it. As the publisher’s role becomes stronger in mobile games industry, it 2. The communities will be important but it is is likely that communities form around certain popu- not clear where the mobile game communities will lar publisher’s game titles. Also, as connected gam- reside. One very potential candidate is the Internet ing and even massively multi-player online gaming (e.g. a mobile game that is accompanied with a web (MMOG) becomes more common in the mobile page(10) ). Some interviewees also suggested that lo- platform, it is very likely that the role of commu- cal communities may become important for mobile nities grows as well since it has been very central applications. in the PC or console-based MMOGs and connected games. Figure 8 Sea O’Fortune is a good example of a 3. Communities may not be an important part mobile-based MMOG game world of mobile games in 2010. The mobile phone has its limitations (e.g. the keypad, screen size, and the ma- turity of connected gaming) and the success of on- The skeptical responses were based on the limita- line mobile games has been still moderate. tions of the mobile phone and networks. It was also The opinions that reflected mobile game communi- mentioned that the more casual and older players not ties already being important part of mobile gaming being necessarily interested in using a lot of time in already in year 2010 were more common. A few order to get involved in game communities. Howev- skeptical responses existed. er, often different roles are possible in communities ranging from active participants to observers. One good example of a community-focused mo- bile commercial game is Digital Chocolate’s MLSN sports league [37], which is an entirely community- based game where the players manage their sports leagues to compete with others. In the academic do- main, a good example of a game that is based on the player community is COUP [11]. In this game, the (10)However, some of the mobile phone are already more like players compete with each other to climb up in a multi-media computer and web pages can be browsed equally both with mobile phones and desktop computers. social hierarchy.
  • 13. 12 Chapter 2 Users and Games Prosumerism Serious games typically need to make the educa- when participating events. This is already possible tional purpose very visible for either the founder of because the mobile users can browse Internet gam- In other media than only the games a common trend the game or the player. The serious games have been bling sites with their mobile devices. Many of the seems to be the more active role of the consumer. often criticized for not being fun. However, it could first mobile gambling games will resemble the ones We call this prosumerism, which means that the user be the definition of a serious game that makes it so that are played today in the Internet or at Kiosks. takes a role of a content creator or a hobbyist pro- (it needs to be something serious, If it is fun, it is not However, some mobile gambling concepts will uti- ducer in a service or application. This trend certainly serious!). The more fun games that can have edu- lize the “live” aspect. Sometimes the mobile gam- also affects the mobile gaming. However, the mobile cational or health benefits are often seen as games bling games can be part of a bigger concept where phone offers quite limited screen real-estate and in- that are played just for fun (e.g. dancing or singing the game is played on different platforms. put methods for creating content. Some of the con- games). tent-creation or publishing tools may reside in other platforms. One example could be a game where the The mobile phone is a good platform for serious player can customize the game character in detail in games. The phone is almost always with the user a web site but plays the game with mobile phone. and it is very accessible and can be aware of its One very potential mobile technology for creating context. The user can always access the phone and or publishing content is the mobile phone camera. engage in learning when he or she has time. In ad- Use of voice has potential too, however, the use of dition, the learning can happen in the right context, voice has not been utilized much in mobile games for instance, the players could get some additional today. Also, we have noticed in when playtesting information about the real locations where they are mobile games that quite often the players prefer to currently in. In health games the context becomes play the mobile games without the sound. even more important. A good example of a success- ful serious game in a portable gaming console is We will see more games where the players can pro- Nintendo DS Brainage [8]. Even this success alone duce or create content (11) . However, these kinds of is likely to encourage some of the mobile developers games will not dominate the market in year 2010. to experiment more in the field of serious gaming. The technology is still a barrier in this area. Seriuos games are related to the bigger topic of per- Serious games suasive games. Advergames (games that advertise something) are another form of persuasive games Serious games can be defined as games that, in ad- and they are briefly discussed in the Section 4. (11)Lincoln Wallen defined the player created and published content nicely in Nokia’s NERD conference in year 2006. He dition to being fun, serve some useful purpose, such referred to player created content as something where the play- as education or staying healthy. All games can be Gambling er creates things from the scratch and player published content where the player uses content provided by the game developer said to be educational or to influence the player to to create content. In the latter case, the content has already some extent – the very core of gameplay is to learn Mobile gambling will gain popularity. The players value as itself. A good example of this is podcasting (user-pub- lished content) and users composing songs themselves (user- to master to play the game. can gamble with the mobile phone simultaneously created content).
  • 14. 13 Chapter 3: In the following, we have listed the technology trends that were found in our workshop and inter- views. It must be noted again that the new technolo- The bigger developers typically have their automat- ed testing platforms for testing mobile games. Technology gies listed in this report do not refer to Nokia road mapping but only to the interview data that was col- lected in this study. Camera The mobile-phone camera was already mentioned as an existing technology that will affect what kinds In this section we discuss the technological trends Platform fragmentation of games will be popular already in the near future. that are related to mobile games. The focus is more The mobile phone camera is mainly used for three in the platform issues, not as much in the mobile The platform fragmentation is one of the biggest purposes: 1. creating content, 2. interaction, and 3. network technologies, but it must be noted that both technological issues in mobile game development. creating augmented reality. The examples that we are important. The different platform manufacturer’s phones vary give are here are from our research projects, how- a lot, most importantly, in software development en- ever, it is likely that we will see commercial mobile The technological trends are particularly interesting vironments, screen sizes and keypads. The mobile games using the camera in similar ways already in since when a particular technology gets common phones developed by the same platform manufac- year 2010. A good example of a current commercial and accessible via APIs (Application Programming turer vary as well. Porting a mobile game to sev- mobile game where the camera is used for game in- Interfaces) in mobile phones, it can enable new eral platforms can be as expensive as developing the teraction is Final Fantasy: Before Chrisis [17]. commercially viable mobile gaming styles. A very game itself. good example of this is the mobile phone camera, Many MUPE [41] games use the mobile phone cam- which is becoming almost like a standard feature in The platform fragmentation, according to our inter- era for content creation. One example of this is the the more advanced mobile phones. Not that many views, does not go anywhere by year 2010. Some Superstar game where the players try to take pic- commercial applications exist yet, however, the use improvements will happen, particularly among the tures of the other players without them noticing it. of mobile phone camera is very popular in research same platform manufacturer’s phones – the big- Another example of this a game prototype where the projects. In these research projects, the camera is ger manufacturers like Nokia know that this is a mobile-phone camera was used to create race tracks typically used for creating content, interacting with real problem for the developers and are working on in a rally game. The mobile-phone camera has been the game or other players, and creating augmented making their life easier. The bigger game publishers used for interaction in a few research projects. A reality. One of our invited papers roadmaps the fu- may also able to agree about some standards in the good example of this is the AR tennis game [24], ture mobile technologies (Sonja Kangas, VTT: The future. where the player uses the mobile phone camera to Technology Centre of Finland) [32]. Another in- play tennis with another player. A classical example vited paper by Frank Fitzek of Aalborg University A big driver for the fragmentation is the fact that of an augmented-reality game that uses the mobile describes a new kind of network architecture that new devices come frequently in the market and that phone camera is the mosquito game, where mosqui- could be used in mobile games [18]. may even increase the fragmentation in the future. toes (or viruses in another version) are augmented For the bigger mobile game developers the platform on top of a real world view. fragmentation can also been seen as an asset since it is a huge barrier to entry for the smaller ones.
  • 15. 14 Chapter 3 Technology networks include GPS, operator-provided location radio access protocols. In late 2005 and early 2006 tracking, proximity technologies, such as Bluetooth, during the initial real-world deployments of HSD- Wi-Fi, and identifying the CELL-ID. Since the lo- PA, data throughput rates for individual terminals cation-based games were already discussed earlier ranged from 1 to 3 Mbit/s with latency times be- in this document we will not go further in detail in tween 100 and 300. UMTS networks deployed with here. HSDPA are particularly attractive to operators due to the continued cost savings and projected subscriber Connectivity models which are associated. According to the 3G America’s website; UMTS users have grown to 81 The mobile phones will have more options for con- million subscribers globally in less than one year, necting to the mobile internet and the access will with projections of more than ten times that amount be more ubiquitous. The high-end mobile phones by 2011 [1]. already have Wi-Fi connectivity, and it is likely to become more common in low-end mobile phones as 4G network technologies are already in planning but well. The ideal situation from the users point of view will not probably affect that much the market yet would be that the mobile phone could automatically in year 2010. These networks can potentially offer choose the most efficient network available (e.g. 100Mbps data transfer over IP compliant networks. Figure 9 A player using the mobile phone camera fastest or cheapest) seamlessly. We got indication in 4G networks may also be compiliant with Wi-Fi and as a controller when playing tennis against an- our interviews that some multi-player online games WiMax and reduce operator costs. other player may use streaming technology for gameplay. The operator interoperability can be sometimes a Other new interaction technologies The mobile network technologies are evolving, like problem. This could be the case when a game would in the past and we can expect the speed and the ca- use the operator’s presence service to see if quests Some mobile phones already incorporate 3D motion pacity to grow in the future as well. Currently, in the can be sent to a player who is not currently actively sensors that can be used for a new kind of game in- 2G networks the latencies are still rather high, typi- playing a game (to see if he or she is for instance teraction. Technologies that make controlling mobile cally ranging from 300ms to one second. There can working). games easier may gain popularity since that seems be also occasionally high latency peaks or the users to be a problem currently. may disconnect from the mobile network (particu- Bluetooth is one of the most commonly used tech- larly when commuting). GPRS and EDGE are the nologies currently for connecting multi-player mo- Location technologies most deployed 2G technologies. bile gamers. Tom Söderlund’s article [51] in our ar- ticle appendix discusses proximity gaming. Location-technologies are becoming more common 3G UMTS networks improve data rates greatly but and accessible in mobile phones. Location-based latency increases are marginal. In the 3GPP Rel-5, games were already discussed earlier in this report. HSDPA promises low latency times using IP based Examples of such technologies in mobile phones or network infrastructure combined with enhanced
  • 16. 15 Chapter 3 Technology Communication between the applications However, the game design nicely involves this and the JSR-118/MIDP 2.0 for 2D graphics, JSR-184/ uses the field radio as a metaphor for sending the M3G for 3D graphics, JSR-239 offering Java bind- Session Initiation Protocol (SIP) enables flexible messages in order not to break the immersion. ings for OpenGL ES, and the upcoming JSR-297/ game interaction functionality (see e.g. [50]). SIP M3G 2.0 which adds support for advanced features, protocol can be used for handling online game ses- Graphics performance such as programmable shading. sions, presence, and messaging in text or even data stream. Every player can be identified with a unique The graphics power of the mobile phones has in- All of these standards will have an impact on the SIP address. The players can, for instance, invite creased a lot – the high-end mobile phones like No- mobile games that will be developed in the near fu- other players who are not logged in the game to play kia N93 already have hardware accelerated graphics ture. with them. Using SIP may become more common in and are capable of showing equivalent graphics as the future since it seems to solve some of the prob- the PlayStation2 gaming console. This will make Software platforms lems that are related with online gaming and it is al- developing 3D games for mobile more feasible, ready commonly supported in the mobile networks. however, the usability issues for playing 3D games The software platforms for developing mobile with small displays must be taken into account. games that exist today will be still strong in year VoIP while playing Many mobile game developers and publishers seem 2010. The most popular one currently is Java. Brew to favor 3D games, which showed also in our inter- is also popular, particularly in the Northern Amer- Some of the online mobile games are likely to use views. For instance, Gameloft has announced that ica. Some developers choose to use Symbian for voice chat simultaneously with gameplay already in the company’s goal is to eventually launch all of its creating a richer gaming experience. In the native year 2010. This is due to the small size keypad that game titles in 3D [2]. side, Windows Mobile is an upcoming competitor, needs currently not only to be used for communica- but not that many games for Windows Mobile exist tion but also for controlling the game. Voice com- The developers gain access to the new graphics fea- yet. munication with mobile is very natural, and as soon tures through the use of standardized graphics pro- as this is technically (and commercially) feasible, gramming APIs. An industry collaboration known A very promising new software platform for mobile some of the online mobile games will utilize it. as the Khronos Group has been very successful game development is Flash Lite. When Flash Lite in specifying high quality APIs with wide accept- becomes more common we will see a lot of porting Today we can already see some signs about going ance. Examples of these include the OpenVG API of old simple web games. In the research, Python to that direction, even if voice communication while for hardware accelerated 2D vector graphics and the has been quite popular. A good Python compiler ex- playing online mobile game is difficult to implement OpenGL ES for 3D graphics. All major manufac- ists for the S60 Nokia phones and it is used in many at the moment. In Pathway to Glory [46] mobile turers have either already implemented or are plan- research projects. game, the players can communicate with each other ning to implement these APIs in their handsets. An- with recorded short voice messages. The quality of other example of a Khronos group’s standard is the the voice messages sent over GPRS cannot compete OpenKODE initiative for native gaming [33]. with the quality of making voice calls. On the Java side, the Java Community Process (JCP) has been equally active, with examples like
  • 17. 16 Chapter 3 Technology Convergence them in addition to a mobile phone. Then on the oth- The combination of connected gaming and increas- er hand, if the mobile phone ends up to be the play- ing popularity will create a need for enhanced secu- Convergence of the mobile phone technologies is er’s only gaming device, then getting sometimes an rity both in a technical sense and when considering a strong trend. A good example of convergence is enhanced gaming experience is desirable. cheating and other typical problems in online games. the mobile phone and camera. The high-end mobile Another issue that will make security even more im- phones are becoming more and more like mini com- In the following, we have listed a few development portant is gambling or trading game items for real puters that can handle various tasks. When more paths that could make mobile game peripherals suc- money [13]. Such games have not yet been seen in mobile phones enable easy web browinsg, playing cessful already in year 2010: the mobile phones, but this may change in the near browser-based games with a mobile phone will be- future. Steven Davis’ paper on mobile game security come common. In some cases, the development of - The peripherals are multi-purpose devices in our collection of invited articles describes these accessories and peripherals for the mobile phones - Some of the users play games only with issues in detail [12]. Protection of the content will may also increase divergence. their mobile become more important as its value gets bigger. - Content that support the use of peripherals Peripherals exists - The usability, coolness-factor, and pricing Development of peripherals can be an opportunity of peripherals are acceptable for the mobile phone to provide opportunities for a richer audio-visual game experience and better in- Security teraction. The other way to go is developing ways to connect mobile phones to already available other The security issues have not had a very big role so devices. A good example of this is TV-out connec- far in mobile gaming. The sellers have been natural- tion that already exists in some mobile phones (for ly interested that when a user buys a game he cannot instance, in Nokia’s N93 phone). These kinds of copy it to other devices. On the other hand, this is a connections also enable the users to use generic pe- problem for those who change mobile phones and ripherals for the mobile phone, e.g. data glasses that would like to play a mobile game with their new support external signal input. It should be also noted, device. However, this problem has not necessarily however, that the content often needs to be designed seen as a big one since a new phone model would to support the new output and input formats. need typically a new game version anyway. Also, many of the story-oriented current mobile games The success of peripherals for the mobile phone, do not include that much content and are quickly particularly dedicated ones, is not certain. One very played trough. important thing that separates the mobile phone from other portable gaming devices the mobile phone is However, as quality of mobile games increases and always with the user, even when the he or she would the gaming experiences become more connected, the not be planning to play games. It is not certain if the security issues become more and more important.
  • 18. 17 Chapter 4: customer, and the best billing mechanism that exists for mobile games. advergames. The alternate- or mixed-reality games also often tend to use a promotional revenue mod- els. Business We got indications in our interviews that the times will be hard for small mobile game developers in the near future. The solution for this is to team up with The mobile game players will be more often able to try out the games before buying them. A study a bigger publisher or aggregator. The operators are [53] commissioned by Nokia revealed that “Try be- Value Nets typically not interested in discussing with the small fore you buy” is very important for the mobile game players since they have established relationships player. One comment in our interviews was, though, Our group of interviewees was quite biased in the with the bigger ones already. When the interoper- that “try before you buy” may be problematic if the developer side with only a few operator respond- ability increases, the times will become easier for games are very short anyway. ents. On basis of the interviews it was very clear that the smaller developers publishers again, but this will the game developers in general think that the opera- probably happen after 2010. In-game advertisements will provide a revenue tors are currently taking too big role in the value net stream for some games. This is something that is and are actively looking for ways to go around them. The companies who understand the mobile platform already emerging in the non-mobile space. A good There was some confirmation for this in the operator as a unique media will probably have an advantage example of a game where the in-game advertise- side as well. However, the operators continue to be over to those who attempt to publish material that is ments play a big role is Funcom’s Anarchy Online typical provider to offer a starting point for finding familiar from other platforms in the mobile. A good [3]. Advertising more in games makes sense partic- the games and often take care of billing the custom- comparison made by one of our interviewees was ularly when considering that young people tend to ers. that the traditional publishers of TV content are typ- use as much or even more time playing games than ically not as successful in the Internet as new play- watching TV. In our interviews, the mobile game publishers pre- ers like Google or Yahoo. dicted that their role will be stronger in the value net. Paying for content may become more common in We got some indication about that from the operator Revenue Models mobile games. For instance, episodic content fits side as well. In the near future, there will be opera- quite nicely for the mobile platform where the play tor channels that the publishers can control rather The existing revenue model for mobile games is very sessions are supposed to be shorter than with a PC independently. Some publishers will have their own, much based on the players paying for a single game. or console. Virtual asset trade and real money trans- operator independent, portals for selling games. The The subscription-based model is gaining popularity actions in games have been an emerging trend in the publishers who collaborate with the operators can also in Europe and has been a strong model in Asia PC gaming recently. This will also probably have take the responsibility of transferring the game to the already for years. The other revenue models that will some effect in the mobile gaming, one of our invited player directly and then just let the operator know become more common include promotional games, papers discusses these issues [13]. for what the customer needs to be billed. The op- game renting, paying for content, and gifting. Ex- erators will not vanish anywhere from the value net amples of promotional mobile games exist already within the next few years since they have a strong (e.g. TibiaME [52] launched by T-Mobile). Flash role currently, a trust relationship with the Lite will probably increase the amount of mobile
  • 19. 18 Chapter 4 Business Distribution discussed already earlier. for instance, how the mobile TV operates currently in Finland. Even if a user would be interested in playing a mo- Billing bile game, it may be difficult to find where to buy Marketing and brands the game or the user is not even aware of the games One barrier for new revenue models is the billing that he or she might be interested in playing. This is models that the operators are providing. According Advertising in the print media becomes more com- one of the biggest problems at the moment in distri- to our interviews, the operators will provide more mon. The new phenomena will be easier to get into bution. The situation may become even more con- billing models in the near future. For instance, the the knowledge of the audience faster. A good exam- fusing for the users when there will be more portals users can form groups and the billing can be done ple of this is Jamba’s Crazy Frog. that are selling mobile games. At the same time, the for the group instead of an individual. increased advertising and reviews around mobile The more flexible billing models will also enable Some of the bigger mobile game developers are games will probably help the users to find the good models where the players pay for virtual assets or building their own, mobile-originated game brands. portals for buying the games that they want to play. even trade them with each other. One of our invited Brand building can also get easier when the game articles considers real money transactions (RMT) in publishers will have their own distribution chan- Most of the mobile games today are distributed over games [13]. nels. According to our interviews, the operators are the air (OTA) and this will not change by the year not always that interested in new brands since they 2010. OTA seems to be a more successful mod- Billing for the content may happen in a different like to play safe. This seems to depend on the opera- el than selling games in retail for mobile. A study place where getting the content does. For instance, tor since not all of them are interested in branded [19] shows that mobile game players are currently the mobile game could be bought with a console games. While the bigger players from the console interested in downloading games over the Internet game in a box but then the content downloaded over and PC games field are entering the business, we (OTI) as well (the popularity of OTI was 35% and the air with, for instance, an access code. will see more familiar brands from there to emerge OTA 45%). However, this may reflect the high pric- in the mobile space. Some of the interviewees who ing for data transfer currently. When the prices for Cost were acquiring content said that they are not particu- data transfer go down and the reliability and speed larly interested in big licenses. One trend that also up, the popularity of OTA will increase. Currently The cost for developing mobile games will grow emerged in the interviews was that the social net- OTI usually means downloading games to a PC while the quality requirements(12) for mobile games works are used for marketing games. and transferring them to a mobile phone, however, increase. We got some indication in our interviews OTA and OTI will also converge when the mobile that the cost versus revenue rate is not well-balanced. The players will have more awareness of the mobile phones can be also used as Internet browsers that The development cost of mobile games is going up game publishers and if they are usually publishing use Wi-Fi for data transfer (and the more advanced but the revenues are not increasing as quickly. good games or not. Some players will choose the ones already can). Also, the traditional console and games that they buy based on the publisher. PC games business is moving towards OTI. An arti- The cost for data-transfer has been a big barrier for cle in Gamasutra shows that in future games may be mobile online gaming. In the future, many operators distributed more often in the Internet [21]. The issue will offer flat data transfer fees. Sometimes, the data of who will provide the distribution channels was transfer fees can be included in the service. This is, (12) This refers to the users expecting better graphics etc.
  • 20. 19 Recommendations by friends and trials sent by camera, will also encourage developing games with inside the operators’ portals. Times will be hard for friends seem to be currently very important for the new interaction styles and possibly even new mo- the smaller publishers or developers who don’t have mobile game players [19]. It is very likely that these bile game genres. their own portals or relationships with the operators kinds of features will be used more frequently in or bigger publishers. selling the future mobile games When considering the software platforms for mo- bile game development, the existing ones will be Chapter 5: strong (Java, Brew, and Symbian in Europe), and Flash Lite will gain popularity. The users will have more possibilities for connected gaming as the mo- Conclusions bile phones will offer possibilities for using various technologies for data transfer (3G and the next gen- eration, Wi-Fi, etc). We are not expecting the mobile gaming to change The distribution of mobile games is currently a huge radically from today to year 2010. The mobile games problem. This will change at least somewhat by will have a lot more publicity and the players will be 2010. Utilizing viral distribution and “try before you more aware of mobile games. An increasing number buy” will be successful. There will be more portals of people who consider themselves as gamers will for buying games, provided by the operators, big be playing mobile games, sometimes this will be a games publishers, and platform manufacturers. The cross-platform experience where the player can ac- portals will have better usability and provide more cess the same game from various platforms includ- information about the games for the players. The ing mobile. “Snack” or casual games will be still players will have also more knowledge about the very important part of the business. Currently these portals, games, and mobile game publishers. Some kinds of games generate most of the revenue in mo- of the players will trust certain publishers to create bile games industry. The partition of games that are good-quality mobile games. geared towards more hard-core gaming experiences will grow but not radically. Online gaming will be The publisher’s role in the value net becomes strong- more popular when the technological and commer- er, however, the operators will also still be strong in cial barriers get smaller. the value net. The roles in the value net get clearer and publishers may take over some of the tasks that The technological advancements in the mobile have belonged to the operator, such as transferring phone, such as hardware accelerated 3D graphics, the game files directly to the player. Some of the will drive the increasing quality of the mobile games. publishers will have their own distribution channels Some technologies that will become more common and some will work together with operators taking in mobile games, such as the mobile phone more independently care of their own “channels”
  • 21. 20 Acknowledgements Jussi Holopainen Juha Ruskola Nokia Resarch Center, Finland Mr Goodliving, Finland The following people were invaluable in the many Teemu Jalava Mattias Svahn forms of contributions to this report. They helped Nokia Research Center, Finland Swedish Inistitute of Information Science, with participating interviews, commenting and re- Aki Järvinen Sweden viewing the reports, and writing articles. The con- Veikkaus (the Finnish National Lottery Tom Söderlund tributors and the company where they were em- Company), Finland Blaze, Sweden ployed at the time of the contribution are listed Sonja Kangas Mika Tammenkoski below in alphabeitical order VTT (The Technical Research Center of Digital Chocolate, Finland Finland), Finland Jyrki Usva Juha Arrasvuori Sampo Karjalainen Sonera, Finland Nokia Research Center, Finland Sulake, Finland Lincoln Wallen Tomi Aarnio Praveen Karoshi EA Mobile Games, UK Nokia Research Center, Finland Nokia Technology Platforms, India Vicky Wu Raimo Backstrom Jani Karlsson Froghop, USA Nokia Networks, Finland Nokia Multimedia, Finland Serguei Zhitinski John Paul Bichard Jaakko Kievari Mobos, Russia Idea Milk, Sweden Nokia Multimedia, Finland Greg Costikyan Vesa-Pekka Kirsi Manifesto Games, USA Nokia Multimedia, Finland Steven Davis Jani Kärhämä GlobalSecure Inc, USA Fathammer, Finland Frank Fitzek Panu Mustonen Aalborg University, Denmark Satama Interactive, Finland Anton Gauffin Ning Yang Nibble Gamelion, Finland Nokia Research Center, China Tim Greenhalgh Mark Ollila Galaxylife, UK Telcogames, UK(13) Tim Harrison Seth Pfeiffer Vodafone, UK Nokia Networks, USA Mikko-Pekka Hanski Markus Ramark Idean Resarch, Finland Nokia Multimedia, Finland If you have contributed but your name was not in the Fernando Herrera Adolfo Rosas list, please contact Elina.M.Koivisto@nokia.com Rovio, Finland Telefonica, Spain (13) Since Novermber 2006 Nokia Multimedia in Finland
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  • 23. 22 Appendix for the Mobile Games 2010 re- Panu Mustonen When designing early WAP-games, the data port, the invited articles Satama - Finland traffic creation was almost automatic. The networks and phones were slow, so what ever Mobile Games and Data Traffic game you designed, it consumed a lot of time Creation (and thus circuit switched data time because always connected). Optimization of data traf- Introduction From History Greed to Future Need fic was also thought to be nonsense because the real customers in 2000 were seen to be mobile operators. However, the revenue mod- This Appendix consists of the invited articles and testing of a proximity game prototype. WAP els based on data revenue share were not in for the Mobile Games 2010 report. The arti- The seventh article by Vicky Wu discusses When mobile gaming started to come to the existence – the operators were not ready to cles look at future mobile games from various transmedial access, what kinds of strategies wish list of handset manufacturers and opera- give away revenue that they thought was the points of view, ranging from the early history can be used in implementing games with tors the only possibility was through WAP- backbone of their business. Earmarking in- to design and technical aspects. The articles transmedial access, and how transmedial ac- based games (excluding mini-scale business come from certain games was very difficult are each authors’ opinions on their topics and cess can benefit game developers. (Please around Communicators, Palms and of course – and looking back to those times, it was also do not reflect Nokia’s road mapping or future note that in the Mobile Games 2010 report the legendary Snake-game). Starting 1999 quite disturbing for the operators to give away product releases in any way. Some of the arti- the terms “cross-platform access” and “cross- there was quite buzz around mobile games data traffic figures which saying the least were cles may even contradict each other or the Mo- platform games” are used instead of this less and companies getting ready to do those not always very convincing (or at least they bile Games 2010 report; however, since pre- commonly used term.) The last article by mysterious games. There were no WAP- were not in the scope of “hockey stick” fig- dicting the future is a difficult task, we wanted Frank Fitzek describes a potential architec- phones and the only devices having a WML- ures of all the future estimations). In any case, to show different points of view for the readers. ture for future mobile multi-player games. browser were some PDAs from PSION. This the WAP-games were bought and licensed to and the lack of proven business models did their services because they are always an easy In the first article of this Appendix, Panu not prevent venture capitalists investing in way to show the end-customers what new Mustonen describes how mobile gaming has new mobile game companies (this was how technology can mean to them. The mobile evolved from past and predicts what will companies like Springtoys and Riot-E were game companies kept on doing mobile games change in the future. The second article is founded in Finland). At the same time a lot because there were not many alternatives and written by Sonja Kangas, and she looks at of companies were founded or grown around of course everybody hoped that some day op- the trends in the digital media and how mo- “mobile internet” – so it was not just games. erators would open up their data revenues. bile gaming will be like in the future. Kangas also looks at the future technologies in the hy- The common denominator behind all these J2ME ENTERING TO THE STAGE brid media. In the third article, Jean Paul Bi- companies and their products was to create In no way were the WAP-games a mistake for chard defines how portable and mobile games data traffic on the new WAP-enabled handsets. the companies or for the mobile games indus- are different and looks at what is required In the calculations of those days there were try. Even though the full monetary potential to create true mobile games. The fourth and two main sources for greed. The first source of them was not achieved, they taught the fifth articles are written by Steven Davis. In was that the WAP-games and content had to game companies to make server-based games his first article, he discusses the real money use circuit switched data over GSM. The data from the beginning as well as thinking about transaction phenomena and the second one call rates for the early users were very high, optimizing time need of the game – either to- concerns the security issues in online games. and it was assumed that GSM operators would wards the operators needs or then to the actual In the sixth article, written by Tom Söderlund be willing to share the data traffic income with game experience. When J2ME started to raise ,concerns proximity gaming. The article is game companies. The other source was the es- its head in 2000 it was again time to think written from the design point of view but also timates of data-usage growth as well as the what kind of revenue models were needed in lists technologies that can be used and gives estimated roadmap for new networks and new an example of the design, implementation, phones capable of color and real-time gaming.