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Analyst Talks Apple's iPhone Games Strategy
Analyst Talks Apple's iPhone Games Strategy
March 6, 2008 | By Staff

March 6, 2008 | By Staff

Prior to today's official announcement of the iPhone SDK and its big name games content, Analyze This columnist Howard Wen asked OTX Research's Nick Williams his opinion on Apple's position in the gaming market and where the company's opportunities lie.

According to Williams, "The time is right for Apple to leverage its brand appeal and cutting edge products to help grow the market in new directions. Apple has invaluable experience in seamlessly delivering music, film and TV content to consumers, and this model could certainly be scaled for a more ambitious video game initiative."

With recognition of the upcoming announcement of the SDK, Williams added, "The most viable market opportunity for Apple is undoubtedly the mobile space with the iPhone and iPod touch. With hardware features such as multi-touch, tilt monitor, networking capabilities, a microphone and a camera, the iPhone has the potential to be a revolutionary mobile gaming device."

But what about capturing a wide, casual audience? "I imagine that Steve Jobs and company are developing a long-term strategy to capitalize on the recent expansion of the market beyond hardcore gamers." The announcement of the first two official products being casual-friendly but deep games -- Spore and Super Monkey Ball -- seems to agree with this assessment of the potential market. Closing thoughts? "The iPhone could be a contender for the all-in-one mobile entertainment device that everyone has been waiting for."

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Doug Poston
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I hope Apple takes games seriously this time. But their past does not leave me hopeful...

Curt Galusha
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Because I'm a marketing guy, I'm curious as to the crisp marketing research around iPhone games. What's the size of the market? How many game downloads have occurred to date? What are the dollars being spent? What has growth been? What is it projected to be? What about case studies? What's the vision? Will games be further segmented?

Just as iTunes needed to wait for the ubiquity of iPods to help further the music purchasing platform, where is the tipping point for the iPhone? Some would argue that it's already here (Audi, Disney, etc)

This is a fascinating space, but I'm curious if true marketing rigor has been placed against this and if so, by whom.


Curt Galusha