Games developers are in a tricky position when it comes to mobile.
While it is clearly one of the biggest growth areas for gaming, the lack of direct to consumer routes available mean that content owners are heavily reliant on marketplaces to distribute their apps.
As a result, developers are limited to the restrictions of what they can and cannot access on consumers’ devices, which has potentially led to the quantitative, scatter-gun approach to consumer marketing which mobile gaming has received a lot of criticism for.
This is why it’s important that games developers start looking to develop direct relationships with telcos and mobile device OEMs.
There were no app stores or content marketplaces to distribute games, apps, video and music, and the games which came with a mobile device were either developed in-house or made exclusively for an OEM.
Chrome browser on Android phones) or installed by the OEM (i.e.