7 out of 10 games lose money* - yet there are now over 1,800 games in the App
Store after just four months, more than on the
Nintendo DS and Sony PSP combined.
Nearly 400 of these are free, and often 8 of the 10 most popular
paid downloads are games.
Mac Gaming a Backwater
Gaming on Macs is a backwater. Attempts to move it more mainstream
and away from ports of top selling PC titles always seemed to go
nowhere.
When it was about to release Halo on Mac, Bungie was taken over by
Microsoft so that the Xbox had a great title. The Mac version of Halo
appeared months later.
Occasionally John Carmack of id Software showed up for a Steve Jobs
keynote. There was desire in Apple, games would help in the home and
student markets, but not the user base nor the power to really attract
developers.
Then the market changed. PCs offered such a wide range of hardware
that it became difficult to position games. Make a high-end game
needing a high-end graphics card to get high scores from reviewers, and
the risk was not a big enough market to pay back the ever increasing
development costs, especially when you take piracy into account.
Consoles became more powerful. The hardware specs for Xbox 360, PS3,
and Wii are standardised. Piracy is less of an issue. However
distribution is more expensive as much of it requires proprietary games
media and is sold through retail. As only Nintendo prices its hardware
to make a profit, Sony and Microsoft need to make their profit from the
games, leading to prices of $40 to $60.
Games for the DS and PSP aren't cheap either - typical online prices
start at $20 and $13 respectively. Its only when you get to the Xbox
360 xna community games that prices start to look like the App Store,
$2.50 to $10 (after currency conversion from Microsoft points), and
even there, free games are not allowed. Just like Apple is paid for
games sold through the App Store, Microsoft also takes 30% - but
Microsoft also
has the right to charge a further 10% to 30% for promotions, and
no-one has the right to opt out.
Developer Costs
Over and above the percentages paid on sales, games writers need
development kits. After Sony cut the prices in half, a PS3 kit was over
$10,000 and the PSP SDK over $4,000 (Gamasutra.com). Using the xna
tools, which cost nothing, developers need to belong to the Creators
Club at $99 a year.
Compare this to the iPhone SDK, which costs nothing, and if and when
a game is ready then you pay $99 to submit it.
Apart from wooing major developers like Sega, Electronics Arts, and
id Software, Apple is supporting indie developers much better than they
are used to. From
a kotaku.com article, Kuju's James Brooksby says, "Support has been
excellent - more than you might expect from other companies that work
in the games sector. Everything they tell us is very useful."
Another area that Apple is top dog in? Speed. Bad Management's John
Cook notes, "If you work in the console space you are used to a lot
more control in almost every area. It's an amazing service, especially
for things like the speed with which they turn around the release of
content patches."
Gaming on the Go
Despite selling over 40 million by the end of March, with another 16
million forecast for this financial year, Sony's PSP looks in trouble.
At $170, it is squeezed between the $130 DS, with more titles, and the
iPod touch/iPhone at $199 and $229, with many more and cheaper
titles.
According to Sony's annual reports, it is also designed as a music
player, for video playback, Internet browsing etc. - exactly the same
market as the iPod touch and iPhone. Apart from some success with films
at close to DVD prices, the PSP has been held back by Sony's
proprietary memory sticks and UMD discs needed for transferring any
protected content. The total for all PlayStation Internet browsing
(0.03%) was, according to data for last month from NetApplications,
about 10% of the iPhone's (0.33%).
The latest PSP 3000 has a 4.3" screen, but with worse definition
than the iPhone (480 x 272 compared to 480 x 320). It also has less
power. According to
John Carmack of id Software, "The iPhone, as a device, is in the
same generation power-wise as the PS2 or Xbox," he says. "The graphics
are a little lower but the RAM is a lot higher." He is looking at an
exclusive and a good range of exclusives sell gamers on platforms.
The numbers are moving against the PSP too. iPhone plus iPod touch
sales to users in the last quarter were around 7 million. With an
achievable 8-10 million sales this quarter, Apple will have sold in 6
months as many units as Sony hopes to sell over the year.
Apple Leading the Way
Sony and Nintendo, seeing the writing on the wall, are now moving to
Internet distribution to get the prices of games down. Neither has any
history of success in Internet commerce, this takes time to get right,
and they will have to compete with the
iTunes/App Store juggernaut. Sega has already sold over 500,000
copies of Super Monkey Ball at $9.99 on the App Store, and "games sold
via the App Store are the most profitable in terms of any of the
formats we work on," said
Simon Jeffery, the US president of Sega.
It's not only the large developers that are benefiting. "Tap Tap
Revenge game for the iPhone is a runaway hit with over 2 million
downloads" said Bart Decrem, CEO at Mobile Content & Marketing
Expo. With 100 million downloads in the first 60 days and 100 million
more in the next 44 days, we will see in the next 10-20 days just how
fast the ramp up is.
Full Circle: Gaming on the Mac?
So what do the new rules for games look like? 30:70 revenue sharing
between the console seller and game developer, Internet game
distribution, and much cheaper games that will sell many more units.
This will also lead to the end of subsidised consoles unless, like for
the iPhone, AT&T or another network provider pays it. As many games
are now ported to the PC after they appear on a console and big
developers are getting used to writing OS X games for iPhones, can
Mac gamers look for more too? 
