Recently, this link was brought to my attention about a story over at Android and Me. Gameloft, one of the larger names in Mobile Gaming, recently started porting over some of their most popular iOS titles to android. Sounds great, right? But there’s a catch, they’re not using the Android marketplace to distribute content.
Instead, would be users need to navigate to their website from your handheld and purchase it from there, side-loading (loading a program from outside the market) it into your phone. (Sorry ATT customers). Their reasoning for that is that the android market is still new and they are exploring alternative ways to get their products to consumers. But is this really the case, or is it, like Android and Me wonders, part of some larger conspiracy?
Side-loading apps is a valid way to distribute content, but since most android users don’t even know what this means, this means you’re cutting off a large chunk of your potential customers, especially would be gamers. And while the Android market IS still new, Gameloft offers their games through the Palm app store, and that’s even newer. So what gives? There are a couple of options:
Gameloft doesn’t like Android Marketplace policies.
The Android marketplace is unique in that it allows anyone to purchase an app, try it out for 24 hours, and return it if it doesn’t meet their expectations or if there is some error with it. Android Marketplace is the first app store to have this built in trial period mandated. This is a GREAT benefit for android consumers, but a lot of developers hate it because a very high percentage of purchases are returned, meaning that their income isn’t as stable as other platforms.
Maybe Gameloft wants to avoid this sporadic purchase/return cycle that paid app developers tend to see with the android marketplace. One real downside for this is that if you make a simple game (one that is easier to beat), it’s possible for someone to complete your game and uninstall within the 24 hour window because they’re too cheap to keep it for replay value.
But even with returns, it stands to reason that the exposure to more customers via the market would result in more purchasers that kept the download over those currently navigating their website now.
Gameloft is waiting for Google to Sweeten the pot.
Gameloft enjoys favored status with the iphone. They’re often invited to new OS releases to show off what they can do with the New API’s and their games are feature prominently in the app store.
Google doesn’t have this relationship with any app developer yet. Gameloft knows that google needs to improve the market if they want to seriously eat into apple’s market share, specifically with games. Maybe by porting the games over to android and withholding them from the market they’re sending a message to Google saying “Hey, we have this awesome games, what are you willing to give us to get them in your market?”
The Apple Factor.
Now, I’m not trying to start any conspiracy theories or bash Apple products here. But it’s a well know fact that Apple doesn’t like the idea of developers working across operating systems. In their developer agreement, they state that developers can’t use the code in their own apps to port the app over to a new platform (meaning you start from scratch). And they ban the use of programs that will re-code apps across platforms (cross-compilers like those found in CS5). Sure, if you want to develop for multiple platforms, Apple can’t stop you as long as you conform to their guidelines. But that doesn’t mean they won’t be pissed at you.
If Gameloft becomes a hit in the Android Market, they risk snubbing Apple, and in turn they could lose their favored status with them. The Android marketplace isn’t a great one for paid apps yet, and it’s certainly not strong enough for a company like gameloft to risk ticking off their biggest competitor.
Conclusion:
Whatever the reason for withholding their apps from the marketplace, their web store needs a LOT of work. It’s primarily built to show off the applications developed (including those for the iphone and purchasing is a pain. Also, if you switch device or have to do a factory reset, you need to jump through hoops to get the game working right on your device again. This is a non-issue with Market installed apps so if Gameloft wants to continue their online store offerings, they need to make it something the average consumer doesn’t mind using.
Google does need to “clean up” the marketplace if they really want to push it into prime time. Maybe creating some special promotions with popular devs (like Gameloft) will coincide with that, maybe it won’t, but if Google wants to seriously give Apple a run for it’s money, something needs to change.
What do you think?
via Android and Me
