Epic Games, the mighty and historic development studio, once believed that budget iPhone apps were killing the video game industry. Back in April, president Mike Capps said to IndustryGamers in April: “If there’s anything that’s killing [the retail games business] it’s dollar apps. How do you sell someone a $60 game that’s really worth it? People are used to paying 99 cents.” An interesting point raised by a company constantly producing brilliant triple A titles but only a few months later it appears they’ve changed their mind (via CVG).
At the Unreal University event in London, hosted by Epic about using the Unreal Development Kit for games, European territory manager Mike Gamble said the company “didn’t believe” all the nonsense that big budget titles were “going away because the cost is huge and content on App stores is 99c.” But whereas Capps’ comments may have come from the heart, Gamble’s might just be originating from the marketing table. He spoke to over 100 attendees at the event and encouraged them to use the Unreal Development Kit as it could help them create some the of the very best game experiences on any platform and that hardcore games on iOS devices offered a great opportunity for upcoming devs. “Experience tells us that if you create content with high production values the audience will buy it,” said Gamble. “You’re customers, what would you prefer to do: Buy a game like Infinity Blade for $6 with plenty of gameplay, good production values that offers a visceral experience; or pay 99c for something you play once and never ever go back to?”
Not all budget games fit into this category however though the number that does certainly outweighs those who don’t. He continued, urging the young devs to use their experience as gamers as a starting point for making games. “The proof for us has been Infinity Blade. It’s a triple-A quality title built and shipped late last year. So far, we’ve earned more than $11 million of revenue from it – that’s after Apple have taken their cut.” Gamble then said there is an audience who want bigger and better games on their mobiles possibly suggesting there isn’t enough of these games to satisfy them all.
There’s no doubt Apple and its competitors are literally in the pockets of hardcore gamers who prefer a lengthier experience for a few quid instead of a shorter forgettable one. Companies like Gameloft price their games around £4-5 which all sell tremendously but that could be to do with then being clones of existing franchises. Nevertheless, it still proves Gamble’s comments to have some truth as do the sales figures of £5.99 games like Real Racing 2 and even the expensive Square Enix RPGs currently on the App store. But time and time again, the biggest sticking point is a lack of physical buttons and uncomfortable implementation of virtual analog sticks. Again, Epic’s Infinity Blade showed that intelligent game design can do away with traditional inputs and work just as well.
The problem with the cheap price point for mobile games, which yesterday went up from 59p to 69p, is that it exists at all. I think the early day self-imposed necessity to release a game for so cheap has left a lasting impression in the minds of users who are reluctant to pay more. Expensive games do sell as Gamble points out but I still see a hell of a lot of App Store user reviews bitching that a game cost more than 59p. But as more and more top quality, higher priced games get released, this mentality should hopefully disappear.