Mobile Games form a crucial subset of the Mobile Entertainment market. Mobile Entertainment in its broadest context embraces the following: -

• Mobile TV/Video (Sports Highlights, Comedy Clips etc)

• Mobile Games

• Mobile Gambling (Casinos, Lotteries, Sports Betting etc)

• Mobile Music

• Adult Content

• Ringtones (Monophonic, Polyphonic and Truetones)

• Ringback Tones (The Tunes/Songs callers hear when waiting for an answer to a telephone call)

• Graphics (Images, Graphics, Animated Wallpaper, Themes etc)

Mobile Games can be delivered to end users in a variety of ways: -

1. Embedded (Hardwired). Games are embedded into handsets at the point of assembly, together with the appropriate logic and memory.

2. Via Downloads. End users can access games from websites and download games directly to their handsets. This invariably involves a small one-off fee or may form part of a daily or monthly subscription.
   
   Mobile Games available for download are being created using a variety of development platforms. Two of the pivotal drivers in this space have been Java (J2ME) and BREW.

• J2ME (Java 2 Platform, Micro Edition) enabled Handsets.
  Java is a high level programming language developed by Sun Microsystems, simplified to eliminate common programming errors. Java has taken a lead in the mobile content space with its J2ME Software Development Platform and is particularly strong in Europe.

• BREW (Binary Runtime Environment for Wireless) enabled Handsets.
  BREW is an open source online applications development platform for wireless CDMA devices developed by Qualcomm. As of August 3rd 2006, 44 manufacturers and 71 Carriers/Mobile Network operators in 31 countries were using BREW, with Verizon Wireless in the USA being the most notable.

3. Via Sideloading. Nokia's latest mobile games offerings include the downloading of games to PCs for sideloading onto handsets. The process is best described as an “iTunes for mobile games”, with the PC client sitting alongside a new dedicated OTA (Over the Air) mobile distribution channel.

4. On CompactFlash (CF) Memory Cards. This is a common type of memory card. It is essentially a small removable mass storage device, first introduced in 1994 by the SanDisk Corporation. CF Memory Cards weigh half an ounce and are slightly smaller than a matchbook. There are currently two variants - Type I and Type II, with the only differentiating feature being thickness, with Type I Memory Cards being slightly thinner.
   
   CompactFlash Memory Cards can contain either flash memory or miniature hard drives. At the moment the flash memory type is more prevalent. Some industry observers believe that Flash will eventually emerge as the de facto operating environment for all mobile applications.

5. On SD (Secure Digital) Memory Cards. These tiny cards (24mm wide, 32mm long, and 2.1mm thick) have extra connections to secure data. They have various advantages over Multimedia Cards (see below), such as content protection, planned capacity growth, high-speed data transfer, and a write protect switch.
   
   In July 2005 MicroSD memory cards (11mm wide, 15mm long, and 1mm thick) were unveiled and they are currently in the ascendancy, endangering prospects for rival formats such as the MMCmicro and Sony's M2. The microSD was originally called T-Flash and then Transflash, before being rechristened microSD when adopted by the SD Card Association (SDA).
   
   In January 2006 SanDisk unveiled a 1Gb microSD card, followed by a 2Gb microSD card in July 2006 to coincide with the launch of Verizon Wireless's LG “Chocolate” phone . Nokia's endorsement of microSD in some of its latest offerings has undoubtedly helped the format attain a market place edge. At the same time SanDisk has also been proactive in terms of selling cards that are pre-loaded with digital content, especially music.

6. On MMCs (MultiMedia Cards). These are memory expansion cards that are much smaller than CF Cards. They are the same size as SD Cards. Sophisticated high-end mobile games could feature on MMCs and sold through retail or delivered via Bluetooth (See(10) below) or across wireless LANs, either via home connections or via dedicated kiosks in retail outlets.

7. On RS-MMC (Reduced-size MultiMedia Cards). First introduced in 2004 the RS-MMC is considered a strong rival to the miniSD. This card is half the size of its predecessor and weighs less than a gram. RS-MMC's devotees have included Nokia (using them in their Series 60 Symbian smartphones), Samsung and Siemens (incorporated in its generation 65 and 75 models).

8. On Memory Sticks. This is a removable flash memory card format first launched by Sony in 1998. Memory Stick is in fact a generic term to describe an entire family of flash memory formats, including Memory Stick Pro, Memory Stick Duo, Memory Stick Micro (M2). Memory Stick is a proprietary Sony format, capable of being used on some Sony Ericsson mobile handsets. Third party licensees that make Memory Sticks include SanDisk and Lexar.

9. Via SMS (Short Messaging Services). SMS, whilst generally considered unsuitable as a games playing medium, is, however, ideal for short burst text messages, which can include low level Voting or Quiz-based games.

10. Via MMS (Multimedia Messaging Services). MMS is a direct descendant of SMS and like SMS is a person-to-person tool. However, it also enables graphics, photos and moving images to be added to text messaging. MMS can be used for a variety of applications, including mobile games.

11. Via High Capacity SIMs (Subscriber Identity Modules). Some industry observers have pointed to high capacity SIMs as a means of storing all content on a mobile in one place. M-Systems (in the US) has already launched a 512Mb ‘MegaSIM' and Gemplus (in France) has unveiled a multimedia SIM. 1Gb SIMs were expected in commercial quantities by the end of 2006 and 5Gb SIMs by the end of the decade.

    SIMs differ from conventional memory cards in that they offer greater levels of control to Mobile Network Operators. Operators can download content samples on the card (games demos, tones, videos etc), making it easier for users to link directly from them to the network, with a view to securing full versions. It could make the download and purchase of content a far more user friendly experience. At the same time SIMs are recognised as external drives by PCs, effectively making management easier and allowing so called ‘triple play operators' to sell content across multiple channels.

    In spite of the high capacity SIM's potentially attractive features there are those who feel that they will fail to make their mark. Instead they foresee users storing online content on services like Flickr. (Flickr offers online photo management and application sharing). Another barrier to current uptake is the fact that none of the existing handsets support larger capacity SIMs, although given the rate at which new devices are rolled out by manufacturers this is unlikely to remain a barrier for long.

12. Via Bluetooth. This is an industrial specification for wireless Personal Area Networks (PANs). Bluetooth effectively provides a way to connect and exchange information (including games) between devices like PDAs, mobile phones, laptops, PCs, printers, digital cameras and video game consoles, such as Nintendo's Wii, via a secure, globally unlicensed short range radio frequency (up to 100 metres).

    Bluetooth allows enabled devices to communicate with one another when they are in range. As they use a radio communications system they do not have to be in line of sight of each other, and can even be in other rooms, so long as the received power is high enough.

Mobile Games: Defined

Mobile Games are defined in our research programme as any game capable of being played on handsets, which include voice communications as part of their core functionalities.

This definition allows for the increasing convergence of handset technology.

For instance there is a raft of hybrid PDAs (Personal Digital Assistants), epitomised by product offerings from Apple, Blackberry, Handspring, Sony Ericsson, PalmOne, T-Mobile, Orange and O2, to name but a few, which offer voice communications.

Some of these hybrid PDAs/Cell Phones are also known as Smartphones.

Typically Smartphones run bespoke operating system software (such as Symbian, Windows Smartphone 2003, Palm Cobalt and even Linux), which provide standardised interfaces and platforms for application developers.

Smartphones are considered to be distinct from PDA-based devices, which run on operating systems such as Palm OS or Windows Mobile for Pocket PCs.

PDA-based devices usually have touch-screens for pen input, whilst Smartphones invariably
use standard phone keypads for input.

Compared to standard cell phones, Smartphones invariably have larger displays and more powerful processors.

Applications written for a given Smartphone platform can usually run on any Smartphone with that platform, regardless of manufacturer. Moreover, compared to Java or BREW applications, native Smartphone applications usually run faster and integrate more tightly with phone hardware.

With mobile handsets becoming ubiquitous, “accidental” computers, the opportunities for playing increasingly sophisticated mobile games are proliferating.

To complicate matters, next generation handheld games devices are increasingly offering some form of basic communications functionality. Nokia's N-Gage QD, for instance, doubles up as a mobile phone and handheld games device.

At the same time Tiger Electronics' Gizmondo (now in liquidation) offered MMS as part of its functionality, whilst Nintendo's DS utilises wireless technology, albeit over discrete distances, to allow multiplayer gaming.

Mobile Games Developers, Aggregators-Publishers and Portals - Definitions

Mobile Games Developers

Creators of games for mobile handsets. Such games can either be downloaded onto mobile handsets or embedded into the hardware at the point of manufacture. To begin with most Mobile Games Developers were independent start-ups. However, in recent years they have increasingly included a number of mainstream console/handheld device/PC games developers, who have since established or acquired mobile games development arms to exploit the market's burgeoning commercial opportunities.

Mobile Games Developers often specialise in terms of the platforms that they support, with the majority creating mobile games using the Java/J2ME, BREW, Symbian and Windows CE
( Mobile ) platforms.

There are a number of enterprises which have also developed utility/applications software for mobile phones, but unless they have developed at least one game they have been excluded from our work. We have set no limit on enterprise size, so developing one game is sufficient qualification for inclusion in our database.

As their name suggests Mobile Games Aggregators assemble/gather mobile content from a variety of developmental sources. Much of the content is sourced from those enterprises that do not have the necessary scale to promote their content independently and effectively.

Aggregators provide ready and relatively easy access to consumers, Mobile Network Operators (MNOs) and even handset manufacturers. They also assist in promoting games from their consumer facing portals. The role of the Aggregator is increasingly overlapping with that of the Mobile Games Publisher (see next).

Most of the major Mobile Network Operators (MNOs) such as Vodafone, T-Mobile, Verizon Wireless, NTT DoCoMo and Orange have created web portals (Vodafone live!, t-zones, Get It Now!, i-Mode, Orange World), which provide access to a wide repertoire of mobile content. Such sites often list hundreds of mobile games, available for download.

Originally these sites operated so-called “walled gardens” restricting visitors exclusively to that content controlled by the operators themselves. Increasingly, however, these portals have been opened up, providing links to independent, third party portals which provide access to an even wider repertoire of software. This trend has been partly inspired by the fact that the MNOs simply do not have the necessary resources to vet all software from all developers.

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