PPP brief Pitch Perfect// Thumbs Up Studio APP Research - Popular and Successful APPS

Mattels 'Auto Race' 1977

Mobile gaming apps have taken the world by storm since the release of the Apple produce 'iphone' in 2007. Held-held gaming has been attracting buyers since the late 1970's when the very first in hand console was released by Mattel titled 'Auto Race'. This form of hand held gaming is near unrecognizable compared to currently phone APP games, but is based within the came entertainment function. Modern APP games are often designed to attract the player into spending more more within the game in order to progress or benefit further within the game. The difference besides physical features between the 'Auto Race' and modern APP games is the cost. To purchase the 'Auto Race' it would be a single payment for the entertainment but with modern Apps; they advertise to be free in order to attract the most attention and there for players, before then constantly tempting them with in game purchases to make their profit. A sneaky effective way to make the biggest profit over time with your buyer. In 1989 Nintendo released the 'Game Boy' (their first hand held gaming console) at the cost of just under £90, which was hugely successful globally selling 118.69 million units  world wide. Nintendo pushed forward the possibility of 'anytime' gaming, something the modern mobile Apps still use. Easier play means more buyers, means more availability - and means more profit.  


The first mobile game was released on Hagenuk MT-2000 device with 'TETRIS' which inspired the release of the notorious 'Snake game' by the Nokia phone company on their devices a few years later. The Apple APP Store was released in 2008, which opened up an (arguably) official market place for mobile gaming. However before Apple developed their first mobile, Japan had already been introduced into a wide range of mobile gaming in the early 2000's with virtual pets and puzzles. The Japanese company and brand Namco introduced the western market into mobile gaming in 2003; but the market for mobile gaming in japan is still the largest and most successful globally. Despite being 'late' to the mobile gaming market, Apple still revolutionized mobile gaming; they created a market that costumers could pick and choose where to shop for Apps and mobile gaming.  
On the Western Apple APP market the top and most popular mobile games are as followed; 

• Angry Birds, a slingshot style game where players interact with different characters and their unique abilities in order to win the level. By Revio entertainment.

• Candy Crush, a match three style game where players interact with different candy styled icons to achieve unique power ups and earn the highest score. By KING company.

• Fallout Shelter, a virtual pet style game developed from the 'Fallout' apocalyptic games where players interact with virtual characters and maintain their survival. By Bethesda Software.

• Crossy Road, a simplistic pixel style game where the player must interact with their own animal and control its movements across the roads in order to earn the highest score. By Arcade Game.

• Temple Run, a quick reaction style game where the player must interact with their own character and complete direction based threats in order to earn the highest score. By Imangi Studios.

All of the games listed above by different studios are advertised free, however contain in game purchases (with real world money) for additional bonuses such as second turns on levels, or 'rare characters' to play as, which most of the time hold no benefits to the game past their appearances. Also these games are incredibly popular within the mobil gaming market because they're easy to pick up and put down; their simple, their easy to earn a 'win' or an 'achievement'. Non of the games listed above contain complex features or storylines that have to have the players full attention or understanding to be enjoyable; anyone can play these games, which is what makes them so popular. 

To infiltrate this market of mobile gaming anyone wanting to developed their business into this field of gaming must produce a product that is easy to accomplish, is in some way rewarding, holds some personalised elements and has some sort of risk factor within the game.