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News
Issue #2003 - 06
(February 2003)
(Updated Feb.
20, 2003)
OPINIONS
Nokia Shows Off Mobile Game
System, The N-Gage, in London & Sydney
Source: Wireless Developer Network
The N-Gage Global Launch... forget
gaming, this is mobile gaming!
By Glenn Letham Developer/Owner www.SymbianDevZone.com
email - (info@symbiandevzone.com)
On February 5, Nokia officially launched the N-Gage game device.
WDN Editor Glenn Letham was in attendance. In this report you'll
hear about the mobile game market, why Nokia has jumped in with both
feet, and opportunities that exist for developers
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| Question:
What do you get when you morph the Nokia 3650 with a
Game-Boy like console capable of continual, connected (via
GSM network), online gaming with rich graphics, supported
BlueTooth connectivity, and a catalog of titles from some of
the leading game developers? Answer: N-Gage - the
first device available from Nokia's game deck device
category (Oh yeah... it's also a phone!) |
Last week myself and roughly 200 other
journalists and media were invited to take part in the Global launch
of Nokia’s mobile game deck - the N-Gage™. The event was a PR
splash designed to introduce the World to a new mobile gaming
platform and the partners that are working with Nokia to bring it to
market. Chances are that you’re already familiar with the device (WDN
provided coverage from the NMIC
event held last Nov in Munich, and the device has been featured
in the WDN
Symbian DevZone weekly column) although if your main source of
information is the “traditional” tech press all you’ve heard
recently is that Nokia is planning on taking on Nintendo with their
version of the Game Boy Advance (GBA). Trust me though, there’s
more to this story than Nokia vs Nintendo.
Meet the Entertainment & Media
Business Unit
During the event we were frequently
reminded that applications are going mobile… the next applications
to be bundled with mobile communication devices include email,
music, camera/imaging, and of course gaming. Nokia’s response to
mobile gaming is N-Gage. Ilkka Raiskinen, Senior VP of Nokia's
Entertainment and Media Business Unit stated that the company has 2
possible responses to this; treat these new business areas as
“features” of devices (that’s not sufficient - a poor market
would result), or create a new business unit responsible for the
total offering. Nokia has elected to go this route with N-Gage. The
company has established a new business unit - The mobile
entertainment & media Business Unit (MEMBU) - charged with
publishing, developer support, retail sales channels, basically, the
total offering. The mission… market a new platform focused on
interactivity with every console having inbuilt connectivity. The
plan is to bring mobility to all of the parties involved.
The Device
| N-Gage
Features |
High
performance mobile interactive gaming
Gaming-optimized design and functionality
Digital music player and recorder
Stereo FM radio
Nokia Audio Manager PC software
New design concept, new UI experience
Multimedia messaging
Full email support (IMAP4, POP3, SMTP, MIME2)
Content with XHTML browser
Tri-band EGSM 900/GSM1800/GSM 1900
Series 60 UI enabling application multitasking
Bluetooth
Slave USB 1.1. for digital music download from PC
MP3, AAC, Midi, WAV ringing tones
WAP over GPRS
Detailed
Specs Here
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Enter N-Gage, a mobile game device.
It’s been compared to the GameBoy Advance (GBA), however, this
puppy is much more than a gaming device. N-Gage is best described as
a multi-user, mobile, game device … it’s fortay is connected
gaming! The MEMBU is charged with providing the total package with
respect to N-Gage. When you think of the Nokia brand you may think
phones, however, with the company stretching it’s legs and
introducing a new brand (N-Gage) the company wants us to know that
"it’s not only about phones… it’s about devices and games
consoles." Raiskinen believes that "mobility is a powerful
concept that will drive the N-gage platform." Coming out with a
new brand is a pretty big decision for the company, particularly
when research reveals that the Nokia brand is the 6th most widely
recognized and respected brand name on the market (Microsoft, GE,
IBM, and Coke lead the pack).
Click Here to view N-Gage demo (Source: Forum Nokia)
 N-Gage
is the latest Nokia device running the Symbian OS under series 60.
Initially, the company will target the GSM market, however, execs
have revealed that with the CDMA market being so substantial, that
this market would be addressed in the future. Contrary to popular
belief, N- Gage, like virtually all other devices (phones, mp3,
walkman, gameboy), would be sold at a profit; the suggested retail
price has not yet been addressed. Rest assured though, this device
is a “high-end” game console and that will be reflected in the
price.
In the mobile area, many series 60 devices offer compelling
gaming, however, the N-gage has been developed with gaming as its
main function - Nokia execs joke that in the best case, users will
decide to own several Nokia devices (a game deck, phone) although
its not really necessary.
A Gaming Environment, not just a
device!
I’ve already mentioned that Nokia has
started a new brand. This is serious stuff, particularly when you
consider that with N-Gage the company has not just released a new
device (that would be the story you’ve seen over and over again).
In-fact, what the company has done is introduce a new mobile and
connected game environment… that’s the real story here. Online,
connected, multi-player, wireless connectivity, these are all
attributes of gaming the Nokia way. What should excite developers,
carriers, and game publishers is the new business streams and
revenue sources that this environment will bring. Sit back, close
your eyes, and think about it… what do you see? I see $$$$
The Mobile Gaming Market
So why gaming? Consider this, Nintendo
own roughly 97% of the current gaming market (are you familiar with
the gameboy advance (GBA) you should be). Also, projections reveal
that gaming will reach the level of the recording industry market
and eventually surpass that market within several years. That’s
some serious coin, particularly in a market dominated by one player.
My take on this; if Nokia didn’t do it then someone else would.
The gaming market at a glance:
- Today more than 200 million PC
gamers
- 140 million console gamers
- 100 million handheld gamers
- And now online gaming is rapidly
emerging
- Age distribution of gamers:
- 40% below 18 yr
- 40% 18-35
- 20% over 35
Nokia plans on targetting the 18-35 year old population for mobile
gaming. This age demographic is very significant as it closely
resembles that of Nokia’s existing customer base. Recall the
number of Nokia mobile device users (roughly 40% of the mobile
handset market) - more than 300 million currently in use.
N-Gage is targeted at the 18-35 demographic...
or those who still feel like kids!
So, in short, we have a company
[Nokia] leading the wireless handset market with 40% marketshare.
They’ve introduced mobility and connectivity to gaming, a
horizontal market totally dominated by Nintendo with 97% marketshare
and targeted at a demographic that is already 40% of Nokia’s
existing business… this is too easy!
Is it really that Easy?
Well, the concept works and seems
plausible, however, skeptics are focused on one main point. Consider
the GameBoy Advance (GBA), a game console that retails for roughly
$99. N-Gage has already been identified as a high-end device and it
offers much more than the traditional game console. How much? That
is a closely guarded secret, however, do the math, compare it to
other Symbian communication devices and quickly it becomes evident
that N-Gage has to sell for at least $300 and perhaps as much as
$400. Now it seems the market is actually a sub-section of the
existing game console market. That leaves 18-35 year old gamers (and
existing Nokia customers) that want to experience mobile &
connected gaming using the latest game console/GSM handset. That’s
still a pretty big market, actually, according to Nokia’s Kari
Tutti this is a new market segment.
Recall, gaming is not totally new to Nokia devices - some 50 million
people have and use devices loaded with “snake” and surveys
reveal that virtually all users try the game at some time; thus the
demand for gaming exists.
Look for carriers to play a big role in establishing pricing. Just
last week T-Mobile announced that they will be developing
"innovative services" globally for the N-Gage. Carriers
will be responsible for setting service plan prices which will
likely include the game deck, a service plan, as well as other
related service offerings. In my opinion, a bundled service plan for
a "low" monthly fee that includes a device would be very
well received - although I'm sure customers would be required to
register for extended time periods. Look for more agreements to be
inked over the coming months.
Getting Games to the end-user
A number of popular game titles are
expected to be published for the N- Gage platform. These will fall
under a number of game genres including sports, strategy, fighting,
family, classic, shooter, and racing. Titles will be published by
leading game developers, third party developers, and in-house from
Nokia.
 It has been announced
that a number of game titles will come from some of the leading game
publishers; SEGA (the first announcement made last November),
Activision, Eidos, Taito, and THQ - industry leaders in gaming, all
of whom were in attendance at the product launch. Others are
expected to be announced later in the year. Specific titles
announced include the world’s fastest hedgehog… “Sonic” who
will debut as one of the first titles from Sega as will the popular
Tomb Raider with Lara Croft (Eidos). Tomb raider is not going to be
a head-to-head game, (would you want to play the role of the dog?)
however, the wireless offerings supported by the device will enable
community building such as playing scores head to head and
tournament play.
Lara looks just as hot on N-Gage!
Original titles from Nokia are in development and will complement
the offerings - one title we demonstrated was “Snowboarding”. It
offered a 3-D environment where users race down a slalom course. In
my demonstration I competed head to head with a fellow attendee by
hooking up via Bluetooth. When I wasn’t boarding out of bounds I
could see my fellow opponent’s boarder on my screen (I was always
looking at his back!) and our scores were displayed at the top of
the screen.
Games coming to N-Gage
Bounce an original title
from Nokia provides for up to 4 concurrent players. This
action game provides 30 levels. |
Kart Racing an original
title from Nokia provides for up to 1-4 players. This
racing game offers 16 different race tracks. |
MLB published by THQ enables
players to play agaist 30 different MLB teams. Supports
1-4 players. |
MotoGP published by THQ
enables players to select from 10 popular racing bikes.
Supports 1-4 players. |
Pandemonium published by
Eidos Interactive lets players visit the medieval city of
Lyr and join Nikki with sidekicks Fargus and Sid. Supports
1 player. |
Red Faction published by THQ.
In this "shooter" game, players assume the role
of a miner deep beneath the surface of Mars. 20 levels
take you through land, sea, and air adventures. Supports 1
player. |
SonicN published exclusively
for Nokia by Sega. Sonic The Hedgehog has been rewritten
specifically in this title for the N-gage platform. |
Super Monkey Ball published
by Sega. these monkeys race, fight and fly with a mission
- of course - find the bananas! |
Super Space Invaders
published by Taito Corp. Taito has brought SI and puzzle
bobble to the N-gage. Classic games now available in
multi-user mode. |
Tomb Raider published by
Eidos Interactive. N-gage can bost the "hottest"
female ever to hit a mobile gaming device... yes it's
Lara. Supports 1 player. |
SnowBoarder, A Nokia
original title. Supports 2 players via Bluetooth
connectivity. |
Games will be distributed on
slender, stamp-sized multi-media memory cards (MMC) capable of
storing up to 8 MB of data. Optionally, larger cards will be made
available’ ideal for storing MP3 that you may wish to listen to
while you are “n-gaged”! MMC game cards will not be supported by
any other Nokia devices, future N-gage releases excluded of course.
Ho much will the games sell for? Unfortunately no exact figures have
been released, however, Nokia execs are quick to state that the
market will drive the price. My prediction, look for N-Gage game
titles to retail for roughly the same cost that you'd pay for a
GameBoy Advance title (that's anywhere from US$19 - $49 depending on
the title).
Providing new opportunities for games publishers. The MMC
media will provide game publishers the ability to offer simple
updates and additional features to users, prolonging the life of a
title and also offering an opportunity for added and continual
revenues. Carriers can enjoy revenues from the opportunities
afforded by exciting and compelling services such as the provision
of LBS. One carrier hopping on the mobile gaming bandwagon is
T-mobile. They will offer online services, games, and devices to
their customers.
Developers will enjoy opportunities to make their work available via
the proper channels, such as Forum Nokia and the company really sees
them as a crucial component. SDKs are available for free download
from Forum
Nokia and the barriers to entry in this market are said to be
few.
Sales Channels
Games, services and devices will be
available to the end users via traditional sales channels including
game specific retail outlets, operator’s retail stores, major
retail outlets, others. Ability to innovate in this space exists.
This likely means a number of options will be provided, including
online purchasing from Nokia.com, electronic distributors like
Circuit City, third parties such as Handango, and likely even on
Amazon.
Availability
N-Gage will be available to the public
in late Q3 or early Q4, timed perfectly to coincide with the busy
Christmas shopping season - the only time of the year when game
sales spike. Expect a global catalog as well as regionally focused
titles.
A huge opportunity will exist for developers as the mobility factor
is now being introduced to the gaming world. Hint, start looking for
career opportunities from leading game publishers for experienced
mobile content publishers and programmers skilled in providing
secure mobile solutions.
Nokia has challenged developers, the game world, and the carriers to
come up with titles and services supporting the device. One company
meeting the challenge is Sega with the announcement of a new
“Sonic” title designed specifically for the N-gage… Sonic-N.
Are you up for the challenge? If so I'd encourage you to act fast.
Are you developing or planning on developing for N-Gage? WDN would
like to hear from you. Also, feel free to discuss
N-Gage in the discussion board.
For more information: http://www.wdn.com
MobileInfo Comments and Advisory: Last
week, we published comments on the above announcement from Nokia
that perhaps did not do full justice to N-gage's potential. We
publish the news again - this time to give a developer's enthusiasm
for N-gage. While we would like to share the enthusiasm that
Wireless Developer network has with respect to mobile gaming
potential, we are still not sure that N-Gage will be an instant
success. Movement from stand-alone electronic games for individual
pleasure to a mobile team game without seeing your virtual team
mates would take a while, in our estimation. Meanwhile, the game
developers can have a ball developing new games for N-gage. Making a
buck in mobile gaming will take second place to the fun of writing
these sophisticated mobile games.
Note: This news release may contain
forward-looking statements within the meaning of section 27A of the
Securities Act of 1933 and section 21E of Securities Exchange act of
1934 in USA. Similar provisions exist in other countries. There is no
assurance that the stipulated plans of vendors will be implemented.
MobileInfo does not warrant the authenticity of the information.
Readers should take appropriate caution in developing plans utilizing
these products, services and technology architectures. All
trademarks used in this summary are the property of their respective
owners.
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