Switching from native to HTML5 games
In this article we will discuss whether it is the right time for you to switch from developing native games to HTML5 or if you should wait with your move.
Are you ready to push your alleged one-million-dollar app to the AppStore(s)? With thousands of new apps released every day there is little chance that your app will find more than a small golden nugget in the apparently everlasting app store gold rush. Truth be told, we all should know by now that it´s a hit driven business in which only the fittest survive measured by high production values, 7-digit marketing spending’s spiced with branded approaches. Rare indie-sparks in the top charts serve developer studios to clash themselves at each straw. Instead of earning serious money for their work one rather finds a majority of developers chasing from project to project desperately chasing for a break even at the end of the month or never managing to really scale their business.
As the AppStores become more crowded each day featuring more triple AAA titles the above described struggle for financial and app success will also start to affect “healthy” developer studios.
In the long term there are only a few realistic options left: establishing strategic partnerships, securing external investments or keep on pouring all of a company´s time and resources into a few apps anticipating that a new release will be one of a few winners. Keeping this in mind SOFTGAMES decided to switch it´s business from „searching for gold” in the AppStores to “selling shovels to find gold” in the open web.
Unlike native apps, HTML5 does not suffer from a segmentation of different operating systems benefiting from over 2, 2 billion smartphones and tablets featuring increasing browser performances with each released model. Suffering from early stage failures, setbacks and bad media 2013 helped HTML5 to gain back track. Major supporters as e.g. Amazon´s HTML5 Appstore or Mozilla´s own HTML5 operating system set a clear signal for the future to get the ball rolling.
Evaluating the massive amount of available apps and little impact new releases do the AppStores are today some kind of saturated market. On the contrary the open web has just started to transform from a flash occupied desktop environment to an open cross platform future featuring HTML5 games.
However those pioneers of today trying to push a new technology closer to a native like experience will be the industry leaders of tomorrow. Their deeply detailed knowledge of creation, implementation and hosting of “early stage” HTML5 games will give them a big advantage over other competitors. Once well-funded companies enter the market at a more mature stage they will quickly turn their attention towards these skilled development studios looking for consulting or highly demanded resources resulting in high budget M&A´s. As presupposition for this to happen the countdown for creating an “AppStores-like-monetization” for mobile browser games has already started. Various payment aggregators and providers already help developers to monetize their games via operator payment gates. Unfortunately payouts are far below 70% net revenue industry standards for game providers. However since HTML5 games are at their tipping point of serious commercialization it may only be a matter to late 2014 until a major player such as Amazon or Google will create a smooth standalone “in-web” billing infrastructure to benefit from the advantage of a first mover.
Opportunities for developers to earn money already today and to leave ones footprint are massive as e.g. around 40.000 worldwide flash gaming portals need to shift towards mobile now. To satisfy the demand of their audience their craving for a broad set of casual games is immense. Sponsorships for licenses and exclusive deals are self-evident and lucrative as the required production resources for HTML5 games are only a fragment of native titles. Well designed, simple games are the key to success in the short term.
Not comparable to the chained nature of native apps the distribution of HTML5 games can go even further today to increase the outcome. Potential costumer channels can be easily extended towards big branded media sites, browser-based game networks like SOFTGAMES, full HTML5 operating systems, phone carriers, mobile messenger apps and even AppStores. Besides selling licenses to external parties developer can also easily integrate advertisements within their games to create their own direct source of steady income. Benefiting from low competition among few skilled HTML5 developers and high demand from different sources payouts and possibilities can be much more lucrative than publishing just another alleged one-million-dollar app in the AppStores.
Launched in stealth mode in late summer 2013 SOFTGAMES created an unique browser-based network of HTML5 mobile games fully monetized with ingame-ads. It´s platform is now featuring more than 200+ casual games optimized for smartphones, tablets and desktop. Due to the unique cloud infrastructure SOFTGAMES reassures that every player in over 55 countries has the same great flawless gaming experience. Besides SOFTGAMES is now fully benefiting from its internal ad-brokerage service to highly target and serve its users with ads of their interest generating eCPM´s up to 7x higher than any mobile industry standards.
Only 5 months after its launch SOFTGAMES has now direct access to millions of mobile gamers of different demographics due to international partnerships with big media partners, flash game sites, apps, portals, carriers like e.g. Amazon, Mozilla or Vodafone. Contact us for more details.
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