Developers scoring big in mobile gaming

Tencent Holdings Ltd officially launched its gaming platform via the mobile QQ and WeChat platforms, two of its popular social mobile apps. The "incorporated" games such as Plane Fight and ClearClear have become the new darlings of mobile phone addicts.

Shanghai-based Shanda Interactive Entertainment Ltd launched its gaming platform known as G Home last July, and it's poised to release more than 30 mobile games this year.

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Another industry heavyweight, ChangYou.com Ltd, rolled out its version of a mobile game platform known as Pengyou.

Executives said mobile gamers are spoiled for choice as the industry expands. But even small companies can stand out with just one star product.

iDreamsky Technology (HK) Ltd, which publishes Halfbrick's Fruit Ninja and Imangi's Temple Run series, will aim to take advantage of partner developers and distribution channels to build the country's largest publishing platform, said Jeff Lyndon, executive vice-president.

"We already have the largest user group in China's mobile gaming industry, which gives our company a competitive edge," Lyndon told a news conference in Beijing.

Smaller developers can enjoy a level playing field through mobile games, unlike in the console and computer age, said Mao Yiqing, chief technology officer of iDreamsky.

"In the past, large companies tended to dominate the publishing channel, eroding the profits of developers. Today, mobile games, whether developed by big or small firms, are equally released via the likes of the Apple Store and Android Market, giving them equal market share," Mao said.

To stand out from the crowd, developers are seeking ways to build a sustainable business.

Canadian independent studio Noodlecake, known for games such as Zombie Road Trip, is employing loyalty programs similar to airlines with daily virtual currency rewards for first-time and frequent players.

Mobile is "an absolutely critical, if not 'the' growth driver for the industry for the next several years," said Cao Di, chief game analyst at iResearch Consulting Group.

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