Killer Platforms, Killer Apps
Posted by Bing Gordon, September 17th, 2008 at 2:35 pm
Bing Gordon joined KPCB after 26 years at Electronics Arts, where he was Chief Creative Officer from 1998 to 2008. Bing joined EA in 1982 and helped write the founding business plan that attracted KPCB as an initial investor, later heading EA marketing and product development for 16 years. Bing’s blog posts will focus on the gaming and social opportunities of this new platform.
I worked through the launches of several dozen meaningful game platforms since 1983, from the Atari 800 and C-64 to Playstation 3, Xbox 360 and Nintendo Wii…as well as some bumps in the road, like PC Junior, CD-I, Sega CD and Dreamcast. The iPhone 3G launch was as good as it gets. You go, iPhone!
Apple seems to have learned from history:
- The “first party” must be the Market Maker, as spokesperson, evangelizer and brand driver. No platforms succeeded when brand owners faltered.
- Critical mass or die. 20 Million units sold has been the minimum US audience for a meaningful game machine. Pretty good start with the 3G!
- 3rd party software provides creative breadth and energy. I believe Apple invented 3rd party “evangelism” with Guy Kawasaki several centuries ago.
- Best “Frenemies” Forever! When their game platform takes off, console companies have historically battled their 3rd party developers for market share and profits. Apple’s early and open support of the Dev community is a veteran move, and commendable.
- Early is usually expensive… and lame. iPhone’s development tools have successfully reduced early development costs. But it is typically the “second generation” titles which are memorable and lasting.
- It takes “Killer apps” to attract new customers and define a platform. The App Store is definitely killer. Now it is up to developers to invent some never-seen-before game and social experiences.
This is a spectacular new era for gamers and developers. Apple and other open platforms have unleashed a creative fervor that reminds me of the first days of computer games, with software being programmed in garages, dorm rooms and spare offices.
Let the games begin!
September 18th, 2008 at 3:56 am
It was all summed up for me when I used my iPhone to play a game I haven’t played since I was a kid - labyrinth. The first game I put on my iPhone and the best introduction to the accelerometer I could imagine.
It’s been said that the quality of game graphics reminds people of the early days of Sega etc, that’s cool, don’t underestimate the nostalgia aspect considering who is buying the iPhone in places like here in NZ (predominately over 30 middle class folk).
Still, if this is 3G iPhone, imagine 4G+ and the developers skills by then. Almost too exciting for words.
Looking forward to more post, cheers guys.
September 22nd, 2008 at 4:19 pm
[...] Post from iFundVC on what is needed to create a successful gaming platform. Critical mass or die. 20 Million units sold has been the minimum US audience for a meaningful game machine. Pretty good start with the 3G! Category: Business Plan, R&DTags: Funding > iPhone [...]
September 25th, 2008 at 9:28 pm
Bing, I gotta say, you’re a titan in the games biz. I still remember Bard’s Tale and we recently rented Boom Blox, so you’ve pretty much seen it all!
I’m wondering what you think about the recent developments around the App Store approval process? In the past two days everyone from Jason Snell to Ryan Block and a dozen relatively-unknown-but-smart bloggers and journalists and devs have commented on what appears to be a real conundrum brewing in Cupertino.
Apple’s lack of transparency is legendary, but the arbitrary and opaque processes behind the App Store (and worse, the NDA inhibiting best practices among devs) could provide a big opportunity for rivals. Do you think Android or the next OS’es from BlackBerry, Microsoft or anyone else stand a chance of usurping Apple’s sudden success?
September 26th, 2008 at 9:34 am
Thanks for remembering Bard’s Tale, Victor. imho, it was the first computer role-playing game where the final levels were as well-designed as the opening levels (at least until Bard’s Tale 3).
I think you and bloggers are being too critical of Apple’s app store approval processes, frankly. It is still early, and they have been swamped.
There are potential benefits of totally open platforms, but we have seen the open gaming platform of Windows dramatically lose share over the past decade, while the closed systems from Nintendo, Microsoft and Sony have flourished.
App Store is still a closed system, admittedly. But as far back as I can remember, it is the first “walled garden” platform where the first party hasn’t directly competed with developers, or charged egregious license or distribution fees. In 2008, the App Store is still a mobile direct-to-consumer miracle.