Select your localized edition:

Close ×

More Ways to Connect

Discover one of our 28 local entrepreneurial communities »

Be the first to know as we launch in new countries and markets around the globe.

Interested in bringing MIT Technology Review to your local market?

MIT Technology ReviewMIT Technology Review - logo

 

Unsupported browser: Your browser does not meet modern web standards. See how it scores »

Mobile technology has also revolutionized the gaming business model. Where Halfbrick used to be solely dependent on its distributors for sales, it now has a variety of revenue channels: selling games outright, giving away free games that are supported by in-game advertisements, and selling virtual goods within games themselves. Deo says that in-game purchases now account for 60 percent of Halfbrick’s revenue.

Just as going mobile gives game developers more control over revenue, it also puts them in charge of marketing, formerly a job for third-party publishers who license titles from developers and then take responsibility for promoting a game and getting it into stores. “Development is 50 percent,” Deo says, “but if you want to be successful, promotion takes up just as much resources. We have to build relationships with the press and platform holders. We need to build trailers and viral videos. We have to do community management to make sure we’re supporting and cross-promoting.”

The extra trouble is more than offset, Deo believes, by the opportunity to innovate in a burgeoning market. What he finds most exciting is the nexus of mobile, social, and cloud computing, which could allow users of future games to create their own levels and share them with other fans. Still, even as the technology becomes capable of delivering richer, more complex experiences, Deo remains committed to casual games: simple, direct, addictive entertainment.

0 comments about this story. Start the discussion »

Credit: Halfbrick Studio

Tagged: Business, Business Impact

Reprints and Permissions | Send feedback to the editor

From the Archives

Close

Introducing MIT Technology Review Insider.

Already a Magazine subscriber?

You're automatically an Insider. It's easy to activate or upgrade your account.

Activate Your Account

Become an Insider

It's the new way to subscribe. Get even more of the tech news, research, and discoveries you crave.

Sign Up

Learn More

Find out why MIT Technology Review Insider is for you and explore your options.

Show Me