Known for its work pioneering new distribution channels for PC gaming, WildTangent now has mobile firmly in its sights.
Operating in a similar way to PC, it's partnering up with OEMs and carriers to embed its curated games platform on Android tablets and smartphones.
Out of the box
Its biggest deal to-date has been with T-Mobile USA, while its service is available in Europe on Sony's Tablet S and Tablet P.
Of course, consumers can also download the WildTangent app directly onto their device, although only if they've enabled downloads from unauthorised sources. The app counts as being an app store; something Google doesn't allow to be distributed via the official Android Market.
"We'll keep on talking to Google. Maybe it will see the light," jokes senior vice president Sean Vanderdasson.
As he points out, a curated service - such as that offered by WildTangent - is all about providing a great user experience; not a term often used to describe the jumble sale approach on Android Market.
"It's a free-for-all; not the most joyous experience for consumers," Vanderdasson argues.
"We're providing top quality content, ranging from brands such as Fruit Ninja, Guerilla Bob and Doodle Jump, as well as looking for upcoming games."
WildTangent adds around 10 new games per week, ensuring all part of its value chain - OEMs, developers and consumers - have the best experience.
Easy access
More than just offering games though, the company's real expertise is in the flexible way it makes them available.
These range from free play and daily rentals to advertising-led offers, outright purchases or a combination therein. For example, after a certain number of daily rentals, some games are purchased outright.
"Rental reduces the risk for consumers and means we don't marginalise the IP," Vanderdasson says. "You can try all our games for free. We're the only service that's offers this."
This is enabled as the company has its own ad network, BrandBoost.
Used for casual PC games, as well as within WildTangent channels, it incentivises gamers to 'engage with an advertiser', typically watching a video to unlock content, whether than be a day's rental or a virtual item.
This is backed up by WildTangent's in-game currency WildCoins, which can be bought in packs, gained as part of a monthly subscription, or earned via BrandBoost.
Sweet taste of success
Launched in October with the T-Mobile deal, Vanderdasson is excited about the future.
"We expect Android to be kicking off in 2012, especially as we see Ice Cream Sandwich tablets and smartphones coming to market," he says. "I think it will significantly improve the user experience."
The company also expects to be pushing out into Europe, extending its currently English language service more widely.
But the opportunity isn't without its hazards.
"There are a lot of moving parts in this market," Vanderdasson warns. "We'll grow where it's appropriate. We're not going to push out mediocre product."
You can find out more about WildTangent via its website.
Interview
Contributing Editor
A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.
Related Articles
Top Stories
News
3 hours, 8 minutes ago
Roblox launches video ads, partnering with IAS to deliver transparent metrics
News
4 hours, 18 minutes ago
LinkedIn gets games as three puzzlers go live on the workplace social service
News
6 hours, 10 minutes ago
Revolutionising feedback: Pocket Gamer Connects partners with AI-powered tool Voop
News
6 hours, 25 minutes ago
Partner events are the latest trend in Monopoly GO!, Royal Match and Project Makeover
Feature
8 hours, 25 minutes ago
AI everywhere: Using neural networks for asset creation, marketing and more
Feature
Apr 30th, 2024
Hear MORE from the experts - eight MORE fabulous fireside chats from PGC London 2024
Events
Dubai GameExpo Summit 2024 | Middle East | May 1st |
The MENA Games Industry Awards 2024 | Middle East | May 2nd |
GameDev Atlantic 2024 | May 4th | |
Mobidictum Meetup Berlin May 2024 | Europe | May 7th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Israel Mobile Summit 2024 | Middle East | Jun 6th |
WN Conference Istanbul 2024 | Jun 11th | |
DevGAMM Vilnius 2024 | Europe | Jun 14th |