If you're going to undertake a rebranding exercise, best hold it back until you have something new to offer.
That's exactly what Ideaworks Labs the company behind cross platform middleware tool Airplay SDK has done, rebranding both the company itself and its SDK as Marmalade.
The fresh name has been delivered just as the company launches Marmalade 5.0 its updated SDK designed to allow studios to write apps in standard C++ before rolling them out as native releases across smartphone platforms.
Sweet and sticky
The company is still part of the Ideaworks3D family, but its entire operation will now operate under the Marmalade name.
It's no empty exercise, either: Marmalade 5.0 comes complete with fresh features, such as an Extensions Development Kit (EDK) designed to allow access native APIs on iOS and Android. As a result, apps powered by Marmalade can include features such as multi-threading.
Its essence is, using cross-platform tools doesn't mean sacrificing powerful features specific to individual operating systems.
Playing with platforms
"The market adoption of multiple device formats and operating systems is huge, and the need for developers to have their applications on many of them is now a reality," said Ideaworks3D CEO Niall Murphy.
"With Marmalade, developers dont have to choose between performance and portability.
"It's hugely exciting to see the great games, augmented reality and other location-based apps being created with Marmalade and deployed simultaneously to iOS, Android and beyond."
Marmalade works across iOS, Android, webOS, bada and, thanks to a deal signed with RIM back in March, PlayBook OS. Further details on the updated SDK can be found on the firm's relaunched website.
News
With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
Top Stories
News
Jun 2nd, 2024
PocketGamer.biz Podcast Week in Mobile Games E14 -Supercell's Squad Busters goes global and why Steam does discoverability better than mobile
News
May 31st, 2024
Week in Views - Squad Busters goes global, broken app stores, and Hill Climb Racing gets the LEGO treatment
News
May 31st, 2024
Mobile Movers: All the latest appointments and job moves from around the industry
Events
Games Mental Health Summit 2024 | Europe | Jun 3rd |
Dev Play Conference 2024 | Europe | Jun 3rd |
Gotland Game Conference 2024 | Nordic | Jun 3rd |
Tribeca Games Festival 2024 | North America | Jun 5th |
Guerrilla Collective 2024 | North America | Jun 6th |
Angles 24 Freeplay Conference | Australasia | Jun 6th |
Israel Mobile Summit 2024 | Middle East | Jun 6th |
PitchYaGame Live 2024 | Jun 7th |