With its history as a mobile developer in the years before iPhone, you'd expect Mark Ettle, MD of Dundee studio Cobra Mobile, to be licking his lips in anticipation of the glorious multiplatform future.

Not at all. The developer's released one game on Sony's PSP Minis, nothing for Android and doesn't have any plans for Samsung's bada or Windows Phone 7.

That doesn't mean Ettle's not licking his lips though. He sees no reason to expand outside of the trinity of iPhone, iPhone 4 and iPad because they're the biggest game in town.

Yet, this doesn't mean he views them as equivalent devices.

Pick and mix

Although Cobra's just released its first universal app that supports iPhone, iPad and iPhone 4 in the shape of casual 99c game Sports Agent, he says each release is matched to its platform in terms of features and price.

For example, forthcoming topdown racer Danger Derby will be released as an iPad exclusive.

Neither its controls or user interface easily compressed to an iPhone screen, not to mention the option of an on-device two player mode. Meanwhile quirky platformer Storm in a Teacup will be initially released for iPad and iPhone 4 because only they can provide the graphically quality required.

"We consider our games and often say that's an iPad or an iPhone game," he says.

"It's particularly the case with iPad. I don't think you can just uprez the graphics, add a couple of dollars to the price and release it. You have to do something different to justify the price. You can't expect to get that extra fat for no reason. No wonder developers complain their games don't sell on iPad."

Carpet bombing

It's a similar situation with iBomber, the company's biggest hit to-date. With over three million downloads across the two iPhone games released, it would seem to be an obvious tie-in for iPad.

Instead, it's getting a lateral take on the brand with Pirate Bomber, a free nautically-inspired game. It's something different that will either be ad-supported or used to cross-promote Cobra's other games.

One reason for this attitude is the speed at which the company of 11 can turn around titles.

Its quickest has been two weeks, while two to three months is more common. Working prototypes often only take a couple of weeks though so the basic mechanics can be tested before more time is spent working up the graphics to the high level required.

Cinderella size

Operating in this way over the past two years, Cobra has released around 30 games, most of which have broken even, with hits such as iBomber providing the ability to reinvest and experiment with more risky concepts.

It's also providing the opportunity to expand the brand: something that's happening with new iBomber games being worked in terms of different genres such as tower defence and line drawing, as well as the expected sequel, and potential licensing mash-ups.

"I think it's a case of right people, right place and right time," says Ettle.

"We're small enough that we can make decisions very quickly, but big enough that we can make games quickly too. And with 100 million Apple devices out there, there's more than enough opportunity."