If you're one of the leading companies in the world when it comes to touch feedback and haptics, how you do encourage mobile game developers to take advantage of your technology?

Set up your own development studio: that's the answer if the actions of Immersion are any example.

Formally announced at the end of March, Haptify Inc is an independent subsidiary created to develop and drive the adoption of mobile apps with integrated haptics.

Pinball wizard

Focusing on the Android platform, something which syncs with Immersion's own MOTIV development platform, its first release is Enzo's Pinball.

"We had plenty to learn about pinball games, but we can do some magic with the hardware that's inside phones, in terms of getting the spinning mass motor to speed up, slow down, reverse etc," explains Craig Vachon, Haptify's leader and previously Immersion's COO.

The game is the first of a series the studio expects to develop during 2011, with its next title, an ad-funded free release with an upsell option, due this week.

There are also plans for Haptify to enter the publishing world.

"We're happy to talk to other developers and haptify their successful games, and split the revenue," Vachon explains, adding "We're making a pretty substantial bet on Android."

You can find out more about what Haptify gets up to via its website.