By MD Andrew John Smith's own admission, Spilt Milk Studio's Hard Lines might be missing sales expectations on iOS, but that hasn't stopped the studio taking on another challenge: Android.

Developers have been vocal in detailing the problems they've had with selling their apps on Android Market.

In Smith's view, however, indies need to buckle down and, if the worst comes to the worst, learn from their mistakes. 

PocketGamer: Why the leap to Android with Hard Lines now?

Andrew John Smith: There's nothing to be read into the timing. We've been developing it for a while and only now is it in a state where it’s worth talking about and showing off.

As a creator, there are two sides to releasing your game on multiple platforms. Firstly it's hugely satisfying giving more people the opportunity to play your game, and secondly it obviously opens up the chance of making some more money.

Any decent game deserves to be ported to as many platforms as suit it, and if you can then it's a very sensible way to get the most out of your existing IP.

How have you found working with the OS?

It's been very easy, because we've outsourced the work to Jakyl. As a small studio we don’t have much scope for secondary projects like conversions.

We'd rather concentrate on making what we've got out there even better than spread our resources too thin. The conversion has gone very smoothly indeed, in no small part due to Jakyl's excellent technology and team.

Any worries about selling on Android Market?

Frankly, yes. Tons. But the best way to learn is by doing, and if we even sell a few hundred copies we’ll learn a lot of the experience and make money we wouldn't have otherwise.

I'm aware that there are a lot of challenges to face with Android Market, but it’s the kind of thing I enjoy. I didn’t start a company because I thought it would be easy.

You recently updated Hard Lines on iOS to be a universal app. How is the game performing?

We did, and the reception has been really good. Honestly the game’s reception critically - amongst fans and the various sites, papers etc - has been fantastic, but the sales are a little below what we’d hoped as a result.

But the mobile market is a fascinating one and we're only just beginning to roll out our plans for Hard Lines. We’ve always taken a long-term view on it, and we’ve got a huge list of plans - both cunning and otherwise.

How long did the tail from your 'free for a day' birthday promotion last?

About two days passed before sales had dropped back down to their normal level. I was not expecting it to take long to drop, but the speed at which it did so surprised me. I expected maybe four or five days … but in reality it was very steep.

I'm not sure why it is, but it's just another lesson learned about the quirks of the marketplace. We got a lot of positive press and interest from it though, which can only help the game - and the company - in terms of visibility.

Speaking of positive press, what kind of reaction did you get from developers following your comments on Pachter on these pages?

A hugely supportive one. I'm not sure if Mr. Pachter Googles for his name, but Twitter was full of people saying "right on!" and "way to stick it to him!"

I was quite humbled in a way – I didn't do it to make a point that I thought was unclear or contentious. I honestly just got annoyed at the rubbish he'd spouted and needed to write a response. I seem to have a career ahead of me as some kind of 'voice of the developers' or something!

In all seriousness, I hope he didn't take anything personally - it was his comments I branded as poisonous, not him - and I know all too well what it’s like to voice an honest opinion on the internet. I believe the positive reaction I saw was proof of what I'd said, and it sparked some interesting and important debate too.

The recent shutting of Team Bondi and the sale of its IP should also hammer home the seriousness of the situation.

Any plans to take what you've learned on iOS to other formats after Android?

We're always looking. Obviously it would work really well on anything with a touchscreen, but it’s all about contacts and opportunity.

A good friend recently remarked that it'd make a killer pack-in app for many modern phones … if anyone out there reading this is interested they should let us know. Personally I'd get a kick out of seeing it on the 3DS, but that’s because I’m a fan of the hardware more than anything more sensible.
Thanks to Andrew for his time.

You can find out more about Spilt Milk Studios on the firm's website.