Though not exactly short of online networks, GameSpy has announced it's to enter the iPhone market, serving up tools to aid developers wanting to take their titles online.

The firm says its new customisable UI for iPhone will aid independent studios looking to add online features across their entire range of games, the features implemented without developers having to "invest additional time and money".

Tempting technology

"GameSpy Technology has made it easier than ever for developers of any size to add online features to their iPhone games," said GameSpy technology VP Todd Northcutt.

"Unlike competitors in the space, GameSpy is not attempting to create another proprietary platform but act instead as a service provider in order to empower developers. Thanks to GameSpy’s iPhone services, the power to control online destiny is now in the hands of people making the games."

GameSpy claims it will offer a flexible services to studios that come on board, developers able to implement the UI as it comes, or change the appearance to match the style of the title in question.

Spying on the competition

"By offering multiple options for integration and turning over control of the branding and customer relationship to developers, GameSpy continues to play the role of true service provider," Northcutt added.

"In keeping with its newly announced GameSpy Open initiative, we have enabled in-app purchases to facilitate development of new business models, especially for games and IP moving over from other platforms."

Like rival services, titles utilising GameSpy will be able to link to social networks such as Facebook and keep a check on usage metrics. The firm will enter a market already flooded with players, the likes of OpenFeint, Scoreloop, Crystal and Plus+ all currently occupying significant shares.