Thanks to its open structure, huge handset sales and poor provision via the official Market, Android is a massive opportunity for operators.
And it's one that Vodafone is aggressively looking to exploit with the launch of a monthly gaming subscription service on its 360 Android Shop, which is currently embedded on over 20 devices.
It's launching an All You Can Eat service across Europe, which will enable gamers to access a large number of Android games for 5 per month.
Crucially, it's a rental service, so gamers only have access to the titles they've downloaded for as long as they're paying the monthly fee. The rolling subscription can be canceled at any point.
Games galore
Deals have been struck with many key mobile publishers including Gameloft, THQ Wireless and GameHouse in terms of content. EA Mobile isn't supporting the service as it runs a similar service itself.
At launch however, only Android Java games will be included, although higher quality native Android games could be rolled into the service at a later date.
Revenue will be split with publishers in terms of how many of their games are downloaded and how often they are played. Games will be locked using DRM and Vodafone will track usage on each device.
Great with Google
It's certainly a significant move in terms of kickstarting the Android gaming market and one that will differentiate Vodafone from other operators who are taking a more measured approach to the platform.
Of course, consumers will likely be extremely pleased with the low price and access to a broad catalog of titles, even if most are casual titles. And if it proves a success, other operators will be forced to follow suit.
However, it doesn't come without dangers; notably in terms of monthly bill shock, and the potential to drive down the perceived value of Android games, as well as confusing gamers in terms of the difference between native and Java titles.
The other significant issue is that because of current technical restrictions, once gamers subscribe to the service, they won't be able to buy standalone Android titles via the 360 Android Shop. This is because once subscribed, the shop will only displays games that are available as part of the service.
Users can still buy titles direct from the Android Market however.
News
Contributing Editor
A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.
Related Articles
News
Aug 22nd, 2019
Vodafone and Hatch team up to bring the first premium cloud gaming service to Germany
News
Oct 2nd, 2012
Apps World 12: There are too many stores says Vodafone as it shutters its own curated Android store
Top Stories
Feature
Mar 25th, 2024
5 takeaways from GDC 2024: The games industry reckons with key challenges, Godot competes with Unity, and AI was the big trend without the big announcements
Feature
Mar 25th, 2024
Hot Five: Epic’s app store plans, Turkey’s tax exemptions, and Call of Duty Warzone: Mobile finally releases globally
Events
Mobidictum Network Lisbon April 2024 | Europe | Apr 16th |
HIT Games Conference Istanbul 2024 | Apr 18th | |
App Promotion Summit London | Europe | Apr 25th |
Dubai GameExpo Summit 2024 | Middle East | May 1st |
Mobidictum Meetup Berlin May 2024 | Europe | May 7th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Israel Mobile Summit 2024 | Middle East | Jun 6th |
Mobidictum Meetup Barcelona September 2024 | Europe | Sep 1st |
Popular Stories
Feature
Mar 25th, 2024
5 takeaways from GDC 2024: The games industry reckons with key challenges, Godot competes with Unity, and AI was the big trend without the big announcements
Interview
Mar 22nd, 2024