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The N-Gage Global Launch... forget gaming, this is mobile gaming!
By Glenn Letham (gletham@wirelessdevnet.com) Feb. 06, 2003
On February 5, Nokia officially launched the N-Gage game device. WDN Editor Glenn Letham was in attendance. In this report you'll hear about
the mobile game market, why Nokia has jumped in with both feet, and opportunities that exist for developers
- Printer Friendly Version.
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Question: What do you get when you morph the Nokia 3650 with a Game-Boy like console capable of continual, connected (via GSM network), online gaming
with rich graphics, supported BlueTooth connectivity, and a catalog of titles from some of the leading game developers?
Answer: N-Gage - the first device available from Nokia's game deck device category (Oh yeah... it's also a phone!)
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Last week myself and roughly 200 other journalists and media were
invited to take part in the Global launch of Nokia’s
mobile game deck - the N-Gage™. The event was a PR splash designed
to introduce the World to a new mobile gaming platform and the partners
that are working with Nokia to bring it to market. Chances are that
you’re already familiar with the device (WDN provided coverage from the
NMIC event held last Nov in Munich, and the device has been featured in
the WDN Symbian DevZone weekly column) although if your main source of
information is the “traditional” tech press all you’ve heard recently
is that Nokia is planning on taking on Nintendo with their version of
the Game Boy Advance (GBA). Trust me though, there’s more to this story
than Nokia vs Nintendo.
Meet the Entertainment & Media Business Unit
During the event we were frequently reminded that applications are going mobile…
the next applications to be bundled with mobile communication devices
include email, music, camera/imaging, and of course gaming. Nokia’s
response to mobile gaming is N-Gage. Ilkka Raiskinen, Senior VP of Nokia's Entertainment and Media Business Unit
stated that the company has 2 possible responses to this; treat these new business areas
as “features” of devices (that’s not sufficient - a poor market would
result), or create a new business unit responsible for the total
offering. Nokia has elected to go this route with N-Gage. The company
has established a new business unit - The mobile entertainment & media
Business Unit (MEMBU) - charged with publishing, developer support, retail
sales channels, basically, the total offering. The mission… market a
new platform focused on interactivity with every console having inbuilt
connectivity. The plan is to bring mobility to all of the parties
involved.
The Device
| N-Gage Features |
High performance mobile interactive gaming
Gaming-optimized design and functionality
Digital music player and recorder
Stereo FM radio
Nokia Audio Manager PC software
New design concept, new UI experience
Multimedia messaging
Full email support (IMAP4, POP3, SMTP, MIME2)
Content with XHTML browser
Tri-band EGSM 900/GSM1800/GSM 1900
Series 60 UI enabling application multitasking
Bluetooth
Slave USB 1.1. for digital music download from PC
MP3, AAC, Midi, WAV ringing tones
WAP over GPRS
Detailed Specs Here
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Enter N-Gage, a mobile game device. It’s been compared to the GameBoy
Advance (GBA), however, this puppy is much more than a gaming device.
N-Gage is best described as a multi-user, mobile, game device … it’s
fortay is connected gaming! The MEMBU is charged with providing the
total package with respect to N-Gage. When you think of the Nokia brand
you may think phones, however, with the company stretching it’s legs
and introducing a new brand (N-Gage) the company wants us to know that
"it’s not only about phones… it’s about devices and games consoles."
Raiskinen believes that "mobility is a powerful concept that will
drive the N-gage platform." Coming out with a new brand is a pretty big
decision for the company, particularly when research reveals that the
Nokia brand is the 6th most widely recognized and respected brand name
on the market (Microsoft, GE, IBM, and Coke lead the pack).
Click Here to view N-Gage demo (Source: Forum Nokia)
 N-Gage is the latest Nokia device running the Symbian OS under series
60. Initially, the company will target the GSM market, however, execs
have revealed that with the CDMA market being so substantial, that this
market would be addressed in the future. Contrary to popular belief, N-
Gage, like virtually all other devices (phones, mp3, walkman, gameboy),
would be sold at a profit; the suggested retail price has not yet been
addressed. Rest assured though, this device is a “high-end” game
console and that will be reflected in the price.
In the mobile area, many series 60 devices offer compelling gaming,
however, the N-gage has been developed with gaming as its main function
- Nokia execs joke that in the best case, users will decide to own
several Nokia devices (a game deck, phone) although its not really
necessary.
N-Gage was launched to the media in the heart of London
A Gaming Environment, not just a device!
I’ve already mentioned that Nokia has started a new brand. This is
serious stuff, particularly when you consider that with N-Gage the
company has not just released a new device (that would be the story
you’ve seen over and over again). In-fact, what the company has done is
introduce a new mobile and connected game environment… that’s the real
story here. Online, connected, multi-player, wireless connectivity,
these are all attributes of gaming the Nokia way. What should excite
developers, carriers, and game publishers is the new business streams
and revenue sources that this environment will bring. Sit back, close
your eyes, and think about it… what do you see? I see $$$$
The Mobile Gaming Market
So why gaming? Consider this, Nintendo own roughly 97% of the current
gaming market (are you familiar with the gameboy advance (GBA) you
should be). Also, projections reveal that gaming will reach the level of
the recording industry market and eventually surpass that market within
several years. That’s some serious coin, particularly in a market
dominated by one player. My take on this; if Nokia didn’t do it
then someone else would. The gaming market at a glance:
- Today more than 200 million PC gamers
- 140 million console gamers
- 100 million handheld gamers
- And now online gaming is rapidly emerging
- Age distribution of gamers:
- 40% below 18 yr
- 40% 18-35
- 20% over 35
Nokia plans on targetting the 18-35 year old population for mobile gaming.
This age demographic is very significant as it closely resembles that
of Nokia’s existing customer base. Recall the number of Nokia mobile
device users (roughly 40% of the mobile handset market) - more than 300
million currently in use.
N-Gage is targeted at the 18-35 demographic...
or those who still feel like kids!
So, in short, we have a company [Nokia] leading the wireless handset
market with 40% marketshare. They’ve introduced mobility and
connectivity to gaming, a horizontal market totally dominated by
Nintendo with 97% marketshare and targeted at a demographic that is
already 40% of Nokia’s existing business… this is too easy!
Is it really that Easy?
Well, the concept works and seems plausible, however, skeptics are
focused on one main point. Consider the GameBoy Advance (GBA), a game
console that retails for roughly $99. N-Gage has already been
identified as a high-end device and it offers much more than the
traditional game console. How much? That is a closely guarded secret,
however, do the math, compare it to other Symbian communication devices
and quickly it becomes evident that N-Gage has to sell for at least
$300 and perhaps as much as $400. Now it seems the market is actually a
sub-section of the existing game console market. That leaves 18-35 year
old gamers (and existing Nokia customers) that want to experience
mobile & connected gaming using the latest game console/GSM handset.
That’s still a pretty big market, actually, according to Nokia’s Kari
Tutti this is a new market segment.
Recall, gaming is not totally new to Nokia devices - some 50 million
people have and use devices loaded with “snake” and surveys reveal that
virtually all users try the game at some time; thus the demand for
gaming exists.
Look for carriers to play a big role in establishing pricing. Just last week T-Mobile announced
that they will be developing "innovative services" globally for the N-Gage. Carriers will be responsible for setting service plan prices
which will likely include the game deck, a service plan, as well as other related service offerings. In my opinion,
a bundled service plan for a "low" monthly fee that includes a device would be very well received - although I'm sure customers would
be required to register for extended time periods. Look for more agreements to be inked over the coming months.
Getting Games to the end-user
A number of popular game titles are expected to be published for the N-
Gage platform. These will fall under a number of game genres including
sports, strategy, fighting, family, classic, shooter, and racing.
Titles will be published by leading game developers, third party
developers, and in-house from Nokia.
 It has been announced that a number of game titles will come from some
of the leading game publishers; SEGA (the first announcement made last
November), Activision, Eidos, Taito, and THQ - industry leaders in
gaming, all of whom were in attendance at the product launch. Others
are expected to be announced later in the year. Specific titles
announced include the world’s fastest hedgehog… “Sonic” who will debut
as one of the first titles from Sega as will the popular Tomb Raider
with Lara Croft (Eidos). Tomb raider is not going to be a head-to-head
game, (would you want to play the role of the dog?) however, the
wireless offerings supported by the device will enable community
building such as playing scores head to head and tournament play.
Lara looks just as hot on N-Gage!
Original titles from Nokia are in development and will complement the
offerings - one title we demonstrated was “Snowboarding”. It offered a
3-D environment where users race down a slalom course. In my
demonstration I competed head to head with a fellow attendee by hooking
up via Bluetooth. When I wasn’t boarding out of bounds I could see my
fellow opponent’s boarder on my screen (I was always looking at his
back!) and our scores were displayed at the top of the screen.
Games coming to N-Gage
 Bounce an original title from Nokia provides for up to 4 concurrent players.
This action game provides 30 levels.
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 Kart Racing an original title from Nokia provides for up to
1-4 players.
This racing game offers 16 different race tracks.
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 MLB published by THQ enables players to play agaist 30 different MLB teams.
Supports 1-4 players.
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 MotoGP published by THQ enables players to select from 10 popular
racing bikes. Supports 1-4 players.
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 Pandemonium published by Eidos Interactive lets players
visit the medieval city of Lyr and join Nikki with sidekicks Fargus and Sid. Supports 1 player.
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 Red Faction published by THQ. In this "shooter" game, players assume the role of a miner
deep beneath the surface of Mars. 20 levels take you through land, sea, and air adventures. Supports 1 player.
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 SonicN published exclusively for Nokia by Sega.
Sonic The Hedgehog has been rewritten specifically in this title for the N-gage platform.
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 Super Monkey Ball published by Sega.
these monkeys race, fight and fly with a mission - of course - find the bananas!
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 Super Space Invaders published by Taito Corp.
Taito has brought SI and puzzle bobble to the N-gage. Classic games now available in multi-user mode.
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 Tomb Raider published by Eidos Interactive.
N-gage can bost the "hottest" female ever to hit a mobile gaming device... yes it's Lara. Supports 1 player.
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 SnowBoarder, A Nokia original title.
Supports 2 players via Bluetooth connectivity.
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Games will be distributed on slender, stamp-sized multi-media memory
cards (MMC) capable of storing up to 8 MB of data. Optionally, larger
cards will be made available’ ideal for storing MP3 that you may wish
to listen to while you are “n-gaged”! MMC game cards will not be
supported by any other Nokia devices, future N-gage releases excluded
of course.
Ho much will the games sell for? Unfortunately no exact figures have been released, however, Nokia execs
are quick to state that the market will drive the price. My prediction, look for N-Gage game titles to retail for roughly the same
cost that you'd pay for a GameBoy Advance title (that's anywhere from US$19 - $49 depending on the title).
Providing new opportunities for games publishers. The MMC media will
provide game publishers the ability to offer simple updates and
additional features to users, prolonging the life of a title and also
offering an opportunity for added and continual revenues. Carriers can
enjoy revenues from the opportunities afforded by exciting and compelling
services such as the provision of LBS. One carrier hopping on the
mobile gaming bandwagon is T-mobile. They will offer online services,
games, and devices to their customers.
Developers will enjoy opportunities to make their work available via
the proper channels, such as Forum Nokia and the company really sees
them as a crucial component. SDKs are available for free download from
Forum Nokia and
the barriers to entry in this market are said to be few.
Sales Channels
Games, services and devices will be available to the end users via
traditional sales channels including game specific retail outlets,
operator’s retail stores, major retail outlets, others. Ability to
innovate in this space exists. This likely means a number of options will be provided, including online purchasing from
Nokia.com, electronic distributors like Circuit City, third parties such as Handango, and likely even on Amazon.
Availability
N-Gage will be available to the public in late Q3 or early Q4, timed
perfectly to coincide with the busy Christmas shopping season - the
only time of the year when game sales spike. Expect a global catalog as
well as regionally focused titles.
A huge opportunity will exist for developers as the mobility factor is
now being introduced to the gaming world. Hint, start looking for
career opportunities from leading game publishers for experienced
mobile content publishers and programmers skilled in providing secure
mobile solutions.
Nokia has challenged developers, the game world, and the carriers to come up with
titles and services supporting the device. One company meeting the
challenge is Sega with the announcement of a new “Sonic” title designed
specifically for the N-gage… Sonic-N. Are you up for the challenge? If so I'd encourage you to act fast.
Are you developing or planning on developing for N-Gage? WDN would like to hear from you. Also, feel free to discuss N-Gage in the discussion board.
Related Material:
Does your company have breaking news, a solution, event, or scoop that WDN should know about?
Send details to editors@wirelessdevnet.com
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