INTERVIEW: Chillingo

Here, Byatte talks to CasualGaming.biz about the steps developers can take to maximise their success on the App Store.

CG.biz: What can you tell us about Chillingo?

Chris Byatte: Chillingo has been in the mobile business since 2002 – our mobile games site Clickgamer.com was the first games-centric portal to target smartphones and PDA’s (‘back then’ windows mobile was called Pocket PC 2002). In 2005 we were the first to coin the ‘app’ phrase (before anyone really knew what an ‘app’ was) by launching a sister site called Clickapps.com – which is still going strong today serving up to 50,000 unique people every 24 hours. Chillingo is now heavily concentrating on iPhone publishing and promotion. We partner with game studios and independent developers, publishing and marketing their iPhone apps in order to maximize sales.

CG.biz: What would you say are the main advantages of the Apple App store model?

CB: The unified platform (i.e. just one platform) helps greatly – no more fragmentation like Java which was the cause of huge expense. Add in the seamless distribution model based on iTunes and it means that developers can tap into a huge market. Thanks to Apple’s QA submission process, it means that support is also vastly reduced, saving time and expense on the developer’s side.

CG.biz: And the disadvantages?

CB: The huge amount of new apps that appear on the App Store each day means that even a great game can burn brightly for a week, but easily be pushed off the charts due to the intense downward pressure of new material. This is where Chillingo steps in.

CG.biz: Is it really possible for a lone developer to make money in casual games development via just the Apps Store?

CB: If the game is polished to perfection with due thought given to marketing and promotional activities then yes, it is possible to survive on iPhone sales alone.

CG.biz: What advice would you give someone who has developed a game for the iPhone and wants to make it a success?

CB: You may have spent 3-6 months creating the perfect iPhone game but you also need to give due consideration to marketing and promotion. Chillingo has extensive experience of publishing and promoting iPhone apps with several hits so far including Orions, Bike or Die, iPingPong3D, Dungeon & Hero and Sneezies. We can commit a lot of resources to promotional activities both online and offline in conventional media. We extend the lifetime value of an app therefore helping the developer to fully monetise their hard work.

CG.biz: Are there any common mistakes people make that lessen the chances of their titles being a success on the Apps Store?

CB: The developer needs a clear understanding of the platform – their title needs to make full use of the capabilities of the iPhone with detailed thought given to game controls and mechanics. As the App Store and market evolves new lessons will be learned. As publishers we are in a position to leverage our experience and advise on the pitfalls.

CG.biz: Do you think the Apps Store can actually change the games distribution model as we know it?

CB: Most definitely – we can see that Google and RIM are already taking steps to emulate this model. Many other manufacturers are following suit – the industry is literally turning on its head. It remains to be seen as to how the entire mobile content industry will change in the next 12 months. Whatever happens it will be interesting.

CG.biz: What has the App Store meant to your business?

CB: The App Store has allowed Chillingo to fully utilise its experience in developing, publishing and marketing mobile content. The mobile value chain introduced by the App Store has allowed developers to do what they do best – and get rewarded for it. Our business is to help these indie developers maximize their reward.