Embracing HTML5 Despite Success on iOS and PC’s

The developer of the Snail Bob series of online games at Hunter Hamster Studio, is putting the final touches on HTML5 versions of the series to be released in early 2014, even though the company could simply be resting on their laurels and savoring the success of the game franchise on PC’s and iOS.  Fans have enjoyed more than 600 million game plays of the “slow, but sure, snail”--named after Bob Marley.

We all know that HTML5 remains controversial and that some developers are just too busy to risk investing time into an unproven platform.  But this developer decided to take the leap. The question is why? 

The rationale is that they recognize consumers are playing games on multiple devices throughout their day.  As people move about their lives, they go from a phone to a PC to a touch device and back to a PC.  HTML5 holds the key to reach the same game player across devices. HTML5 can simplify the development process and help increase audiences since consumers can find a game on any search engine.

We too are believers and have gone from testing the waters to a full commitment to and investment in the cross-platform technology.  Investing heavily in HTML5 gaming is the smart move as more and more developers come to believe this is future of mobile gaming. With increasing competition in the fragmented mobile gaming space, developers have been forced to invest in multiple game versions for platforms and fight for space and recognition on saturated app stores.

Additionally, with HTML5, the potential rewards of being cross-platform are that in-game advertising is more uniform, thus resulting in higher and potentially new revenue streams. Advertisers who can create single formats for their campaigns with games are more likely to shift even more of their TV dollars to online and mobile games.

HTML5 is still finding itself and there are still restrictions, particularly lack of browser support, but that’s changing. More and more companies are providing easy tools to help creative people re-invent how games are developed and published. The industry’s large players, including Amazon, continue to become more open-minded and enthusiastic about the HTML5 format.  

The developers of Snail Bob and other casual games such as Dream Pet Link are taking the plunge. There are growing pains, but it’s worth the risks. With the proliferation of touch devices, the browser is becoming ubiquitous across all devices; and the definition of mobile gaming vs. online gaming has become blurred to the point that they are almost one in the same.