EA is one of the most prolific first party publishers on the App Store with hundreds of games for iOS available. While it has seen its share of problems and growing pains, it has successfully launched everything on iOS, including high-priced premium franchise games and top grossing free to play games. Let’s talk with Nick Rish, VP of Mobile Publishing, about how the App Store changed EA.

148Apps: How has the App Store changed the way EA does business?

Nick Rish, VP of Mobile Publishing, EA: Developing for the App Store was not as big of a transition as one would think, since EA was an early adopter of mobile gaming development.  In 2004, before most were considering the mobile app revolution, EA established a mobile team to develop games with access to EA veterans and IP.  Then we made a very smart acquisition of JAMDAT mobile which solidified us in the #1 position on mobile and multiplied our mobile development experience in house.   When the iPhone launched in June of ‘07, we were making games for feature phones and Apple’s click wheel iPod.  When we first saw the iPhone, we immediately saw it as a game changer and as an incredible challenge.  Although we knew how to build for shorter development cycles, the interruptible gameplay sessions, quick load times and limited screen space posed a lot of new challenges that we needed to prepare for.  Discoverability for instance.  On the carrier feature phone decks, you sat alongside a thousand unbranded games and let your brands do their work.   On the App Store, the number of games quickly became tens of thousands of games, so we had to adapt marketing practices to become more similar to the online world where the market is crowded.  We needed effective keywords, as well as icons and titles that told a story in a small amount of space. We also were presented with new development challenges such as touchscreen, accelerometer, landscape & portrait view, etc.  This meant sharing best practices with multiple teams became critical.   

148Apps: If you have one single success within EA you’d like to highlight from the past five years on the App Store, what would it be?

Nick Rish: If I’m picking one success, I think it would be the limits we pushed with Real Racing 3 for the iPhone 5.  We work closely with Apple to create the most innovative experiences for their devices, and no other company has the mobile scale that EA does to release quality content on such a short timeline for new devices.  We could have followed the market and made a freemium  drag race game or an arcade-like experience, but the Firemonkeys really wanted to push the limits of the a true racing experience with Apple’s new device.  The authenticity of the cars, the lighting effects, the detail of the tracks and the stunning racing environments make me incredibly proud to work at EA. This is the type of game that when done right, sits itself above the competition. 

148Apps: In the five years since launch, the App Store has gone through considerable changes. The number of users has skyrocketed along with downloads, prices for paid apps has stabilized way lower than many expected, free to play has dominated the top grossing charts. If, knowing what you know about the App Store now, you could go back and influence EA five years ago, what would you say?

Nick Rish: I would say to embrace free, live services as they are our future. Build expertise internally for those models within Studio and Publishing. We were running a premium house five years ago focused on shipping a game and moving on to the next one.  Now a game needs consistent updating to keep users engaged.  The shift is evident when you look at games like The Simpsons: Tapped Out which has been on the App Store leaderboards since its launch 40 weeks ago has had 20 updates since then. It’s like we were in the music business releasing individual tracks and now we’re putting out television shows that may go on for many seasons. It’s really important to create new stories, characters and episodes that our players will enjoy.  When I looked at the App Store Sunday morning, 9 of the top 10 grossing games were all updated within the last 30 days. 

148Apps: What have you seen on the App Store, outside of EA, that has surprised you most?

Nick Rish: The technology of these devices has improved greatly, yet most games have not felt the need to press the limits of these innovations.   Five years ago if you showed me the tech specs of the current Apple devices, I would have predicted big, one time download games dominating the charts.  Franchises like Need for Speed or Battlefield.   It’s been quite the opposite where well-polished, lighter strategy games are dominating the charts.  Gamers on this platform are willing to forgive a lack of deep storylines, realistic characters and epic battles in place of great text, cute characters and engaging mini-battles.  Think Clash of Clans or Plants vs. Zombies.  In fact, we’ve yet to see an FPS emerge that can stay in the Top 25 Grossing for any significant period of time.  It will get interesting when we start to see billion dollar franchises engage their years of experience and resources towards making lighter strategy games that are optimized for richer graphics, deeper stories and epic battles.   

148Apps: Any predictions for what the App Store will be like five years from now?

Nick Rish: Yes and I’d like to also give you Wednesday’s Powerball numbers…  I believe the environment will be still be full of rich content.  Probably less Publishers, but still a lot of games.  It will support different types of devices, because Apple never stops innovating and EA will continue to be there in full force. We are committed to Apple and its users and will rise to any challenge that’s placed in front of us. 

To celebrate 5 Years of the App Store, we’re giving away 5 of EA’s most popular paid games (Ed: See the full list on our sale round-up page.) The giveaway starts today and runs for a limited time.

Many thanks to Nick Rish for his time.

The soon to be released Real Racing 3 is on a lot of iOS gamers’ minds these days, especially many of us here at 148Apps. Because of this we thought it would be a good idea to recap the series. In fact, we might have gone a bit beyond that and created a trilogy. First we’ll be taking a look at the series’ history and the history of Firemint, the Melbourne based studio that created the series. After that we’ll be taking a look at the design factors and what when into creating the first two Real Racing titles as well as a little of the third. And in the third part of this series, we’ll take a look at the new Time Shifted Multiplayer found in Real Racing 3.

Humble Beginnings

One of the best-known examples of how far developers can push Apple’s new iPhone 5 hardware is looming just over the horizon. However, it wasn’t always so. Sure the Real Racing series has steadily become pretty much synonymous with near console-quality visuals on mobile platforms, even going so far as to have a permanent spot on the App Store’s Big-Name Games and Racing Games lists, but there was once a time when no one knew the name Firemint. This was around four years ago, when most mobile games were still easily distinguished from virtually every other platform. You know, when Solitaire and box-pushing puzzles came preloaded on everything and acquiring new games wasn’t anywhere near as convenient as it is now. Oddly enough, the developer’s first major innovation wasn’t even based around graphics.

According to Kynan Woodman, Real Racing 3’s Development Director, the original Real Racing was actually more of an experiment than a real game. Specifically they were trying to figure out how to rig up accelerometer steering for a Nokia handset in a way that wasn’t awkward or unnatural. Keep in mind this was back in 2008, and up to that point attempts at such a control scheme would tilt the view along with everything else which wasn’t exactly conducive to a driving game. “To solve this problem we tilted the horizon dynamically to counter your steering of the device,” he said, “so that regardless of where you moved the horizon in the game would match the real world. It seems obvious now, but no one had done it at the time.” Firemint didn’t just find a work-around for a common problem, the team developed a solution that set a new design standard for accelerometer controls.

Building A Unique Race

Once it had the horizon tilting figured out, Firemint began to construct the game that would eventually become Real Racing around it. “There was a lot more to the Real Racing franchise than great controls,” said Woodman, “but it started with that as a key innovation.” As it turns out, innovation ended up being Firemint’s calling card of sorts.

The developer’s second major task was to construct an interior view that the series has come to be known for, “… so players could actually see the steering wheel move as they steered,” Woodman said. It’s a feature that isn’t uncommon in console racing games these days (Codemasters’ Race Driver: Grid is a prime example), but it’s not prevalent in many – if any – iOS racers. The added level of detail, and by extension immersion, goes a long way to enhancing the “simulation” experience.

The decision to create a racing game built around closed tracks was made fairly early on in the cycle, however, but the rest of the design evolved as the game was developed. No one at Firement (now Firemonkeys) expected their project to become such a juggernaut on the App Store or to be the target of much speculation when early gameplay footage (above) was first revealed on PocketGamer in August of 2008. “We particularly enjoyed all the comments from consumers about how it was ‘clearly fake,’” said Woodman. Encouraged by these reactions, Firemint continued its work on through 2009, listening to fan and potential consumer feedback all the while. “We had a good idea of what people would like from the game,” he said, “because we could read comments and talk to press and consumers about it. Although we couldn’t do everything that players would like, we did use their feedback to help us focus the game design.”

Not Just A Racing Game Studio

Amidst all the hullabaloo surrounding console-quality visuals and innovations up the wazoo it can be easy to forget that Firemint doesn’t only make racing games. In fact, before Real Racing came out, it was already flying high (*rimshot*) thanks to the success of Flight Control. This casual mobile rendition of a day in the life on an air traffic controller began as a simple experiment concocted by Firemint CEO Robert Murray. It was meant to be a simple design exercise created over the winter break when the studio was shut down for the holidays, but garnered so much attention around the studio that fellow Firemint designers, Alexandra Peters and Jesse West, hopped on board to help turn it into a full-blown game–a good call considering that it’s sold over half-a-million copies in its first month and well over three million to date.

Award Winner

The original Real Racing went on to receive plenty of accolades, including 2010’s Apple Design and IMGA’s Excellence in Connectivity Awards, as well as a Best App Ever Award for Best Racing Game, Best Graphics, and Best Simulation Game in 2009. It’s also sold a whole bunch–and that’s just the first game. Not surprisingly, after Real Racing was launched in June of 2009, work on Real Racing 2 began roughly 6 months later.

The sequel to Firemint’s critical darling turned its fair share of heads as well when it was released in December of 2010. In addition to carrying over all the new concepts and special features that made the original Real Racing so noteworthy, Real Racing 2 added plenty of new items to its pedigree. The career mode was greatly expanded upon by allowing players to earn cash to purchase new cars and even upgrade their current ones. More camera options were added along with a special TV broadcast-style instant replay system. Vehicles were given damage models so that particularly rough races would leave telltale signs all over the racer’s cars. Online save options were added to allow players a chance to carry over their racing career when they installed the game to a new device. It was one of the first games to incorporate Apple’s Airplay technology which allowed players to view their games on their TV, using their iOS device as a stand-in for a controller. Actually, it allowed up to four players to view their games on the bigger screen all at once by way of the special Party Mode.

Last but not least, and in keeping with the whole “innovation” thing, Firemint also managed to include 16 player races (against AI in single player or 15 other people online), which was a first for iOS games at the time and no small feat in and of itself. All of these various features reportedly pushed Real Racing 2’s development costs to over $2 million. So it wasn’t just a first for iOS multiplayer, it was also a first for iOS development costs. Real Racing 2 has received a fair share of success with a combined (critic) Metacritic score of 94 to date along with taking the Best App Ever Awards for Racing and Graphics in 2010. With so many hits on Firemint’s hands, it’s no wonder large publishers like EA took notice.

Big Changes

The following year, Firemint was absorbed into the collective that is Electronic Arts. Some were understandably concerned about the acquisition, as it’s not uncommon for smaller studios to lose most of what makes them special (or get dismantled entirely) once they become a part of a much larger whole. However, Firemint CEO Rob Murray, as well as EA Interactive’s Executive VP, Barry Cottle, were quick to put those fears to rest by recalling the developer’s history. Many of Firemint’s pre-Flight Control and pre-iOS releases (Need for Speed Most Wanted, Madden, etc) were created while under contract for EA Mobile. One could even argue that EA helped to shape the folks at Firemint into the dream team they are today. Getting bought by one of the largest video game publishers in the business while being able to maintain their creative freedom made for an exciting opportunity for the already quite successful developer. But it didn’t end there. In July of 2012, Firemint joined forces with IronMonkey Studios (Dead Space, Need for Speed Undercover) to create Firemonkeys. I hope they braced for all the inevitable Infernape jokes beforehand. Since then, EA’s involvement has most likely influenced Firemint’s/Firemonkey’s pricing structures, but overall it seems like they’ve left the developer to do their own thing, which is to make fantastic games.

A more recent and potentially troubling development was the announcement that Rob Murray–former CEO of Firemint, mastermind behind Flight Control, and Executive Producer at Firemonkeys–would be leaving to spend time as a full-time dad. It’s a perfectly good reason to step down and Tony Lay, EA’s Melbourne Studio GM, has more than enough experience to see Real Racing 3 to its release as the new Executive Producer, but it’s difficult not to have a little concern over what this means for Firemonkeys. Development heads come and go from time to time, as is the nature of the industry, but sometimes major shakeups can be difficult to shake off. There have also been rumblings of another kind of shakeup for Real Racing 3. The App Store is still a tough market to predict when it comes to pricing structure, and it’s rumored that Firemonkeys might do away with the premium price tag for their new racer. In fact, if the rumors are to be believed Real Racing 3 just might be free-to-play. It’s not definite by any stretch of the imagination at this point, but it is possible.

It’s impressive to think that Firemint accomplished all of this–several multi-award winning games, millions upon millions in cumulative sales, and a significant acquisition by a major publisher–in about three years’ time. Where they go from here is anybody’s guess, but with Real Racing 3 looming on the horizon, the future definitely looks exciting, and pretty shiny.

Tomorrow, we’ll delve into the design decisions and what it took to make the premier iOS racing game series, so stay tuned.

This week at 148Apps.com, we got ready for some much-deserved rest with a comprehensive overview of all major Labor Day app sales. Site founder Jeff Scott writes, “It’s another holiday weekend here in the USA. Burning Man, end of summer, Labor day — pick your favorite. And that means it’s time for another huge sale on iPhone and iPad apps. These apps are on sale and they have to go!”

See the complete list at 148Apps.

$2.99

Max Payne Mobile

+ Universal App - Designed for iPhone and iPad
Released: 2012-04-12 :: Category: Games

$1.99

Trenches II

iPhone App - Designed for the iPhone, compatible with the iPad
Released: 2011-12-15 :: Category: Games

Over at GiggleApps.com, reviewer Amy Solomon dug deep into the earth and discovered Auracle-Fossil. She writes, “Fossil tells the story of a girl finding a fossil on the beach, and the story of where her mind goes as she imagines this dinosaur alive long ago, as well as the process that this bone must have taken to be transformed into a fossil.

Fossil is beautifully illustrated with striking water colors, as these original illustrations found in the published book work quite well in terms of translating these paintings. Here, the double page spreads from the book are formatted to fit the screens without losing much real-estate, allows readers to see both these pages together without the need to pan and scan, a feature that works in other apps, yet is simply not necessary here.”

Want to know more? Read on at GiggleApps.

$1.99

Fossil is an interactive story for curious kids and budding scientists which talks about stones that once were dinosaur bones. An archaeological narrative by Claire Ewart. (iPhone Version, by Auryn Apps)

iPhone App - Designed for the iPhone, compatible with the iPad
Released: 2012-07-25 :: Category: Education

Finally, 148Apps.biz writer Carter Dotson reported on an unusual trend in the world of free apps: “Fiksu has released its latest Indexes tracking how much it costs for brands to acquire loyal users, and how many downloads the top free iPhone apps are getting.

The Fiksu App Store Competitive Index tracks the average combined volume of the top 200 free iPhone apps. For July, the Index indicates that daily downloads decreased month-over-month by 5.6%, down to 4.37 million downloads from 4.63 million in June. The number has remained relatively stable after a drop from 6.35 million in February. This may be due to a residual after-effect of the holiday season, which saw steady increases after the launch of the iPhone 4S.”

Need more information? Follow this story at 148Apps.biz.

More big stories are on the way from the App experts at 148Apps! Follow us on Twitter and Like us on Facebook to keep track of the latest sales, reviews, news items and more. See you next week, football fan!

It is hard to deny that Bejeweled has become the choice addiction for iOS gamers in a pinch.  When it comes to gem matching, the game is pretty much unparalleled, unless you count the hoards of other imitators on the marketplace.  But once again Popcap took a look at the competition and decided to raise their already exceedingly high bar of perfection.

Folks who have already purchased Bejeweled will be treated to a brand new update, adding in the shocking Lightning Mode that has been available in the console version of the game for quite some time.  The new gameplay mode plays very similarly to Bejeweled Blitz, with the ability to extend the round beyond a single minute through matching other like time boosting stones.

For those wanting to see what all of the excitement is about, the game is available for only $0.99 and $3.99 from the App Store.  Check out the new feature and let us know if it is worth the price of admission in the comments below.

$0.99

Bejeweled

iPhone App - Designed for the iPhone, compatible with the iPad
Released: 2011-12-08 :: Category: Games

$3.99

Bejeweled HD

iPad Only App - Designed for the iPad
Released: 2012-05-17 :: Category: Games

Need for Speed Most Wanted for iOS shows promise of being a great racing game. While EA wouldn’t comment beyond it was developed by EA Australia, I think we can assume that it is running on the Real Racing core. No wonder it’s so fantastic. All the clues were there — including the dangling bumper. The acquisition of Firemint was a damn smart one for EA.

There are no reported features or release date, though I think we can assume it will be around the October timeframe of the console version. The game will have the Autolog feature from the console version, but EA wouldn’t comment on if it would be connect with the console version. It’s assumed that they will both run under Origin – so we can hope there will be some sort of interaction.

Did we mention it’s early in development? We won’t even show you the screen shots they gave us as they were clearly renders and not actual game screens. Touch Arcade did get some video of the game in action – take a look below.

I love race games, and the Need For Speed franchise is one of my favorites. Throw in the best in mobile Real Racing engine and I’ll be tracking this one closely.

[ video source: Touch Arcade ]

Create and customize a wildlife reserve. Manage various park minutiae. Upgrade facilities and inhabitants in order to bring in the big bucks. It sounds fairly typical of a good number of freemium park sims, but Fantasy Safari twists it up a bit. By adding fantasy creatures, naturally.

Dragons, frozen wolves, phoenixes and more. It’s a bit of a departure from the usual fare, to say the least. Now, thanks to EA Mobile, we can all try our hand at running our own zoo full of non-existent animals. 40 different non-existent animals, at that. 40 non-existent animals that can learn new abilities (i.e. fire breathing) as savvy players futz with their enclosures.

Anyone looking to try their hand at managing a theme park/zoo with a bit more… “flavor” can do so right now. Fantasy Safari is already on the App Store and, like most (read: all) free-to-play titles it doesn’t require any money to get started.

FREE!

Fantasy Safari

+ Universal App - Designed for iPhone and iPad
Released: 2011-11-02 :: Category: Games

Granted, there are far more Sims titles available for the PC, but the App Store has certainly seen it’s fair share. It may need a few dozen more releases in order to catch up, but Electronic Arts is definitely doing their part to give the series wings on iOS devices. Their fourth attempt at miniaturizing the drug addiction-like voyeur/god simulator has resulted in a hand-held rendition of The Sims Medieval.

In this newest installment of what will inevitably boil-down to a game of interior decoration murder (we all eventually try to kill them, there’s no shame in admitting it), things have gotten decidedly more fantasy RPG-like. This is primarily because of the inclusion of quests and a legitimate medieval setting, but those aren’t the only reasons. There are new avatar options such as a dungeon keeper or vampire, the ability to create a guild and get help with various quests from sim-friends. There’s even the inclusion of a first for the entire Sims series: combat. That’s right, players can finally collect and use weapons in duels with other sims. And, of course, there’s the always-present home customization.

The Sims Medieval is available right now for $4.99. It’s time to get busy with the questing.

$2.99

The Sims™ Medieval

iPhone App - Designed for the iPhone, compatible with the iPad
Released: 2011-09-22 :: Category: Games

The critter-launching, match three (or more) semi-classic Snood has been something of a mainstay on PC as well as a number of portable devices for some time now. People really like to match colors and clear shapes, I suppose. Just in case there are any folks out there who have avoided this game due to a lack of funds, it’s worth noting that Electronic Arts has decided to release a free version. So no more excuses, really.

Now anyone with an iOS device and a soft spot for flinging critters at other critters of the same hue and watching them cease to exist can try out the oddly-named classic for absolutely zero cost. This isn’t a handful of levels, either. Snood Free contains over one hundred puzzles and five different difficulty settings; much more content than an average “Lite” version. Some concessions had to be made in order to give players some reason to possibly want to buy it (note: it’s a dollar), including ads and the inability to play any multi-player games, but the overall single-player experience doesn’t suffer for it.

Match-three (or more) junkies don’t have any more excuses. They, and anyone else who’s interested, can grab Snood Free on the App Store right now for… well, for free.

FREE!

SNOOD FREE

iPhone App - Designed for the iPhone, compatible with the iPad
Released: 2011-09-08 :: Category: Games