Taking mobile gaming to the next level

"We're focused, driven, and quite frankly the strongest player out there," trumpeted newly appointed EA Mobile general manager Barry Cottle at a private engagement hosted by the company during last week's CTIA autumn trade show in San Francisco.

Highlighting the tremendous pull EA has on mobile gaming serves only as a preface to a wide-ranging discussion that included Cottle and select members of the industry. Mobile gaming, as a handful of invitees concurred, needs to be taken to the next level. Cottle believes EA is primed to do just that by embracing innovation, simplicity, and accessibility in its games.

"Game accessibility is key to growth of the mobile market," stressed Cottle. For a company who reaches millions of mobile gamers each year, it's an aspect that certainly acts as a keystone for its business. EA Mobile possesses the largest games operation in North America, with an ever-expanding global reach. Cottle referenced that very point: "We're always looking to expand our territorial reach. I'm keen on taking an international perspective to our portfolio."

Treating mobile gaming as a single global market isn't new thinking. Nokia, which has long been pushing for international initiatives with its N-Gage platform, seems like an apt example for Cottle's growing business. Michael Bergen, gaming business development manager for Nokia, was present to offer support and encourage integration with the company's forthcoming N-Gage revitalization.

EA plans on fully partnering with Nokia when that platform launches later this year. Expect to see new incarnations of popular EA franchises such as FIFA and Need for Speed, as well as original titles.

Taking a risk with new titles is part of a new directive Cottle plans on spearheading. "Innovation in the games themselves is vital," he asserted. Of course, working to expand the number of nations harbouring an EA Mobile presence doesn't necessarily guarantee growth. Other factors are important in giving the industry that boost to the next level, Cottle contended. Expecting games to jump up to the next step when publishers simply sling out sequels is madness; instead, bringing fresh ideas through original titles and making inventive changes to key franchises is the only means of accelerating mobile games.

When creating original games or even updating series, keeping things approachable is important insisted Cottle, stating, "The underlying criterion for all mobile games is simplicity." His point is straightforward: making games accessible involves simple innovations that new players can grasp. People won't play, let alone buy mobile games that they don't understand or find too complicated.

Conversely, simple, yet inventive experiences are likely to draw new players in and grow the business. This doesn't imply all mobile titles ought to be casual parlor games. Rather, Cottle wants more focus paid to keeping interfaces clean and controls simple.

With several titles queued up for release through the holidays, we're interested in seeing the general manager's principles applied to EA's portfolio. Signs are promising, with two newly announced games – The Sims Bowling and The Sims DJ – already fulfilling the needs for simplicity and accessibility. However, we're eager for inventive new titles to hit the table. Until then, we'll be playing FIFA 08.