The document outlines 10 reasons why mobile games are popular. It states that mobile games can be played anywhere, are designed for short sessions, have a low cost of purchase and development, and benefit from new opportunities on convergent mobile devices. The managing director of Affinity Studios, which has developed over 30 mobile games and apps, believes these factors contribute to the success of the mobile gaming industry.

1. www.affinitystudios.com Brian Rodway Managing Director Affinity Studios Ltd 10 Reasons Why Mobile Games Rock!

2. www.affinitystudios.com You always have your phone on you. When I leave the house I check to see if I have my keys, wallet and phone. It’s a personal device. Most people have personalised the ringtone and theme. Have all their friends numbers, and maybe pictures of their family. People have an Affinity to their phone. Reason 1

3. www.affinitystudios.com The games can be played anywhere. They can be played while waiting for a bus, or while in transit. This is literally miles away from the traditional console couch potato. Reason 2

4. www.affinitystudios.com Reason 3 The best mobile games are designed for short sessions of play. Ideally a game can be played in 10 to 15 minute periods.

5. www.affinitystudios.com Reason 4 Open Platform - Anyone can develop any J2ME game or application they want to. Just download the tools and sdk’s and away you go. Other games platforms are closed, you need to be a registered developer to get access to the development tools and devices. Compete against the platform holders titles. 3rd Q 2007, Wii 14 > Million, 11 were from Nintendo. For DS, 50 > Million, 28 were from Nintendo.

6. www.affinitystudios.com Reason 5 Digital Distribution - No boxed product. Games are loaded onto the phone by: Over The Air (OTA), via a link. The link can be received in an SMS or clicked on in a WAP/Web page. Side Loaded. The game is downloaded onto a PC and then transferred via cable or Bluetooth to the phone.

7. www.affinitystudios.com Reason 6 Cheap to purchase - £3.00 to £5.00 Pocket Money prices, compared to console. Also relatively cheap to develop. The cost incurred in developing for a J2ME mobile phone is FAR less than for a handheld console. Developed apps from £20,000 up to £110,000.

8. www.affinitystudios.com Reason 7 Diversity of product. Consoles are dominated by the defined genres of Racing, Sports, & Shootem-up’s. Since the Mobile game playing audience is more diverse (52% women) this allows new and original ideas to flourish.

9. www.affinitystudios.com Reason 8 The Convergent Device. Less and less public payphones Killed the pager device Killing the low end digital camera market Integrated web browsing Radio Mobile Games Next Developments: Mobile TV - currently struggling MP3 player - hello iPhone GPS devices - Nokia aquire NAVTEQ

10. www.affinitystudios.com Reason 9 Always New Opportunities Apple releasing iPhone SDK Google Android Nokia N-Gage (2) 3D UI/Applications Location Based Applications Mobile Social Networking: M:Metrics US UK MySpace 3.7 million 440,000 Facebook 2 million 307,000 Bebo 288,000

11. www.affinitystudios.com Reason 10 Because I say so. Affinity have developed over 30 games/apps for mobile.

12. www.affinitystudios.com Email: brian@affinitystudios.com 10 Reasons Why Mobile Games Rock! Questions? www.affinitystudios.com 1) Always have your phone 2) Games/Apps can be used anywhere 3) Designed for short periods of interaction 4) Open platform 5) Digital distribution 6) Cheap to purchase & develop 7) Diverse products 8) The convergent device 9) Always new opportunities 10) Six years mobile experience cant be wrong 10 Reasons Why Mobile Games Rock!

13. www.affinitystudios.com Email: brian@affinitystudios.com 10 Reasons Why Mobile Games Rock! Questions?