We’ve spent the last week looking at the state of the N-Gage at the end of 2004. Moving into 2005 presents Nokia with a number of new challenges. The N-Gage isn’t quite yet a viable platform, it doesn’t have the perception of being a success. And while there’s in excess of a million units out there, that’s almost as many as the Gameboy Dual Screen sold on launch day. So here’s point number one:
1: Don’t Fight Sony and Nintendo Directly. But Don't Ignore Them.
Yes we know that the N-Gage is a new class of device, we know it's revolutionising gameplay, but every single journalist, store manager, and member of the public is going to look at the size and brand that Sony and Nintendo have in the gaming market and choose them nine times out of ten. The N-Gage needs to be constantly promoted, and differentiated compared to the Big Two. Play those strengths up, and make them more important than things like the screen orientation.
The PSP and DS are games machines, with some video and music playback thrown in on Sony's part. It's time to start showing the N-Gage is more than a games machine. Can those other machines do email? Or browse the web? I was showing off my QD at wrok the other day and the final knock-out punch in the mind of of my colleague was this... The N-Gage had a calendar. He went out and bought one the next morning. It's almost like guerrilla warfare. Don't ever ever get into a head to head confrontation. Win hearts and minds, one at a time, and build up a small but rabid army of fans. It worked for Apple in the dark days before the iMac. Now look at them.
2: Use The Arena, and Start Innovating
It's nice to know that every new N-Gage game will now have an Arena function, but if we look back and take out the online high score tables, and the 'shadow racing' concept, there's not been a huge amount of Arena gameplay. This has started to change with Pocket Kingdom and Pathway to Glory using the Arena to extend a game. Worms is promising the same sort of online rush with live games online. But we want more of this, lots more. Start thinking outside the box and surprise us. Shadow racing won't cut it anymore
And spare a thought for everyone who's not on an 'All You Can Eat' GPRS Data Plan. A lot of people won't log onto the Arena purely because of the percieved expense, and having no idea what their monthly bill will look like. On the machine we need an easy to understand GPRS data counter to give us peace of mind. And if everyone in the Forums is exchanging the setup data to try and get logged onto the Arena through their PC via Bluetooth, that should be telling you exactly what we want to see in an updated version of the PC Suite.
3: Don’t Rely On Existing Game Brands, Build Your Own.
Looking at the release schedule for Q1, we have King of Fighters, SSX: Out of Bounds, X-Men: Legends, WWE Wrestling and Worms. There's a problem with all of these games. We've seen them before. Yes they look nice, play wonderfully, and SSX (for example) hasn't seen a new release on any platform in 2004 but that's not the point. The N-Gage needs to be different, it needs stand out titles like Pathway to Glory. Glimmerati was announced last year, and it's not due to be released till May. Trailing a game 12 months before the release date is not the way to show you've got your own space. You need new and innovative titles. Start approaching some of the more talented shareware guys. Xen Games could still be a great place to start this off.
And I expect a Pocket Kingdom v2.0, but this time test it in the real world and listen to the feedback?
4: Work the Back Catalogue. Make it Easy to Get a Hold of Legitimate Games.
I've already went over this in depth here, but it bears repeating. If you're focusing on the games, then people need to be able to find them, and if that means selling online, then sell them online. And take a leaf out the 8-bit computes. Once a full price game has had it's business lifespan, then repackage it at £10 and sell them at this lower price officialy. It's already happening with old stock at certain companies, so make it official and put the games out there. Fifa 2004 and Tony Hawk and a QD under £100 is a competitive package.
5: Tell Us What's Happening!
Advertise. It's all well and good sending emails to registered users of the Arena, but you need to tell people who don't have it that it's out. You need banner ads on the main gaming sites like Gamespy and Gamespot advertising new games, the unit and what's coming up. Use the Internet. Something as basic as Google Ads will help you get the word out. If you really are commiting millions to this, then start directing it to the people who matter. It may cost you to get shelf space in the retail stores, and until this is a lost cause, keep after them. It's the most effective form of advertising around to gamers looking for new games and something to justify buying a new system.
As with many areas in technology, the N-Gage is doing things mostly right. But to become a classic system, and to stay around for more than the three year trial period Nokia granted it, they need to keep on top of every area, respond quickly to problems, and keep projecting an air of confidence. This year is going to be the hardest. 2004 saw no competition in the handheld market, now they have the big guns coming from above, and the challenge of the Zodiac and the Gizmondo from the other side. Either the N-Gage is squeezed out the market, or it shoots to success.
I wonder if we'll we be talking about the victor or the vanquished next December? I reckon if Nokia can get everything right, then they'll come out the other side smiling. But at this stage, just one mistake might be enough to destroy the entire project...