The company’s gaming service chief outlines priorities for Vision Pro revolution, aiming for originality in a market dominated by free mobile games
Apple’s 2019 launch of its Arcade games subscription service grabbed significant attention, a common occurrence for the company. Priced at £4.99/$4.99 (now £6.99) per month, it provided access to 100 premium mobile games devoid of ads, with more titles promised—a bid to replicate the Netflix model in gaming.
Arcade aimed to disrupt a market saturated with free-to-play and ad-supported games. Previously, juggernauts like Genshin Impact, Clash of Clans, and Candy Crush hindered the success of paid, premium games. Arcade curated a diverse selection playable across Apple devices—iPhone, iPad, Mac, and Apple TV—sans ads or in-app purchases. Moreover, games could be played offline, alleviating interruptions like those experienced on the London Underground.
Fast forward five years, and the landscape has shifted dramatically. Consumers are inundated with new subscription services spanning TV, movies, and games. Meanwhile, industry giants like Netflix and Amazon Prime are aggressively encroaching on Apple’s turf with their own gaming offerings. In this evolving environment, what is the fate of Apple Arcade? Does it remain a key focus for Apple?
Alex Rofman, Arcade’s senior director and a 15-year Apple veteran entrenched in the mobile gaming realm since its inception, reflects on 2023 as a pivotal year. He highlights record-high metrics and significant achievements, such as the launch of Hello Kitty Island Adventure—an IP previously untapped in gaming—and What the Car’s recognition as the mobile game of the year at the Dice awards last month.
Apple’s strategic decisions often face intense scrutiny, leading to the emergence of a cadre of tech analysts due to the company’s opaque nature. However, Rofman offers a simple explanation for Arcade’s inception. He emphasizes a focus on games crafted purely for enjoyment and engagement, devoid of restrictive business models, timers, or video ads. The aim was not to imitate popular mobile genres or surpass titles like Candy Crush but to spotlight games that would otherwise lack exposure without Arcade’s platform.
Tim Garbos, co-founder of Triband, the developer behind What the Car, highlights the freedom Apple Arcade provides to deliver delightfully absurd and unique premium experiences to a wide audience. He expresses difficulty envisioning laughter in games interrupted by ads.
Currently, Arcade continues to showcase innovative titles like Assemble With Care, Card of Darkness, Neo Cab, and Mutazione prominently. However, there’s also a significant focus on family-friendly games such as Hello Kitty, Tamagotchi, and Disney. This shift aligns with a substantial demographic of Apple users: tech-savvy parents with children seeking entertainment. Rofman notes that while “free-to-play” games may not contain offensive content, they often lack family-friendly features, making parents wary of handing their devices to children due to potential in-app purchases.
The inclusion of beloved older App Store games like Fruit Ninja, Jetpack Joyride, and Threes into Apple Arcade signals a shift from its initial lineup. Initially, Arcade seemed tailored for fans of quirky indie games that were overlooked on the App Store. The early selection was largely comprised of well-reviewed, award-winning titles from developers like Annapurna, Die Gute Fabrik, and Devolver. While these titles are still part of the lineup, family-friendly games now dominate the catalog, marking a change in direction for Arcade.
Rofman emphasizes Apple’s ongoing support for innovative indie developers. “Arcade is a platform for games that might not otherwise be created, and I believe that’s a crucial aspect of our strategy,” he explains. “We provide funding for new game development, enabling developers to create without financial risk. What the Car exemplifies this perfectly. Another example is Sneaky Sasquatch: developed by RAC7, a duo who have been making games together since high school. They prefer not to manage a large studio. Witnessing the success and evolution of their game has been truly remarkable. It aligns closely with Apple’s values: an exceptionally deep and challenging game without any violence or offensive content. Therefore, we believe Arcade provides a platform for indie studios with creative, groundbreaking ideas. This commitment remains important to us and will continue to be.”
There have been conflicting opinions. In February, industry site mobilegamer.biz published an article in which unnamed developers expressed frustration with the service. Some highlighted numerous canceled projects, which can be particularly detrimental to smaller studios. Others mentioned a decline in royalty payments for games, suggesting Apple might be lowering the priority of the service. Rofman, naturally, defends Apple’s track record. “Regarding the article, developers whose player bases are expanding can anticipate growth in their bonus pool earnings, as these are tied to engagement,” he explains. “However, despite the exceptional quality of our catalog, not every game among the 200-plus titles will see continuous growth in its player base.”
He also rejects the notion that Arcade is suffering due to Apple’s perceived lack of interest in games. “Games are more crucial to Apple now than ever before,” he asserts. “This is evident in the investment we’ve made in silicon. Today, Macs can handle high-performance games, which was not the case 10 or 15 years ago. Moreover, with the latest iPhones, you can enjoy immersive, high-performance gaming on a device that fits in your pocket. I believe you will see continued investment and emphasis on the gaming sector because games are extraordinary, and our devices are excellent gaming platforms.”
In the future, Apple Arcade will include games optimized for the company’s highly praised Vision Pro. The spatial computing device debuted with 12 native games, comprising a blend of entirely new titles and familiar games enhanced with spatial elements. “Spatial gaming is arguably the most significant development right now,” explains Rofman. “When you consider it, since the inception of touch gaming, there has been minimal innovation in the types of games we play. While graphics have improved and TVs have become slimmer, there has been a lack of innovation in gameplay styles and input methods for quite some time. Vision Pro introduces a whole new realm of possibilities, and we’re just scratching the surface of its potential.”
Vision Pro is likely to remain a niche product for several more years, possibly indefinitely. During this period, Apple must continue supporting independent developers and highlighting a broader array of new, original titles. Despite any challenges it encounters, Apple Arcade plays a crucial role in the mobile gaming ecosystem. While some compare it to Netflix and Amazon, its content trajectory aligns more closely with the Nintendo Switch: offering family-friendly yet challenging games in a secure, carefully curated environment, free from intrusive free-to-play monetization.
Rofman views 2023 as a standout year. However, with increasing competition and developers facing difficulties, 2024 will be the true test of Apple Arcade’s ambitions.
