Apple shifts to strategy to cancel new titles of its own game subscription'Apple Arcade' and keep existing users

Apple's unique game subscription service that gives you unlimited access to over 100 titles is Apple Arcade . Bloomberg reports that Apple has contracted with game developers to add new titles to Apple Arcade one after another, but canceled some new titles and moved to a strategy to keep existing users in service I am.

Apple Cancels Arcade Games in Strategy Shift To Keep Subscribers-Bloomberg
https://www.bloomberg.com/news/articles/2020-06-30/apple-cancels-arcade-games-in-strategy-shift-to-keep-subscribers

According to sources from Bloomberg sources, Apple announced that it would revoke its new title development agreements with multiple game studios in early 2020 and take a new approach. In mid-April 2020, a creative producer at Apple Arcade told some stakeholders, '(the game title that abolished the contract) wasn't at the level of engagement Apple demanded.' Apple is looking for titles that can keep existing service subscribers, and is looking for titles that will pay for the service beyond the free trial period.

Apple Arcade is a subscription-type game service that started on September 20, 2019 and allows you to play games on Apple terminals such as iPhone / iPad / Apple TV / Mac at a monthly fee of 600 yen. Over 100 types of games have been recorded, including titles from game makers such as Japanese SEGA and Capcom.

Summary of game titles of ``Apple Arcade'' which is 600 yen a month without additional charge and unlimited play-GIGAZINE

Unlike many other mobile games, Apple Arcade features no annoying ads and no pay to win elements, so you don't have to pay extra to play the game. The ad-free and pay-to-win approach is 'praised by many game critics,' Bloomberg said.

New titles are added to Apple Arcade every month, but none of the existing titles are a big hit. One developer also pointed out that Apple's change in Apple Arcade strategy could be a sign of sluggish Apple Arcade subscribers. Although Apple has not disclosed the number of users of Apple Arcade, etc., in 2020, the free trial period was extended from 1 month to 2 months.

Apple told Bloomberg, 'Apple Arcade has redefined the possibilities for gaming services, allowing unlimited play on all Apple devices for subscribers and their families. Featuring more than 120 games We're proud to launch the first mobile gaming subscription service in history, and many of the Apple Arcade titles have been widely acclaimed for both artistry and quality. Our vision is always Apple Arcade. We are looking forward to the growth and evolution of the titles recorded in, and we look forward to the day when users can play the games that developers are currently working on.”

In addition, Apple said it plans to make constant changes to its lineup of distribution titles based on feedback from Apple Arcade subscribers.

According to sources, Apple has invested tens of millions of dollars (billions of yen) to support the development of titles recorded in Apple Arcade, and several million for some titles. It is said that it has invested ~ 5 million dollars (about 110 million to 540 million yen). In addition, in April 2019, it was reported that 'Apple has invested more than 50 billion yen in Apple Arcade.'

Apple has invested over 50 billion yen in the new game service ``Apple Arcade''-GIGAZINE

Some of the developers who were suddenly abandoned by Apple were faced with sudden financial difficulties due to the pandemic of the new coronavirus. However, although Apple has abandoned the contract, it seems that the payment is paid to the studio side based on the milestone that the game developer has achieved. In addition, Apple said it would be willing to work again with developers who have abandoned the contract in the future if the title meets the requirements of the company.

According to one game developer, the person in charge of Apple Arcade cited 'Grindstone', an attractive puzzle action game with many levels, as a concrete example of the game that the company requested in April 2020.

GRINDSTONE-A Puzzle-Battle Splatter-Fest!-- YouTube


In addition to selling hardware such as iPhones and Macs, Apple aims to make more money in service areas like Apple Arcade. And Apple's services department is one of the fastest growing areas of the company. In the second quarter of 2020 (January-March), Apple's service department sales reached a record high of $13.4 billion (about 1.4 trillion yen), which accounts for about 23% of total sales I am.

Apple announces results for the second quarter of 2020, unexpected sales increase despite the impact of the new coronavirus-GIGAZINE