Interviews

HTML5 needs one big hit to regain momentum and trigger 'boom time', reckons Albino Pixel's Dave Allanson

Platform yet to blossom

HTML5 needs one big hit to regain momentum and trigger 'boom time', reckons Albino Pixel's Dave Allanson
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Cautionary statements about HTML5 were hard to find in 2011.

The question of whether it would serve as the perfect tool to enable developers to target multiple operating systems or not had seemingly been nullified – it was no longer a case of if, but rather when.

Yet Dave Allanson's belief that HTML5's progress has stalled after an encouraging start couldn't be better timed.

Just this week, one of the platform's flagbearers – Moblyng – was forced to close its doors. The post-mortem suggests the firm simply jumped too soon, unable to monetise from a platform yet to mature.

As such, with Allanson's own firm set to focus on app and game development full time, it's safe to say HTML5 won't dominate the outfit's output for the foreseeable future. We caught up with the Albino Pixel co-founder for his take on mobile development in 2012.

Pocket Gamer: Though Albino Pixel is no stranger to the app world, you say the firm also has experience in web development. Why the focus on games and apps moving forward? Dave Allanson: Web development is my business partners background and will be a fundamental part of the day to day business of Albino Pixel.

We will be operating as more of an agency than an out and out apps developer, so we will offer apps development, games development, web development and consultancy as our four main specialities.

As well as a few exciting apps projects in the pipeline, we are also in discussions with a variety of UK and US clients about potential web development projects.

What kind of games are you looking to produce?

I think social titles will definitely be an area we focus on, and also how existing concepts and genres can be shaken up a little bit to have more of a social focus.

Adding a social element to any app can have a powerful impact if it's implemented right, whether it be challenging your friends with scores or lap times or playing against them in a turn based strategy game.

I think we will focus mostly on social and puzzle games, but we have a couple of internal projects we hope to get off the ground this year.

Why the initial focus on iOS and Android?

We are also keeping an eye on HTML5, and I have XNA and 360 development experience so Windows Phone is another area I am interested in.

There are a few rumours around that Windows Phone 8 will be a lot more open as a platform which if that is true it will make it a lot smoother transition from Android and iOS across to the platform.

I am also interested to see how PS Vita takes off as this is another platform we would be interested in, along with PSN and Xbox Live.

The initial focus on Android and iOS more comes from the fact these are not only the two largest platforms, but also from us being chosen as part of Marmalade's developer program with PowerDown.

Marmalade and Cocos2d-x have been working together to make it much easier for developers with iOS apps coded in Cocos2d to port them to a C++ version of the Cocos2d engine. Then using Marmalade, they can be deployed across multiple platforms, such as Android, PlayBook and bada.

Do you plan on developing your own titles, or working with third-parties?

We have a couple of our own concepts which we would really like to develop this year - one in particular.

We are currently looking for ways to be able to fund this whether through a development fund or from profits on other projects we may get in throughout the year. Our aim is eventually have the company split 50:50 between outsourced work and our own internal development.

We are currently working on our first major client project with a US based developer - we will hopefully be able to announce more regarding this in February or March.

How do you see the app market now? With HTML5 web-based apps on the rise, are the borders between different platforms likely to be broken down in the years to come?

The app market is a tougher market than ever. With so many stores and millions of apps available, it is hard to get noticed, but it is still possible to make money - that much is clear. Just don't put all your eggs in one basket.

In terms of HTML5, I am still not sure which direction it is going to go. Since the initial launch of HTML5 games on mobiles last year, there hasn't really been much more momentum, but all it will take is one hit HTML5 app and I think the market will boom.

Until then, however, we will probably stick with the core mobile platforms.

What about initiatives such as OnLive? Does this threaten the indie-friendly nature of the mobile market?

As it is, I don't think OnLive is too much of a threat to the indie market.

A lot of the games being offered through the service work great on your console or PC but are just too cumbersome to work on a mobile device.

OnLive is the future of home gaming, but I think there will always be a space for simpler, pick up and play indie games on mobile - you only have to look at how well the likes of Angry Birds, Fruit Ninja and Tiny Wings are still selling.

On a similar note, what are your predictions for the industry in 2012?

In 2012 I think we will see a lot more refining of what is already there.

The Android and iOS markets will become more refined, while Microsoft will open up their platform to more developers with Windows Phone 8, which will hopefully help Microsoft and Nokia regain some of the lost ground.

We will see more HTML5 games emerging, and cloud saves so that you can continue the same game on your mobile or in your browser.

On a games front, what were your highlights in 2011?

Ustwo is probably the developer that impressed me the most in 2011 – purely by how much it is willing to gamble on projects such as Whale Trail, and how it uses their products to market the company.

Siege Hero and Hard Lines were probably two of my favourite titles, just because of how they took existing IP's and put their own spin on them to make them seem so different.

Thanks to Dave for his time.

You can find out more about Albino Pixel on the firm's website.

Keith Andrew
Keith Andrew
With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font. He's also Pocket Gamer's resident football gaming expert and, thanks to his work on PG.biz, monitors the market share of all mobile OSes on a daily basis.