One of the bright new stars in the local games-for-good space learned some lessons in recent months about selling apps to a generation used to getting most online products for free.
In mid-February 2011 (issue 1112; February 15-21), Business in Vancouver featured local game developers that had opted out of making sometimes-violent console games to producing games for mobile devices that focused on social and educational themes.
Inspirado Games, for example, had beta-launched GardenMind, an online game that allows players to cultivate a virtual garden by completing challenges that exercise their cognitive abilities.
Meanwhile, Silicon Sisters was preparing to launch School26, a game designed for girls. Soon after the game was launched in the spring of 2011, its developers realized that charging for game apps when so many are free proved a barrier. School26 was delivered to Apple’s iTunes (selling for $2.99 for iTouch and iPhone and $4.99 for the iPad) and Google’s Android market on April 21, 2011. It rolled out on Amazon (including a Kindle Fire version) in December 2011, and then Oberon Media’s online network in January.
“Despite significant press uptake and high-profile positive game reviews, we found sales did not reflect the high level of PR success,” said Brenda Bailey Gershkovitch, Silicon Sisters co-founder and CEO.
The company responded by switching to a free app with paid upgrade options, and relaunched on iTunes in mid-September 2011 and Android market in mid-November 2011. The game was tested in Japan, where it got a lukewarm reception, but has received good uptake in the Middle East.
“We find this of particular interest, due to the restrictive experience some women in the more conservative regions experience in regards to their entertainment choices,” Gershkovitch said. “We suspect that School26 is a sleeper hit in Saudi Arabia because it’s art style is teenage cartoonish, while the content is appropriate for high-school-aged kids in North America.” •
