Florian Garcia from Ant Hive Games shares candidly his company’s major lessons learned while publishing the team’s first big IP: The Line. He principally concedes that when a game is designed for a specific platform, one should not quickly change platforms simply because of the bigger market share. The following has been edited by myself and written by Florian Garcia.
It is no secret that The Line was originally designed for the iPad. So where did the decision about launching first on iPhone come from – and why only focus on the iPad now? To explain all the reasons behind our strategy, we need to step back a little and look at Ant Hive Games’s birth and the IOS market ten months ago.
Back then we were a freshly-built company with a small team of four people who had only just begun to work together. Even though we were all good developers independently, to build a sustainable business in this situation you need to use teamwork to maximize your chances of success.
We needed two things: a good quality game and a game that had to be unique so we could make a name for ourselves, as our marketing budget was nonexistent at that time. My idea of The Line fitted the bill – it was innovative, had unique gameplay, and had some interesting technical challenges with the fully interactive maze.
The concept was designed for the soon-to-be released Apple iPad tablet. The device was on everyone’s lips. Although it was exciting to think about releasing our game in the iPad’s first year, the prospect was full of risks. Nobody knew if we were talking about a million fanboy type of market or a potential social network type of glory.
All in all, it was a risky road ahead, and it wasn’t long before we started thinking about a version for the iPhone market. Apple was getting ready to announce about a hundred million iPhones shipped, and I already knew the market, having released three games on that device in the previous year – all having been featured on iTunes at some point. In the business world, there isn’t anything stronger than big numbers, so we ended up investigating what it would mean exactly to build the game on iPhone first.

We knew we would face technical constraints that once addressed would smooth the road when it came to producing the iPad version. On the game design side, two critical points justified starting with the iPhone version instead of the iPad and not the opposite. For a game with a challenge based on quick thinking and quick actions, you need space to see what is coming at your character and you need to be able to act accordingly. The iPhone screen size was a problem for both; the field of view would be smaller and, as we are working with touch screen technology, the control input zone would be shrunk.
If the iPad had been built first, we would have had to answer those questions twice – but if we somehow first made the game work for iPhone, it would remove those issues on iPad. It might not sound too bad, but remember that this was the first project of a newly formed team and in this situation, even the smallest problem can become a mountain to climb. In this case, the mountain wasn’t very high technically, but we knew from the beginning that the game would be better suited to iPad in the long run.
But what we forgot to forecast was that first impressions are critical, no matter your price.
The Line requires a larger screen in its fundamental requirements. The smaller the screen, the longer it will take for the player to get into the game, learn the controls and overall the player experience becomes more difficult. Had it been a home console or PC game, those players are used to spending time learning new controls or experiencing new art styles – but not iPhone users.
The iPhone started as a simple phone with a fancy touch screen which allowed Apple to reach just everybody who wanted to look fashionable or just call people. When Apple opened the doors of the iTunes App store, they also exposed a whole lot of new people to games which can be very addictive. Most of those people are not experienced gamers. They don’t necessarily want to spend time learning a game before playing, nor do they always have time to do so. iPhone apps became mostly a quick entertainment fix when sitting in a subway or having a drink with friends. The Line is a good game, but it doesn’t fit in the quick entertainment category. It is a game that requires the player to spend time mastering its controls, it has time-based challenges, a trial and error gameplay, and requires a good amount of thinking.

The Line for iPhone had a completely unnoticed release. The rare press reviews oscillated between the following: “Wait, I don’t know this game. Why can’t I review Angry Birds v. 1.9.0.0.1?” to: “Hey, excellent idea guys! I wish there was more screen though, and it’s very hard.”
By the time we released the iPad version, the tablet market was growing with iPad in the lead. Very excited about our all-singing, all-dancing version that would blow everybody’s mind, we started contacting the press again. However most of the reviewers who had reviewed The Line on iPhone weren’t very interested in it for iPad – even though it was, for us, the main event. Did I mentioned that the one who was more interested in reviewing the latest update of Angry Birds than giving The Line a fair try was also very interested in selling us advertisement space?
So from this point it was a challenge to explain our strategy behind releasing the iPhone version first, and the fact that The Line iPad was a better user experience – in fact, it was the headline act after the warm up. But of the reviews we got for it, the lowest was 9.3 out of 10.
When looking at the iPad market, I see a platform on which developers seem to propose deeper game experiences and players seem to also want slightly deeper gameplay that justifies the higher price point. With the experience gained over the past 10 months, we learned that even a juicy 100 million user market isn’t any good if you can’t take advantage of it – if you do not build for it in the first place. Today we are refocused on the iPad. It is the device for which The Line was crafted, and the platform that will best demonstrate the game’s quality. I have no doubt that the iPhone version will come back one day but it will be in a more suitable shape for the market.
