It's starting to show, albeit slowly, that the race in the mobile technology market isn't only between Apple and Samsung, but between Apple and Google as well. Even in the previous and current legal battles, it's always been between Apple and Samsung.
One might also say Google is in Samsung's shadow when it comes to the mobile market, merely providing the Android operating device, nothing more and nothing less. It's starting to show that there's so much more.
The competition between Google and Apple has reached the gaming industry, specifically in terms of video game apps.
A report from the Wall Street Journal says the two companies are courting game developers to bring the latter's top game titles first on respective devices.
"In exchange, Apple and Google are offering to provide a promotional boost for these games by giving them premium placement on their app stores' home pages and features lists, these people said."
The sources cited an instance wherein publisher Electronic Arts Inc.'s sequel "Plants vs. Zombies 2" was seen prominently displayed in Apple's App Store in August 2013 after EA sealed an agreement with Apple. In exchange for the prominent location, EA gave Apple exclusivity of the title for two months, prior to it being released on Android software of Google in October.
A similar transaction was also made between Apple and ZeptoLabs' "Cut the Rope" game app. The game appeared on Apple last December, while it came much later in March on Android.
The report also says that exclusivity of titles is a common strategy in the marketing world of videogame consoles, yet rather a fresh strategy to mobile apps.
In fact, even Amazon joins the fray, seeking exclusivity transactions with game developers to improve the appeal and impression of its devices.
"We work with many developers to bring their apps to the Amazon Appstore, some of which are exclusive to our store," an Amazon spokeswoman confirmed to the Journal.
Kongregate head Emily Greer explained the reason for this race in video game apps. Kongregate is a gaming service of GameStop Corp.
"When people love a game, and it's not available on an alternate platform, they'll change platforms," Greer said.
Meanwhile, Patrick Mork, former director of global marketing for Google's Play Store, explained that video games are serious applications not only because it is where people spend their time and money with, but because these also display the power of computing on mobile devices.
An analyst at research firm IDC, Lewis Ward, believes otherwise, saying games, whether in exclusivity deals or not, have very low impact as a deciding factor of consumers when buy a device.
Earlier, it was reported that Google's Android got the highest phone activation rate against Apple's iOS for the period of January to March 2014. Market watchers also said Apple continues to cope with the growing sales or purchases of Android-based devices by Samsung and other phone manufacturers.
