Company Profiles - Firemint

Firemint


Melbourne-based Firemint is respected as one of the world’s most independent computer developers. Its recent move into self-publishing and focus on boosting connectivity of games cements Firemint's reputation as a gaming pioneer.

The story so far


Firemint was established in Melbourne by CEO Rob Murray in 1999. It creates premium titles for top tier publishers across multiple platforms with a particular focus on games for iPhone and other mobile phones.
It develops titles for global publishers such as EA, THQ, Namco, Nokia, I-Play and Disney. Some of Firemint’s best known games include the EA Sports Madden NFL and Fast and Furious series as well as The Sims DJ for iPod.

Firemint was among the select developers to work on Apple’s original iPod and immediately saw the immense potential its iPhone offered to mobile games.

“The only thing restricting games on portable devices is that lounge-room and desk-based systems are more powerful and provide more display and input options, but this gap is now closing,” said Rob. “We predict continued growth in games for portable devices because they offer convenience. Digital distribution will help drive this growth.”

The pioneering spirit of Firemint is evident in its focus on boosting connectivity of games on mobile phones and other portable devices.
Firemint has developed a new platform called Cloudcell™ which allows mobile gamers to easily connect with online social networks such as Twitter, Facebook and YouTube. Cloudcell™ now features on games Firemint develops for big publishers as well as its self-published titles.
“Once players recognise how connectivity provides different windows into the same game and deepens their experience they will expect it as a standard feature,” said Rob.

“It will increase exposure of games and strengthen word-of-mouth marketing so Firemint wants to be a leader in connectivity. We were recently awarded the 2009 International Mobile Gaming Award for Excellence in Connectivity, so we are already well positioned in this area.”

Reaching new markets


Digital distribution is important to growth in mobile phone gaming and offers great potential to innovative companies like Firemint.
Rob believes events like the 2008 launch of Apple’s App Store, where iPhone and iPod users can purchase and download applications, are a major development.

“Digital distribution excites us because it gives independent game developers a new and easy way to self-publish and grow sales across global markets,” he said.
“It poses some challenges but digital sales will inevitably exceed retail sales because it’s less expensive for consumers and more convenient.”

Firemint proved its point with the success of its first self-published game called Flight Control™ launched on App Store in March 2009.
This simple but elegant game involves players dragging a finger across the screen to land planes safely. Flight Control™ reached Number 1 on the App Store’s top paid downloads charts in 20 countries, including the United States. Firemint estimates that Flight Control™ is one of the top 20 best-selling apps to date.

The game has cemented Firemint’s global reputation and opened the door to new markets, including the widely untapped and massive market of casual female gamers aged in their 30s.

Firemint will launch its second self-published game on the App Store in late 2009. Firemint Real Racing™ is a circuit racing simulator for the iPhone and iPod touch. Market anticipation is strong, with industry reviews declaring that it sets a new standard for racing games on mobiles.

Firemint Real Racing™ has already won the 2009 International Mobile Gaming Award for Excellence in Connectivity as well as the Independent Games Festival Mobile award for Technical Achievement.
A third original game called Mega Monsters™ that Firemint is developing for Nokia N-Gage should also launch in 2009. This game is designed to have wide appeal across all ages and cultures.
“It’s a very stylised but simple game where players rampage around as giant but adorable monsters knocking things down and chasing the ant-like military,” said Rob.


Why Victoria?


Firemint highlights the calibre of games development talent in Victoria. More than half of Australia’s games industry is based in the State and the Victorian Government supports studios to bring their ideas to market.

“Financial support from the Victorian Government helped us develop the prototype of Mega Monsters™ to exhibit at trade shows, which led to a major global award and Nokia’s decision to invest in its development,” said Rob.

The competitive nature of Victoria’s games sector is also important.
“There’s serious talent in Melbourne in our sector and there’s a strong culture of continually pushing the boundaries here to succeed in global markets,” said Rob.
“That energises games developers and makes Victoria’s sector very competitive.”

Access to skilled professionals is critical and the Game Developers Association of Australia works closely with companies and education providers to facilitate this.

“A few years ago we employed 10 people and we’re now employing over 30 so it’s vital we can source people with the high level skills we need,” said Rob.


The future


Firemint predicts more growth as casual gaming on portable devices keeps its position as one of the strongest interactive entertainment sectors.

The company will continue developing premium games for big publishers but expect to see more self-published games from Firemint in future.

The company was recently awarded a second grant from the Victorian Government to develop a prototype of its latest original project, Kindred Spirits™. This is a collaborative multi-platform title with broad appeal, especially to the emerging ‘ex-hardcore gamer’ (who has settled down and now wants to play games with their family).

“We’ll keep pushing the boundaries as technical advances and innovations increase the capacity of mobiles and the level of immersion we can offer players,” said Rob.

“We predict greater connectivity will increasingly be important so you’ll see our Cloudcell™ platform included in future games and we’ll be introducing new elements that attract new players and keep existing players challenged.”