m|ph talk is a weekly interview with interesting people in the mobile tech industry. This week’s interview features Aiza Tancinco and Erick Garayblas of eSoft Interactive, the most successful local publisher of games for PDAs. eSoft Interactive first made a name for itself with Marble Mania, a hugely popular game for the Pocket PC platform. That was soon followed by other games like Tower Mogul, Traffic Jam, and Word Challenge. This year, they released palm OS versions of some of the more popular ones, and they continue to make waves in the PDA game world.
Find out more about the dynamic duo behind this successful company.
m|ph: ok, for the benefit of those who may not know eSoft Interactive yet, tell me a little bit about your company.
Aiza: eSoft Interactive is a Philippine-based software company specializing in game development for various platforms
m|ph: What about the two of you as individuals ?
Aiza: As for me, I'm an avid gamer and a part time writer, aside from my job at eSoft. I'm also currently finishing my MBA at Ateneo
Erick: I'm an avid gamer as well and enjoy drawing cartoons while not programming. I also consider game development as a hobby, not only as a profession.
m|ph: How did you guys get started developing games for PDAs? are you long-time PDA users?
Aiza: Yes we are
Erick: yes, my first PDA was a Palm IIIc and I really enjoyed it way back then.
Aiza: I also had a IIIc.
Aiza: Erick then bought a second hand HP Jornada (which we still have).
m|ph: When you started developing games, the Pocket PC platform was way behind in terms of popularity. Why'd you decide to start with that instead of the Palm OS?
Erick: We found out that there was fewer software titles for those devices (Pocket PC) then compared to Palm
Aiza: We are also Windows programmers.
Erick: We came from a Windows programming background so developing for the Pocket PC was a lot easier than Palm OS.
m|ph: How did eSoft get started?
Erick: Our first game was actually done in eVB (Visual Basic for embedded devices) and it was called
The Fly
Aiza: It was actually Erick's brainchild. It’s about this fly that you have to trap with walls. A friend suggested that we sell it online, so we did.
Erick: We found out about Handango and the growing user base for Pocket PCs so we decided to sell it commercially.
Aiza: Primarily, we just developed games for our own use.
Erick: Surprisingly, many users found it cool and eventually we released another game.
Erick: Our first hit was actually
Marble Mania, a
Bejeweled clone. Way back, there was no
Bejeweled for Pocket PC so it was really popular.
Aiza: Imagine the reaction we had when we got our first check in dollars!
m|ph: Did you guys buy yourselves something special with that first dollar check?
Erick: No we didn't. Our first check was like $24. Haha!
Aiza: But we were proud, man.
m|ph: By this time there are hundreds, maybe thousands of games available for both platforms. How do you choose which game to develop next?
Aiza: We do a bit of a study.
Erick: Our first criteria in making a game is that it has to be something that we'll enjoy playing – this is the most important factor.
Aiza: Then we make a study, depending on what games are not yet in the market.
m|ph: What's your formula for success? How do you make your games different from similar offerings by other developers?
Aiza: We do a lot of R&D (or so we claim). We keep on buying games for the PC, for consoles, phones, even board games.
Erick: Well, we always make sure that all our titles are fun and that it gives great value for money. If we think our game can be sold for $20, we sell it at half the price instead.
Aiza: That's our edge--we sell our games at lower our prices compared to our competitors.
Erick: The game has to be something we can develop and create based on our resources and abilities, not something that requires a 10-man team or thousands of bucks to produce.
Aiza: And we can come up with good games with the help of Erick's art direction; he does like 90% of all the artwork.
Erick: Aiza does most of the storytelling part.
Aiza: I do most of the writing and the marketing and the level designs.
m|ph: How much time do you devote to R&D?
Aiza: Hahaha! I play like 3 hours a day, PC or Gameboy. And of course, our games.
Erick: For R&D, we play an average of 2-3 hours per day and immerse ourselves to different types of games.
m|ph: As with almost every program, I suppose that there are cracked versions of your games floating around. And Filipinos are not exactly know for using licensed software...
Aiza: True, true
m|ph: is that a big problem for you? How do you guys deal with software piracy?
Erick: To be honest, (sad to say) our country is not our primary market.
Aiza: That's the big concern and that’s why we refuse to market here. But we do have plans in the near future, we haven’t give up hope.
Erick: We deal with it by lowering our prices and giving customers an offer they can't refuse. This does not totally eliminate piracy but it can be minimized.
m|ph: What do you think needs to be done to encourage Filipinos to go legit?
Aiza: It’s really in the prices; we need to lower prices.
Erick: Yes, and most Filipinos nowadays are going legal and that’s a good sign.
Erick: As an example,
Tower Mogul is priced at $14.95 but we sold it for several Pinoy Windows Mobile members for P400
m|ph: You've proven that a small company with lots of talent can be very competitive in your industry. Any advice to people who are thinking of going into the same business?
Aiza: Our vision is to become one of the most recognized game development companies in the world, and for our country to be known for it. Every time we release a game, we put a little something Pinoy in it, or when we send out emails, we say that this news comes from Manila, Philippines. And we have the little Philippine flag in our
site.
Erick: To succeed in this industry, you have to have passion and determination in what you're doing. We’d like to position our country to be known in the game industry. It’s an untapped market that is really, really profitable for our country because we have lots of IT and creative people here.