The Apple Arcade all-you-can-eat gaming platform is considered pretty good value at just £4.99 per month, but according to a new report Apple is struggling to convince gamers to stick around.
A new Bloomberg report claims Apple is shifting its strategy to focus on games that’ll sufficiently hook subscribers to ensure they’ll continue accessing the 100+ titles on offer after their free trial expires.
Within the report, a creative producer for Apple Arcade said a string of upcoming games have been cancelled because they “didn’t have the level of engagement Apple is seeking.”
Now, Apple looks to be shifting strategy in the search for new games that’ll keep gamers coming back month after month, with developers telling the publication that the service has experienced weaker than expected subscriber growth.
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Apple did comment on the report, which is quite rare in itself, admitting that it had always planned to adjust the service following feedback from users.
“Apple Arcade has redefined what a gaming service can be, putting unlimited play at the fingertips of subscribers and their families across all their Apple devices,” a company spokesperson told Bloomberg.
“We are proud to have launched the first-ever mobile game subscription service that now features more than 120 games, many of which are award-winning and widely celebrated for their artistry and gameplay. The vision has always been to grow and evolve the Apple Arcade catalog, and we can’t wait for our users to try the games developers are working on now.”
Apple has won praise for Apple Arcade, especially its totally ad-free experience that doesn’t push gamers into in-app purchases, or loot boxes or pressure them to spend money in order to progress further in the games.
If Apple is to boost engagement it’ll need to set aside some of those principals and/or find its own mega-hit like Fortnite or PUBG. Watch this space.