Is the buzz surrounding Apple's iPhone and iPod Touch deserved or just the byproduct of a vocal, technophile few?

While major mobile game developers like Apple-centric ngmoco and international powerhouse Gameloft all say the Apple devices are just a small share of the mobile market, they also all agree that the impact it is having on mobile games is unprecedented.

"Apple's introduction has been a watershed moment for the industry as operators and handset manufacturers are increasingly focusing on their offering around apps and storefronts," said Jill Braff, the Senior Vice President of Global Publishing for Glu Mobile. "We're excited about the iPhone and iPod Touch market – it's certainly a unique and compelling platform in the mobile business. "

Trip Hawkins, Digital Chocolate CEO and founder of Electronic Arts, says that he's never seen a new device become important as fast as Apple's iPhone and its App Store, which allows people to buy software and games on their iPhone or Touch through the device.

"Apple devices have only scratched the surface of demand so far," he said. "Apple will provide sustained long-term growth, but they have also galvanized competitors who will help further expand this 'nextgen' consumer smartphone marketplace. Today Apple is talking about tens of millions of devices but they are the archetype for a market for several billion devices.  It is already a big deal to us but the best is yet to come."

With 40 million iPhone and Touch owners, it seems hard to believe that the Apple smartphone generates as much interest as it does from developers who create games for a potential market of billions.

Why care what one percent of what the total market things? Mobile developers say that's in part because iPhone owners tend to buy a lot more games on their device than typical mobile phone owners.

Many, including Neil Young, founder of developer ngmoco, also sees the platform as the future for mobile gaming.

Mobile game sales had stagnated, he said, until the iPhone came along. Now most of the industry's growth, he believes, will come from the iPhone.

"Gross App Store revenue is going to be about half a billion dollars in 2009," he said, pointing out that that includes all applications, not just games. "We are just at the very, very beginning of an incredible explosion of mobile gaming. You are now seeing this blend of usability and capability driven by the ease at which people can develop for this platform and the ease that customers can get games on their devices."

"This isn't just about mobile gaming, it's about portable gaming. The impact on not just mobile gaming but handheld gaming is huge. The (Sony's) PSPgo is clearly a reaction to the iPhone."

Despite singing the praises of the iPhone and its importance in the larger mobile gaming market, Digital Chocolate, Glu Mobile and Gameloft are still hedging their bets, continuing to do a bulk of their development for other mobile platforms.

Glu's Braff says the company has dedicated about 30 percent of their development resources on the iPhone and other smartphone devices.

"While developing for devices like the iPhone is very important to us, a large part of our business still comes from traditional platforms like Java and Brew," she said.

Hawkins was a little less specific, saying only that the iPhone is Digital Chocolate's "number one platform priority," adding that their development tools allow them to "leverage our creative assets to many platforms."

Gameloft's Gullemont says the iPhone and Touch are just one of the 1,200 devices Gameloft develops for, but that the developer has assigned 500 of the company's 3,500 developers to work on games for the platform.

"The iPhone is very significant, very important," he said. "I think the iPhone is showing the way. That's why we dedicated to it very early a large number of high quality developers."

Despite what he and others say is Apple's enormous potential in the mobile games market, Guillemot says that Gameloft is "still largely invested in mobile phones."

"There are 40 million (iPhone owners) versus 4 billion (mobile phone owners)," he said. "There is still some way to go before the balance of power shifts."

Well Played is a weekly opinion column about the big news of the week in the gaming industry and its bigger impact on things to come. Feel free to join in the discussion.

The game serves as the debut of the Glu Snax line of iPhone titles, which featured bite-sized snippets of game play for a low prince - in this case, only $.99. In this case you get what you pay for. Pilot the Batmobile from Batman's underground base across the rooftops using the touch screen to angle jumps, activate afterburners, and fire weapons. All in all it's pretty much a minute worth of gameplay. It's quite nicely done and well thought out, but only a minute long. Interesting though, in a very quick diversion sort of way. Check it out on an iPod Touch or iPhone near you to see for yourself.

Glu Mobile Announces Global Launch of Call of Duty® 4: Modern WarfareTM Mobile Edition

London, UK - November 7, 2007 - Glu Mobile Inc. (Nasdaq: GLUU), a leading global publisher of mobile games, today announced the launch of the latest installment in the critically acclaimed Call of Duty® titles for mobile phones, Call of Duty®4: Modern Warfare™. The title was developed and published through Glu's exclusive worldwide partnership with Activision, Inc. (Nasdaq: ATVI).

Available now, the mobile version serves as a unique prequel to the highly-anticipated Infinity Ward blockbuster by the same name. Featuring a distinct story, mission and objectives, Glu's Call of Duty 4: Modern Warfare mobile edition delivers the fast-paced, intense action of Call of Duty and arms gamers with an arsenal of advanced and powerful modern day firepower.

"We are thrilled to bring modern warfare to fans of the Call of Duty franchise," said Jill Braff, senior vice president of global publishing, Glu. "Through advanced graphics and a new storyline, we've strived to deliver a unique experience that immerses players in the action, while creating an exciting and interesting experience for mobile phones."

The popular and critically acclaimed Call of Duty franchise is known for its cinematic intensity, epic battlefield moments and intense multiplayer action. The mobile version delivers a nine-mission campaign enlisting gamers as a member of the British S.A.S. and U.S. Marine forces, who are tasked with confronting a rogue enemy group threatening the world. Additional features include:

• Modern Warfare Theme - Battle through the chaos of modern warfare as told through an original story that lead up to the events of Infinity Ward's Call of Duty 4: Modern Warfare.

• Special Effects - Become immersed in battle with advanced special effects never before seen in a mobile game.

• Varied Mission Types & Objectives - Multiple ways to complete objectives in escort, stealth, sniping and assault missions.

• Use of Cover - The majority of objects in the environment can be used as cover to gain the upper hand over enemies.

• Modern Weapons - A variety of weaponry are available, including automatic rifles, sniper rifles, grenades, bazookas and C4 explosives.

• New Attack Types - Choose between different attacks such as up-close melee or long distance sniping.

• Squad support - AI squad mates assist in battle and come to your aid.

• Authentic Vehicles - Destroy enemy tanks and escort friendlies as support helicopters fly overhead.

For more information, visit www.callofdutymobile.com.

You will play as a member of SAS and US Marine forces who must figure out the source of an ultra-nationalist uprising in the Middle East. Use authentic weapons such as rocket launchers and assault rifles to help your squad achieve success. Chaos and destruction will pave your path!

If you want to try before you buy, a free demo version is available on developer Glu Mobile's website.

Call of Duty 4 Mobile [Glu.com]

Shadowwalker Struts Her Stuff

Gentlemen, may I introduce you to Phoenix Shadowalker - the new videogame heroine ready to out-sauce Lara Croft as the number one pixellated female icon.

As the eponymous star of the new mobile phone title released this month, hack and slash your way through over 20 levels of classic platform gameplay, in a spooky shadowy world in need of rescuing from hordes of invading ghouls.

Developed and published by Glu, a leading publisher of mobile games, Shadowalker will be available across all games-enabled mobile phones. It boasts graphics and gameplay that matches the best handheld videogames, offering a rich game experience for experienced and casual gamers alike.

Bizarre Online points out that the mobile version of Project Gotham Racing is live over on the Glu Mobile site. The site also includes a free demo of the 2D and 3D versions of the game.

I gave it a quick run using the 3D version and it was actually pretty fun. Sure it's not the full experience, but it seems pretty packed for a cell phone game. Brian Crecente

PGR Mobile [Glu, Click on Try Now]