[Editor's note:  HTML5 has been a hot topic for the past year, especially in the last weeks. While the technological infrastructure seems to be available, game developers are still slow or hesitant to adapt to this new way. Dutch game publisher Spil Games was one of the first companies to adapt to the new technology and advertising it as a part of their company strategy. In his guest post Spil Games CEO Peter Driessen shares the companies experience and insights on new mobile gaming.]

Spil Games’ HTML5-powered mobile-gaming sites have just celebrated their first birthday. Our philosophy has always embraced free access to games, whether from behind a desktop computer at work or on the run with a mobile phone. This is why we saw something special in browser-based mobile gaming, recognizing revolutionary potential in HTML5 – a set of technologies poised to challenge the dominance of native apps in the gaming industry by outfitting browser-based games for any device. The HTML5 technology is key in Spil Games’ mission.

Spil Games’ mobile sites now support 74 games playable across a range of devices. The cross-platform nature of HTML5 means that the same game can be accessed by iPhone, Android, or any smartphone with an up-to-date browser. Despite this being one of the largest platforms for mobile gaming, we believe it is only the beginning.

The past year has been about building the foundation. Our ultimate goal is cloud gaming, which would allow players to switch seamlessly between devices. For that to become reality, a strong cross-platform foundation is needed first – and we are working on just that.

Our mobile platforms currently feature a careful selection of games for smartphones and other portable devices, with players on mobile devices automatically rerouted to the HTML5 version of their favorite site. The recent addition of social features, such as friends and an activity feed, serve to enhance the user experience.

Browser updates crucial
We are experimenting with our mobile sites to find out what works and what does not. HTML5 use has definitely been picking up, with browsers rapidly adopting HTML5 specifications—but we’re waiting for consumers to update their browsers. HTML5 isn’t ideal for out-of-date browsers, which a sizeable chunk of the population still uses on its computers and mobile devices. So in order to ensure players on any device have access to games wherever they are – regardless even of internet connection – we still make content for native apps as well.

Hybrid strategy for transition
We currently have a hybrid mobile strategy, developing both HTML5 content and native apps. But browser vendors are opening up to HTML5, so while it will take browser-based games time to catch up to the quality level of Flash, the future looks bright.

Exciting trends are emerging. We have had had time to study the behaviors of our mobile players, and start a dialogue with them. A game jam co-hosted with Google and a subsequent HTML5 game-development contest got the creative juices flowing, teaching Spil about HTML5 best practices.

Mobile users come back to play more often than desktop users
The most successful mobile games are simple and easy to play while out and about. Puzzle games, dress-up games, and quizzes are popular favorites. iPad use – particularly by young girls – has shot up. Interestingly, we have discovered that mobile users come back to play more often than desktop users.  So we are busy leveraging our audience of 130 million by kicking off cross promotion on its sites. Banner ads and site takeovers let players know some of their favorite games are available on their cell phones, too.

Ten per cent of Spil Games’ user base will go mobile within the next year
Now that a foundation is in place, our plan is to put more emphasis on marketing the mobile sites and to invest seriously in the testing and in-house development of HTML5 games. We’ve built an infrastructure we’re proud of, and now we want to make it more visible and acquire users. I predict that some 10 per cent of Spil Games’ user base will go mobile within the next year – that’s 13 million players. We also expect mobile-game quality to get better and better, especially if that content is cross-platform.

We stand by the idea that people like to play games anytime, anywhere, on any platform –and our strategy reflects that.  Transitioning as a company toward a cross-platform gaming experience, all players will need is a browser… and all we will need is one platform to unite them all.