The browser-based gaming company InstantAction has been returning to the drawing board for the past several months, finally launching its service this past week. InstantAction allows game creators to embed their products online, with The Secret of Monkey Island: Special Edition being one of the first IP available. Any products released by its developers can be embedded into any website that allows framed embedding or HTML code editing. The service is, at this point in time, only available on PC. “Currently, InstantAction does not support Macintosh operating systems including OS X. We’re hard at work and hope to be compatible in the future.” Discussions of future iPad compatibility are of particularly high priority to the company.
“The InstantAction platform provides a brand new way to get games from their creators to customers, thus avoiding obstacles to publishing and discovering new games that are inherent in the traditional brick and mortar model,” said an InstantAction representative, “We give game creators a secure way to offer free trials, item purchases and pay-as-you play options, with a broad range of monetization formats and platform compatibility. Gamers not only get the try-before-you buy and rent-to-own benefits; they can easily embed full games into their social networks, accessing their friends’ lists and adding social features to games where they may not have existed. InstantAction not only changes how games are distributed and discovered, but how they are enjoyed.”
“It was only a matter of time before the Internet disrupted the extremely limited distribution channels available to game creators, enabling direct-to-consumer access and more control over sales performance and profits,” added Evan S. Wilson, senior research analyst of Pacific Crest Securities. “The InstantAction platform virtually obliterates the obstacles to game distribution by making it possible for anyone to embed any video game anywhere on the web, just like embedding a video. For game creators, this opens up distribution channels that haven’t previously been an option – especially for console-quality games. For consumers, it creates endless possibilities for game discovery, risk-free trial, and faster downloads.”