Company Overview
Company History
Ideaworks3D is the world's leading developer of advanced mobile games and enabling technologies for cross-platform mobile game development. Headquartered in central London with US offices in Los Angeles, Ideaworks3D is a privately held company, founded in 1998 as a spin-off from the London Business School’s iLab.

Ideaworks3D combines advanced proprietary technology with an award-winning in-house team of creative talent to craft the highest performance 3D and connected game experiences on a variety of mobile platforms including BREW, Java, Symbian OS, Linux and Windows Mobile.

The company is organized into two complementary business units: The BAFTA award-winning Studio collaborates with the industry’s leading mobile- and video game publishers to mobilize their flagship game franchises, whilst innovating in the area of original IP for mobile and handheld platforms.

Building on over 6 years of R&D in mobile multimedia, game development, 3D graphics, data compression, code portability, security and mobile networking technology, I3D Labs delivers enabling software and service solutions for the development and deployment of advanced, connected mobile games.

Successfully licensed to the industry since 2003, Ideaworks3D's AirPlay™ Platform is today at the heart of many BREW, Symbian OS and Java games from leading mobile game publishers.

Company's Primary Business Model
Royalties for mobile game development, licence fees for Airplay SDK and Professional Services.

Company Objective
Airplay SDK integrates tightly with RVCT and RTSM. Airplay graphics tools and middleware are optimised for ARM Mali.

Primary Solution
Four business lines, all centred around Airplay technology (cross-platform native mobile application solution); Mobile Games Development Studio (using Airplay to deploy single application binary across all native platforms), Mobile Applications Professional Services (porting existing 3rd party content to Airplay, for wide re-deployment), Airplay SDK Licensing (to publishers/developers), Airplay Premium Content Services (end-to-end premium content service for publisher/OEM/MNO).

Target Markets?
Players in mobile games industry; publishers, developers, MNOs, OEMs.

What is unique about the solutions from Ideaworks3D  Systems?
Airplay SDK allows a single native ARM application binary to be deployed unmodified to any handset running the following; BREW (2.x, 3.x, 4.x including KDDI), Symbian OS (8, 9, Series60 and UIQ3), Windows Mobile (5, 6), Mobile Linux, Nokia N-Gage, Windows and Linux desktops, ARM RTSM and selected RTOS environments including Nucleus and EMP platforms.

Company History with ARM
How long has the company been working with ARM?
Since 2002 – the first real fruits were at 3GSM 2004, where we collaborated with Ed Plowman and Oly Gunasekara to create the THPS MBX demo on the early Versatile board.

Why have you chosen to work with ARM?
We have had commercial engagements with DevSys and MPD. Including ARM’s RealView tools within Airplay SDK adds significant value for our customers.

Specialist area as an ARM Partner?
Software development for ARM, low-level understanding of RealView tools (RVCT, RTSM), graphics (software rendering, OpenGL ES, Mali).

ARM technologies that Ideaworks3D supports?
ARM9, ARM11, RealView tools suite including RVCT and RTSM, Mali.

What one experience comes to mind during your early years working with ARM?
Ideaworks3D was one of the first ARM partners to witness the future of mobile 3D graphics when ARM invited the company's executives to see one of the first FPGA demos of the ARM MBX design in 2002. This confirmed our assumption that hardware-accelerated OpenGL ES graphics would become a standard component in future mobile phone designs, and we made our R&D plans accordingly. Without fail, ARM proceeded to deliver on these early building blocks that now are taken as read by mobile game developers and device manufacturers.

An outline of any end products that your/ARM technology is shipping with?
Airplay SDK, as well as 20 mobile games from our Studio, many of which are award-winning industry milestones.

For more on the ARM Connected Community and IdeaWorks3D go to: http://www.arm.com/community/
IdeaWorks3D: http://www.ideaworks3d.com