Apple stressed a strategy to develop the iPhone and iPad into full-fledged gaming platforms. It aims to bring games to the App Store ranging from indie titles to popular PC and console releases, while growing paid games alongside its subscription service, Apple Arcade.

On Oct. 19, local time, IT outlet 9to5Mac reported that Carson Oliver (Carson Oliver), recently promoted to vice president in charge of the App Store, outlined Apple’s gaming business strategy in an interview with gaming outlet Polygon.

Oliver said the number of premium games released on the App Store this year has risen from last year. He added that not only works from independent developers but also mobile expansions of existing PC and console game series are becoming more active.

Apple has steadily improved game performance to support this. It introduced hardware-accelerated ray tracing and strengthened its Metal graphics technology. It is also providing development tools to port PC and console games to Apple devices.

It recently introduced 7 new and upcoming titles through “App Store Indie Game Week.” The list included “Sifu,” “Vampire Crawlers,” “No Man’s Sky,” “Litte Kitty, Big City,” “9 Kings,” “Dome Keeper,” and “Yes, Your Grace 2: Snowfall.” Among them, space exploration game “No Man’s Sky” is set to launch on iPhone and iPad on Oct. 28.

Oliver also noted the emergence of a generation that grew up using the iPhone as its first gaming device. As they naturally accept touch controls, the potential of mobile games has grown further, he said.

He also stressed the role of Apple Arcade. “It is important to provide developers with flexible revenue models,” Oliver said, citing popular card game “Balatro” as an example.

He meant Apple will support developers so they can choose between selling a game individually on the App Store or offering it through Apple Arcade on a subscription basis.

Apple did not disclose specific revenue figures or the size of future investment tied to its push to expand premium games. How much Apple’s strategy reshapes the mobile gaming market will depend on upcoming releases and user response.