Playphone biz dev VP Dave Bell argues that rather than the quality of mobile games being an issue, the thing that is holding back the industry is the accessability of mobile games. He goes on to argue that the direct-to-consumer model is the best way to promote and sell mobile games, and he makes some reasonably good points. He also admits there are far greater technical hurdles to selling mobile games D2C than ringtones or wallpapers. I think D2C portals are a good way to sell games, but there are also other ways that can be used to promote mobile games D2C—branded games can be done directly with advertising, for example at the movies.