Thinking HTML5 with castle walls and moats

3 min read

Thinking HTML5 with castle walls and moats

I had an interesting conversation today with a friend from the games industry. We talked a lot about HTML5, about why there’s no one ultimate ‘Angry Birds’ type product that everyone knows, that was built with HTML5.

A thought occurred to me. HTML5, in its purest definition, is a cross-platform technology. Any game, or app, or company built around HTML5 is naturally inclined to use a ‘shotgun’ approach, both in development and distribution.

People tend to juxtapose HTML5 (yes, the technology) with Angry Birds, or Clash of Clans. It’s like comparing apples to oranges. One is a technology, the other is a product. Technology is no guarantee to creating a successful product. It almost seems like a logical fallacy, that I see people stumble against over and over again.

There needs to be a different way of thinking, when it comes to HTML5 based products or projects. Distribution isn’t straightforward, as it always requires some kind of porting mechanism (in most cases, MANY mechanisms) to achieve a high degree of cross-platform compatibility.

I see markets as walled castles (or walled gardens). Each market has its own wall and moat. Porting HTML5 code to enter a specific market (eg: App Store), is like crossing the moat. It’s an awesome achievement to cross the moat. The bad news? The moat is only the first line of defense. There’s still the WALL, arrows from the guard towers, hot black oil poured from above, and the elite defenders inside the walls.

I believe the ultimate winner will be the team that does any (or best case scenario: all ) these things:

  • creates a great product that many people end up using
  • efficiently discover big walled walled gardens, and penetrate them
  • penetrate as many walled gardens as possible, using a combination of factors (technology among them)


Strategy HTML5

About the blog


MarketJS is a company that leverages HTML5 to provide cross-platform solutions to clients. We have been serving clients since 2012.



About MarketJS


MarketJS offers a variety of products and services:

  1. We operate a B2B Marketplace for other companies and brands to license high quality games.
  2. We help companies reskin existing games from our portfolio.
  3. We operate game feed for clients.
  4. We partner with high traffic channels to engage and monetize their users.
  5. We design and develop custom games for brands.
  6. We develop game solutions for taxis, airlines, hospitals, schools and more.
  7. We build playable ads for app and gaming companies.


How to reach us

We can be reached at support at marketjs dot com.

What our clients say about us


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Rebecca MacDonald, VP of Marketing, Active Navigation

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"We had a great experience working with MarketJS. They were able to move fast on a tight timeline project and deliver exactly what we required with record time and quality. Definitely will be working with them on future projects to help bring our client’s digital needs to life."

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Kevin MacDonald, CTO, TeachTown

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Marlon Santos, Researcher and Senior Software Engineer, University of Sydney

"We've worked with MarketJS on a number of games now and always find them to be easy and efficient to work with."

Ben Gilbert, Project Manager, Ichi Worldwide

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