The introduction of the iPhone and its dedicated App Store provided a standard means for developers of any size to develop and publish games for the popular smartphone. By the early 2000s, the technical specifications of Western handsets had also matured to the point where downloadable applications (including games) could be supported, but mainstream adoption continued to be hampered by market fragmentation between different devices, operating environments, and distributors. In 1999, the introduction of the i-mode service in Japan allowed a wide variety of more advanced mobile games to be downloaded onto smartphones, though the service was largely limited to Japan. Several mobile device manufacturers included preloaded games in the wake of Snake's success.
The popularisation of mobile games began as early as 1997 with the introduction of Snake preloaded on Nokia feature phones, demonstrating the practicality of games on these devices.
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