Unlike iPhone users, owners of Android smart phones aren't tied to a single app store.

On Monday, mobile game publisher Gameloft made 10 of its Android games available directly through its website, bypassing the need to use Google's Android Market.

The games, which run on Android handsets like the Motorola Droid, HTC Desire and Nexus One, include versions of Ubisoft games like Assassin's Creed and Tom Clancy's H.A.W.X. as well as mobile platform hits like Asphalt 5 and Let's Golf.

Buying games direct from the source requires users to do a little bit of tweaking: In order to grab and install apps and games from outside the Android Market, users must change their phone's settings to accept downloads from "unknown sources."

Gameloft vice president of publishing Baudouin Corman told Wired.com in an email that the company feels that Android is still in the "early stages" of game distribution, and that it wants to test multiple avenues to find the optimal system to get consumers their games.

"We have supported Android from the very beginning," he said, citing the 30 different games that Gameloft has released on the platform so far.

Last year, another Gameloft executive said that the company had "significantly cut (its) investment in Android platforms." Corman insists that Gameloft is committed to Android phones.

But Google still has a long way to go before Android becomes the gaming gold mine that the iPhone has been.

This isn't the first time Gameloft has experimented with offering games for Android phones outside of Google's Android Market. Prior to Monday, a handful of games like Oregon Trail to 1 vs 100 have been available via direct download from Gameloft.

But when I visited Gameloft's webstore with my Droid, I had a heck of a time figuring out how to pay my three bucks for Oregon Trail. I hope making the payment process more clear is part of Gameloft's plans.

Image courtesy Gameloft

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