I-Play Bowling is a mobile bowling game where the player gets to create a bowler and compete in tournaments. There are three tournaments (bronze, silver and gold) and to become the champion it is necessary to win them all. Each tournament is unlocked by winning the previous one and has more opponents that are more skilled. Winning matches lead to new clothes and balls being unlocked. By completing specific objectives it is also possible to earn trophies.
Like in real bowling the aim is to get the highest score in ten frames. The lane is viewed from a first person perspective and the ball is bowled through four steps. First the position is set by moving the ball left and right, then the angle, and finally the power by pressing a key as a bar gets filled. As the ball rolls down the alley it is possible to apply spin to it by pressing the left and right keys. On devices equipped with accelerometers the game can be played with motion controls.