CATAN – MOBILIZING A BOARD GAME EXPERIENCE

MOBILE MARKETING GAMES

Matthias Hellmund | Matthias.Hellmund@exozet.com2011-05-23 | Mobile Monday MUC

AGENDA

1. exozet

2. Catan Mobile

3. Mobile Marketing Games

4. Q&A

EXOZET GROUP

SUCCESS ONALL SCREENS founded in 1996

driven by innovation150 employeesowner-managedBerlin, Potsdam, Vienna

EXOZET GROUP

SUPPORTED MOBILE PLATFORMS

§ Messaging including SMS / MMS / Social Networks

§ Games and apps:§ Java ME MIDP§ BlackBerry§ iOS§ Android§ Windows Phone 7§ Mobile consoles (Nintendo DS, Sony PSP)

§ Mobile Web

ALL AROUND THE CATAN WORLD…

§ Based on AI worksby Klaus Teuber

§ Optimized algorithms(speed, low memory)

§ Best practice: Testscenarios and specialmaps, map generationcode output in console

AI OPPONENTS

JAVA ME MIDP, BREWITERATIVE DEVELOPMENT (2008)

JAVA ME MIDP, BREWJAVA ME MIDP, BREW

incl. Seafarers expansion+ Wifi + 3D zoomable map + Campaign mode

NINTENDO DSNINTENDO DS

Finger-Multi-Touch, higher resolution assets, Soundtrack remastered

iPHONE

GOING ANDROID…

FRAGMENT A TION

COLLABORATIVE DESIGN

REDESIGNED HD GRAPHIC ASSETS

WHAT ABOUT HD?Alternative texture atlas => Add secondary, high resolution version.Major Limitation: .APK max sizes!

button_cancel.png und button_cancel@2x.png

BETA PROGRAM (SLOTS LIMITED)

§ Catan for Android - Beta:

DISTRIBUTION

LOCALIZATION

LOCALIZATION

DISTRIBUTION

§ There are lots of stores…

§ and carrier decks…

DISTRIBUTION FORMAT DIFFERENCES

§ YOU:§ Binary Files§ Compatibility Mapping§ Marketing Texts§ Marketing Images, Videos, Banners

+§ Get-More-Games, Rich GMG, InAppPurchase API§ Individual XML, XLS, TXT flavors§ Individual file naming and directory structures§ Very individual asset sizes + other requirements

THINGS A GOOD DISTRIBUTION PARTNER SHOULD HAVE…

§ Relevant channels§ Good relations with those channels§ Handle pitching/approval processes§ OnSite Marketing§ Solid reporting§ One submission format§ Standardized Backfill Process§ Auto Device Compatibility

MOBILE MARKETING GAMES

MOBILE IN-APP AD ENABLERS

§ Apple iAd§ Google AdMob§ Greystripe§ innerActive§ madvertise§ Smaato§ …

IN-GAME ADVERTISING

§ $$$ / CPM / CPA vs. Fill rate§ Target audience / demographic§ Content genres / categories§ Target territories and locales

§ Deep integration vs. basic banners§ Filesize / Memory footprint§ Supported Platforms

§ Interruption factor§ Stability, Offline usage

MOBILE MARKETING GAMES

MOBILE MARKETING GAMES

BACK IN 2004…

MOBILE MARKETING GAMES

§ Brand / Product / Service§ Message / Function / Goals§ Target Group (genre, controls, design)§ Devices, Platforms, Localization / Tonality§ Distribution Context§ App store(s), Carrier decks§ SMS Keyword / Mobile Web / QR Code§ Local Area Download (e.g. Bluetooth Hotspots)§ Spin-off versions (Webbrowser, Stand-alone

Mac/PC game, Facebook App, Online Highscores)

§ Last but not least: budget and time frame§ Links to other campaign elements

PRODUCTION PARAMETERS

MINIMALISM

Matthias.Hellmund@exozet.com

Thanks!

Q&A