Catan - Mobilizing a board game experience
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CATAN – MOBILIZING A BOARD GAME EXPERIENCE MOBILE MARKETING GAMES Matthias Hellmund | [email protected] 2011-05-23 | Mobile Monday MUC
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Transcript of Catan - Mobilizing a board game experience
CATAN – MOBILIZING A BOARD GAME EXPERIENCE
MOBILE MARKETING GAMES
Matthias Hellmund | [email protected] | 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 [email protected]
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
