TAG: The Mobile Assassination Game - SXSWi 2011

TAG: The Mobile Assassination Game

A Case Study on:Mobile Social Gaming

Alex HacheyInteractive Designer

Memory: 512 MBWeight: 4.1 ozBluetooth: Version 3960x640 Retina DisplayWeb AccessCamera/Video: 8MPAutofocusGPS: Internal (A-GPS)1Ghz ProcessorBuilt in Accelerometers

Smartphones Today: Hardware

Smarter UtilitiesBarcode ScanningAugmented RealityLocation Based ServicesNear Field CommunicationFace Time CommunicationGyroscopic Everything

More Than Just a Pocket Knife

1 in 3 Smartphone queries seek information about nearby places

Global mobile traffic grew 260% in 2010

200 Million users spend 560 Billion minutes on Facebook from their Smartphone each month

Smartphone Utilities are “Augmenting

Humanity”

Eric Schmidt,Former Google CEO

Common Perceptions that Undervalue Gaming:

Not Profitable Enough

Narrow / Small DemographicsSmall/Segmented MarketsToo Costly to Develop / Low ROI

So Why Gaming?

$360 Million in Sales 2.6 Million unique players 5.9 Million hours logged

…in a day

$1 Billion sales in first month

$150k to develop and made about $70 million in a year

Gaming isn’t Profitable?

From thisVirtual Currency

To this

$2.2 billion industry

SPCA $90K YoVille – Virtual Pet adoptions

Make-a-Wish Foundation $1.1 Million Pandaren Monk Pet

Users spend $60 and are 56% likely to make 2nd purchase

Virtual Currency: Why the Hell Do I Care?

ProfileGender: MaleFriends: NegativeDiet: Hot Pockets,

Mt. DewComplexion: PoorResidence: Parent’s Basement

Demographic: Stereotypes

Demographic: RealityProfileGender: 53% of women

are “gamers”Friends: Very SocialPersonality: Competitive

OutgoingAttractive?: Probably

Gaming Platforms: Too Niche?

45 Mil Smartphones in US

$1.07 – average cost for mobile game

OpenFeint - 40 Mil Users Cross Mobile OS Gaming Network

83% of Facebookers have played social games

Mobile/SNS Stimulate Gaming

Trends Across Platforms

Case Study TAG

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DanBrendan

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Case Study: TAG

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In the Future!Location Based Interactivity

In the Future!Location Based Interactivity

In the Future!Location Based Interactivity

In the Future!In Game Points/Currency

In the Future!Multiple Game Styles

In the Future!Added Gaming Features

Now come talk to us!

Todd Marks, President Vince Buscemi,Chief Strategy Officer

Shervonne Cherry,Chief Creative Officer

Dan Cohen,Chief Operating Officer

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