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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
Case Study: TAG
Case Study: TAG
Kenny
DanBrendan
Case Study: TAG
Case Study: TAG
Case Study: TAG
Case Study: TAG
Case Study: TAG
Case Study: TAG
Case Study: TAG
Case Study: TAG
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
tagmobilegame.com@tagmobilegame