CATAN – MOBILIZING ABOARD GAME EXPERIENCEMOBILE MARKETINGGAMESMatthias Hellmund | Matthias.Hellmund@exozet.com2011-05-23 |...
1. exozet  2. Catan Mobile  3. Mobile Marketing Games  4. Q&AAGENDA
SUCCESS ON ALL SCREENS   founded in 1996               driven by innovation               150 employees               owne...
EXOZET GROUP
§   Messaging including SMS / MMS / Social Networks§   Games and apps:    §   Java ME MIDP    §   BlackBerry    §   iOS   ...
ALL AROUNDTHE CATANWORLD…
§   Based on AI works    by Klaus Teuber§   Optimized algorithms    (speed, low memory)§   Best practice: Test    scenario...
ITERATIVE DEVELOPMENT (2008)JAVA ME MIDP, BREW
JAVA ME MIDP, BREW
incl. Seafarers expansion+          Wifi + 3D zoomable map +          Campaign modeNINTENDO DS
Finger-Multi-Touch, higher         resolution assets, Soundtrack         remasterediPHONE
GOINGANDROID…
FRAGMENT   A   TION
COLLABORATIVE DESIGN
REDESIGNED HD GRAPHIC ASSETS
WHAT ABOUT HD?Alternative texture atlas => Addsecondary, high resolution version.Major Limitation: .APK max sizes!button_c...
§   Catan for Android - Beta:BETA PROGRAM (SLOTS LIMITED)
DISTRIBUTION
LOCALIZATION
LOCALIZATION
§   There are lots of stores…§   and carrier decks…DISTRIBUTION
§   YOU:§   Binary Files§   Compatibility Mapping§   Marketing Texts§   Marketing Images, Videos, Banners    +§   Get-More...
§   Relevant channels§   Good relations with those channels§   Handle pitching/approval processes§   OnSite Marketing§   S...
MOBILEMARKETINGGAMES
§   Apple iAd§   Google AdMob§   Greystripe§   innerActive§   madvertise§   Smaato§   …MOBILE IN-APP AD ENABLERS
§   $$$ / CPM / CPA vs. Fill rate§   Target audience / demographic§   Content genres / categories§   Target territories an...
MOBILEMARKETINGGAMES
MOBILEMARKETINGGAMES
BACK IN 2004…
MOBILE MARKETING GAMES
§   Brand / Product / Service§   Message / Function / Goals§   Target Group (genre, controls, design)§   Devices, Platform...
MINIMALISM
Thanks!Matthias.Hellmund@exozet.comQ&A
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Catan - Mobilizing a board game experience

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MobileMonday Munich 23/5/2011

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Catan - Mobilizing a board game experience

  1. 1. CATAN – MOBILIZING ABOARD GAME EXPERIENCEMOBILE MARKETINGGAMESMatthias Hellmund | Matthias.Hellmund@exozet.com2011-05-23 | Mobile Monday MUC
  2. 2. 1. exozet 2. Catan Mobile 3. Mobile Marketing Games 4. Q&AAGENDA
  3. 3. SUCCESS ON ALL SCREENS founded in 1996 driven by innovation 150 employees owner-managed Berlin, Potsdam, ViennaEXOZET GROUP
  4. 4. EXOZET GROUP
  5. 5. § 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 WebSUPPORTED MOBILE PLATFORMS
  6. 6. ALL AROUNDTHE CATANWORLD…
  7. 7. § Based on AI works by Klaus Teuber§ Optimized algorithms (speed, low memory)§ Best practice: Test scenarios and special maps, map generation code output in consoleAI OPPONENTS
  8. 8. ITERATIVE DEVELOPMENT (2008)JAVA ME MIDP, BREW
  9. 9. JAVA ME MIDP, BREW
  10. 10. incl. Seafarers expansion+ Wifi + 3D zoomable map + Campaign modeNINTENDO DS
  11. 11. Finger-Multi-Touch, higher resolution assets, Soundtrack remasterediPHONE
  12. 12. GOINGANDROID…
  13. 13. FRAGMENT A TION
  14. 14. COLLABORATIVE DESIGN
  15. 15. REDESIGNED HD GRAPHIC ASSETS
  16. 16. WHAT ABOUT HD?Alternative texture atlas => Addsecondary, high resolution version.Major Limitation: .APK max sizes!button_cancel.png undbutton_cancel@2x.png
  17. 17. § Catan for Android - Beta:BETA PROGRAM (SLOTS LIMITED)
  18. 18. DISTRIBUTION
  19. 19. LOCALIZATION
  20. 20. LOCALIZATION
  21. 21. § There are lots of stores…§ and carrier decks…DISTRIBUTION
  22. 22. § 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 requirementsDISTRIBUTION FORMATDIFFERENCES
  23. 23. § Relevant channels§ Good relations with those channels§ Handle pitching/approval processes§ OnSite Marketing§ Solid reporting§ One submission format§ Standardized Backfill Process§ Auto Device CompatibilityTHINGS A GOOD DISTRIBUTIONPARTNER SHOULD HAVE…
  24. 24. MOBILEMARKETINGGAMES
  25. 25. § Apple iAd§ Google AdMob§ Greystripe§ innerActive§ madvertise§ Smaato§ …MOBILE IN-APP AD ENABLERS
  26. 26. § $$$ / 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 usageIN-GAME ADVERTISING
  27. 27. MOBILEMARKETINGGAMES
  28. 28. MOBILEMARKETINGGAMES
  29. 29. BACK IN 2004…
  30. 30. MOBILE MARKETING GAMES
  31. 31. § 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 elementsPRODUCTION PARAMETERS
  32. 32. MINIMALISM
  33. 33. Thanks!Matthias.Hellmund@exozet.comQ&A
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