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Catan - Mobilizing a board game experience

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MobileMonday Munich 23/5/2011

MobileMonday Munich 23/5/2011

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  • 1. CATAN – MOBILIZING ABOARD GAME EXPERIENCEMOBILE MARKETINGGAMESMatthias Hellmund | Matthias.Hellmund@exozet.com2011-05-23 | Mobile Monday MUC
  • 2. 1. exozet 2. Catan Mobile 3. Mobile Marketing Games 4. Q&AAGENDA
  • 3. SUCCESS ON ALL SCREENS founded in 1996 driven by innovation 150 employees owner-managed Berlin, Potsdam, ViennaEXOZET GROUP
  • 4. EXOZET GROUP
  • 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. ALL AROUNDTHE CATANWORLD…
  • 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. ITERATIVE DEVELOPMENT (2008)JAVA ME MIDP, BREW
  • 9. JAVA ME MIDP, BREW
  • 10. incl. Seafarers expansion+ Wifi + 3D zoomable map + Campaign modeNINTENDO DS
  • 11. Finger-Multi-Touch, higher resolution assets, Soundtrack remasterediPHONE
  • 12. GOINGANDROID…
  • 13. FRAGMENT A TION
  • 14. COLLABORATIVE DESIGN
  • 15. REDESIGNED HD GRAPHIC ASSETS
  • 16. WHAT ABOUT HD?Alternative texture atlas => Addsecondary, high resolution version.Major Limitation: .APK max sizes!button_cancel.png undbutton_cancel@2x.png
  • 17. § Catan for Android - Beta:BETA PROGRAM (SLOTS LIMITED)
  • 18. DISTRIBUTION
  • 19. LOCALIZATION
  • 20. LOCALIZATION
  • 21. § There are lots of stores…§ and carrier decks…DISTRIBUTION
  • 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. § 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. MOBILEMARKETINGGAMES
  • 25. § Apple iAd§ Google AdMob§ Greystripe§ innerActive§ madvertise§ Smaato§ …MOBILE IN-APP AD ENABLERS
  • 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. MOBILEMARKETINGGAMES
  • 28. MOBILEMARKETINGGAMES
  • 29. BACK IN 2004…
  • 30. MOBILE MARKETING GAMES
  • 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. MINIMALISM
  • 33. Thanks!Matthias.Hellmund@exozet.comQ&A

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