TAG: The Mobile Assassination Game - SXSWi 2011


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On March 14, 2011 Alex Hachey presented TAG: The Mobile Assassination Game at SXSW Interactive.

How can a game change our social experiences? Learn how latest advancements in augmented reality, location based apps, and mobile game play are shaping our social experiences in this detailed & interactive case study featuring TAG, The Mobile Assassination Game. TAG: Allows players to track & tag their targets using location and social tools on their mobile phones. This intersect of Social meets Mobile meets Good old competitiveness is opening new doors in social, mobile, & gaming experiences.

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TAG: The Mobile Assassination Game - SXSWi 2011

  1. 1. TAG: The Mobile Assassination Game A Case Study on: Mobile Social GamingAlex HacheyInteractive Designer
  2. 2. Smartphones Today: HardwareMemory: 512 MBWeight: 4.1 ozBluetooth: Version 3960x640 Retina DisplayWeb AccessCamera/Video: 8MPAutofocusGPS: Internal (A-GPS)1Ghz ProcessorBuilt in Accelerometers
  3. 3. More Than Just a Pocket KnifeSmarter UtilitiesBarcode ScanningAugmented RealityLocation Based ServicesNear Field CommunicationFace Time CommunicationGyroscopic Everything
  4. 4. Smartphone Utilities are “Augmenting Humanity”1 in 3 Smartphonequeries seek information aboutnearby placesGlobal mobile traffic grew260% in 2010200 Million users Eric Schmidt, Former Google CEOspend 560 Billion minutes onFacebook from theirSmartphone each month
  5. 5. So Why Gaming?Common Perceptions that Undervalue Gaming:Not Profitable EnoughNarrow / Small DemographicsSmall/Segmented MarketsToo Costly to Develop / Low ROI
  6. 6. Gaming isn’t Profitable?$360 Million in Sales 2.6 Million unique players 5.9 Million hours logged …in a day$1 Billionsales in first month$150k to develop and madeabout $70 million in a year
  7. 7. Virtual CurrencyFrom this To this
  8. 8. Virtual Currency: Why the Hell Do I Care?$2.2 billion industrySPCA $90KYoVille – Virtual Pet adoptionsMake-a-Wish Foundation$1.1 Million Pandaren Monk PetUsers spend $60 and are 56%likely to make 2nd purchase
  9. 9. Demographic: StereotypesProfileGender: MaleFriends: NegativeDiet: Hot Pockets, Mt. DewComplexion: PoorResidence: Parent’s Basement
  10. 10. Demographic: RealityProfileGender: 53% of women are “gamers”Friends: Very SocialPersonality: Competitive OutgoingAttractive?: Probably
  11. 11. Gaming Platforms: Too Niche?
  12. 12. Mobile/SNS Stimulate Gaming45 Mil Smartphones in US$1.07 – average cost formobile gameOpenFeint - 40 Mil UsersCross Mobile OS Gaming Network83% of Facebookers haveplayed social games
  13. 13. Trends Across Platforms
  14. 14. Case Study TAG
  15. 15. Case Study: TAG
  16. 16. Case Study: TAGBrendan Dan Kenny
  17. 17. Case Study: TAG
  18. 18. Case Study: TAG
  19. 19. Case Study: TAG
  20. 20. Case Study: TAG
  21. 21. Case Study: TAG
  22. 22. Case Study: TAG
  23. 23. Case Study: TAG
  24. 24. Case Study: TAG
  25. 25. In the Future!Location Based Interactivity
  26. 26. In the Future!Location Based Interactivity
  27. 27. In the Future!Location Based Interactivity
  28. 28. In the Future!In Game Points/Currency
  29. 29. In the Future!Multiple Game Styles
  30. 30. In the Future!Added Gaming Features
  31. 31. Now come talk to us! tagmobilegame.com @tagmobilegame Todd Marks, President Vince Buscemi, Chief Strategy Officer Dan Cohen, Shervonne Cherry,Chief Operating Officer Chief Creative Officer