The document discusses the mobile assassination game 'Tag' and its implications on mobile social gaming, highlighting the growth of the mobile gaming industry, with data illustrating significant player engagement and revenue potential. It also addresses common misconceptions regarding gaming profitability and player demographics, revealing a more diverse and social gaming audience than typically perceived. The future of gaming is suggested to incorporate more location-based interactivity and diverse gaming styles.

1. TAG: The Mobile Assassination
Game
A Case Study on:
Mobile Social Gaming
Alex Hachey
Interactive Designer

2. Smartphones Today: Hardware
Memory: 512 MB
Weight: 4.1 oz
Bluetooth: Version 3
960x640 Retina Display
Web Access
Camera/Video: 8MP
Autofocus
GPS: Internal (A-GPS)
1Ghz Processor
Built in Accelerometers

3. More Than Just a Pocket Knife
Smarter Utilities
Barcode Scanning
Augmented Reality
Location Based Services
Near Field Communication
Face Time Communication
Gyroscopic Everything

4. Smartphone Utilities are
“Augmenting Humanity”
1 in 3 Smartphone
queries seek information about
nearby places
Global mobile traffic grew
260% in 2010
200 Million users Eric Schmidt,
Former Google CEO
spend 560 Billion minutes on
Facebook from their
Smartphone each month

5. So Why Gaming?
Common Perceptions that Undervalue Gaming:
Not Profitable Enough
Narrow / Small Demographics
Small/Segmented Markets
Too Costly to Develop / Low ROI

6. Gaming isn’t Profitable?
$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

7. Virtual Currency
From this To this

8. Virtual Currency: Why the Hell
Do I Care?
$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

9. Demographic: Stereotypes
Profile
Gender: Male
Friends: Negative
Diet: Hot Pockets,
Mt. Dew
Complexion: Poor
Residence: Parent’s Basement

10. Demographic: Reality
Profile
Gender: 53% of women
are “gamers”
Friends: Very Social
Personality: Competitive
Outgoing
Attractive?: Probably

11. Gaming Platforms: Too Niche?

12. Mobile/SNS Stimulate Gaming
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

13. Trends Across Platforms

14. Case Study TAG

15. Case Study: TAG

16. Case Study: TAG
Brendan
Dan
Kenny

17. Case Study: TAG

18. Case Study: TAG

19. Case Study: TAG

20. Case Study: TAG

21. Case Study: TAG

22. Case Study: TAG

23. Case Study: TAG

24. Case Study: TAG

25. In the Future!
Location Based Interactivity

26. In the Future!
Location Based Interactivity

27. In the Future!
Location Based Interactivity

28. In the Future!
In Game Points/Currency

29. In the Future!
Multiple Game Styles

30. In the Future!
Added Gaming Features

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