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80% of the world population has access to mobile vs. only 23% with access to the Internet! Social interaction has revolutionized (online) digital media as it has opened new demographics and provides for a more compelling and relevant experience for users in addition to opening new tangents for search, recommendations, etc.
The transformative power of social context was especially pronounced in gaming (cf. Zynga ["Farmville"] et al. who have grown into large businesses very quickly).
The mobile landscape is significantly more complex than the Internet (dozens of platforms, hundreds of distribution channels, hundreds of jurisdictions), and the medium has indeed very different underlying dynamics (screen size and general form factor, input methods, mobility, use cases, etc). It is therefore vital to gain deep understanding about the underlying dynamics of both the medium as well as the users' approach in using that medium.
It is essential to avoid a "Galapagos effect" where certain models only work on limited platforms (e.g. iPhone) or in specific territories (e.g. Japan). Only a fraction of the world's 5bn (!) mobile subscriptions are on iPhones or are in Japan, and one needs to look to tackle the fragmentation dilemma in order to unlock the enormous potential the largest medium in the world has to offer.
This session will show the rationales that need to be applied to understand the medium and will outline paths to successfully address it.
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 intersection of social meets mobile meets good-old competitiveness is opening new doors in social, mobile, & gaming experiences.
Mobile is by far the fastest growing sector of the game industry. The growth of the app market is buoyed by an explosion in hardware. New mobile devices appear almost weekly, each promising heightened user experience. It’s no surprise that consumers are expecting better audio in their mobile games. This has created infinite revenue possibilities for composers, bands and sound artists. Join Ben Long as he reveals the technical, creative and business aspects of audio in mobile games. Also, Shane Vitarana and Adam Randall will shed light on the present and future of drum apps and how they relate to mobile games.
11th–15th March 2011