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.

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

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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