GDC 06: Big Brands on the Small Screen

Sony Pictures game VP pulls back the curtain on how big-name brands get turned into mobile games.

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SAN JOSE, Calif.--Shalom Mann, vice president for the game studio division of Sony Pictures Digital, revealed the inner workings of branding for mobile games at a lecture this afternoon at the 2006 Game Developers Conference. Speaking to an audience of mobile game producers and developers, Mann talked about the potential problems of translating big-name brands into mobile games.

Overall, his talk could be summed up with a question he asked at the beginning of his presentation: "Why create a new mobile brand when there are plenty to choose from already?" His group at Sony produces about 15 games a year and is involved both in licensing Sony's digital property out to others and negotiating with other brand owners to use their intellectual property in Sony-developed games.

Mann pointed out that since Sony acquired MGM, it owns 40 percent of the total library of Hollywood movies, giving his company a huge catalog of brands to turn into new mobile games. However, even though he has a treasure trove of film licenses at his fingertips, he pointed out that "there are a ton of great brands out there--it doesn't just have to be film. Personally, I'd kill for Monopoly, if I could get it." Even PC and console games have powerful brands, he suggested, like Doom, Age of Empires, Ratchet & Crank, and SOCOM US Navy Seals.

Licensing mobile content can be risky for a variety of reasons, a fact Mann demonstrated with both a mock-up budget of a licensing deal and with examples from the industry. Depending on the size and power of the brand in question, a mobile game developer may need to pay up-front "minimum revenue guarantees," as well as hand over some creative control to the brand owners. On top of this, Mann claimed that most brands get between 15 to 30 percent in royalties on mobile sales, far higher than royalty rates for console games.

Aside from the financial complexities of deal structuring, Mann warned that mobile developers also need to think hard about the licensor they're signing up with. Mann provided several examples of mobile games that were essentially doomed because the movies they were based on didn't perform at the box office, such as Stealth, XXX: State of the Union, and Sahara.

He also gave the example of Bode Miller Alpine Racing, a mobile game developed in the run-up to the 2006 Winter Olympics and featuring the name of one of the top US hopefuls. "The problem was that Bode didn't win any medals," said Mann of the game's failure. "He showed an attitude of not caring. If you're working with someone who doesn't care about their own brand, why would the audience care?"

More importantly, with a major brand involved, the audience does care--a lot. Mann argued that when developers adapt a popular film or other fictional universe, "the audience is expecting something from your game before you've written one line of code." Games have to operate within the fictional universe set down by the brand owners, and they have to live up to the ideals of an often demanding fan base.

Nevertheless, Mann had a generally positive message about the benefits of branding in mobile games. Games tied to major theatrical movie releases can ride the marketing wave of the $20 to $40 million a major studio will spend to advertise the new film. Not only does the free publicity help sales, said Mann, it can also spur mobile carriers to market the game as well, as a way of associating themselves with a major publicity event.

Even nonmovie brands can make it big. Mann was full of admiration for Jamdat's $140 million deal to license the Tetris brand for its games. Mann admitted that he and his team had their doubts at first. "We thought, 'Wow, that's an enormous gamble.' But what we all thought was a gamble turns out to have been a great calculated risk."

For more news from the event, check out GameSpot's GDC 2006 page.

Discussion

14 comments
Jharper
Jharper

THAT'S MY BOSS!! GO SHALOM!! Sony Pictures Mobile rocks. For all the people that said that Mobile gaming is not going anywhere, doesn't know that Sony Pictures Mobile made a ton of profit last year. Phones are getting better, games are getting bigger, and it's only a matter of time before it really starts to become mainstream.

frankeyser
frankeyser

simple games and rpgs i think are great for phones because they give you a pocket sized game player you dont mind taking out and using because people think you are jsut texting someone or reading the news...

ao_bomber
ao_bomber

Face it, Cell phones and video games... do not mix. Not only is the phone's screen even smaller than the GBMicro's, which makes playing much more akward, it's "button" interface is a nightmare to use. Try playing an action game or a platformer on one of them and you'll see what I'm talking about.

chrisdojo
chrisdojo

mobile phones aren't powerful enough to run good games...... and nintendo will never release something like mario bros for mobile.

Sil3n7Knight
Sil3n7Knight

I see no future for mobile games. First and foremost, the great majority of mobile games are absolutely terrible. Secondly, some of them are way too expensive. I'm not paying over $5 for what may be a worthless game on a platform that doesn't exactly have the most intuitive control scheme. I don't understand the focus on this "market." Branding on the mobile platform has little to no effect on gamers like myself because I'm well aware of the limitations of mobiles. Splinter Cell for example has no place on the mobile platform because the essence of the game is destroyed in the transition. The only types of games that may possibly be good for the mobile platforms are card games and other simplistic fare. I'll stick to my DS thanks. I totally agree There is no future.I will definatly pick up my ds before a phone... 8|

John_of_Fire
John_of_Fire

The reason cell phone games are so big this year is it is a growth industry and next year people are betting it will be bigger. More and more people are buying cell phones so the possible market is HUGE. Mobile games also don't require a lot of text so translations are easy. The instillation base is already there; all they need is the right game to make an impact in this market. Everyone is hoping to make the first 'must have' mobile game. Imagine a game doing what The Sims not so recently did for the PC. All of a sudden you have a game that not just gamers want, but everyone wants. Also the costs involved are minimal in a time when the price to make a game is skyrocketing.

RenegadeSynapse
RenegadeSynapse

I see no future for mobile games. First and foremost, the great majority of mobile games are absolutely terrible. Secondly, some of them are way too expensive. I'm not paying over $5 for what may be a worthless game on a platform that doesn't exactly have the most intuitive control scheme. I don't understand the focus on this "market." Branding on the mobile platform has little to no effect on gamers like myself because I'm well aware of the limitations of mobiles. Splinter Cell for example has no place on the mobile platform because the essence of the game is destroyed in the transition. The only types of games that may possibly be good for the mobile platforms are card games and other simplistic fare. I'll stick to my DS thanks.

mickel_darmawan
mickel_darmawan

For me, if the brand is SONY, nothing else matter, because IT's a SONY, that's it.

ericroadifer
ericroadifer

Is this the year of only talking about cell games? It seems like every big speech is about how cell games will be awsome and the next big thing. It has been said for years and has yet to happen. I think Gertsman explained on one of the Hot Spots a few months ago why Americans don't want cells games.

seg555
seg555

well Sony makes ok or horrible mobile games

rbarahona
rbarahona

Mobile gaming is in it's infancy (IMO), however as cellphones become more powerful gadgets capable of displaying more colors, sprites and even polygons, creators will begin to develop specific games for this kind of gadgets.

NightRain
NightRain

The reciepe for sucess with mobile games is still a mistery. Well, for me I think.