Fox Mobile set to I-Play with TV Sensation 24 license

[Harv]

One of the biggest licenses in television is on its way to mobile handsets, with I-Play today announcing plans to create a game based on 24 in partnership with Fox Mobile Entertainment.

I-play has today announced their strategic partnership with Fox Mobile Entertainment, a potentially lucrative deal that will see the company develop, publish and distribute a genre-busting mobile game for genre-busting TV show 24, we catch up with I-play COO David Gosen and Fox Mobile Entertainment VP of Wireless Marketing Leighton Webb to talk about their new alliance.

Q> You've today announced a partnership that sees I-play develop, publish and distribute mobile content for 24. Tell us more about the deal, how did it come about?

A> When looking for a publishing partner - we were looking for the company to fulfil three main criteria, which are the financial stability of the company and its ability to invest in the game beyond the cost of the license; its vision for the game and passion for the 24 franchise, and thirdly its global distribution network and carrier relationships. I-play was strong on all these elements and also had a good reputation for bringing quality games to market.

Fox were looking to partner with someone that could deliver a genre-busting game for a genre-busting movie and it just developed from there. We all know about the intensity, intrigue and addictiveness of 24 the TV show, what is important to Fox is that this is very clearly delivered in every entertainment concept linked to the license. Both we and Fox believe that we do have that genre-busting game that is incredibly true to the sensational 24 concept.

Q> Can you explain what you mean by genre-busting?

A> No. You're going to have to wait for that. We think this is one of the most desirable licenses out there, and it is clearly a pivotal part our strategy to take gaming to the mass market. Having a license like 24 is a way to unlock a critical market for mobile gaming, males, females, across all age groups and regions of the world. That's what makes it so compelling for both Fox and for I-play, it's a tremendous strategic fit for both companies.

Q>It's a global, multi-year agreement, presumably this covers all future mobile content for 24?

A> Yes, it's a multi year deal, it includes the games, the wallpapers and ringtones as well. I think what you'll see over the coming months will be more information flowing out from Fox and more information flowing out from us about the way this relationship is going to expand.

This is the first time 24 will appear as a mobile game, how did you come to the decision that mobile was the right vehicle to reach your audience?

The 24 franchise has a very good fit with the mobile device because of the way the TV series works, with tense, action packed developments taking place in short segments of time. Mobile gaming is a snack experience that people dip in and out of, but it's always with them and therefore has that ability to attract a consumers' attention in an 'always on' way. Just as mobile phone communication figures prominently in every heart-racing episode of 24, players of the game will receive instructions, messages, and intriguing content delivered directly to their mobile devices. The clock starts racing the moment players begin to play, echoing 24's signature real time motif in which every second counts and calamity could be less than 24 hours away.

Q>It sounds like the game will follow the essence of 24 closely, with each assignment taking place in real-time over a 24-hour period? Is that correct?

A> Well, you'll have to wait a little bit longer to prove that assumption, but good try. I think what you will see is that when you watch 24, it is real-time, you do feel you are walking alongside Jack Bauer handling all of his problems, with the weight of the world on his shoulders and on your shoulders, and the key to the success of this is really going to be making it a true mass market game, absolutely in the 24 mould.

Q>Are there any plans to get episode writer Duppy Demetrius to contribute to the mobile game?

A> Fox, along with I-play, is consulting with the writers of the show on the game concept and creation, and then I-play and the developer, SandCastle will take that concept and turn it into reality, creating what will be genre-busting game on mobile.

Q> The series has got massively broad appeal, with 16m viewers across Europe and the US alone, do you think these licenses have the potential to truly appeal to the mobile mass market?

A> I think these are the pivotal titles if you are a non-downloader today. With the 24 concept, you don't just watch the TV program, you are emotionally linked to it because you go through the pain that Jack goes through with his family or partner, and if there is a product for the first time that you have that emotional linkage with that you can download, then I think it will help you make that bridge.

There is a very important point here and I think it goes back to one of the reasons Fox chose I-play, and that comes down to the quality of the game, we've all talked before about too many licenses being milked, with the quality of the gaming experience not being there. One of the things I-play is known for is the quality of games, and that is absolutely fundamental here, this is not just a quick fix license deal, get a game out in time for the release of the fifth series, this is about redefining the mobile gaming license genre.

Q> Where do the responsibilities lie between Fox and I-play when it comes down to the creative product?

A> This is a partnership. What we are doing in the creative development process is very much a collaborative one, the way this is going to work is by both teams leveraging their own areas of expertise, the creative talent within Fox, the creative talent of the writers of 24, and likewise taking that concept and making it work on mobile is our expertise, our ability to turn ideas on paper into reality on the phone screen.

Q> You talk of a breakthrough in mobile gameplay, what can fans and non-fans expect from your adaptation of this license?

A> You'll have to stay tuned. This is about thinking differently, challenging those basic assumptions, turning on the 6 million people in the US and 10 million people in Europe who have this emotional bond with the license, and we know what we have to do to deliver that.

Q> Can you tell us any more about the marketing push behind this game, what can we expect to see?

A> You've seen I-play in general increase its marketing support behind its own IP, Jewel Quest and Maria Sharapova. With a license of this size, the potential of sales volume, demands an integrated marketing campaign. We're not saying anything at this stage, but over the coming months we'll be releasing more information about the game, the breakthrough gaming, the marketing support, but it will be an integrated marketing plan, multi-media not just I-play driven, but working with Fox as well to leverage many of their assets that they have on a global basis.

Q> It's due to launch to coincide with the fifth season of 24, will the game tie up with the events of the new series, if so, how?

A> We will be announcing more details around the game in the coming months.

Q> Presumably this is just the tip of what's to come from your relationship with I-play. What else can we expect to see from this new partnership?

A> This deal is specific to 24 but there may be future licensing opportunities between the two companies.