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"  Could you walk us through the creative process for developing a mobile game as opposed to a PC or console game? We operate quickly, and we operate off Kevin&amp;#039;s [Kevin Chou, cofounder and CEO] vision of where the game is going. We take both an artistic and scientific view of how to build a new game, kind of like a television studio. Our consumers are able to interact and provide feedback through pilots like TV. We can then change the aesthetic, mood, and tone to hone in on the game play. Once the game goes live, we can use real-time data and advanced downloading techniques to hone in on in-game behaviors.   We&amp;#039;ve found that there are three sets of people who play our games: There are the mass-market casual gamer kids with a social element, a subset of folks who like to battle and are very confrontational, and a third set that are a lot like a support class in that they like to help people. We focus on tailoring to those audiences depending on the genre we&amp;#039;re working on.  Mobile marketplaces seem saturated with different types of gamesand clones on top of more clones. How do you make your games stand out? The mobile marketplace is incredibly competitive. There are over 1 million choices in North America alone, even more globally. Each day it becomes more difficult. We try to focus on voice and build a game so that it&amp;#039;s mass market. Kingdoms of Camelot, for instance, [is based on] a very beloved lore in Western culture. And we actually rely more on trusted referrals, which is very different from the social game companies of yesterday.  What are the challenges for a game for an established franchise, such as The Hobbit or Fast and Furious? There is a negative perception about licensed games. Traditional products with licensed properties try to build a very familiar experience, and there are problems that can happenactors need to look like they do in the movie and they aren&amp;#039;t available to come in, for instance. We mindfully build around those realities of releasing against the movie launch. We craft story lines that are complimentary to the movie but don&amp;#039;t parallel the movie directly, which gives our artists and creative team more room as they create the game.  So what are all the small elements that come together to make a Kabam game? The essence of every game we make is where the market is today and to aspire to be the best game possible, not just in terms of game play but the service around it. A key layer for this is for every game to have a more social layer and integrate with social networks. We want them [the player] to transcend into the universe of the game.  What&amp;#039;s your favorite kind of game to build? I&amp;#039;ve worked on all three versionstraditional console, Web/Flash, and mobileand each is different. Mobile is my favorite to work with, as it sits between the other two. It has the benefits of the Web: responsive data, easy updates to games, and no burden of certification. It&amp;#039;s an early high-growth category with more opportunity for original intellectual property to arise. Web is super easy to make stuff in. You can push code, introduce bugs, and fix it just like that. But, the reality of Web is that you have to build for the lowest common denominator, that is, you have to build a game that&amp;#039;ll work on 90 percent of PCs. What can you tell us about the next upcoming game? The only thing I can say is it&amp;#039;s going to be awesomesomething people won&amp;#039;t expect. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.popularmechanics.com/culture/gaming/a10729/the-secrets-of-making-a-great-mobile-game-16874900/>