Mobile Strike

Mobile Strike is a freemium mobile massively multiplayer online strategy video game developed and published in 2015 by Machine Zone (now known as MZ). The game had a high-profile advertising campaign and became one of the top-grossing apps in 2015 and 2016.

Mobile Strike
Mobile Strike app icon
Developer(s)Epic War
Publisher(s)Machine Zone
Platform(s)iOS, Android
ReleaseJuly 11, 2015
Genre(s)Strategy
Mode(s)Multiplayer

Marketing

Mobile Strike is well known for its advertising campaign featuring actor and former California governor Arnold Schwarzenegger as a commander.[1] One of its commercials was featured on Super Bowl 50.[2] Another commercial, which aired during Super Bowl LI, depicted Schwarzenegger saying memorable lines from his movie career, such as "I'm back," "Get to the chopper," and "Hasta la vista, baby."[3][4]

In April 2017, one controversial advertisement featured women in bikinis, playing the game on sun loungers. The advertisement was later banned in the United Kingdom by the Advertising Standards Authority.[5][6]

Reception

As of November 2016, the app was the second highest-grossing game on Apple's App Store.[7] However, the game itself was not well received by reviewers. Andrew Hayward of Macworld criticized the game for the overabundance of microtransactions. Hayward also criticized the game's advertising for emphasizing mechanics that are "greatly misrepresented for promotional purposes". Hayward concluded that the game is "surely not worth the hassle or payment needed to get to that point" and that, like its predecessor Game of War: Fire Age, "is a busywork simulator above all."[8] Jennifer Allen of Gamezebo also criticized the game for being "busywork" and found the game's unlockables to be "soulless."[9]

References
  1. Takahashi, Dean (November 11, 2015). "Arnold Schwarzenegger stars in Machine Zone's modern warfare game Mobile Strike (updated)". VentureBeat. Retrieved November 12, 2016.
  2. Nudd, Tim (February 4, 2016). "Arnold Schwarzenegger Stars in Explosive Super Bowl Teaser for Mobile Strike Game". AdWeek. Retrieved November 12, 2016.
  3. Grubb, Jeff (February 5, 2017). "Mobile Strike's $5 million Super Bowl ad has Arnold Schwarzenegger rehashing his famous one-liners". VentureBeat. Retrieved February 6, 2017.
  4. Woodall, Candy (February 5, 2017). "Arnold Schwarzenegger for president? That's what Super Bowl viewers want". PennLive.com. Retrieved February 6, 2017.
  5. Dring, Christopher (April 6, 2017). "ASA bans Mobile Strike ad for objectifying women". GamesIndustry.biz. Retrieved June 16, 2017.
  6. Whitfield, Tony (April 5, 2017). "'Offensive' YouTube advert for mobile war game Mobile Strike banned". Mirror. Retrieved June 16, 2017.
  7. Takahashi, Dean (November 7, 2016). "Square Enix taps Mobile Strike maker MZ to create Final Fantasy XV mobile MMO". VentureBeat. Retrieved November 12, 2016.
  8. Hayward, Andrew (August 15, 2016). "Even Arnold Schwarzenegger can't pump up the dull Mobile Strike". Macworld. Retrieved June 16, 2017.
  9. Allen, Jennifer (November 16, 2015). "Mobile Strike Review: So Much Busywork". Gamezebo. Retrieved June 16, 2017.


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