Who is Glu? I asked a couple of my friends what they thought about the news of this company Glu Mobile getting the Transformers license? Both replied, "What is Glu?" You are probably thinking the same thing. Trust me, Transformers fans around the world will want to know what or should I say who Glu Mobile is. TFormers.com had a discussion with Robert Nashak, Chief Creative Officer at Glu Mobile about the Transformers license and what they've got planned for the first-ever mobile Transformers experience.
A leading mobile games publisher, Glu Mobile has developed over 100 entertainment applications - including games, ring-tones, screens and information for both original titles and entertainment products based on major consumer brands. Their applications operate on over 400 different mobile handset devices that are used in countries the world over from China to South America. If that sounds complicated to you - it is. "It is very complex to do, spanning 1000s of variances,�" explains Nashak about what Glu does for all the titles they release. Robert goes on that it gets more complex, "additionally, our titles are developed end to end to work on a 100 different carriers for operators in far places like Korea, Europe and New Zealand."
Their focus is on developing rich entertainment experiences in a mobile format. Glu has brought games and mobile applications to life for well known properties like the recent Ice Age 2, Deer Hunter, Zuma, and Who Wants to be a Millionaire? to name just a few. In addition, Glu develops media support for Cartoon Network's popular shows such as Aqua Teen Hunger Force and Inuyasha and other partners such as Atari, FOX Sports, Nickelodeon, PopCap Games and Twentieth Century Fox. "Mobile games are getting better," says Nashak, and Glu Mobile has certainly been recognized for its contribution with awards and accolades for their work on such titles as Atari's Getting UP and Ancient Empires II. With all kinds of new content and technology on the way, Glu says they are looking to push the envelope further still.
When the opportunity to do a mobile game presented itself, Glu Mobile knew they had to get into that license. "We just loved the visceral retro appeal the Transformers has around it and the with the movie coming out by Stephen Spielberg July 2007. It was something we were hugely excited about doing." Nashak says. Zeroing in on the branding and how much Hasbro has done with Transformers over the decades, Robert remarks it was their own belief in the Transformers that interested them: "We really believe in the brand� More than meets the eye is very appealing." Now with the major movie leading the charge, Glu Mobile is looking forward to doing something new with a classic property. A property they believe is going to come back in a big way. Nashak emphasizes, "We think we will see a brand transformation for this license. The movie is going to make Transformers as big as Spider man. And we would like to help make that happen."
The challenge a property with this kind of legacy has is it needs to appeal to the old school fans without alienating new comers. I asked how they intend to balance the two. Responding confidently Nashak said "Hasbro is making sure the fans of Generation 1 will be completely satisfied with a new fresh element to it. All values of the Generation 1 Transformers are there. We were very encouraged by that. The development team at Glu will be able to make the product they envisioned."
With Glu now in the driver's seat, what are we going to see in the first-ever mobile Transformers content offering? Considering mobile service providers in the USA are lagging behind the more enhanced networks that are common in Asia and Europe. Americans, probably won't feel as comfortable tapping on their cell phone to get Transformers content as those abroad. Worry not if you live in North America. The game release is more than a year away. Mobile networks and devices will improve. Glu Mobile will show us the way. Nashak is dead serious when he says they want to be "Transforming the phone" and "Bring new ideas to Mobile."
There is very little decided on the game at this time. Nashak and his team are just back from their initial meeting with the Transformers team at Hasbro HQ in Rhode Island. Robert is clearly pumped when he describes what they were shown in the meeting: "We came out so excited and energized with the possibilities. We will be launching into pre-production right away� The ideas we're getting, it's almost writing itself." He was being candid in saying there is every indication Hasbro is going to go all out on this project. He adds "There is going to be a tsunami of awareness created around this brand again in a big way."
Glu Mobile was able to give us a few tidbits to gnaw on about what their plans are for the near future. The very first Glu Mobile Transformers release will be a game. It will be created in-house. No name yet, but they can say the game will be based on the Transformers movie. Release date is planned to coincide with the movie release on July 4, 2007. The game will likely be a fighting game. Nashak tells us "We want to bring you rich Autobots and Decepticons. We want to represent the new vision for classic Transformers that will be shown in the movie... Expect to see some kind of battle between the Autobots and Decepticons." Offering other features like multi-player capability is something they have not decided on but think its "a cool idea."
There are 200 Glu employees excited about getting to work on this project "The enthusiasm is just extraordinary. Everyone wants to work on it" Nashak says about the project. I asked if they were fans before all this happened. Robert tells me. "We are such fans, that one of our developers in the UK hosted a Transformers convention once." Robert gave me a general outline when asked what they will be doing over the next year. "We'll start by coming up with what we call the high-concepts. From there, we will create our game design document pages. All through the process we will be working close with Hasbro to make sure the game design is aligned to their vision. Then we go through an overall game design process that we get approval on. Last, we go into production." Glu estimates production of the new game will begin in a couple of months.
The extreme awareness they see building around the property has Glu looking to do more than just a game about the movie. Right now there have been no decisions made beyond the Movie game or when/if they will focus on another TF series. When the question came up, Nashak said they definitely want to do more. "We think its [Transformers] perennial... more games you bet." You can really see the creative side in Nashak when he talks about other kinds of applications for mobile phones. He envisions they could offer fans lots of new ways to personalize their phones with ring-tones, graphics and other new kinds of applications that are yet to happen. We talked a good bit about "Transforming the phone" and I started to wonder. Could tomorrow's ultimate toy be the mobile phone? Keep an eye on Glu Mobile. If they have their way, it may very well be.
You might be surprised to find what that a mobile phone can do. If you are still wondering what can kinds of things are being offered for yours and other models, take a look at the the intro on Glu Mobile's web site at https://glu.com/about/who.php. They have posted a video clip that demonstrates some of the cool things being done today with popular brands and properties.
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.jpg "Prime 1 Studio Revenge of the Fallen Devastator, Skids & Mudflap Transformers Statue Official Reveal")
.jpg "Steven Spielberg and Michael Bay In Early Talks To Direct Next Live Action Transformers Movie")
.jpg "Transformers 2007 Life-Sized Sector 7 Frozen Megatron Behind The Scenes Set Design Images")
