Disney has expanded its paid application portfolio as part of its ongoing strategy to entertain consumers wherever they may be.

The company has launched the Split/Second application for Apple?s iPhone and iPod touch at $6.99 per download, and it is coming soon to the iPad.

Inspired by the video game of the same name from Disney Interactive Studios and developed in conjunction with Black Rock Studios, Split/Second delivers action arcade racing in three gameplay modes: Season Mode, Quick Play or Multiplayer, with connection via online, WiFi or Blutetooth.

Set in a TV city that is rigged to blow up, gamers will trigger Power Plays to wreck opponents, open short cuts and win the race.

Mobile Marketer?s Dan Butcher interviewed Stephen Saiz, director of marketing and digital publishing at Disney Interactive Studios, Glendale, CA. Here is what he had to say:

What is Disney Interactive Studios' strategy behind the launch of the Split/Second app for iPhone, iPod touch and iPad?
Our strategy as a studio is to build franchises that can be successful across multiple platforms.

For Split/Second, we set out to create as compelling of a racing experience that our next-gen title has created, leveraging the characteristics of the Apple platform.   
 
What is the target demographic?
The target is males ages 13-34.
 
What challenges does Black Rock Studios address for Disney?
With this title, since we worked so closely with Black Rock Studios, the developer of the console titles, we are beginning to see what is possible from a quality and synergy perspective as we?ve been able to leverage design and asset resources.

This created a very efficient development process for us and well continue to implement this type of collaboration where possible for cross-platform titles moving forward.      
 
How will Disney get the word out about this iPhone app (i.e. marketing tactics?)
We?ve been building momentum, leveraging PR and developing relationships with the key gaming review sites.

This is also our first title where we are collaboratively spending on mobile media with the console team, driving toward our app.

We are also leveraging all their traditional marketing efforts, including placement on the print and TV creative, as well as on the Split/Second Facebook page.