DreamWorks to create Madagascar mobile game

By Giselle Tsirulnik

March 25, 2008

Big game on small screen

Glu Mobile Inc. has signed a deal with DreamWorks Animation SKG Inc. to develop and publish a mobile game for the new movie release, "Madagascar: Escape 2 Africa."

The movie is the sequel to the DreamWork studio's 2005 hit animated movie, "Madagascar." Glu will develop and publish a mobile game scheduled to launch worldwide with the film's U.S. premiere on Nov. 7, 2008.

"Glu has launched several successful mobile games based on big movie franchises like Madagascar," said Justin Kubiak, vice president of marketing at Glu Mobile, San Mateo, CA.

"The fact that Madagascar has mass appeal and will be accompanied by a globally coordinated marketing effort allows this partnership with DreamWorks to fit squarely into a core part of Glu's licensing strategy," he said.

The film will be distributed by Paramount Pictures. Glu's mobile game and content will be available to consumers in October.

Glu is a publisher of mobile games. Its portfolio of games includes original titles Super K.O. Boxing, Stranded and Brain Genius, and titles based on major brands from partners including Atari, Activision, Konami, Harrah's, Hasbro, Warner Bros., Microsoft, PlayFirst, PopCap Games, Sega and Sony.

DreamWorks produces family-fare movies through computer graphics and is responsible for movies such as Madagascar, Shrek, Bee Movie and Shark Tale.

"By bringing well-recognized brands to mobile, aligned with major marketing events like a theatrical release, Glu is able to rally support from carriers," Mr. Kubiak said.

Glu's production team is working closely with the DreamWorks team to create an entertaining game that contains elements of the movie but has a storyline and game mission unique to itself.

"'Madagascar' was an enormous success and created a broad fan base around the world," said Jill Braff, senior vice president of global publishing at Glu. "We're very pleased to announce this license with DreamWorks Animation to bring the Madagascar brand and its well-loved characters to mobile subscribers worldwide."