Universal Pictures? Minions franchise is extending its reach through mobile gaming?s power to make consumer experiences more personal, helped by the characters' timelessly childish, profane charm.

The Minions and other characters from Universal and Illumination Entertainment?s films will come to life in mobile games this summer starting with the launch of Minions Paradise, the product of a collaboration by Electronic Arts, Illumination and Universal Partnerships and Licensing, a Universal unit. The game is the latest example of marketers striving to create more personal experiences for consumers because of the intimate nature of the mobile devices they have with them constantly.

?Today?s consumer is not only mobile-first but often mobile-only,? said Matthew Ramerman, president and co-founder of Vehicle. ?Properties such as Minions interested in penetrating gaming through licensing their characters must to start with mobile and backfill to other gaming distribution.?

Representatives for Electronic Arts, Illumination and Universal Partnerships and Licensing declined comment.

Minions Paradise, which will be free to download, will introduce a new Minion character named Phil.

Phil leads the Minions to create the world of their dreams after finding themselves shipwrecked on a tropical island. Players will help the Minions build, craft and design their ultimate tropical playground, complete with whirling waterslides, electric eel tanks, firefly trees, and of course, plenty of their beloved bananas.

Despicable Me was a computer-animated comedy film franchise distributed by Universal Pictures and produced by Illumination Entertainment. It consisted of three feature films, six short films and additional merchandise. 

It centers on the villain Gru, his yellow-colored minions and three orphans, Margo, Edith and Agnes. The franchise also includes a simulator ride attraction Despicable Me: Minion Mayhem at Universal Studios Florida and Universal Studios Hollywood.

The tiny, genetically mutated minions? sole purpose is to serve the most despicable master they can find.

This summer, the Minions will star in their own Illumination-produced 3D computer-animated comedy film and a prequel/spin-off to Despicable Me and Despicable Me 2.

The film will be a test of the Minions power to continue delighting marketers.

In 2010, Best Buy?s expanded mobile strategy, the Best Buy Movie Mode application, included as a free download The Minionator, created as part of an exclusive collaboration with Universal that was tied to the release of Despicable Me.

The Minions were a kind of touchstone for entertainment marketers using mobile technology. A Despicable Me app translated what Minions were saying as part of the DVD release.

It remains to be whether the fad has worn off, as marketers get back to the basics and implement high-utility but simple tactics.

Arts and entertainment brands do not need to curb the innovation necessarily, but they need to make sure that the basics are solid. That may mean offering reminders for showtimes or second screen integration, or it may mean easy mobile ticketing and couponing.

With many channels, operators, shows and films having their own mobile applications, one important opportunity for entertainment brands is to link together experiences for before, during and after a performance to create more valuable consumer engagements.

?Success with mobile requires marketers and content developers to ensure the user is in control, allowing total personalization,? Mr. Ramerman said. ?Enabling players to create their own environment while controlling characters are excellent response to that demand.?