Glu to launch its first mobile game for Warner Bros.

February 19, 2008

Glu Mobile is coming out with a mobile game based on Warner Bros. Pictures' Speed Racer

Glu Mobile Inc., a publisher of mobile games, will debut a mobile game based on Warner Bros. Pictures’ Speed Racer, a live-action movie from the creators of “The Matrix” trilogy.

The Speed Racer mobile game is the first title that Glu will develop and publish through its worldwide partnership with Warner Bros. Digital Distribution.

“Glu entered its partnership with Warner Bros. specifically to have the opportunity to work with premier brands and filmmakers,” said Justin Kubiak, vice president of marketing at Glu, San Mateo, CA.

“Speed Racer fits into this strategy and has a number of aspects that make it a great fit for mobile including a recognized brand with a strong legacy and a great storyline and characters,” he said.

In addition to the game, Glu will offer Speed Racer-related wallpapers, ringtones, animated screensavers, voice tones and ringbacks.

“We’ve launched titles based on movies with similar themes and target audience, and we believe Speed Racer will have a huge launch and legs to sustain its popularity,” Mr. Kubiak said. “It’s also a brand that transcends cultures, so it’ll be relevant in nearly all worldwide territories.”

The mobile game will be released worldwide in late April via Glu’s network of wireless carriers and distributors.

Speed Racer opens in U.S. theatres May 9. The family adventure movie is about “Speed Racer,” a race-car driver haunted by the memory of his brother, “Rex Racer.” The plot focuses on the drama surrounding a treacherous cross-country rally.

The movie stars Emile Hirsch, Christina Ricci, Matthew Fox, Susan Sarandon and John Goodman. Brothers Larry and Andy Wachowski wrote and directed. Joel Silver was producer.

Launching online and video games ahead of a movie’s release is a key component of the licensing and merchandising mix.

But mobile development and global deployment has become increasingly complex, Mr. Kubiak said.

“When movie studios look for a partner in the mobile industry, there are few companies whose capabilities ensure quality game development and a precise global deployment that meets the timing needs of a major worldwide film release,” Mr. Kubiak said.