Disney forges new playbook with 'Avengers Alliance'

Marvel: Avengers Alliance includes a story which will engage in over 2 to 3 years. "The Avengers" may be the first Marvel film Disney is disbursing itself since obtaining the comicbook company. The superheroes will also be now starring within the Mouse House's first Facebook game because it bought social gamemaker Playdom for $763 million 2 yrs ago."Marvel: Avengers Alliance" assembles today around the social media site, after investing two several weeks in beta mode.Game is anticipated to become the very first of countless high-profile qualities Disney will launch since it's interactive group focuses more about making casual games for online platforms instead of more expensive game titles for videogame consoles. Facebook has a lot more than 800 million people, supplying a substantial audience for such game titles.In development at Playdom for over a year, "Avengers Alliance" turns gamers into new S.H.I.E.L.D. agents, employed by Nick Fury, who must lead a team of heroes they try to keep NY City protected from a mystery threat.Considering that the overall game is on Facebook, social elements were added that let gamers recruit their buddies as allies to enhance their team's energy."This can be a social game and also the social element is essential,Inch stated Robert Reichner, senior producer for Playdom. "We are attempting to blaze new pathways but in ways that actually works for that Facebook audience."With "The Avengers" pic striking megaplexes May 4 (and also the U.K. on April 27), the timing of "Avengers Alliance" is not coincidental. But Playdom's designers stressed that the overall game is not intended to be a tie-to the tentpole.Outdoors from the figures, you will see some references towards the film present in the overall game but "the overall game is really a stand alone experience," Reichner stated. "This isn't a game title that finishes," using the story, composed by Alex Irvine ("Daredevil," "Iron Guy: Rapture," "Hellstorm"), made to unfold over 2 to 3 years."The one thing that's important to Marvel's DNA is story," stated TQ Jefferson, Vice president of games production at Marvel Entertainment. The Facebook game permitted the organization "to interrupt new ground" in how its super hero tales are told."The game's figures were also designed to not carefully mirror individuals seen around the bigscreen.Artists lent components from the looks from the heroes in Marvel's comicbooks and also the previous films to develop a brand new overall design it dubs "filmic" style -- authentic enough for that hardcore Marvel fan, but available for full of audience."The core vision was to accept depth from the Marvel world and produce it to players within the most accessible way on Facebook," Reichner stated. "We desired to ground the figures to ensure that they believed credible but were not too photorealistic."Given Facebook's age limits, "Avengers Alliance" wasn't produced for children, rather focusing on males age 20 to 40. Designers also desired to make certain it did not appeal simply to hardcore comicbook fans or players or casual female players but a larger audience who might not always know about Marvel's figures."We desired to achieve as broad a crowd as you possibly can,Inch Jefferson stated. "Marvel has more than 8,000 figures in the roster. With this particular game, we'd the chance to provide all the charters that individuals might not be acquainted with.InchDue to that, "Avengers Alliance" does not just feature Iron Guy, the Incredible Hulk, Thor, Captain America, Black Widow and Hawkeye, but additionally X-Men's Wolverine, Spider-Guy and also the Fantastic Four, among other heroes, to fight villains like Loki, Dr. Disaster, Red-colored Skull and Magneto.That larger appeal should help have more moviegoers to determine Disney's Marvel actioners later on. Along with a effective Facebook game will raise the bottomline of Disney's Interactive Media Group, which Mouse House chief Bob Iger aims to show lucrative by 2013."Avengers Alliance" is going to be free, but players will have the ability to pay to bypass certain aspects of game play, in addition to make the most of other transactional incentives.Casual games produced $4.5 billion globally for gamemakers this past year. An believed 126 million People in america, or 87% from the 145 million U.S. players age 10-65, play games on internet sites or casual gaming us dot-coms, based on research firm Newzoo. Online casual and social gaming reps 39% from the 215 million hrs allocated to gaming every day within the U.S. and 29% from the gold coin allocated to gaming. Facebook rules the social gaming space within the U.S. bringing in 60% of players, 41% of times spent gaming and 38% from the investment property on games.Disney aims for Playdom to take advantage of the type of digital dollars Zynga ("FarmVille") continues to be in a position to generate. It's Facebook's greatest game writer, comprising 12% from the site's overall revenue this past year. But the amount of people doing offers on Facebook continued to be flat this year in comparison to 2010, based on research firm IHS, with around 225 million worldwide playing Zynga's games at least one time per month in December, based on research firm IHS.Playdom will promote "Avengers Alliance" through its various games, Facebook pages, in addition to Disney and Marvel's various digital platforms. Contact Marc Graser at marc.graser@variety.com