How do you pass on a touch-screen? How do you trigger a “special ability”? (e.g. Maybe you know the rules of basketball, but you need to know how to operate these virtual players. When you’re dropped into the game, you are entering a new universe and you need to learn the rules. In my mind, the EA “Game Hero’s Journey” takes you through primarily three stages: You are collecting the best players across the league - LeBron, Steph Curry, Kevin Durant - and putting them on one squad, your squad. If we’re talking in basketball terms for NBA Live, it’s literally the All-Star or dream team that you’re building - not taking the current Chicago Bulls roster and turning them into champions. You take on the role of General Manager (not explicitly stated it, but that’s the idea) and build the "ultimate" team. The EA sports meta-goal is very clear, whether it’s Madden or NBA Live - build the best team. I describe this as the “meta-goal” in my deconstruct of “Contest of Champions”, in which the ultimate aspiration is about creating the ultimate team with the most powerful champions. Pillar #1: The Game Hero’s JourneyĪ compelling game will always have a compelling ultimate aspiration - the throughline that motivates you beyond the core loop to come back, day after day, month after month. Here are the five “pillars” that make up the EA Sports “Mobile Playbook”, and how it applies to NBA Live Mobile. After Madden Mobile, it copied the same architecture with FIFA Mobile, and now NBA Live Mobile. What is clear is that EA Sports believes that they have built a solid blueprint that they can use for any team-based sports game. When that is the case, it’s too hard not to lift that template and try to replicate it elsewhere. Madden Mobile built a playbook for success on mobile, and it is the most successful mobile sports title out there right now. To truly understand NBA Live Mobile as a product, it’s better to step back and look at the first successful title that EA Sports Mobile built, Madden Mobile. The Future: Paving the Road Ahead for NBA Live Mobile: Understanding mobile as a medium for games and sports, and a proposal for an NBA gaming product.The Present: Where NBA Live is Falling Short: A case study of NBA Live Mobile using two other titles (Madden Mobile and NBA 2K17) to understand where NBA Live Mobile is falling short and not winning.The Past: The EA Sports Mobile Playbook: Why EA wanted to re-use its winning playbook from Madden Mobile, and the 5 pillars of that playbook.In my analysis, I will deconstruct Past, Present, and Future of NBA Live Mobile in an attempt to explain the decisions made in creating this product and where I believe it needs to go in the future in order to win.
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