Friday, April 9, 2010
Note to mobile publicists... sometimes no news is good news or, at least, better news than news that makes your company look like its stuck in a time warp. Case in point, the recent announcement by Glu Mobile (GLUU) that it partnered (for the 6th time) with Warner Bros Digital Distribution to release a mobile game based on the film "Clash of Titans" had me double checking my Hellenic calendar to make sure it wasn't 2005, giggling a bit and, ultimately, questioning what's going on over there at Glu. In this day and age announcing a single-player, top-down fighter on Java, BREW and WinMo platforms is tantamount to a band announcing the release of a new album on 8-track... except not as funny or retro cool. Its especially weird considering recently appointed CEO Niccolo de Masi proclaimed that the company is focusing on new platforms and is attempting to wean itself from expensive licenses. I'd cut them some slack if it looked like Warner Bros was pushing the agenda, but that doesn't appear to be the case, considering they're scarcely mentioned in the release... and aren't quoted. Having just suffered through a particularly suckilicious 2009, in which they've been battered in the market and relegated to 2nd-tier publisher status, you'd think Glu would be doing everything possible to manage industry perception. But instead this game is being associated with images like the one at the top of this story, from week late coverage on Licensing.biz... which really kinda sums it up, don't you think? In this case they should probably have said nothing. Going forward, I think Glu needs to get a better handle on their messaging.