2008
N Gage
Nokia
| Private gameplay on public transport |
Nokia’s gaming service N-Gage is giving away 120,000 free copies of Fifa ’08 to download for compatible phones. Football games are football games, whatever the level of graphics and gameplay (and N-Gage Fifa is very good on both fronts), you’re always happy when you score and you never like missing an open goal. In fact in the safety of your own front room, there is a level of frustration and/or joy that can easily turn into a facial tick, an uncontrollable noise or an inability to leave the game and go and do that thing you should be doing instead of playing the game. As Fifa 08 on the N-Gage is a mobile game, often played in snack-sized chunks on the top of the bus or on the tube to work, there was rich territory when the two worlds of private game-faces and public transport collide. Targeting typical N95 users, 20-40 year old men (boys), we shot a series of films on London’s tube network, with hidden cameras and a gamer stooge, who is so absorbed in his N-Gage Fifa that typical living room game situations unfold on the tube around him : pizza’s are delivered, people are badgered to go and get him a drink from the shops, and an angry girlfriend is disgusted to find him sat around in her dressing gown having played ‘that football game’ all day. The bemused commuters, who in typical English fashion never speak to each other normally, are immediately Connected by the antics of our undercover gamer. All the films are collected on a CCTV style site – where the user can either download the N-Gage service if they haven’t already, and one of the free copies of Fifa 08. |
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The N-Gage Website Visit site |
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N-Gage behind the scenes on flickr Visit gallery |
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| Production Credits |
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