As mobile games become mainstream, the word-of-mouth on the fun factor of specific games will migrate towards its rightful place: consumer's minds. To succeed, mobile games will not only need to have a great license, but must also exploit the fun element. How is the fun factor discovered, measured, captured and expressed?

Using examples from a number of current and upcoming mobile game titles, both original IP and licensed, such as NFL QUARTERBACK SHOWDOWN and ZUMA, this session discusses the advantages, challenges, and risks of implementing the fun elements into mobile games. Proven quick-play, casual game, design techniques learned from unique coin-op experience are also referenced.