Mobile Strike
{{Use mdy dates|date=June 2017}}
{{Infobox video game
| title = Mobile Strike
| image = Mobile Strike icon.jpg
| caption = Mobile Strike app icon
| developer = Epic War
| publisher = Machine Zone
| platforms = Android, iOS, iPadOS
| released = July 11, 2015
| genre = Strategy
| modes = Multiplayer
}}
Mobile Strike is a freemium mobile massively multiplayer online strategy video game developed and published in 2015 by Machine Zone (now known as MZ). The game had a high-profile advertising campaign and became one of the top-grossing apps in 2015 and 2016.
Marketing
Mobile Strike is well known for its advertising campaign featuring actor and former California governor Arnold Schwarzenegger as a commander.{{cite news|last1=Takahashi|first1=Dean|title=Arnold Schwarzenegger stars in Machine Zone's modern warfare game Mobile Strike (updated)|url=https://venturebeat.com/2015/11/11/arnold-schwarzenegger-is-the-star-of-machine-zones-new-mobile-strike-modern-warfare-game/|accessdate=November 12, 2016|work=VentureBeat|date=November 11, 2015|archive-date=November 13, 2015|archive-url=https://web.archive.org/web/20151113022946/http://venturebeat.com/2015/11/11/arnold-schwarzenegger-is-the-star-of-machine-zones-new-mobile-strike-modern-warfare-game/|url-status=live}} One of its commercials was featured on Super Bowl 50.{{cite news|last1=Nudd|first1=Tim|title=Arnold Schwarzenegger Stars in Explosive Super Bowl Teaser for Mobile Strike Game|url=http://www.adweek.com/news/advertising-branding/arnold-schwarzenegger-stars-explosive-super-bowl-teaser-mobile-strike-game-169411|accessdate=November 12, 2016|work=AdWeek|date=February 4, 2016|archive-date=November 13, 2016|archive-url=https://web.archive.org/web/20161113050801/http://www.adweek.com/news/advertising-branding/arnold-schwarzenegger-stars-explosive-super-bowl-teaser-mobile-strike-game-169411|url-status=live}} Another commercial, which aired during Super Bowl LI, depicted Schwarzenegger saying memorable lines from his movie career, such as "I'm back", "Get to the chopper", and "Hasta la vista, baby".{{cite news|last1=Grubb|first1=Jeff|title=Mobile Strike's $5 million Super Bowl ad has Arnold Schwarzenegger rehashing his famous one-liners|url=https://venturebeat.com/2017/02/05/mobile-strikes-5-million-super-bowl-ad-has-arnold-schwarzenegger-rehashing-his-famous-one-liners/|accessdate=February 6, 2017|work=VentureBeat|date=February 5, 2017|archive-date=February 6, 2017|archive-url=https://web.archive.org/web/20170206013656/http://venturebeat.com/2017/02/05/mobile-strikes-5-million-super-bowl-ad-has-arnold-schwarzenegger-rehashing-his-famous-one-liners/|url-status=live}}{{cite news|last1=Woodall|first1=Candy|title=Arnold Schwarzenegger for president? That's what Super Bowl viewers want|url=http://www.pennlive.com/nation-world/2017/02/arnold_schwarznegger_for_presi.html|accessdate=February 6, 2017|work=PennLive.com|date=February 5, 2017|archive-date=July 2, 2017|archive-url=https://web.archive.org/web/20170702210335/http://www.pennlive.com/nation-world/2017/02/arnold_schwarznegger_for_presi.html|url-status=live}}
In April 2017, one controversial advertisement featured plus sized women in bikinis, playing the game on sun loungers. The advertisement was later banned in the United Kingdom by the Advertising Standards Authority.{{cite news|last1=Dring|first1=Christopher|title=ASA bans Mobile Strike ad for objectifying women|url=http://www.gamesindustry.biz/articles/2017-04-06-asa-bans-mobile-strike-ad-for-objectifying-women|accessdate=June 16, 2017|work=GamesIndustry.biz|date=April 6, 2017|language=en|archive-date=June 15, 2017|archive-url=https://web.archive.org/web/20170615080421/http://www.gamesindustry.biz/articles/2017-04-06-asa-bans-mobile-strike-ad-for-objectifying-women|url-status=live}}{{cite news|last1=Whitfield|first1=Tony|title='Offensive' YouTube advert for mobile war game Mobile Strike banned|url=https://www.mirror.co.uk/news/world-news/offensive-youtube-advert-mobile-war-10161761|accessdate=June 16, 2017|work=Mirror|date=April 5, 2017|archive-date=June 18, 2017|archive-url=https://web.archive.org/web/20170618221716/http://www.mirror.co.uk/news/world-news/offensive-youtube-advert-mobile-war-10161761|url-status=live}}
Reception
As of November 2016, the app was the second highest-grossing game on Apple's App Store.{{cite news|last1=Takahashi|first1=Dean|title=Square Enix taps Mobile Strike maker MZ to create Final Fantasy XV mobile MMO|url=https://venturebeat.com/2016/11/07/mz-and-square-enix-will-make-final-fantasy-xv-mobile-mmo-game/|accessdate=November 12, 2016|work=VentureBeat|date=November 7, 2016|archive-date=October 18, 2019|archive-url=https://web.archive.org/web/20191018200645/https://venturebeat.com/2016/11/07/mz-and-square-enix-will-make-final-fantasy-xv-mobile-mmo-game/|url-status=live}} However, the game itself was not well received by reviewers. Andrew Hayward of Macworld criticized the game for the overabundance of microtransactions. Hayward also criticized the game's advertising for emphasizing mechanics that are "greatly misrepresented for promotional purposes". Hayward concluded that the game is "surely not worth the hassle or payment needed to get to that point" and that, like its predecessor Game of War: Fire Age, "is a busywork simulator above all".{{cite web|last1=Hayward|first1=Andrew|title=Even Arnold Schwarzenegger can't pump up the dull Mobile Strike|url=http://www.macworld.com/article/3103074/ios/even-arnold-schwarzenegger-cant-pump-up-the-dull-mobile-strike.html|accessdate=June 16, 2017|work=Macworld|date=August 15, 2016|language=en|archive-date=June 2, 2017|archive-url=https://web.archive.org/web/20170602071147/http://www.macworld.com/article/3103074/ios/even-arnold-schwarzenegger-cant-pump-up-the-dull-mobile-strike.html|url-status=live}} Jennifer Allen of Gamezebo also criticized the game for being "busywork" and found the game's unlockables to be "soulless".{{cite web|last1=Allen|first1=Jennifer|title=Mobile Strike Review: So Much Busywork|url=http://www.gamezebo.com/2015/11/16/mobile-strike-review-much-busywork/|accessdate=June 16, 2017|work=Gamezebo|date=November 16, 2015|archive-date=July 4, 2017|archive-url=https://web.archive.org/web/20170704162040/http://www.gamezebo.com/2015/11/16/mobile-strike-review-much-busywork/|url-status=live}}
References
{{reflist|30em}}
Category:Android (operating system) games
Category:Massively multiplayer online real-time strategy games
Category:Free-to-play video games
Category:Video games developed in the United States
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