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iFone spins the wheel on The Game of Life

Classic board game re-imagined for mobile phones

Manchester-based wireless entertainment publisher iFone has partnered with videogames publisher Atari Interactive to bring the classic Game of Life board game to mobile phone users across the globe.

The original incarnation of the board game, called 'The Checkered Game of Life', was created as far back as 1860; the first ever game from MB Games founder, Milton Bradley. In 1960, The Game of Life was re-released in celebration of 100 years of MB games, and has since been translated into more than 20 languages.

Mirroring the tumultuous ups and downs of life on the planet, the cult board game featured pink and blue people to represent the players, mini cars to travel around the game board, and the legendary 'wheel of fortune' that played a central part in deciding the player's fate as they made their way through the school, work, family and social experiences of the game.

Phil Gaskell, design manager at iFone, commented: "The Game of Life is a classic piece of board-gaming history. It combines fun and exciting game play with a universal subject matter. The mobile conversion has simple rules and great game play so literally anyone can enjoy the game."

Incorporating all the key elements of the original board game, the mobile version also offers gamers a little extra, by way of a high score competition arranged by iFone. Gamers who download, complete and win The Game of Life will be presented with a unique code. By registering the code on iFone's website, players are entered into a prize draw for a chance to win two Motorola V3 Razr handsets (one pink, one black) and a copy of the cult board game that inspired it all.

The Game of Life is under license from the Hasbro Properties Group, and marks the latest in a line of toys and games offered by iFone through its agreement with Atari. Previous recent releases under the agreement include Monopoly, Micro Machines, Cluedo and Battleships. iFone operates a global distribution network in 50 countries, leveraging its strategic partnerships with over 100 network operators. The company develops, produces and publishes mobile content for a wide range of handsets in all major languages.

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