CBS Interactive, Artificial have 'Model' for mobile


"America's Next Top Model" is taking its catwalk to the mobile platform.

Through a partnership between CBS Interactive and Hong Kong-based mobile technology company Artificial Life Inc., a mobile game based on the popular series is now available in the U.S. and soon will be available in Hong Kong and other countries.

" 'America's Next Top Model' is a natural jumping-off point for us to introduce this gaming technology given the show's young and mobile-savvy demographic," said CBS Interactive vp wireless Cyriac Roeding, who also oversees mobile operations for the CW, the network that airs the reality competition show. "This offering furthers our strategy of extending our top brands and content to multiple platforms."

To play the avatar-based game, players select a virtual version of their favorite and least favorite contestants from the series and interact with them as if they were participants of the TV show with the goal to advance their avatar's modeling career.

The game also includes a viral, player-to-player component, where users can send their avatar to another user's cell phone, where that user can then guide that contestant.

The game is available for download in the U.S. for $5.99 to Cingular and Sprint users — depending on their cell phone — at and or by sending a text message to a five-digit number advertised through commercials on the CW. It's compatible with most mobile phones, though the level of functionality can vary among wireless devices.

"We are very excited about this product launch and the opportunity of working with one of the world's leading media companies to produce leading-edge mobile games based on such a well-known and globally popular TV show," Artificial Life CEO Eberhard Schoeneburg said.

As part of the partnership with CBS Interactive, Artificial Life will develop several mobile games over a license period of two years.