Atlanta-based CSE has partnered with CBS Sports and AT&T to create "You Call It," a mobile game designed to be a second-screen enhancement to the network's coverage of SEC college football. The free app will debut with CBS' broadcast of the Alabama-Arkansas game Saturday. "You Call It" enters an increasingly crowded space of predictive sports games, which also includes N.Y.-based software developer PrePlay. In most of these games, users predict the next play in a live football game, and then can accumulate points for virtual and real-world prizes. The CSE-built product differs in that the user will predict the outcomes of entire possessions as opposed to individual plays. The game will carry extensive AT&T branding, and is aimed in part at further leveraging the telecommunications giant's longtime sponsorship of the conference. "You Call It" will be accessible on a variety of smartphone and tablet platforms. "Our aspiration, quite frankly, is to change how fans interact with football on TV," said CSE Exec VP & Digital GM Monty Mullig. "We're building games that truly accompany TV content and enhance TV content, as opposed to stand alongside it, or compete with it, and that certainly comes from our background in TV." The agency, which works extensively in client representation and traditional marketing, has sought to bulk up its digital efforts over the last two years. Twenty-five of the agency's 140 employees work on digital efforts, up from just eight in '09. Other digital client work includes a Final Four-related digital concierge service on behalf of Coca-Cola. It also helped create and power NBAHoopTroop.com, the NBA's official online kids club.
