EA Mobile and The Tetris Co. have launched a new Facebook social networking application called The Human Tetris Project that links to mobile devices.

Users are able to download Tetris to their mobile phones directly from the Facebook site, and they can be linked to the following pages to download: Verizon Wireless, Sprint, AT&T, T-Mobile USA, the iTunes App Store, Blackberry App World and Palm. Celebrating its 25th anniversary, Tetris recently became the only mobile game to reach more than 100 million paid downloads.

Mobile Marketer?s Dan Butcher interviewed Chris Dreyer, product manager at EA Mobile, Los Angeles, about the Human Tetris Project. Here is what he had to say:

What is the strategy behind the launch of the Human Tetris Project social networking app?
The strategy behind The Human Tetris project is to create a global community that will demonstrate the true scope, meaning, and impact of the Tetris Effect.

Since its creation, Tetris has become an iconic brand that has been a staple of pop-culture throughout its 25 year history, so it?s only natural that we would continue to leverage this aspect in the social networking space.

We want to let consumers know that Tetris isn?t just the game they played on their GameBoy. Sure, it has those game-play mechanics that people have grown to love, but it has evolved and improved over time to an experience that people enjoy all over the world.

What is the target demographic?
Tetris truly is a universal brand and doesn?t appeal to just any one specific demographic. Tetris appeals to teens, college students, boomers, soccer moms ? everyone.

By leveraging the social networking space, not only are we able to reach the valuable 18-24-year-olds, but we?re able to reach those older demographics?25-34, 35-54?who have a very high propensity to purchase games on their mobile devices. 

How will Tetris and EA get the word out about the Human Tetris Project (i.e. marketing tactics)?
We?re supporting the launch of The Human Tetris project with significant PR efforts as well as a robust social media campaign.

Also, with Tetris being such a ubiquitous brand, coupled with the ability for users to post on their Facebook walls, invite friends and message through Twitter, The Human Tetris Project has a very organic, viral component engrained in its structure which we hope will translate into increased participation through word of mouth. 

How will the Human Tetris Project help drive downloads of the various versions of Tetris for mobile phones?
There?s a field within the application itself where users can type in their phone number and they?ll immediately receive an SMS message with a link on their phone to download the game.

We also hope that this initiative will keep Tetris top-of-mind with consumers so that when they see it on the carrier decks they?ll be reminded of how fun of an experience playing Tetris is and be inclined to download it.   

How many mobile downloads has Tetris achieved to date?
We actually just announced earlier this year that the Tetris franchise has surpassed the 100 million paid downloads, making it the most successful game in the mobile gaming business.

Here is a screen grab of Tetris for Apple's iPhone:

EA, Tetris tap Blue Planet
Mobile Marketer?s Dan Butcher interviewed Henk Rogers, CEO of Blue Planet Software, Honolulu, HI, to discuss his company?s partnership with EA and Tetris. Here is what he had to say:

What was EA and Blue Planet Software?s strategy behind launching a version of Tetris for mobile phones?
Our strategy has always been to make sure that Tetris is and always will be the No. 1 game on mobile phones.

We do this by constantly improving the game and by adapting it to changing conditions in the gaming industry like community-based social gaming.

What is the target demographic?
Our target demographic is anyone who has a pulse and who is able to use a controller and see a computer screen. We don't specifically target any age, gender or culture.

What are the different handsets and carriers for which the Tetris mobile game is available?
Tetris is on every handset that is capable of playing computer games in the world.

How have EA and Blue Planet Software gotten the word out about the various versions of the Tetris mobile game?
EA has made sure that Tetris has been a prominent title at the launch of every new handset. Mostly that kind of marketing is done by the carriers?and Apple.

EA manages the relationships with these vendors. As a result, we are prominently displayed when Apple announces a new product?and, more recently, Palm.

What is your outlook for mobile gaming in 2010 and beyond?
The outlook for mobile gaming in 2010 and beyond is that more people will be moving to smartphones.

This means we can do more things similar to what is happening in the online world?community building and item sales with micropayments. As and when people move more in this direction, so will Tetris.