Mashtun Parlour Games is the 2nd installation of Chivas’ Art of Hosting (AOH) series and was launched globally in April 2013. The main regulations in terms of Applications for iOS are provided by iTunes. Those guidelines are general and mainly aim to ensure decency, a minimum level of personal data protection, quality, and respect of the intellectual property. On top of the clear and objective guidelines Apps need to be submitted to the App Store for approval. The criteria for the approval are quite subjective, as Apple states: "We will reject Apps for any content or behaviour that we believe is over the line. What line, you ask? Well, as a Supreme Court Justice once said: "I'll know it when I see it".

In addition to the overall App guidelines for iOS, age restrictions are the key parameter for the alcohol industry. The minimum age for accessing alcohol related content varies from country to country but it is usually set at 18 years old or over on iTunes.

So far there isn’t any other government or regulating body responsible for reviewing and approving iOS apps.

Without any paid media to support the launch of MashTun, the challenge to reach out was particularly high. However, the main promotion was earned by successfully developing a game able to connect and entertain people as well as leverage social interactions aong a close group of friends. Being featured in the “What’s Hot” section of the App Store at launch raised credibility and awareness among our audience, across markets and cultures. The Facebook brand page and Youtube brand channel also supported the launch with a “making of” video that was shared by fans and followers.

At launch, MashTun was featured in the What’s Hot section of the App Store, with more than 2,000 hours played to date, an average rating of 4.5 stars, and players using the app for up to 5 times longer than the usual time spent on similar entertainment app on iTunes store.

By tapping into the ‘Hometainment’ global consumer trend, as well as recognising digital as a vital media channel, and by applying a twist to the traditional role of smartphones and tablets, Chivas is able to appeal to a younger audience, therefore becoming more relevant and contemporary to them.