i have a creative mind…so… what i can imagine are:
different mods to attract different people … e.g. a football mod/skin where footballplayers have to save the football from hooligans who charged the field… amazing would it be if the maps are the same just the designs are different, so 2 people can play with differnet skins on their screen … anyways … maybe a kids skin where they throw little firecrackers or clowns or something… to take away even more violence …
as far as i know it is supposed to be playable on the browser too … find a way to integrate it in facebook ( when its playable on browsers…) there are plenty of games who got kinda famous through facebook / a minigame …
make it attractive to players to invite new people… with extra bux / other “simple” extras ( although there has to be any secure so people dont cheat new invites …)
well you said for android … same goes for windows phone
the usual extras for “like” on facebook and following on twitter
and… well maybe a reallife version like its shown on the trailer xD would be awesome to play that in schoolbreaks for kids … would be kinda like warhammer / 40k / lord of the rings but with 3/4 figures and not with a hundred and playtime between 30mins and 24h… it would take between 5- 20 mins … most breaks are just that long … but thats just a blank idea
(just as an example … the card game “shadow era” also started at iOS devices and browsergame… although i think it was planed to be released as a real cardgame just when it was planed… they realease new sets / cards at the devices… run them for a few weeks and changed them (a little) before they come out in “booster-packs” )
that would be my ideas… hope it helps somehow
with friendly regards