mkpkg_kodi only packages the Kodi source files; next you need to copy them to sources/kodi and fake the matching .url and .md5 files and then configure the kodi package.mk so that PKG_VERSION contains the correct githash, or you host them on a local server and change PKG_URL (and PKG_VERSION) in the kodi package.mk. The first option is probably easier.
pvr.zattoo is an addon so "PROJECT=RPi2 ARCH=arm scripts/create_addon pvr.zattoo" will build it, then you can install the zip via Kodi GUI. The add-ons we embed in the image are built as packages (similar but different package.mk) not add-ons.