Is the mobile games market ready for its first consumer-friendly publisher brand? Digital Bridges thinks so: it has changed its name to I-play, convinced that a mass market name and brand identity is needed.
Is the mobile games market ready for its first consumer-friendly publisher brand?
Digital Bridges thinks so: it has changed its name to I-play. The UK company is convinced the games sector is poised to move into the mainstream and that a mass market name and brand identity is needed to exploit this transition.
The I-play name with a logo based around a simple bouncing ball lends itself to all manner of visual and verbal trickery. This is great for marketing and, the company hopes, loaded with potential to become a badge of quality in a crowded market.
In the last year the market has boomed as casual games players have come into it, says Paul Maglione, I-plays senior VP of publishing and marketing. On the supply side the sector has consolidated around six or seven large companies. But all of them have technology-oriented heritage and company names. We felt it was time to differentiate and address the mass market. Sony did it with Walkman. Were doing it with I-play
With the mainstream in mind, I-play is to release a raft of new one-thumb play titles. The first is Skipping Stone, which is already very popular in Asia and has been described as frighteningly addictive by website IGN.
However, the company is not abandoning more traditional games and big licences: Nate Adams Freestyle Motocross is released soon and this summer I-play will debut 2004 Wimbledon and Maria Sharapova Tennis.
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