IPC Play will deliver compelling standalone games for multiple platforms, as well as creating advergames as part of a broader integrated campaign. IPC Play will be supported by the newly-created IPC Games Studio, the in-house design and build studio for casual games, which uses the technical talent from its established consumer facing gaming brands Mousebreaker and Feelgood Games.
Matt Downs, Creative Media director, who is leading the commercial roll out of IPC Play, says: “IPC Media already has a track record of successfully delivering impactful casual gaming partnerships for clients including Land Rover, Barbour, Disney, Pepsi Max and P&G. The launch of IPC Play makes bespoke casual games an even bigger part of our market-leading Creative Media offering.
“Bespoke games, when used at the right time in the right way, and whether stand alone or part of a bigger multi-media solution, are fantastic at driving the engagement of potentially huge audiences. They're also great at branding and data capture, and perfect for building social advocacy. IPC Play can deliver the concept, the game, trusted media brands and the seeding network - so a valuable one-stop-shop for paid, owned or earned media strategies.”
A dedicated microsite www.ipcadvertising.com/ipc-play also launched, along with an interactive skill game. The game will challenge media agencies to compete against each other, with the highest agency score winning a pool table, classic video game console or foosball table for their office. The highest individual scoring male and female players will each win a £300 voucher of their choice.
Gaming has been growing in popularity and recent insight from UKOM found that:
• 16 million people visited online gaming websites last month - this equates to 40% of the online population and 26% of the overall population
• Games have high engagement - on average visitors to gaming websites spent four hours 21 minutes playing last month
• Games have universal appeal - 47% of gamers are female and 52% are ABC1
