I-play becomes triple-play casual games brand
Something to do with end-to-end integrated convergence synergy, we think
When casual games firm Oberon Media bought mobile publisher I-play last year, its aim was to create a new gaming force, releasing titles for mobile, web, Xbox Live Arcade and any other casual platform.
That strategy's just kicked into gear, with the news that Oberon is rebranding the company's publishing division as I-play, meaning that games released on non-mobile platforms will have the I-play brand attached.
Senior VP of publishing Don Ryan is certainly excited:
"By unifying our various publishing efforts under the I-play brand, we now have the ability to publish content across three mass-market consumer platforms, and do so in a powerfully integrated manner that will revolutionize how games are developed and distributed in the casual games sector."
What does it mean for I-play's mobile games operation here in the UK? Well, not a huge deal for the moment, although presumably we're more likely to see the company's mobile games (My Dog, for example) transferring to web and Xbox Live.
In due course, there'll also be a unified I-play website here in Europe, showcasing the company's games across all platforms.
