Tag Games forms app development house Tag Apps

Building on the success of its Come Dine With Me app for Channel 4, Dundee based Tag Games has announced the launch of a new division designed to focus exclusively on app development – Tag Apps.

The new business unit, which will be headed up by former Halch MD Marc Williamson, will work on building relationships with digital agencies and major brands.

Tag has previously worked on titles for the likes of Virgin Atlantic, Breakthru Films, Endemol and the BBC.

App appetite

It's a move Tag Games MD Paul Farley claims is simply a response to building consumer demand for apps that compliment the biggest shows and licenses.

"We are using our skills in 3D environments, connected experiences, user retention and complex game mechanics to bring a game developer’s playful approach to non-gaming content," Farley said of the new division.

"We are finding that many digital agencies have in-house or long standing external development suppliers which are usually excellent in flash and simple app development; however they aren’t as well placed to deal with 3D content and more complex application development.

"That's where we believe Tag can make a huge impact, bringing our experience and skill base in games to bear in this exciting new field."

Dinner date

Tag's Come Dine With Me was released at the start of November and allows users to plan their dinner parties with 100 in-app menus on board.

It's a model Farley believes Tag will now be able to sell to other broadcasters and brands over the course of 2011.

"We are hoping that Tag Apps will become a significant player in app development over the next 12 months," concluded Farley.

"In addition to the Channel 4 deal we will be announcing a number of significant development and licensing deals in the coming months."