Edinburgh, 31 st March 2011 – Realise Digital has been hired by Dynamo Games to develop and carry out a marketing programme for Beauty Town, a new Facebook game that aims to promote positive messages about female body image. The game is being developed by Dynamo Games and has external investment from Channel 4 and Creative Scotland. Realise Digital was selected following a competitive three way pitch.
Beauty Town, which will launch in May 2011, aims to appeal specifically to women aged between 25 and 40, the largest and fastest growing demographic of social media gamers. The object of the game will be to run a successful clothing outlet with players also able to visit hairdressing and beauty shops to improve their avatar. Realise Digital is tasked with devising high level marketing strategy and will mobilise in-house creative and technical teams to run promotional campaigns across a number of digital channels to coincide with the launch and to drive awareness and uptake in the months following.
Brian McNicoll, Managing Director at Dynamo Games said: “Beauty Town is aimed at a key demographic in the online gaming space. We’re using a significant amount of the investment we have received to market the game and so were looking for an ambitious and flexible consultant to help at launch and beyond. We were impressed with the knowledge and enthusiasm that Realise Digital showed and, when combined with their digital expertise, it made them our clear partner of choice.”
Fiona Proudler, Digital Director at Realise Digital said: “Facebook has become the biggest gaming platform in the world and Beauty Town is set to tap into this trend. It’s an exciting and challenging brief, but we feel we have the expertise and knowledge to drive awareness and sign-ups for the game and make it a success. On the back of other work we have done for Channel 4, we are delighted to have been selected again for this new initiative.”
Notes to editors
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About Dynamo Games Ltd.
Established in 2004; from early success Dynamo Games has gone on to produce titles on many platforms including hundreds of mobile handsets around the world, the iPhone, the iPad, Android and the Sony PSP. Recently Dynamo Games has expanded beyond the handheld gaming genre into the world of online social gaming. Their achievements include their BAFTA award-winning mobile game Championship Manager 2008. The company has also released their first fully owned IP Social Network Game onto Facebook in the summer of 2010, entitled Soccer Tycoon. Dynamo aims to be a leading developer of Social Media Games and to be releasing highly successful games to market.
About Channel 4
Channel 4 invested in Beauty Town following a call for proposals for games, website and app ideas which support positive body image messages. C4 provided investment because Beauty Town resonates with the editorial focus of a range of C4 lifestyle programmes and the audience for the game aligns well with C4’s audience demographic. There may be cross promotional opportunities (e.g. 4Beauty) to explore but Channel 4’s investment is also indicative of its ongoing commitment to support new digital talent and help Dynamo grow both its business and its own IP.
About Creative Scotland
Creative Scotland is the new national leader for Scotland’s arts, screen and creative industries. Creative Scotland invests in talented people and exciting ideas, develops the creative industries and champions everything that’s good about Scottish creativity. Scotland boasts an incredible range of talent, from award-winning directors and writers to widely recognised actors and internationally renowned architects and digital companies. As a result of the wealth of indigenous talent, Scotland produces a huge volume of home- grown productions and products each year.
About Realise Digital
Realise Digital is one of the UK’s leading digital agencies (NMA Top 100), dedicated to combining creative vision with excellent technical understanding and execution. The company’s core service offering consists of digital strategy, website and intranet design and development, online marketing and outsourced support.
Realise Digital is headquartered in Edinburgh, with offices in London and New York. The Realise Digital team is headed up by Digital Director, Fiona Proudler, Creative Director, Don Smith and Chief Technical Officer, Jon Tonberg. Its clients include Channel 4, Lloyds Banking Group and Standard Life.
For more information, please visit www.realise.com/digital
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