Branded Appointed to Codemasters

Leading strategic brand consultancy, Branded has been appointed by Codemasters, the developer and publisher of critically acclaimed video games, as the company expands its global portfolio of world class titles and moves to new gaming formats.

Branded will work with Codemasters to develop the company's future strategic direction and focus its corporate brand identity. Furthermore, working with the company's global marketing operation, Branded will consult on the marketing strategy for key product campaigns. Giles Thomas, Branded's COO, will direct the project.

"Research has shown that the battle for the minds of today's consumers has never been fiercer and time spent playing video games is part of their digital entertainment make-up, along with online chatrooms and instant messaging," said Giles Thomas. "The challenge for us is to ensure that Codemasters fully exploits all the opportunities in the digital world to stay ahead of the game."

Says Rod Cousens, Codemasters' CEO: "Having known and respected the Branded team for many years, I'm delighted to add their understanding and expertise to Codemasters as we evaluate our corporate branding and strengthen our ongoing marketing activities."

With more than 60 No1 hits and distributing to over 70 countries globally, Codemasters' portfolio of blockbusting console and PC gaming brands include Colin McRae Rally^TM, TOCA Race Driver^TM, LMA Manager^TM, Operation Flashpoint^TM and Brian Lara Cricket^TM. The company has recently formed Codemasters Online Gaming, which manages a portfolio of Massively Multiplayer Online games and the casual online gaming portal Funsta.com, and Codemasters Mobile to extend the company's gaming brands in the wireless space.

Ends

February 23 2005

For further info contact:

Rana Rahman / ranarahman@themediafoundry.com / 020 7612 1159