Leisure, entertainment and youth markets agency Frontroom has launched Game Room, a comprehensive new marketing and advertising service designed exclusively for publishers and developers in the gaming industry.
Game Room is a business response to an industry that has changed vastly within the last five years. With gamers passionate to consume and share games-related material and sales of packaged product declining and market budgets failing, the difference between what games marketers want to do and what they can afford to do has never been greater.
Game Room will aim to bring a wealth of specialist services and suppliers together in one single offering in a bid to deliver the cross economies necessary to prevent budget fragmentation. Game Room will enable gaming clients to create cohesive, cost-effective 360 degree campaigns that maximise creativity and quality. Game Room will work with each individual client to deliver a comprehensive end-to-end service that includes, research and brand strategy, social and digital, TV, trailers and print as well as packaging, retail and PR.
Managing partner Lau Glendinning commented: “Getting more for less is now an operational imperative. Against this backdrop, the Game Room partners – all experts in their fields – provide a fully-streamlined marketing service that collectively reduces overheads and increases efficiency. Having done the sums, we believe we can deliver savings of around 20 per cent on a conventional Triple-A game launch.”
Gareth Kane, Game Room planning director, added: “We’re moving beyond traditional games marketing. Game Room will help clients take control of an ever-changing media mix, combining compelling ideas with optimum technology to deliver campaigns that really work. As adept in social as we are in TV, the focus at Game Room is not on platforms, but on places, creating brand stories that can be told innovatively and creatively across all media – wherever conversations are.”