PASADENA, Calif., November 21, 2011 – Digital game market maker [a]list games today announced that it secured a second round of seed funding, receiving $9.3 million in private investment from parent company Ayzenberg Group. [a]list games launched earlier this year to address growing demand for solutions that improve discoverability and drive purchase intent in the increasingly competitive digital game marketplace. The company evaluates products from independent game makers to consider funding and executing their advertising, public relations and marketing programs in return for a share of revenue. The additional capital from Ayzenberg positions it to pursue partnerships with makers of high-end digital games, especially in the fast growth category of premium free-to-play PC, tablet and mobile games.
The way [a]list games partners with developers is unprecedented in the game industry, where traditional deals often involve creative or development oversight, IP ownership or exclusivity. The company foregoes these qualifiers, focusing only on helping release games into the marketplace and build them an audience. [a]list games also announced today that it is attending the developer-publisher pairing event Game Connection Europe in Paris December 6-8, 2011.
“There is a major shift in the game industry as developers move from traditional retail games to digital, many of them with a legacy of making hits,” said Steve Fowler, co-founder and GM of [a]list games. “This is showing a trend towards digital games that rival anything sold in stores in production quality and game play depth. It’s also leading to greater competition to draw bigger audiences.”
DFC Intelligence recently reported that the worldwide market for digital games totaled $19.3 billion last year, making up nearly a third of annual revenue generated by the game industry. The firm forecasts that total to nearly double to $37.9 billion by 2013, eclipsing console and traditional game sales and becoming the leading growth driver for the industry.
“This is a tremendous opportunity for us,” said Eric Ayzenberg, Chief Strategist and Chief Creative Officer of Ayzenberg Group. “We are introducing new integrated creative and marketing techniques that draw upon everything we have learned in 18 years of marketing games.”
Added Fowler, “Our most recent partnership falls squarely in the category of premium digital game with broad market potential. We’ve partnered with GamersFirst to oversee a worldwide marketing initiative for APB Reloaded. This is one of the first true blockbuster free-to-play games, with a development budget north of $80 million and all the makings of a breakout hit. To get it there, we’ve established strong product messaging backing a campaign running the gamut from traditional ad buys to creative customer acquisition programs.”
“As a whole, we want to evolve the concept of a creative and media agency into a next-generation marketing engine,” said Ayzenberg. “We have proprietary tools built to create campaign transparency and a greater degree of efficiency and trust for our partners, along with more powerful results. They allow us to optimize throughout all marketing stages, just like game makers currently change their games daily to keep the experience fresh. We want to do the same thing during our marketing process to keep our consumer communication entertaining and relevant. Our investment in [a]list games allows us to create new marketing platforms and creative product offerings, giving our clients on the Ayzenberg Group side fresh yet battle-tested approaches.”
[a]list games was founded in February 2011 with startup investment from Ayzenberg, one of the largest privately held creative agencies on the West Coast. Since launch, [a]list games has attracted seasoned staff who served in senior marketing positions at both game publisher and developer level, coming from Microsoft, Disney, Activision-Blizzard and Rockstar Games. Its advisory board is made up of notable game industry influencers David Cole, CEO of DFC Intelligence, Ed Fries, current entrepreneur and former creator of Microsoft Game Studios, Michael Pachter, Managing Director at Wedbush Morgan Securities, Greg Short, President and CEO of EEDAR, Ben Straley, CEO of Meteor Solutions, Alyssa Padia Walles, co-founder of Big Screen Gaming, and Jordan Weisman, founder of Harebrained Schemes.
For more information and to schedule a meeting with [a]list games at Game Connection Europe, please visit www.game-connection.com/gameconn.
About [a]list games
[a]list games is redefining how game makers can engage and generate audiences for emerging categories in video games, as a partner who invests in and executes their product campaigns. Operating inside a full-service ad agency with 18 years of game industry pedigree, the company excels in creative solutions to drive discoverability and purchase intent in the increasingly competitive marketplace for online, mobile and social games. Its aim is to help game companies lacking funding and resources to bring their products to market effectively, including independent developers unable or unwilling to sign with traditional game publishers. Since launching in February 2011, [a]list games has partnered with GamersFirst on their premium free-to-play PC game APB Reloaded, and with Online Warmongers on their realistic free-to-play online shooter War Inc. Battlezone. For more information, please visit www.alistgames.com.
About Ayzenberg Group
Ayzenberg Group is a full-service brand leadership group that specializes in reaching the most elusive, advertising-adverse target audience in history: the tech-savvy youth of today - the young men and women of “Generation Now.” One of the ten largest privately held creative agencies on the West Coast, Ayzenberg has created campaigns focused on successfully reaching and motivating tweens, teens and the 18-34 year old demographic since 1993. Services included strategic leadership, creative, media, digital strategy and production. Client experience includes: Activision-Blizzard, Atari Games, Atlus, AT&T, Bethesda Softworks, Capcom, Disney, EA Games, Konami, Lucas Arts, Microsoft, Mattel, Namco Bandai, NCSoft, Nexon America, Nokia, Sonos, Sony, THQ, and Warner Bros. For more information, please visit www.ayzenberg.com.