Universal Pictures International embraces online casual gaming audience for innovative Despicable Me advertising campaign

Thursday 14th October 2010: Universal Pictures International and SPIL GAMES have today unveiled a major online marketing agreement for Despicable Me, which will see the film take over the world’s largest casual gaming portals.

SPIL GAMES’ sites boast over 130 million unique users worldwide– and this deal will see its casual games players offered two brand new Despicable Me online games, which can be enjoyed for free at the firm’s gaming portals.

As part of this agreement, which was brokered by MediaCom UK, select SPIL GAMES sites in 21 countries throughout Europe and Asia Pacific will be transformed with special Despicable Me branding, delivering a highly targeted audience of over 55 million consumers throughout the four-week campaign.

Released throughout Europe and Asia Pacific through September and October, Despicable Me is an animated 3D family movie from Universal Pictures. It is the story of a super villain named Gru who plans to use three orphan girls as pawns for a grand scheme– only to find his plans don’t progress as foreseen.

The two new Despicable Me games will offer the chance for players to interact with the movie’s characters, and replicate the charm of this film. Minion Maker allows players to create and interact with their own minions, whilst Minion Impossible is an action game which challenges players to bounce their minion as high as possible.

The games will be available on SPIL GAMES’ most popular sites throughout Europe and Asia Pacific, including games.co.uk, agame.co.uk in the UK, spielen.com in Germany and jeu.fr in France.

“Audiences are changing, so it’s important we change with them allowing them to have a one on one relationship with our characters and movies,” says Neil Wirasinha, Vice-President International Media, Universal Pictures International.“Online casual gaming is arguably the most popular way people play games– so by targeting this audience directly, we’re getting our message out to a highly targeted, relevant audience which is perfect for Despicable Me. Consumers no longer simply‘consume’– they want to interact, play and share.”

“As one of the largest casual gaming networks, SPIL GAMES’ casual gaming sites enable us to plan a strong campaign to engage with Universal’s audience in ways no other medium offer, and we’re delighted to be involved in such a unique, engaging campaign.” said Mariama Jelman, Associate Director, Mediacom.

“SPIL GAMES and Despicable Me are a perfect fit,” adds James Males, UK Manager Director SPIL GAMES .“We offer a high reach targeted audience, and a brand new way of enhancing linear brands in a totally non-linear way. Casual gaming is changing the way we engage with customers, offering a unique experience with a huge number of innovative advertising formats.”

About SPIL GAMES

Based in the Netherlands, SPIL GAMES owns and operates a global family of websites dedicated to online games. With 41 localized online game destinations in 19 languages, SPIL GAMES is ranked as a Top 50 most visited online property in the world (according to comScore Media Metrix) and attracts 130 million unique visitors to its websites each month. A deep understanding of the online gaming market enables SPIL GAMES to produce localized and targeted websites such as games.co.uk (for families), agame.co.uk (for teens), and GirlsGoGames.co.uk (for girls). In its current portfolio, SPIL GAMES has a collection of more than 4,000 online games, which have been developed both in-house and through partnerships with top-tier game developers and studios. For more information, please visit www.spilgames.com.


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