nDreams, the development studio and digital publisher formed by former SCi and Eidos face Patrick O’Luanaigh, has appointed the current head of planning at advertising giant M&C Saatchi Matt Willifer as non executive director.

Willifer will play a part in the formation and expansion of new nDreams division Brandplay, which will work closely on developing interactive entertainment media for brand-lead companies.

In addition, nDreams has confirmed that is has signed an unspecified deal with Sony Europe, though no details of the nature of length of the agreement have yet been revealed.

"We’re really excited about the future and the direction that we’re heading in,” nDreams CEO Patrick O'Luanaigh stated. “The appointment of Matt Willifer, who has over ten years of experience at the highest levels of the advertising industry, will greatly assist us in the development of our new division.

“We are thrilled to be working with SCEE and look forward to developing a strong relationship with them. We continue to grow a strong creative team and believe we are uniquely placed to deliver innovative gaming solutions to brands, advertisers and publishers looking for something different."