Along with the new name and corporate identity, the leading mobile games firm has also launched a new consumer facing e-commerce website, iplay.com, which aims to make finding, learning about and buying mobile games simpler.
In addition, I-play is launching over the coming months a raft of new ‘one-thumb play’ titles, designed to appeal to both gamers and non-gamers. The first is Skipping Stone, already popular in Asia.
“As a company we have evolved, together with the industry, considerably since our launch in 1998,” said I-play CEO Brian Greasley.
“It is our belief that mobile games are on the cusp of going mass market and that our new brand, consumer focus and the initiatives we are announcing today position us to help drive this stage in the market’s growth. The time is right to put the consumer at the centre of everything we do.”