Oxygen hits the pre-teen sector

Oxygen is gearing up to launch its MyGames series, a new DS range aimed at the pre-teen market. Spearheaded by three titles this Q4, including My Make-Up, My Dress-Up and My Secret Diary, MyGames is set to run and run, according to the publisher.

“The titles have been designed specifically for the pre-teen audience based on extensive research from concept through to user first experience,” Oxygen’s marketing manager David Young told MCV.

“One of the key features that makes MyGames special is the ‘MyGames Chat’ that works across all three games. There are also a number of other content sharing features between the games. For example, you can have make-up parties and photo sharing with My Make-Up and dress-up parties and wardrobe sharing with My Dress-Up. With My Secret Diary you can share calendar events and send secret messages to all your friends. MyGames are all about being creative, having fun and sharing with friends.”

Oxygen also confirmed to MCV that it will support the range with a massive marketing campaign, covering TV and online and including reviews, previews, competitions and print features targeting pre-teen females and their mothers. “You just won’t be able to miss MyGames this holiday season,” added Young.

The publisher has also hinted to MCV that a Wii series may be on the horizon, insisting that this is just the start for the MyGames range: “The first wave launches in October this year and we have additional waves of three to four titles scheduled for release in Q2 and Q3 2009. We are also currently looking at signing up new projects for 2010 for the MyGames range.”

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