8 October, 2012 – Global interactive group gaming leader Audience Entertainment, together with social game creators Hide&Seek, have launched a partnership which will merge technology and creative approach on future projects in order to create the most advanced, real-world gaming experiences in public spaces. The ultimate goal of the partnership is demonstrate the potential of the Audience Entertainment platform in the hands of creative partners, paving the way for a range of new entertainment concepts from a range of developers.
“As Audience Entertainment expands globally, we recognize the value of external developers who can create dynamic, cutting-edge interactive gaming experiences in the world, deployed through our unique gaming platform,” stated Adam Cassels, Chief Commercial Officer of Audience Entertainment. “We chose to work with Hide&Seek because their creative and cultural approach to gaming and public engagement aligns with our own. The possibilities between our two companies are endless as we embark upon a new gaming platform. We look forward to a long-term partnership and to delivering unforgettable public crowd experiences around the globe.”
Audience Entertainment develops and distributes interactive mass audience games and entertainment content offerings embedded in videogames, trailers, movies and other media. The New York City-based innovative marketing and advertising company creates unique experiences for consumers through their Global Interactive Venue Network (GIVN) and entertainment platform designed to connect audiences and on-screen media in a completely new way. GIVN connects and facilitates interaction and competition within single venue locations and multiple venues and audiences across the world.
Hide&Seek is a creative games studio with offices in London and New York City. Through a compelling combination of design, technology and cultural partnership, their work re-imagines public space as a place to play and spans multiple platforms: console, smartphone, browser, TV and street. Recent clients include BBC, Tate Modern, eBay, Warner and Wieden+Kennedy.
By opening up the platform to new developers, Audience Entertainment is creating new and fresh opportunities for marketers, brands, developers and media rights holder to deploy truly interactive and crowd-based content. This new social media gives developers a new tool set to work with in public places of gathering from movie theaters, concerts and stadiums to bars, festivals and venues.
“We’re delighted to get our hands on this incredible new platform,” says Hide&Seek Founding Director Alex Fleetwood. “We believe there is immense potential in taking video games out of the living room and into social entertainment spaces. We can’t wait to work with Audience Entertainment to create great games for social and cultural spaces from the cinema to the stadium.”
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About Audience Entertainment
Audience Entertainment is a global leader in the exciting world of interactive group gaming. The New York City-based innovative marketing and advertising company, co-owned by industry leader YDreams, creates unique experiences for consumers through an entertainment platform designed to build product and brand equity for leading global advertisers including MSNBC, Volvo, Orange Mobile, Coca-Cola, Unilever and many others. The company applies cutting-edge, emerging technology to develop and distribute interactive mass audience games and entertainment content offerings embedded in videogames, trailers, movies and other media. Working together, audiences of all sizes use their bodies as one giant “human joystick” to control on-screen action. Audience Entertainment partners with local theater chains and agencies worldwide to offer a unique, in-demand global entertainment network. This technology is forward-thinking and forever changes the way advertisers market their product. Promising possibilities for spin-offs including cloned content for PC games, cell phone games, and other related promotions all promise a strong growth opportunity for Audience Entertainment and its partners.
Hide&Seek is a game design studio based in London and New York. Through a compelling combination of design, technology and cultural partnership, their work re-imagines public space as a place to play and spans multiple platforms: console, smartphone, browser, TV and street. The studio is founded on the belief that play is essential to our health, minds and relationships, and will play an increasing role in the civic culture of the 21st century. They create new games and experiences, curate and support the work of artists and designers through the Sandpit series, design and consult with global brands, and speak at events around the world. The Nature Games Weekend is part of Hide&Seek’s own series of social games events over the summer supported by Arts Council England. Hide&Seek are Artists in Residence at the Southbank Centre and recent partners include: Channel 4, BBC, Tate Modern, Warner Brothers, Royal Opera House, Hogmanay Festival and Sony Computer Entertainment Europe. Their work has been recognised by D&AD, Creative Review, BAFTA, The One Show, Living Labs Global Awards and Guardian MEGAS. Founder & Director Alex Fleetwood won British Council Performing Arts Entrepreneur of the Year, and Development Director Margaret Robertson was recently named one of the UK’s top games designers by Develop Magazine.