UKIE works with BBC's Young Apprentice

UKIE works with Young Apprentice

EMBARGO – until 10pm, 12th December 2011 - London , United Kingdom – Games and interactive entertainment trade body UKIE worked closely with Talkback Thames to advise on the final challenge on the BBC One’s Young Apprentice to create an online game and viral ad campaign.

Twelve candidates were whittled down to two over seven weeks before Lord Sugar made his decision on who would be his Young Apprentice and win access to a tailor-made fund worth 25,000 pounds to kick start their career.  The final task was to create a new downloadable online game, and to launch the game alongside an ad campaign with the potential to become an online viral hit.

UKIE have worked closely with talkbackTHAMES, the production company who produces Young Apprentice, advising on content and game creation from conception to development, offering industry support and background information. UKIE also introduced Mind Candy’s CEO, Michael Acton Smith to the producers in order to create and bring to life the finalist’s game ideas. Mind Candy is one of the world's leading developers of social multi-player games, helping kids (and big kids!) around the world play and connect.  Mind Candy are the creators of the hugely popular Moshi Monsters.

This final episode of the series was aired on Monday 12 th December at 9pm and this being the final, the rules of the game were tougher than ever as Lord Sugar challenged the two remaining teenage candidates to create a new downloadable online game. UKIE helped Lord Sugar make his decision by providing top industry experts from all fields of the games industry including developers, publishers and games industry professionals.

Andy Payne, Chairman of UKIE commented – “UKIE is pleased to have worked with the Young Apprentice to create this video games challenge. The games sector is the world's fasted growing creative industry and tonight's challenge showcases the high level of computer coding, art and business skills needed to succeed.”

Payne added - “With 1 in 3  people playing games, a task such as this was bound to resonate with candidates and audience alike. And it is great to be able to showcase the range of skills that go into developing and producing games. Of course UKIE is leading on the implementation of the Livingstone Hope Skills review, through the Next Gen Campaign. But further opportunities to open up our industry and the range of skills it requires to a younger audience is always welcome. UKIE’s involvement in this task demonstrates further the vital role it has to play in promoting our industry in every way.”

Michael Acton Smith, CEO of Mind Candy commented – “Mind Candy was delighted to be involved in the Young Apprentice and very impressed with the creativity of both teams. Thanks to UKIE for making it all happen.”

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About UKIE

The Association for United Kingdom Interactive Entertainment or UKIE is a trade body that represents the whole of the UK’s video games and wider interactive entertainment industry. Founded in 1989 (and formerly known as ELSPA), UKIE’s membership includes games publishers, developers and the academic institutions that support the industry.

UKIE works with government to champion a range of issues including age ratings, education and skills, tax incentives and protecting intellectual property rights. It also works with the media to ensure true and accurate representation of the sector by raising awareness of the industry’s positive economic contribution and the societal benefits of gaming to policy makers, regulators and consumers.

One of UKIE’s key roles is to support its members by providing them with key market information, promoting careers and offering the business support services, training and best-practice knowledge to enable them to operate most effectively.

In addition, UKIE works with GfK Chart-Track to compile weekly, monthly and annual retail charts and sales reports for the UK market.

About Mind Candy

Mind Candy is one of the world’s fastest growing social online gaming companies and the global developer, operator and publisher of Moshi Monsters. The company was founded in 2004 by Michael Acton Smith, a UK-based entrepreneur who previously founded

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