Squeeballs Party

Even in times of recession, gaming offers a lucrative return for the smart movers. Peripherals specialists PDP found their golden ticket by acquiring In2Games last year – and is now preparing to publish its first title.

Squeeballs Party is a mini-game collection about quality assurance. Sounds an unlikely subject, but stick with us. The game centres around the Squeeballs, an adorable bunch of cuddly toys manufactured on a secret island in the Pacific.  Before they can be sold to the public, players are required to test these products thoroughly – to the point of destruction. It’s a quirky concept that PDP is confident will be well received.

“We're expecting great things from Squeeballs Party,” says Harry Holmwood, PDP’s vice president of software development and publishing. “It's the first game from Eiconic, a hugely talented UK studio founded by ex-Traveller's Tales guys responsible for some massive titles in the past.”

The quality tests take the form of mini-games, putting the Squeeballs in a variety of scenarios that will not be entirely unfamiliar to Wii owners. The key difference is that as players bat, bowl, cook, grind, grate, shoot, blend and explode, it is the spherical creatures that bear the brunt of the consequences. The whole affair is presented in such an amusing style, it will be hard for any fun-loving families to resist doing terrible things to the Squeeballs.

“We've worked hard to make a game that’s family friendly but also slightly naughty – you’re dispatching the Squeeballs in all manner of grisly ways,” says Holmwood. “It’s never gory – we’re PEGI 7+ rated – but the game has a humour and panache that is unusual for a family party game, and appeals to both young boys and girls.

“The game combines elements of bowling, golf, shooting, cooking and much more, all with very high production values and characters that everyone will love. We think these factors make it a really distinctive game which, combined with our TV-led marketing campaign, will make it stand out this Christmas. It’s the perfect gift for a family with kids aged seven to 12.”

Given that this is PDP’s first release, the company is working hard to market Squeeballs and gain the recognition it deserves, targeting its intended audience carefully. As Holmwood says, TV advertising will be instrumental in this effort, reaching out to families in their own homes.

“The marketing centres around a TV campaign, running from October 31st – the day after launch – through until early December, on multiple TV channels including Five, GMTV, Disney, Nickelodeon, Cartoon Network and many others,” he says.

This will be supported by an extensive product placement and competitions programme to raise awareness of the Squeeballs brand. The company has arranged a major PR campaign that will target non-specialist publications within the children’s, women’s and family press in order to reach the game’s target audience.

Online advertising will appear across a range of leading specialist and non-specialist websites, as well as leading social media domains. As part of this, a viral video campaign has been drawn up that will feature the Squeeballs in Los Angeles, Las Vegas and other exotic locations.