4mm reveals Euro battleplan

4mm wants to set up a development studio in the UK in a bid to become a ‘global digital publisher.’

The US publisher/developer – which is currently working on promising music game Def Jam Rapstar – set up a UK sales and marketing office last month, and has recruited industry veteran Geoff Heath to its advisory board.

The firm has told MCV that part of its plans to become a major player in the digital and social games market includes opening a UK studio – if the Government can follow through on the promise of tax breaks.

Opening a UK studio is absolutely something we’re looking at,” said Geoff Heath.

The UK has a tremendous talent pool and history in games. We will be watching closely to see if the new Government follows through on its pre-election proposals.

The 4mm team feels that we are very much at the beginning of the social games market. Def Jam Rapstar is a social game, not in the pure ‘game played on a social network’ sense, but with the extensive online play and promotional metagame across social networks.

We think you will see the lines blurring over time as to what a social game is – we see a future where ‘social’ becomes a feature – where all games build in social hooks to better engage their players.”

4mm has also announced the appointment of Gavin Shackell to its UK office as European marketing director. Shackell joins from EMI Music where he held the role of VP of European marketing.

Meanwhile, the firm says that despite setting up a UK office it won’t be handling European distribution itself.

4mm has established a great relationship with Konami and they have been incredibly supportive of Def Jam Rapstar,” added Heath.

The game features a number of tracks from leading rap artists including Dizee Rascal’s ‘Fix Up, Look Sharp’ and Kanye West’s ‘Gold Digger’.