British mobile studio Tag Games sends â??lifestyleâ?? app to top of charts

Crafty devs making money from non-game apps

Tag Games, the developers of handheld and mobile titles such as Car Jack Streets, is turning its attention to the non-game app market after unexpectedly storming the lifestyle chart on Apple’s UK App Store.

The firm will continue to make games, but it has now also opened a new business unit specifically tasked with realising the potential of non-games mobile apps.

Tag said the move into app development is a “natural response” to market demand.

“We are using our skills in 3D environments, connected experiences, user retention and complex game mechanics to bring a game developer’s playful approach to non-gaming content,” said managing director Paul Farley.

“We are finding that many digital agencies have in-house or long standing external development suppliers which are usually excellent in flash and simple app development; however they aren’t as well placed to deal with 3D content and more complex application development,” he added.

“That’s where we believe Tag can make a huge impact, bringing our experience and skill base in games to bear in this exciting new field.”

The firm has already built several non-game content for the likes of Virgin Atlantic and Breakthru Films, and recently struck a deal with broadcaster Channel 4.

In fact its first deal with the channel – an app based on the reality TV show Come Dine with Me – rocketed to the top of the lifestyle chart on the UK App Store.

“We are hoping that Tag Apps will become a significant player in app development over the next 12 months,” said Farley.

“In addition to the Channel 4 deal we will be announcing a number of significant development and licensing deals in the coming months.”

Tag Games new non-game business unit will be headed up by Marc Williamson, the ex-managing director of Middlesbrough studio Halch.

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