Kerb founder Jim McNiven and industry veteran David Lau-Kee have established Kerb Games, which will create and distribute titles for the emerging ‘Games 3.0’ market.
Kerb Games is to focus on developing next-generation, persistent browser-based releases that are designed to move players from the traditional hardcore online gaming model to networked and community-oriented spaces.
McNiven heads up the digital engagement agency Kerb, which formed in 1996, and now assumes the CEO position at Kerb Games. McNiven is considered by many to be a leading force in the viral games movement.
"We are developing Kerb Games alongside the Kerb agency to harness the creative skills and knowledge we have amassed over the past decade," said McNiven.
"Kerb has an unrivalled reputation for creating some of the best advertising games in the market. But it has also been at the forefront in the creation of persistent browser based MMORPGs."
"The games industry has for too long relied on either accident and circumstance or imported IPs and outrageous marketing spends to generate its hits – user engagement is either random or paid-for," added Lau-Kee.
"At Kerb games, we’re applying years of experience of web analytics, viral marketing and web community development to truly engage with our audience – our games are ground-up designed for the web-connected, Games 3.0 generation.”