Last October Sony launched an in-game ad group which was an announcement that in-game ads are real business. Sony Computer Entertainment Europe has just announced a deal with nDreams, which is launching a new division called Brandplay that will work on interactive entertainment for brands.
nDreams was founded by ex-Eidos executive Patrick O’Luanaigh in 2006.
O’Luanaigh previously worked as creative director at SCi, before taking over creative control of Eidos franchises such as Tomb Raider and Hitman, following the acquisition of the publisher by SCi last year.
Fuel Industries has been working in the branded entertainment field for a long time and its something they know really well. I want to call them a Canadian success story having worked with just about every global consumer brand that you can think of. It’ll be fun to watch as nDream competes in very lucrative market.
[Via Next-Gen.biz & Gamasutra]
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