Summary:

Less than a year after taking its first venture funding, We R Interactive, a would-be web game maker, is taking a $5 million second round fu…

We R Interactive

Less than a year after taking its first venture funding, We R Interactive, a would-be web game maker, is taking a $5 million second round funding.

As well as repeat investment from previous backers Fru Hazlitt (ITV (LSE: ITV) commercial chief), Peter Mead (advertising veteran) and Eric Fellner (Working Title co-chair), the firm is adding new investors Elio Leoni-Sceti (former EMI Music CEO) and Paul Fitzsimmons (former Apax media partner).

All of which gives it an array of multi-media executive experience.

So far, We R Interactive has just one game out. Called I AM PLAYR, it’s a Facebook- and self-hosted soccer game that tries to meld both playable action and behind-the-scenes celebrity lifestyle in a first-person effort, including sponsored in-shot brand appearances.

For a web game, the second aspect, which includes footage of actors and a kind of Footballers’ Wives narrative, may be overkill. But CEO David Rose, in today’s announcement, boasts: “We have created a media format that combines high-end film and gaming to offer something fresh and immersive for users. Our approach allows innovative brand integration opportunities that actually enhance the player’s gaming experience.”

Comments have been disabled for this post