Break Media, the LA-based parent of Break.com and other men’s entertainment online properties, is expanding into the currently lucrative business of social gaming, with the launch of its first game and its gaming division. The studio, located in Shanghai, China, will launch its first game on Feb 1, called MMA FightPicker, a mixed-martial-arts-themed social game that will be promotted through Break’s MMA property, CagePotato.com. That, in general, is the strategy Break wants to take: match its vertical themed content sites with games, playing off the loyalty of its audiences. Also in play, developing Facebook and other social media versions of these games.
Down the line Break will also get into advertiser-driven gaming as well. The studio is working on about half a dozen original titles, all slated for this year. Alex Lien, formerly COO of Chinese game dev company Winking Entertainment, has been hired as GM, Greater China for Break Media and will manage the game studio and all other Break operations in the region.
I did a short video interview embedded below with Break CEO Keith Richman, when he was in NYC last week, about the launch of the new division and his hopes from gaming.