What if a magazine publisher had devised Angry Birds? Time Inc’s UK publisher IPC Media is creating a new division to develop casual games.
But this isn’t strictly a content play. The division, IPC Play, will create “advergames” – marketing game-candy designed as digital adjuncts to the space sold to magazine advertisers.
To promote the division itself, IPC is inviting media agency staff themselves to play its own game – Planner, Buyer, Fire – to win an office pool table and other prizes.
IPC has previously built game campaigns for Land Rover, Barbour, Disney, Pepsi Max and P&G, but is now formally offering it as part of its advertising line-up.