Codemasters to shift focus from action to family games

Video games company Codemasters is switching its focus from action titles towards family friendly games this year after signing a deal with girls trading card brand, Bella Sara.

Under the licensing agreement, Codemasters will develop games based on the fantasy horse cards for Nintendo DS and PCs for release later this year.

Bella Sara joins Codemasters’ growing casual entertainment category, which is also developing children’s games from book titles Dragonology and Wizardology, after signing a deal with publisher Templar late last year.

The new games are expected to spearhead the company’s Christmas push instead of traditional action titles.

The switch in strategy comes days after a report by psychologist Tanya Byron raised concerns over the amount of violence contained in many games and their impact on young people.

Codemasters says it is expanding its casual gaming arm and developing more games that promote “creative play” among children.

The games it will produce for the Bella Sara brand are aimed at girls and encourage them to look after virtual fantasy horses.

A Codemasters spokesman says: “The lower shelves of Woolworths are becoming as important to us as the Nintendo display at dedicated games retailers.”