Future appoints ad agency for gaming titles

Future, the special-interest media group, has appointed TheAgency, to handle the advertising account for its gaming brands as it seeks to invigorate its titles.

TheAgency will develop creative online and print advertising for Future’s GamesRadar network, computerandvideogames.com and PC Gamer magazine.

It has previously worked on marketing and brand positioning strategy for FirstPlay, Future and Sony Computer Entertainment Europe’s new weekly interactive HD on-console show.

FirstPlay will launch this month exclusively for PlayStation 3 users.

Future is reinvigorating brand strategies across key areas of its gaming media with new print and online advertising in a bid to create stand out in a “notoriously cluttered media environment”.

In a pre-close trading statement at the end of March, Future said that its gaming business, which accounts for 30% of group revenue, continued to ” experience a very tough market with difficult comparatives”.

Results for the half-year ending 31 March will be published on 20 May.

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