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.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now