This is an interesting turn of events for Kempt, on the one hand it's not ideal to have a one of our media partners turn into a new competitor (particularly when backed by a very large publishing company) but on the other hand it's quite positive. It's yet further evidence that games as an advertising medium are being taken extremely seriously which can only be good for us and for our burgeoning little industry.
I wish them the very best of luck with the endeavour but (obviously) I would be very happy to speak to any agencies who want to get an alternative point of view on their briefs :o) I'm sure we can be extremely competitive with IPC Play for a number of reasons:
- Our 9 years of experience of using games as branded content means that we have a wealth of technology and knowledge to draw from allowing us to craft more sophisticated and robust solutions.
- Our creative standards are a lot higher than most and we aren't confined to a house style of any kind.
- Our business is not crippled by having to pay dividends to silent shareholders.
- We are not affiliated to any one media partner so, when it comes to promotion, we can shop around for the best provider and deal.
- We're really, really cool.