Game publisher Square Enix hires Exposure for consumer brief

One of the world's largest game publishers, Square Enix, has named Exposure as its retained consumer agency in the UK.

Sleeping Dogs: hopes to rival Grand Theft Auto
Sleeping Dogs: hopes to rival Grand Theft Auto

The firm, Japan's second largest game software publisher behind Nintendo, has tasked Exposure with creating consumer campaigns and content around future titles.

The agency’s first task is to work on the upcoming release of crime game Sleeping Dogs. The game will be released in the UK on 17 August.

The game was aided by UFC Welterweight Champion Georges St-Pierre, whose punching and grappling moves were copied within the fight scenes.

Exposure director Dave Bennett, who will head up the account, said: ‘We’ll be working to bring new audiences to iconic franchises, while helping to build new ones like Sleeping Dogs to iconic stature.’

The agency aims to help build and maintain excitement around key titles while bringing in new fans by using creative content.

Jon Brooke, UK marketing director at Square Enix, said: ‘We chose to work with Exposure because of their focus on creative output, their experience in working with lifestyle, fashion and music brands large and small, and their ability to create engaging content.’  

Square Enix’s catalogue includes role-playing series Final Fantasy, which has sold more than 100 million units worldwide and Tomb Raider, which has sold more than 35 million units across the globe. The company was also responsible for creating the iconic Space Invaders franchise.

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