Kazoo dedicates special division to computer games

Youth lifestyle and entertainment agency Kazoo has created a

dedicated computer games division with the aim of enabling brand

promotion in this fast-growing sphere.

The venture is the brainchild of Kazoo director Roland Glover, and

associate director Justin Crosby.

The move is designed to tap into what Glover described as 'gaming moving

out of the bedroom and into the mainstream'. The pastime is currently

the world's second most popular lifestyle entertainment industry in

terms of revenue, behind films.

Kazoo will undertake a broad remit, from brand consultancy for those

seeking to associate themselves with the industry, to representing

professional game-players who can earn in excess of pounds 100,000 a

year through media appearances and product endorsements.

'There are strong comparisons with the dance scene ten years ago - the

underground gaming scene is growing at a furious rate and is ready to

explode,' Glover added.

He went on to claim that 'few brands have an understanding of how to

deal with the lifestyle of games culture. Until now there has been no

communications agency which understands the nature, language and style

of this youth sector from the brand perspective.'

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