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.'