Total Entertainment tags Phase II for online gaming

SAN FRANCISCO: Armed with dollars 30 million in new funding and inching ever closer to an IPO, online family gaming company Total Entertainment Network (TEN) has hired Phase II Strategies as its first full-time PR agency in three years.

SAN FRANCISCO: Armed with dollars 30 million in new funding and inching ever closer to an IPO, online family gaming company Total Entertainment Network (TEN) has hired Phase II Strategies as its first full-time PR agency in three years.

SAN FRANCISCO: Armed with dollars 30 million in new funding and

inching ever closer to an IPO, online family gaming company Total

Entertainment Network (TEN) has hired Phase II Strategies as its first

full-time PR agency in three years.



The San Francisco-based firm was selected (along with Sausalito ad

agency Butler, Shine & Stern) to provide marketing support for TEN,

which has recently transitioned from a pay-to-play structure to a free,

ad-supported model.



According to TEN corporate communications director Garth Chouteau, PR

objectives include raising consumer awareness of the network in the

classic games arena and garnering trade and business press communicating

the Web site’s potential as an advertising vehicle.



While Seattle’s Kaufer Miller Communications (now The KMC Group) worked

with the company on its original launch, TEN had handled all PR in-house

for the past three years. No figures were available for either the size

of its PR budget or the other contenders in the review. But Chouteau

admitted that the selection had much to do with his familiarity with

Phase II’s work from his tenure at StormFront Studios, a Marin County

game developer.



’Their experience with Logitech and AOL’s pay-for-play World Play game

service - which in some ways is very similar to this - made it such a

perfect fit,’ said Chouteau.



Phase II, which boasts approximately 36 employees and brought in dollars

4.1 million in 1998, specializes in hi-tech PR and has handled many

gaming and Internet-oriented accounts.



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