ATLANTA: Turner Broadcasting System, the media company behind the Cartoon Network and TNT, has tapped San Francisco-based AccessCommunications to help publicize its first foray into video games.
In October, Turner will debut GameTap, an online broadband service that allows users unlimited video game downloads to their PC for $14.95 a month.
GameTap quietly began courting video game publishers earlier this year, just before video game conference E3. Since then, GameTap has been building demand for the service, hoping a steady gamer base will be waiting to sign up when it debuts next month.
"We've been focused a lot on online press," said Access SVP Tuesday Uhland. "We're certainly looking at the top 10 media. But we're also going out to sites like CheapAssGamer.com that will drive a lot of the early adoption, because these sites are read by the dedicated and underground gaming community."
Ongoing communications will include a launch event in Times Square, placing GameTap in holiday gift guides, and shifting media outreach from niche online gaming sites to more mainstream media.
Turner picked Access because of the agency's deep experience with video games, explained Misty Skedgell, VP of corporate communications.
At its debut, the service will have nearly 24 publishers providing video games.