LONDON: Game developer ZeptoLab has hired Diffusion to promote the launch of its Cut the Rope: Time Travel game in the UK.
Diffusion will target consumer, entertainment, lifestyle, and gaming media to drive downloads of the Cut the Rope: Time Travel, which is available on iOS and Android devices.
Ivana Farthing, Diffusion's head of mobile and consumer technology, will lead the work.
“Cut the Rope has become an icon in the gaming world,” she said. “ZeptoLab is an extremely innovative company, and we will be working to increase the appeal of the Cut the Rope franchise with consumers through the launch of the new game.”
The game, featuring the character Om Nom, is a sequel to Cut the Rope, which has been downloaded more than 300 million times since it was released in 2010.
ZeptoLab works with LaunchSquad as its primary global PR agency partner and exclusive agency in the US, said Victoria Pavlova, marketing director at the company.
It had previously worked with Lippe Taylor, which it hired as its first consumer AOR in the US in February after an RFP process.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media. It was updated on May 9 to clarify ZeptoLab's relationships with agencies.