Mobile game maker Glu to select agency for Europe

Mobile games publisher Glu Mobile is on the hunt for its first European consumer and trade PR agency, having named former Sega UK comms chief Asam Ahmad head of PR, EMEA.

Ahmad, who joined Glu last month, has shortlisted four firms: Nelson Bostock Communications, Sonus PR, Companycare and Chocolate - whittled down from 15.

He was Sega UK's head of PR until 18 months ago when he was made ­redundant, and had since worked as a freelance journalist. Ahmad said he created the pitch-list after consulting industry journalists.

‘There are few publications covering the mobile games market despite the fact the market is so big - everyone has a mobile,' said Ahmad. ‘It is easier getting coverage of a new Sonic game for Play­Station3 in FHM than for the ­latest mobile game, but the quality of games is improving rapidly - we have titles that look and feel like those on the PlayStation.'

Ahmad expects to appoint an agency by the new year.

Sega underwent a period of redundancies after its early-1990s console heyday. Following the unsuccessful Sega Saturn system, the firm focused on games publishing. Before Sega, Ahmad worked for games publisher THQ International.

‘The technological advances in mobile gaming are happening faster than in any other gaming sector. The games are slightly different, but getting wider coverage for them is a huge challenge,' said Ahmad, who now reports to Glu Mobile global PR director Nicole Kennedy.

US-based Glu Mobile's major rivals in the market include Electronic Arts and Gamesloft.

The firm is currently cashing in on the ‘brain training' game fad - popularised by Nintendo DS title Dr Kawashima's Brain Training - with its own game, Brain Challenge.

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