'Skill gaming' site calls in Mantra

King.com - the ‘skill-gaming' website founded by Toby Rowland, son of late British tycoon Tiny Rowland - has handed Mantra PR a newly created corporate and consumer brief.

The site, which tends to be frequented by female gamers, is not subject to the restrictions and controversy attached to online gambling sites because there is an element of skill involved in its games, which include Who Wants to Be a Millionaire and Solitaire. Gamers do, however, tend to play for money. It has been rumoured to be considering floating in the next couple of years.

In the US, King.com is endorsed by boxer Lennox Lewis, who is likely to promote the site in the UK.

King.com previously retained Cherish PR on a consumer brief. Its task was to capitalise on Rowland’s profile and the fact that he is married to society author and US Vogue contributor Plum Sykes. It also targeted consumer glossies.

Mantra MD Lawrence Dore said his agency’s brief was ‘mainstream corporate and consumer’ based.

Rowland was well known in the first dot-com boom for founding Clickmango, an online health and beauty company that folded in 2000.

SEPARATELY... Mantra has been hired by wireless infrastructure company RedM.

Dore described the agency’s role as being to ‘re-educate the market’ after a new chief executive and COO had been installed in the company.

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