The agency will attempt to raise awareness of PopCap and demonstrate its relevance to non-gamers.
Well-known casual games include Tetris and Snake. In contrast to the stereotypes of computer game players typically being children and teenagers, casual games tend to be played by adults.
According to PopCap, 80 per cent of players claim health benefits such as stress relief and mental exercise.
‘Our target audience is a wide range of consumers but particularly women and people working in office environments,’ said Frank chairman Graham Goodkind. ‘We will be talking about the games but our focus will be on casual gaming.’
He added that while the company’s games started life designed for the computer, they will eventually move onto mobile phones.