Tiga hopes agencies can use Edinburgh effect

Two agencies have been handed the task of aligning this summer’s Edinburgh Interactive Festival with the better-known Edinburgh Festival and Fringe Festival.

Gaming industry body ­Tiga has appointed specialist games agency Barrington Harvey and festival consultants Arthur Leone. The two agencies will target trade and consumer media respec­tively, aiming to entice both gaming enthusiasts and ­regular festival-goers to the fifth annual games industry celebration.

Tiga CEO and Interactive Festival co-founder Fred Hasson has appointed the two specialist firms in the hope of attracting an older demographic to the three-day event, which will take place from 12-14 August.

‘There’s a lot of convergence going on, with the impact games are having on more traditional media such as film and television,’ Hasson said. He added that the games market is getting older: ‘We are trying to put the message out that this is not a geeky occupation.’
Arthur Leone was chosen following its years of Edinburgh Festival experience, including its consumer work for the Perrier Awards – given to the best comedy performers at the Fringe. ‘They know the territory really well,’ said Hasson. ‘They know all the local journalists, and where to place this stuff for the right effect.’

The Edinburgh Interactive Festival’s keynote speaker will be Martin Lowde, head of digital at ­Simon Fuller’s 19 Entertainment, who will talk about the company’s strat­­egy for ­entering the digital arena.

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