The festival is a week-long celebration of computer and video games held at various venues across the capital, with sponsors including Nintendo, Sega and Microsoft.
Cake pitched successfully alongside Freud and Shine for the project, and will aim to position the festival as a major landmark in London’s social calendar.
London Games Festival chairman Keith Ramsdale said that Cake’s consumer games experience and work on other major events and festivals won them the account. Cake launched the Nintendo Wii console in December 2006, and worked on festivals including V, Carling Reading and Leeds, and Ben & Jerry’s Sundae.
Ramsdale said that Cake’s primary purpose would be to handle media relations. ‘We briefed them that this event will be judged on column inches and broadcast time,’ he said.
Cake head of PR Chris Wood said that while this year’s festival is still at the ‘formative stage’, he and his account team would start to drum up press interest in both trade and consumer media over the next few months. ‘Our experience with Nintendo and the music festivals will help us,’ said Wood.
Cake has been briefed to promote the festival as being accessible to a broad audience who may not necessarily consider themselves gamers.
The agency has experience of launching video games aimed squarely at a mainstream market, having worked on successful crossover titles including Nintendogs and Dr Kawashima’s Brain Training for Nintendo DS.
Cake recently generated national coverage by having Trafalgar Square covered in turf for two days as part of a high-profile campaign for Visit London (PRWeek, 29 June).