We R Interactive Secures $5million in Successful Second Round Funding

LONDON--(BUSINESS WIRE)--Online games publisher We R Interactive today announces that it has raised $5 million in second round funding from private investment.

We R Interactive is adding several new high-profile figures from the music, football, advertising and finance industries to its shareholder base. These include Paul Fitzsimons ex-media sector partner at Apax Partners and Elio Leoni-Sceti, former CEO EMI Music. The company’s existing shareholders are all investing further in the business.

The funds raised from this round will be used to support the ongoing development and globalisation of We R Interactive’s first game, I AM PLAYR – which launched in March; as well as expanding its product portfolio into other sports and further genres including music and fashion.

I AM PLAYR is the first ever point-of-view football game to allow players to experience the life of a footballer, through the eyes of a footballer, pitting themselves against their mates and the rest of the world. Played across Facebook and its own dedicated website, it fuses live action video, interactive story-telling and first-person perspective game play to create a truly original narrative, where the storyline is dictated by the player’s decisions and actions both on and off the pitch.

Elio Leoni-Sceti said of his decision to back the company, “In a very short period of time We R Interactive has proven its credentials as a company, bringing real innovation to the online gaming space, and a relevant new product genre which builds on a diversified revenue model - that all add up to make this a great and well fitting investment for the LSG (Leoni Sceti Group) portfolio.”

David Rose, CEO, We R Interactive commented, “Our mission at launch last year was to develop a new social games experience - we have created a media format that combines high-end film and gaming to offer something fresh and immersive for users. Our approach allows innovative brand integration opportunities that actually enhance the player’s gaming experience. With our first game, I AM PLAYR, we featured five such integrations at launch and our goal is to create a portfolio of games based on this diversified revenue model.

Rose continued,

We’re delighted to be adding to an already great register of shareholders. Their commitment is a great endorsement for our business model and what we we’ve achieved during the last ten months and will allow us to now progress with our ambitions.”

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About We R Interactive

We R Interactive is an online games publisher that fuses the best of film storytelling and high-end gaming to deliver the next generation of interactive and social games across multiple platforms.

With an unprecedented level of control, influence and engagement, the company builds compelling narrative journeys that allow players to explore rich new worlds filled with aspiration, dilemma and reward. Games are personalised to every user, making each experience unique and blurring the lines between the digital and real worlds.

We R Interactive games deliver a new format for brands, with seamless integration of products and services that actively enhance a users experience by virtue of their involvement.

Launched in July 2010 to capitalise on a new era of multi-disciplinary collaboration, the company brings together recognised leaders in the fields of games development, transmedia storytelling, brand relations and interactive TV.

Headed by former Sony and Eidos executive, David Rose, ex-ITV Interactive Commissioning Editor, Oli Madgett, and Chaired by leading City figure and ex-media analyst, Richard Dale; the company’s other founders include two of the directors of acclaimed production company, Bigballs Films, Tom Thirlwall and Chris Kelly. Investors include Peter Mead, founder of Abbott Mead Vickers BBDO, Fru Hazlitt, ITV Commercial and Online Director and Eric Fellner, Co-Founder of Working Title Films.

www.werinteractive.com

About I AM PLAYR

Created by online games publisher We R Interactive, I AM PLAYR is the first ever point-of-view football game to allow players to experience the life of a footballer, through the eyes of a footballer, pitting themselves against their mates and the rest of the world.

Played across Facebook and its own dedicated website, it fuses live action video, interactive story-telling and first-person perspective game play to create a truly original narrative, where the storyline is dictated by the player’s decisions and actions both on and off the pitch.

Video-based narrative journeys allow the player to experience the consequences of their decisions, mobile games enable them to train and improve their skills on the move and real-life crossovers mean their actions in the real world can affect their status and performance in the game.

Proprietary technology lets the game track multiple narratives, allowing innovative brand integrations to flow seamlessly around the core narrative.

I AM PLAYR has to date secured brand sponsorship from Nike – principle brand partner, as well as Ginsters and Red Bull.

www.iamplayr.com or visit the I AM PLAYR Facebook page.