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Liverpool FC News: Former Liverpool FC managing director Christian Purslow joins We R...
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15 August, 2011 – London: Social games publisher We R Interactive today announces the appointment of Christian Purslow - former Managing Director of Liverpool FC, to the newly created role of Non-Executive Independent Director. Purslow’s appointment follows his investment in the company - his first since leaving the football club.

 

He joins the We R Interactive Board line-up which includes CEO David Rose, Chairman Richard Dale and Co-Founders Oli Madgett, Tom Thirlwall and Chris Kelly.

 

Commenting on his decision to lend his financial backing to We R Interactive and now join the company, Purslow said, “Having over the last year watched the management of We R interactive meet all their business objectives stated at launch, deliver on everything they promised and sharing their vision of where they want to take the company, We R Interactive ticked all the right boxes for me initially as an investment; and then as an opportunity to be involved in a business where I can help its future development.

 

Purslow continued,

 

We R Interactive is taking social gaming to another level with a fresh and truly innovative user experience. Its first game, I AM PLAYR, allowing you to experience the life of a footballer, through the eyes of a footballer, is proving to be a massive success already and I’m thrilled to be getting involved with We R Interactive as this now proven model is rolled out to new product genres.”

 

Before joining Liverpool FC, Purslow occupied high-level positions in the private equity industry. He was a Founding Partner of MidOcean Partners, a New York and London-based mid-market private equity firm where he focused on investing in, and managing, portfolio companies in Europe .... Purslow was a winner of both the British Venture Capital Association and the European Venture Capital Association’s prestigious Deal of the Year Awards. He remains a significant investor in MidOcean Partners and a Member of its Executive Board. Purslow was also a Director at Morgan Grenfell Private Equity and a founding partner at Deutsche Bank Capital Partners.

 

Prior to this Purslow enjoyed a successful investment banking career, with roles including Head of Media, Cable, and Entertainment Investment Banking for Schroder Salomon Smith Barney, Europe and Head of U.K. Mergers and Acquisitions for Credit Suisse First Boston in London. He has served on the Boards of Directors of many portfolio companies and most recently as a Senior Independent Director and Head of the Audit Committee for the Madrid Stock Exchange listed company Grifols - a Barcelona-based pharmaceutical public company.

 

David Rose, CEO, We R Interactive said of the appointment, “Christian is a hugely respected figure in both the private equity and sport industries. We’re delighted that he shares our vision for where we want to take We R Interactive and to be adding his incredible experience to the Board.”

 

In May We R Interactive signed former England and Arsenal full back and BBC football pundit, Lee Dixon to contribute script and storyline ideas for I AM PLAYR, with Dixon also adding his backing to We R Interactive.

 

The same month We R Interactive announced that it had raised $5 million in second round funding from private investment using the funds to support the ongoing development and globalisation of We R Interactive’s first game, I AM PLAYR; as well as expanding its product portfolio into other sports and further genres including music and fashion. The company added several new high-profile figures from the music, football, advertising and finance industries to its shareholder base. These include Elio Leoni-Sceti, former CEO EMI Music and Paul Fitzsimons ex-media sector partner at Apax Partners. The company’s existing shareholders all invested further in the business.

 


I AM PLAYR Teams up With Alfa Romeo

Date: 27.05.2011

Posted by: Spencer Carmichael-Brown


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I AM PLAYR, the first-ever POV football game, has signed a sponsorship deal with Italian car manufacturer Alfa Romeo.

Created by online games publisherWe R Interactive, I AM PLAYR allows players to experience the life of a footballer, through the eyes of a footballer playing for River Park FC and pitting themselves against their mates and the rest of the world.

In a deal brokered by Maxus, Alfa Romeo will be integrated into the I AM PLAYR storyline, by becoming an official sponsor to the games’ fictional football club, River Park FC.

Players activating the sponsorship will be rewarded with an Alfa Romeo car once they have reached a performance-related target – scoring five goals against River Park FC team captain, Danny Deans.

In a ground breaking and innovative campaign, users will be able to access an in-game replica of Alfa Romeos’ online car configurator to design their car and then import the exact model back into the game to be displayed in their inventory.

The user will then be delivered first-person, rich media filmed content showing the collection of their vehicle, which will be personalised to match the car they designed.

Later in the year there will also be an interactive element to the campaign, which will allow users to edit in-game Alfa Romeo-related footage.

The activity also includes dynamic ad sites within the hoardings surrounding the football stadiums.

Claudio Annicchiarico, head of digital for Alfa Romeo UK said of the deal: “As a brand, innovation and technology are core values for Alfa Romeo, so when we were approached by We R Interactive, who had put us at the top of their automotive sponsor wish list for I AM PLAYR, it was an easy decision to make.

“The sporty and desirable Alfa MiTo, which appears in the game, is aimed at a particularly media savvy audience, so social media gaming is a great way for us to reach out to them. In addition the virtual buying and owning process in the game is highly interactive and really pushes online marketing boundaries.”

We R Interactive Commercial Director Arianne Riddell commented: “Alfa Romeo is a perfect fit for the I AM PLAYR audience and we’re delighted to announce them as a sponsor. This partnership is a great example of the innovative advertising opportunities this emerging channel offers, where brands can interact with highly engaged communities by integrating into the game in a seamless, additive way that enhances the player’s experience.”


Lee Dixon signs for I AM PLAYR

Date: 23.05.2011

Posted by: Spencer Carmichael-Brown


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Ex-Arsenal and England legend backs first-ever POV football game

Former England and Arsenal full back and BBC football pundit, Lee Dixon has signed up to contribute script and storyline ideas for I AM PLAYR, the first-ever point-of-view football game. Dixon is also backing the company behind the game, We R Interactive, as an investor.

I AM PLAYR, from online game publisher We R Interactive, puts you in the boots of a professional player at River Park FC, where you make all your training and lifestyle decisions [iamplayr.com].

After starting with a cameo pundit role in I AM PLAYR’s talking heads show GOAL MOUTH, Dixon will now bring his wealth of football knowledge to the fast-growing online game by advising on scripting and new storylines.

Dixon said: “Allowing you to experience the life of a footballer, through the eyes of a footballer, I AM PLAYR is one of the most exciting online football games around - I’m a huge fan and now want to get more involved its development.

“So, as well as investing my own money in I AM PLAYR, I’m excited to be adding my own real-life football experience – from both on and off the pitch - to the game’s storylines. I can’t wait to get started on ideas for the next season!”

Dixon’s signing is another boost for We R Interactive, which has just successfully raised a multi-million pound sum from private investors.

I AM PLAYR is in the final stages of Beta testing and has already attracted over 140,000 monthly users.

Nike is I AM PLAYR’s Principal Brand Partner and Ginsters are shirt sponsors for River Park FC.

For enquiries, please contact:

Kirsty Langan
PR Manager
We R Interactive

Mobile: 07779 583 594


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

Date: 13.05.2011

Posted by: Spencer Carmichael-Brown


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13 May, 2011 – London: 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.”

Kirsty Langan
PR Manager
We R Interactive

Mobile: 07779 583 594 


We R Interactive Launches Affiliate Campaign for I AM PLAYR

Date: 04.05.2011

Posted by: Spencer Carmichael-Brown


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Online games publisher We R Interactive is launching an affiliate marketing push for its first game, I AM PLAYR – launched in open beta in March; through creative agency Holler.

Key bloggers and sites around football and gaming will be invited to sign up to become an ‘I AM SCOUT’ at www.iamplayr.com/scout, where once selected they will receive a personalised River Park FC kit and be able to access promotional assets and exclusive content from I AM PLAYR for use on their site. In addition, they will be able to offer their community free in-game coins that can be used to purchase virtual items in I AM PLAYR, such as the latest Nike boots.

All content will contain embedded links allowing We R Interactive to track both the volume of players that an affiliate site generates, as well as the number of goals that those users go on to score within the game.

I AM SCOUTs will be ranked in an online leaderboard against the cumulative number of goals score by their community in I AM PLAYR. On 3rd June the winning scout will be awarded a trip for three to watch a next-season Real Madrid match.

David Rose, CEO, We R Interactive commented, “In this discovery phase of our marketing for I AM PLAYR we’re focusing on engaging with key digital influencers and taking our first steps in using in-game data. Naturally we’ve incorporated key gaming mechanics into the campaign, using the leaderboards to drive competition between the affiliate networks and the virtual goods featured in-game to drive users.”

For all media enquiries and requests for interviews and images, please contact:

Kirsty Langan, PR consultant to We R Interactive,

Mobile: 07779 583 594

Email: Kirstyl@werinteractive.com


Nike join the I AM PLAYR team

Date: 24.01.2011

Posted by: Spencer Carmichael-Brown


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Sports brand Nike has signed to become principle sponsor of the first-ever point of view (POV) football-themed social game, I AM PLAYR. Rather than overt sponsorship Nike will be fully integrated into the storyline and the game, making this a highly compelling opportunity for the brand and its products.

We R Interactive co-founder Dave Rose, previously Head of Development at Eidos and the driving force behind the massive Championship Manager franchise, says: “Like many of the best products, I AM PLAYR is an ingenious execution of a simple concept.

“Our approach yields the high quality that the user expects, but with tremendous commercial opportunities.”

Another co-founder, Tom Thirlwall (Bigballs Films), says: “With I AM PLAYR we are splicing film and game. Film gives us the ability to build characters and bring a more visceral feel to the interactive experience.”

Simon Owen, Brand Connections Nike (UK), says: “I AM PLAYR represents not only the future of gaming, but of brand communication and authentic brand involvement. It’s something we’re excited to be a part of from the start.”


Ginsters team up with I AM PLAYR

Date: 16.01.2011

Posted by: Spencer Carmichael-Brown


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Cornwall based food producer Ginsters have signed a sponsorship deal with I AM PLAYR, the first-ever POV computer football game. Ginsters will be the shirt sponsors of fictional football club River Park FC, and integrated into the storyline. The deal is Ginsters’ first move into in-game advertising.

In a media first, Ginsters will also run on-pack promotions providing consumers with a discount code to join the I AM PLAYR game and collect in-game rewards. This interactive advertising is a huge leap forward from traditional in-game formats and demonstrates the innovation that advertising in social gaming can bring to the marketplace.

Ginsters Head of Brand Marketing Andy Valentine said: “We believe this is a pioneering project, being developed by a highly talented team.

“Our involvement will allow users to engage with our brand in a groundbreaking and interactive fashion, driving brand awareness and positive word of mouth.”

We R Interactive Commercial Director Arianne Riddell said: “We are really pleased to have Ginsters sign up in time for our February launch. Their involvement in the game not only enriches the user experience, but also delivers added authenticity.It is a great example of how to integrate advertising in a seamless and unobtrusive fashion.”

In the deal brokered by Starcom Mediavest, Ginsters now join Nike as a sponsor of I AM PLAYR.

For more I AM PLAYR information go to www.iamplayr.com


We R announce latest project -
I AM PLAYR

Date: 18.11.2010

Posted by: Spencer Carmichael-Brown


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We R co-founders David Rose and Tom Thirlwall officially announced I AM PLAYR at The Media Festival in Manchester today. The game is the first of its kind; I AM PLAYR lets you experience the life of a footballer, through the eyes of a footballer. Launched in Jan 2011, the game will be playable both on its own dedicated website and across social networks, mixing up first person perspective gameplay, interactive video and storytelling. To view I AM PLAYR press materials, visit http://iamplayr.com. Click I AM PLAYR to view the first official trailer of the ground-breaking game.

Like I AM PLAYR on Facebook here
Follow I AM PLAYR on Twitter here


Fru Hazlitt backs We R Interactive social games venture

Date: 18.11.2010

Posted by: Spencer Carmichael-Brown


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ITV executive and top advertising, films and games figures take stakes in firm creating games for smartphones and Facebook

ITV's new commercial head, Fru Hazlitt, the advertising veteran Peter Mead and Eric Fellner, the co-chairman of the Four Weddings and a Funeral maker Working Title, have taken stakes in a new venture to create social games for smartphones and websites including Facebook.

The company, called We R Interactive, hopes to follow in the footsteps of hugely successful companies such as Zynga, creator of global online hits such as Farmville, which runs on Facebook.

We R Interactive claims it will develop a much higher-quality gaming experience, bringing together the film and games industries "to develop products the likes of which we have never been seen before".

More >


We R Interactive Website launches

Date: 07.07.2010

Posted by: John Cross


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Welcome to the new website. Over the coming months we have a lot to say and a few suprises to reveal. We would love to share our work in progress on these pages, it looks amazing. It will be worth the wait and we look forward to sharing this with everyone later this summer. You can follow the company on these pages and through our Twitter and Facebook profiles.


Find WE R Interactive