Magazine article Screen International

Abu Dhabi Media Summit: Transformers Universe Game Previewed

Magazine article Screen International

Abu Dhabi Media Summit: Transformers Universe Game Previewed

Article excerpt

Jagex CEO says gameplay works as a 'short, sharp experience.'

British computer games guru Mark Gerhard, CEO of Jagex, billed as "the Western hemisphere's leader in Massively Multiplayer Online Browser Games," yesterday gave Abu Dhabi Media Summit attendees an exclusive sneak preview of the latest Transformers game, Transformers Universe.

One of the prime attractions of such games, Gerhard suggested, is that they offer a short, sharp experience. You don't need to geekishly spend "four hours" playing them but can fit them round the rest of your professional and domestic life in "far more intense but shorter gameplay sessions."

Speaking at the "Fireside: Game On" event, the Jagex boss also talked up the benefits of branded content in an increasingly crowded games market.

"As the market gets more saturated, branding becomes more important," he commented. …

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