LONDON--(BUSINESS WIRE)--Music and sport social gaming publisher, We R Interactive has inked a global deal with Universal Music UK which will see top talent from the world’s leading music company featured in its forthcoming interactive music game, Lyroke.
Lyroke is set to transform the way people consume and interact with music. Scheduled to launch worldwide, Lyroke is the first entertainment property of its kind to combine music videos with an interactive game mechanic. Lyroke will be available initially on Facebook and on www.lyroke.com, before being rolled out across multiple platforms.
We R Interactive will name Universal Music artists featured on Lyroke and further partnerships over the coming weeks.
David Rose CEO of We R Interactive commented, “Digital music consumption continues to boom, yet the way people experience music is still pretty passive. Lyroke creates a new way for anyone to consume and interact with music from the world’s biggest artists.”
Universal Music UK Commercial Director James Healy said, “The rise of social gaming has opened up many opportunities for artists and music. We R Interactive are one of the most exciting and creative companies looking to create novel engagement online - this partnership is a continuation of our strategy to place our repertoire into as many new business areas as possible, and to support new business models.”
*Excludes Greater China and Japan
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About We R Interactive
We R Interactive blends the best of games, film and TV production to create social games that bring global audiences together around sport and music.
Its first game, I AM PLAYR – the first ever online game that lets users play the life of a professional footballer, hit the 1 million monthly active user milestone just six months after officially launching in October 2011. Played across Facebook, its own dedicated website and MSN UK, it fuses live action video, interactive story-telling and first-person perspective 3D 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. We R Interactive's story-telling technology lets the game track multiple narratives, allowing innovative brand integrations to flow seamlessly around the core narrative. Initial brand partners to I AM PLAYR include Nike, Red Bull and Alfa Romeo; and top football talent featured in the game includes Steven Gerrard, Jamie Carragher, Stewart Downing and Jordan Henderson, amongst others. In 2012 I AM PLAYR was nominated for a BAFTA Video Game Award in the ‘best online browser’ category and won Editors Choice for Best Online Football Game at EPL Talk.
Other games We R Interactive is developing include a music game called I AM STAR and further sports games in development will be named shortly.
We R Interactive is backed by high-profile figures from music, sport, film, finance and advertising including Elio Leoni Sceti, former CEO EMI Music and former leading City financier and MD of Liverpool FC Christian Purslow. Other shareholders include Eric Fellner, co-founder of Working Title Films, Paul Fitzsimons ex-media sector partner at Apax Partners and Peter Mead, founder of Abbott Mead Vickers BBDO.
www.werinteractive.com, Twitter: @WeRtweeting
About Universal Music Group
Universal Music Group is the world's leading music company with wholly owned operations in 60 territories. Its businesses also include Universal Music Publishing Group, the industry's leading global music publishing operation.
Universal Music Group's record labels include A&M/Octone, Decca, Def Jam Recordings, Deutsche Grammophon, Disa, Emarcy, Fonovisa, Geffen Records, Interscope Records, Island Records, Lost Highway Records, Machete Music, MCA Nashville, Mercury Nashville, Mercury Records, Motown Records, Polydor Records, Universal Music Latino, Universal Republic and Verve Music Group as well as a multitude of record labels owned or distributed by its record company subsidiaries around the world. The Universal Music Group owns the most extensive catalogue of music in the industry, which includes the last 100 years of the world's most popular artists and their recordings. UMG's catalogue is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and Universal Strategic Marketing (outside the U.S.). Universal Music Group also includes Global Digital Business, its new media and technologies division and Bravado, its merchandising company.
Universal Music Group is a unit of Vivendi, a global media and communications company.
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