We R Interactive arrives

New online publisher We R Interactive has gone live and is making some bold claims about what it sees as the future of digital games publishing.

The company is headed by former Sony PlayStation and Eidos guru Davis Rose, former ITV commissioning editor Oli Madgett, Bigballs Films founder Chris Kelly, experienced media man Tom Thirlwall and established media analyst Richard Dale.

IT also has the backing of current ITV commercial and online director Fru Hazlitt and former Yahoo! boss Peter Mead.

The press release reads: The founders are committed to a gaming revolution, finally bringing together the film and games industries to develop products the like of which have never been seen before.”

As is very much in keeping with the new face of the modern games industry, We R Interactive will focus on emerging formats – the internet, smartphones and social networks such as Facebook. It wants to release titles that blur the lines between digital life and real life” – and ones that integrates brands in an effective way.

This is branded content, but not as you know it,” Rose stated.

We R Interactive is where the game and film industries collide. We build aspirational content combining the very best skills and techniques from storytelling through to high-end gaming.

We are backed by some of the most influential people in media and finance and our management team is recognised as leaders in their fields. Combining twenty years experiences of creating and directing many of the most successful game franchises alongside being leaders in online participative drama.”