nDreams is a young games developer and production company, set up in 2007 by Patrick O'Luanaigh, the former Creative Director of Eidos.
We are focused on generating original intellectual property. Our aim is to look outwards at the world, not inwards at our industry.
We were recently nominated for 'Best New Studio' in the 2009 Develop Awards. We are registered developers with Sony, Microsoft and Nintendo. Our first major title, Xi, was released in March 2009, becoming the first console-based Alternate Reality Game ever launched.
The Xi Hub in Home received over 4.2 million visits in 12 weeks, and over 630,000 unique players took part. In addition to Xi, we have a number of additional projects in PlayStation Home, and are one of the most experienced PlayStation Home developers in the world.
The nDreams Brand is our new initiative aimed at allowing brands to properly benefit from creating games. An international Alternate Reality Game, commissioned by Sony to promote and run through PlayStation 3, has just finished - here's a walk through of what it was all about:
We think gaming offers a huge untapped opportunity for brand owners. Of course, brands have used games before - but we think there is an opportunity to do it much, much better: in terms of game quality, the way the brand is integrated, and the way that games are distributed.
Existing industry models include piggybacking an existing, high quality game, but to be peripheral. Or to create bespoke advergaming which is generally of poor quality. Our model, conversely, is to create really good and highly valued games from the bottom up around a brand.
What excites us most about this approach is not just its novelty and the creative opportunity, but the associated business models - and this is why we are strangely optimistic about launching this initiative mid recession. Our approach is based around four potential ways that a brand game can generate money for our clients.
Our proposal is at worst an incredibly cost effective, immersive and unique form of advertising, and at best, the creation of a whole new revenue stream for a brand.
This side of our business is headed up by Matt Willifer. Matt has fourteen years experience in the world of branding and advertising.
Before nDreams, Matt was Head of Planning at M&C Saatchi. He is currently Chairman of the Account Planning Group, the body representing advertising and communications strategists across the industry.