British mobile studio Tag Games sends ‘lifestyle’ app to top of charts
Tag Games, the developers of handheld and mobile titles such as Car Jack Streets, is turning its attention to the non-game app market after unexpectedly storming the lifestyle chart on Apple’s UK App Store.
The firm will continue to make games, but it has now also opened a new business unit specifically tasked with realising the potential of non-games mobile apps.
Tag said the move into app development is a “natural response” to market demand.
“We are using our skills in 3D environments, connected experiences, user retention and complex game mechanics to bring a game developer’s playful approach to non-gaming content,” said managing director Paul Farley.
“We are finding that many digital agencies have in-house or long standing external development suppliers which are usually excellent in flash and simple app development; however they aren’t as well placed to deal with 3D content and more complex application development,” he added.
“That’s where we believe Tag can make a huge impact, bringing our experience and skill base in games to bear in this exciting new field.”
The firm has already built several non-game content for the likes of Virgin Atlantic and Breakthru Films, and recently struck a deal with broadcaster Channel 4.
In fact its first deal with the channel – an app based on the reality TV show Come Dine with Me – rocketed to the top of the lifestyle chart on the UK App Store.
“We are hoping that Tag Apps will become a significant player in app development over the next 12 months,” said Farley.
“In addition to the Channel 4 deal we will be announcing a number of significant development and licensing deals in the coming months.”
Tag Games new non-game business unit will be headed up by Marc Williamson, the ex-managing director of Middlesbrough studio Halch.