NaturalMotion enters Chinese market

NaturalMotion enters Chinese market
Will Freeman

By Will Freeman

January 21st 2010 at 1:10PM

Mormpheme animation harnessed for HapaMe social network

Oxford middleware firm NaturalMotion has secured its first deal in China, having licensed its morpheme animation tech to Yooee Entertainment for the ambitious new 3D social network HapaMe.

“Yooee Entertainment is creating a genuinely exciting product in HapaMe and we are delighted they have placed their trust in morpheme”, said Andy Payne, vice president of sale for NaturalMotion. “We predict they will be the first of many delighted customers from the Chinese development community.”

HapaMe strives to combine that offered by the social networks and MMOs popular in China, and promises high-end graphics, push notification services, microkernel payment systems, proprietary technology and exclusive entertainment content. The social network is also designed to allow access through mobile platforms.

“The entire development team at HapaMe is excited to be the first Chinese technology company to work with NaturalMotion and their groundbreaking morpheme animation middleware solutions” stated Nathan Chen, CTO of HapaMe. “HapaMe believes in self-expression, personal entertainment and financial freedom. By integrating morpheme into our existing technology, we will be able to give our development team and animators even greater creative freedom and control over the look and feel of our 3D social network service. We feel morpheme will help achieve our goals even faster and are pleased to be the newest member of the NaturalMotion family.”

In allowing developers to author and preview blends, blend trees and transition graphs in real time, NaturalMotion's tech is designed to be to give developers complete creative control over the look of their final in-game animation.

The deal is part of NaturalMotion’s drive to establish an increasingly global presence, following recent deals in Korea and Japan.