Drinks firm and developer to work 'hand in hand' on branded gamesIndependent games studio FreeStyleGames has signed a worldwide partnership with Red Bull Energy Drink.
The studio's commercial director Chris Lee said the deal "goes way beyond" traditional in-game advertising, and follows on from a fruitful relationship between studio and drinks firm; the two worked together on the SCEE-published B-Boy.
Added Lee: "It's important to stress that we're working hand in hand to co-develop and design compelling, triple A titles that will be a true reflection of the Red Bull Energy Drink brand, as well as great, original gaming experiences in their own right.
"The innovative and adventurous brands of the world now view videogames as an ideal way to reach their audiences and I'm sure we're going to see more deals of this sort over the coming years. We're excited to be at the forefront of a movement that sees development studios taking more control of their destiny and working directly with leading brands to create outstanding digital content."
Jamie Jackson, Art Director of FreeStyleGames added, “It has been a real pleasure to work with the Red Bull team over the past few years and B-Boy only just scratched the surface of the potential of this relationship. We’re very much looking forward to the partnership going forward and talking more about the projects in development."