Tag Games
Description
Tag Games is an independent studio launched to develop games software specifically for mobile phones.
Capitalising on the unique features that mobile gaming offers - such as the ability to play anywhere and at anytime - Tag Games aims to appeal to a broad market, way beyond 'hard core gamers'.
Games such as Rock n Roll (blending a prehistoric setting with a rock and roll theme) and Granny in Paradise, for example, are intended to attract the growing number of women experimenting with mobile gaming. While console gaming continues to be dominated by men aged 16 to 30, research shows 60 per cent of women now play games on their phones.
"Our products will be known for their ease of use, even by the least experienced of players," says Creative Director Jamie Bryan. "And by creating exciting content, we're changing the diet of safe but dull mobile games and appealing to many more people."
Why we supported
Tag Games builds on Scotland's - and in particular Dundee's - world-famous reputation for gaming development. (The city is home to the biggest game franchise in the world.)
There are now five billion mobile phones in circulation worldwide. As handsets become ever more sophisticated, the market for mobile gaming also grows. A young company aiming to break new ground in this emerging platform, Tag Games nonetheless has a rich and credible pedigree.
Its three founders boast a number of outstanding titles in their history, including Grand Theft Auto, Grand Theft Auto 2, Space Station Silicon Valley and State of Emergency.
"This is a great example of a team striving to do something different, to make an impact here and overseas," says Jackie McKenzie, NESTA's Starter for 6 Leader. "By creating original, engaging content, they have the opportunity to open mobile gaming to a wider market - to families, women and people of all ages, rather than the traditional young male audience."
Impact
As well as breaking new ground in the design of games, Tag Games wants to revolutionise routes to market for games developers.
To experiment with delivery channels, it took the decision to 'self-publish' its launch product, Dead Water, dealing directly with around 25 distribution agents worldwide rather than reaching customers via an established mobile phone network.
As its portfolio of new games continues to grow, the company has attracted the interest of US publishers, bringing opportunities to break into the rapidly emerging US market.
Evidence of the scale of its global impact to date can be seen with its inclusion in the prestigious Real Business / O2 '50 to Watch in Mobile' list, in which they beat off larger and more established companies to go straight in at number 23.
To ensure it retains its reputation for innovation, Tag Games is now exploring options including 3D and connected games. "While 3D currently occupies about a third of the market, its share will undoubtedly grow in the next few years," says Jamie.
Of Starter for 6, he adds: "Whilst we know our own industry very well, as a fledgling company we have really valued the opportunity to talk to others about growing our business."
Written: June 2007
Individuals:
Jamie Bryan
Company:
Tag Games
Programme:
Starter for 6
Discipline:
Games software
Location:
Dundee
Year attended:
2007