UTV Ignition announces strategic update

UTV Ignition - formerly Ignition Entertainment - has announced that it has completed its rebranding exercise as it looks to a new strategic direction.

The company, under the direction of parent entertainment business UTV Group, will now be focusing on the development and publishing of games for digital platforms, including Xbox Live, the PlayStation Network, Steam, Facebook, Google Games and Apple touch devices.

It will also be investing in "direct-to-user marketing" in an attempt to build its own community, as visibility in the sector becomes an increasing problem.

"To begin, we'll be investing to work with the industry's best talent to create outstanding games at mass market new price-points," said Hassan Sadiq, chairman of UTV Ignition Entertainment.   "The industry is moving to a place where gamers want more for their buck. There is a demand to market and publish games at more inclusive price points that maintain the same level of quality as their boxed counterparts, and we will invest directly in our own gaming communities to drive this."   "With gaming across new platforms, such as social networking and mobile devices, becoming ever more popular, it's important we can engage users directly to foster two-way dialogue and offer the best gaming experiences for them."

With dedicated offices in Japan and Florida, US, as well as a headquarters in London, UK, the company also boasts experience from a number of high-profile developers and publishers across the board.