Branded content in the UKWith rare exceptions, most recent branded entertainment efforts in the UK tend to be token exercises: heavily branded, clumsily integrated and in general poor copies of the formats they are trying to reproduce. This is even more true of gaming than other areas (like film and TV content or events).

The Nightjar is a chilling sci-fi horror game where users have to escape an alien infested spaceship using their hearing alone.

The game uses ground-breaking 3D binaural sound technology and utilises the mobile platform in an exciting way.

It features state of the art writing, game and sound design. The main character is played by Benedict Cumberbatch (from ‘Tinker, Tailor, Soldier, Spy’ and ‘Warhorse’).The launch strategy used elements of game marketing, with exclusive previews, influencer strategy, limited edition posters and audio based advertising leading people to the iTunes app store. Characters from the game started tweeting months before the launch, telling the back story to the game’s plot, which got launched on the night an accident in the spaceship interrupted the tweets.

The game was a success with audiences and within the gaming industry, breaking free from the stigma branded games sometimes carry. It was played over 275,000 times in the first 3 months of the campaign, and 5Gum’s Facebook page went from 0 to 35,000 fans in a few days without any direct incentive. It has had more than 500 reviews in the app store, with an average 4 star rating.It received a lot of acclaim in the gaming press, from site like - PocketGamer to the Guardian newspaper. It got lots of brilliant review comments like ‘f-ing amazing!’ and ‘Good app, poo-ed myself, tho!’. It was also nominated for 2 games BAFTAs, alongside titles like Call of Duty, Dark Night and Battlefield 3.