Imagination Games

The Battle of The Sexes and Fact or Crap board games were the springboard for the Imagination Games business and set the precedent for the firm?s product offering over the next 23 years.
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The Battle of The Sexes and Fact or Crap board games were the springboard for the Imagination Games business and set the precedent for the firm’s product offering over the next 23 years.

Social gaming is the name of Imagination’s game and the company is constantly coming up with new, innovative titles and licences to keep its portfolio fresh, interesting and appealing.

Shane Yeend and Kevin McClean, two entrepreneurs from Adelaide, founded the company, which had its beginnings in TV production and quickly branched out into social gaming. Before long the firm had established itself as a global, multi-platform games and media company, creating, producing and distributing compelling, interactive entertainment.

Sales and marketing director, David Snow, explains: “Imagination has reinvented the way people play and purchase socially interactive entertainment forever. In just five years, we transformed a brilliant idea into a brand new global consumer entertainment category: DVD Games.”

Imagination conceived and launched DVD Games across the world, but also remains a board game publisher and is always entering into new markets and taking on new ventures.

The firm currently employs 120 staff and has products available in over 85,000 retail outlets worldwide. The firm distributes in North America, UK, Europe and Australia and under licence in 43 countries.

The portfolio on offer from Imagination is made up of both licensed games and the firm’s own IP. Globally the two products that launched the firm are still the most successful and in the UK, TV licences Family Fortunes, Catchphrase and the recently acquired Top Gear.

New deals are always bubbling along for the firm as Snow explains: “We have a reputation for great games and only want to combine the best licences with our creative game play. Therefore we are very selective in terms of the licences we support to ensure we can provide enough focus, while not taking our eye off the ball on our own IP.”

Such strategy seems to be proving successful as in 2008, the company grew by 150 per cent. Prior to the economic downturn, it was on track for a 300 per cent growth, but the firm was happy with the positive sales nonetheless. Snow says: “We were very happy with the support we received from the retail trade and with great product and hands-on approach, we will see further growth in 2009.”

Snow continues: “We have big plans for 2009 both with licences and our own IP, we are looking into new distribution channels and trying to get more people playing games. We are passionate about games and playing games and want to spread the word about our games.”

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