Sanrio has tapped the pan-European digital gaming company, Azerion to develop a series of casual games based on the globally popular Hello Kitty brand. The three year partnership will see the firm launch five Hello Kitty and Friends branded games.

The games will be web-enabled versions powered by HTML5 and will be accessible to a wider audience on both web and mobile devices.

As part of the deal, Azerion is planning a series of joint marketing initiatives to introduce the new Hello Kitty and Friends games across its diverse platforms to its audiences across the globe. This will span multimedia promotional events and social media audience engagement through video trailers and other assets.

The strategy will enable Azerion to reach new audiences on both the publisher and user sides, and offer new content for Sanrio fans regardless of what device they use.

Silvia Figini, COO of Sanrio, EMEA, India and Oceania, Mr. Men – Worldwide, said: “We are extremely glad to partner with Azerion on this new project. The combination of the global appealing of Hello Kitty and the great experience of Azerion in developing and publishing high quality engaging games will generate the perfect formula to deliver fantastic gaming experience to our worldwide audience.”

Erol Erturk, EVP Games and Strategic Partnerships at Azerion said: “Azerion’s partnership with Sanrio’s Hello Kitty and Friends supports the iconic brand in becoming a fully fledged media franchise. Azerion will give Hello Kitty and Friends cross- and multi-platform reach, specifically with customized concepts for our publishing partners.

“We are honoured to have Sanrio’s trust in this and are thrilled about the possibilities.”

With a series of games to roll out within the coming years, the first games include Hello Kitty Pinball and Hello Kitty and Friends Jumper.