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Nokia Plays Games With William Morris

Inks sponsor pact for fall vidgame tour

By Published on .

%%STORYIMAGE_RIGHT%% In a move to further leverage its presence at this summer's Lollapalooza music festival, William Morris Consulting's Games Media Properties has inked a presenting-sponsorship deal with wireless-phone marketer Nokia to extend its video-gaming and technology GameRiot Pavilion into a fall tour.

"The most critical component to a successful launch for Nokia is getting this product into the hands of active video-gamers. A program like this helps," said Matthew Ringel, founder of Games Media. Nokia is launching a product called N-Gage that marries electronic gaming to cellphones.

The tour is in discussions with an undisclosed retail outlet to come on as a secondary sponsor. The GameRiot Pavilion offers both casual and hardcore gamers the chance to play, watch, and compete in the hottest video games.

%%PULLQUOTE_LEFT%% "The mission of Games Media Properties is to have focused expertise to help brands leverage the reach and unique demographics of [the $12 billion] videogame market and also to help software publishers extend their properties into live events and other media platforms," said Paul Bricault, senior VP at William Morris Consulting.

Ringel said the fall tour would accelerate the amount of media and direct consumer promotion behind GameRiot. One of the ideas being explored is mounting an awards show voted on by gamers. Modeled after the MTV Movie Awards, Ringel said he's talking to a couple of networks about possibly televising it. Other promotional elements will include print and online advertising, as well as in-store and radio efforts.

Beyond Nokia, other games will be able to be sampled prior to their November releases.

The tour runs from Sept. 9 through Nov. 16 through 20 markets nationwide.

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