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A look back at Matmi’s branded game for Lily Allen

We created a branded advergame called “Lilly Allen in: Escape the fear” featuring a free play of the album’s debut, and released it six weeks before the single was available to buy. The artist’s appeal ensured a rapid spread of the game online, snaring fans and gamers alike.

Are Advergames Dead?

Matmi started 14 years ago because I thought the internet was hideously boring. I had no money and decided to write a game called Monster Poolside Sumo. 5 million people played it within 2 months and I realised that this was a brand new way of spreading brand awareness.