Matmi worked with EMI and Gorillaz on an advergame release with the following objectives:
We created a digital experience of the Gorillaz album to transport fans and gamers into the band’s digital world. Players assume the role of Murdoc (Jamie Hewlett) as he harries the band to their hideaway at Plastic Beach. Matmi produced 2 free-to-play online games and the band’s website tempted players to purchase a 3rd as a 3D online game or mobile app, promoted with free downloads, Twitter, social networks, gaming sites etc. The 3 game suite was loaded free on the Experience edition of the album. Each piece of material was linked to another so that fans/players/listeners/viewers could choose their preferred route to experience the album as they wished.