Playgroup | Creativity through play

ITV Demons Game

10 Dec 2008

Brand engagement agency and online gaming gurus Playgroup have designed and developed an immersive online experience to promote the new ITV drama series Demons. The game launches on the 18th December and will create a pre-broadcast community, as well as stimulating energy and buzz prior to the show’s transmission early in the New Year. 

The fantastical six-part drama series – a contemporary spin on the legacy of Bram Stoker’s Dracula, is set above and beneath the streets of modern-day London. Luke, an ordinary teenager trying to juggle school exams, parties and learning to drive, is catapulted into a world of vampires, demons and zombies when his mysterious godfather, Rupert Galvin, bursts into his life and explains that Luke is the last descendent of the Van Helsing line, destined to smite the mythical “Half Life” entities that stalk our streets. With best friend Ruby in tow, and aided by the beautiful but ice-cold Mina Harker, Luke embarks on his quest to rid the world of the undesirable entities that are preying on humanity. 

Demons – The Game picks up the action on the dark streets of London where players assume the role of Luke collecting as many of the demonic Half Lives as possible. With the help of Ruby and Mina and the information contained in The Stacks, their headquarters, Luke fearlessly roams the streets in this innovative crossover of a classic beat-’em-up and platform game. Once defeated, the ‘freaks’ are stored in cells in The Stacks, from where players can choose to share their conquests with their friends, giving the game a real viral element. Energy levels are boosted by correctly answering a series of Demons questions. 

The game also offers ITV the chance to incorporate innovative sponsorship opportunities into the game play, which until now has only really been exploited in console games. Instead of obtrusive banner ads, advertising opportunities can be integrated into the game environment – effectively enhancing the gamer experience through contextual realism rather than creating a distraction. Nielsen Interactive Entertainment has conducted a study which discovered that 70% of gamers respond positively to the presence of real brands, providing it is contextual. 

Jamie Brooker, lead creative on the project said: “The opportunity to work on a project that is as groundbreaking for ITV as it is for Playgroup has been a pleasure. It’s been a truly collaborative piece of work, and we hope that the game will be as much of a hit with fans of the show as it will be for the more seasoned online gamer, and in turn bring in more viewers for the series.” 

Click here to play the Game