• June 9, 2003

Starcom MediaVest Group today announced the launch of Play, a new "customer contact division that specializes in helping clients master the $10 billion consumer gaming market." Play will specifically focused on leveraging videogames and the gaming industry as consumer contact channels. The division will be led by marketing specialists and long-time gaming enthusiasts, Tim Harris and PJ MacGregor, who the company says bring a combination of SMG's consumer contact expertise and 30 years of gaming experience to the division. Utilizing a 5-step engagement approach, they are equipped to leverage consumer insights and accountability standards to reach the well-defined gaming target with expertly tailored brand communications. To put gaming into perspective, Harris reported that according to the Interactive Digital Software Association, 60 percent of all Americans play games. He and MacGregor are also quick to point out that 221 million computer and video games were sold in America in 2002-almost two per household. Play comprises a team of ten marketing professionals who will operate out of offices in Chicago and Los Angeles.