Officials from mobile games publisher Digital Bridges announced that the company has been renamed to I-pay, as of today. No specific reason was given for the change of name, although the company has also stated that it has a new corporate mission: to make mobile gaming the world's most popular form of electronic gaming.
The company intends to make mobile gaming as mass market as possible, with an emphasis on casual gaming titles and a new e-commerce website at iplay.com
. A new range of "one-thumb play" titles will also launch over the next few months, which are designed to have broad appeal to both gamers and non-gamers, and across all audiences.
The company also announced a new exclusive license deal with Wimbledon champion Maria Sharapova for Maria Sharapova Tennis
, which will be available at the end of May across Europe, Asia Pacific and North America.
I-play CEO Brian Greasley said: "As a company we have evolved, together with the industry, considerably since our launch in 1998. It is our belief that mobile games are on the cusp of going mass market, and that our new brand, consumer focus, and the initiatives we are announcing today position us to help drive this next stage in the market's growth. The time is right to put the consumer at the centre of everything we do."
The new brand identity, designed by branding agency Lambie-Nairn, is intended "to bring the playfulness and fun of mobile gaming to a global audience while keeping all the technology out of sight".