Agencies in talks to win global advertising account, the internet and television gaming operation, is talking to advertising agencies about an international brief to promote and build the brand.

The company, which is owned by TW1, the independent television production arm of IMG Group, has started talks with a number of agencies about a campaign, which will initially run in the UK and US, expanding into Europe and Asia at a later date.

Through the advertising drive, the brand is aiming to attract a more up-market, professional gaming audience in an older target market. It is also in the process of appointing a PR agency.

Emma Gervasio, a business development analyst for, confirmed the pitch was taking place, but that no campaign strategy had yet been decided. "We're absolutely open to discussion on that," she said. appointed Chris Bergstresser, the former vice-president of the games developer Konami, in September as its first chief executive in a bid to drive the brand's growth in the UK.

The online gaming centre features chatrooms, computer games, videos on demand and reviews. The company is initially looking to establish a presence for itself within the gaming industry, before targeting consumers. has been live in the UK since May. The British company was established as a result of the demise of the Network of the World lifestyle web portal earlier in the year. is looking to develop its own games and then syndicate them to third parties such as ISPs, telcos and possibly games companies and retailers.

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