Azerion partners with SmileyWorld for digital game content

Digital entertainment and media platform Azerion has announced a long term partnership with The Smiley Company to create an array of digital entertainment content to gamify their brands, including SmileyWorld and SW by SmileyWorld, and engage with fans through Azerion’s vast distribution network.

“The original Smiley has been part of our day-to-day life for 50 years now. We use Smileys to communicate care and love with friends, family and colleagues. They are the way to go beyond language barriers and generations in these modern times. SmileyWorld has a profound history and is a lifestyle brand that connects people,” says Erol Erturk, EVP Games and Strategic Partnerships at Azerion.

Through the partnership, Azerion has the global rights to develop digital content utilising the SmileyWorld and SW by SmileyWorld trademarks, and will cover the full cycle from production and distribution to monetisation. Starting with a handful of HTML5 games, including SmileyWorld branded match-3 and Mahjong, Azerion will create a series of cross-platform branded games and digital entertainment experiences that will then be released across their distribution network of more than 2,000 gaming portals, telcos and mobile stores.

“With over 16,000 game titles under our belt, we are excited about this opportunity to work with Smiley to further expand our footprint in bringing games to life to our core audience groups, allowing deeper engagement with fans of SmileyWorld while increasing reach for advertisers,” Erturk comments.

“As we celebrate the 50th anniversary of Smiley bringing happiness and positivity to millions of people across the world, we are thrilled to be partnering with Azerion to bring the SmileyWorld and SW by SmileyWorld brands to life in the digital universe,” says Lori Heiss-Tiplady, SVP Digital at The Smiley Company. “Pairing Azerion’s expertise and knowledge in digital gaming with Smiley’s creativity and positive brand values creates a winning proposition to create engaging and entertaining content.

“SmileyWorld and SW by SmileyWorld are lifestyle brands with deep roots in fashion and also emotional intelligence, enabling self-expression and the sharing of positivity. Working with Azerion to apply this to gaming will allow people to spread happiness and express themselves in a whole new way.”

Azerion welcomes Teletubbies into the Habbo and Hotel Hideaway metaverses

Azerion, the digital entertainment and media platform behind the popular online games Habbo and Hotel Hideaway, is welcoming the Teletubbies to the metaverse in celebration of the brand’s upcoming 25th anniversary in 2022.

Under a new partnership with WildBrain, owner of the Teletubbies and a global leader in kids’ and family entertainment, the collaboration will include the exclusive release on December 14 of virtual products in Habbo and Hotel Hideaway.

Products available for purchase with virtual currency include Teletubbies-branded avatar onesies based on Dipsy, Tinky Winky, Laa-Laa and Po, as well as custom furniture, including the Tubby Toaster, Custard Machine and Noo-Noo the vacuum cleaner, for players to decorate their rooms in the game.

Established in 2000 by Finnish company Sulake as the first metaverse of its kind, Habbo is a user-generated virtual world and social gaming platform with a distinctive pixel-art style, available across nine language communities and attracting young adults (Gen-Z/Y) from over 150 countries. Hotel Hideaway is from the same makers and offers a 3D role-playing experience with seamlessly integrated creative events, full of opportunities to meet, create and share.

The Teletubbies brand partnership and launch is managed by Bare Tree Media, a leader in digital engagement for brands and the global digital licensee of Teletubbies, in collaboration with WildBrain’s leading licensing agency WildBrain CPLG.

“We’re excited to work together with Bare Tree Media and WildBrain CPLG on welcoming the iconic Teletubbies into our virtual worlds,” says Madelon Smittenaar, Business Development Manager of Azerion. “This partnership demonstrates the many possibilities when it comes to brand partnerships and immersive experiences in this space. The values the Teletubbies embody will really resonate with the diverse and inclusive communities of Habbo and Hotel Hideaway.”

“We’re thrilled to bring the Teletubbies into the metaverse in the form of virtual goods for avatars and virtual spaces within Habbo and Hotel Hideaway,” adds Robert Ferrari, President of Bare Tree Media. “The nostalgia that the Teletubbies evoke as true pop culture icons is a perfect fit for the game demographics and we look forward to further releases throughout 2022.”


Sanrio taps European game developer Azerion for slate of Hello Kitty and Friends games

Sanrio has tapped the pan-European digital gaming company, Azerion to develop a series of casual games based on the globally popular Hello Kitty brand. The three year partnership will see the firm launch five Hello Kitty and Friends branded games.

The games will be web-enabled versions powered by HTML5 and will be accessible to a wider audience on both web and mobile devices.

As part of the deal, Azerion is planning a series of joint marketing initiatives to introduce the new Hello Kitty and Friends games across its diverse platforms to its audiences across the globe. This will span multimedia promotional events and social media audience engagement through video trailers and other assets.

The strategy will enable Azerion to reach new audiences on both the publisher and user sides, and offer new content for Sanrio fans regardless of what device they use.

Silvia Figini, COO of Sanrio, EMEA, India and Oceania, Mr. Men – Worldwide, said: “We are extremely glad to partner with Azerion on this new project. The combination of the global appealing of Hello Kitty and the great experience of Azerion in developing and publishing high quality engaging games will generate the perfect formula to deliver fantastic gaming experience to our worldwide audience.”

Erol Erturk, EVP Games and Strategic Partnerships at Azerion said: “Azerion’s partnership with Sanrio’s Hello Kitty and Friends supports the iconic brand in becoming a fully fledged media franchise. Azerion will give Hello Kitty and Friends cross- and multi-platform reach, specifically with customized concepts for our publishing partners.

“We are honoured to have Sanrio’s trust in this and are thrilled about the possibilities.”

With a series of games to roll out within the coming years, the first games include Hello Kitty Pinball and Hello Kitty and Friends Jumper.