Game On: Ignition Entertainment Rebrands

Games developer and publisher Ignition Entertainment has rebranded as part of a global move to focus on digital gaming. Its new name, UTV Ignition Entertainment, reflects the brand of its parent company, India's UTV Group.

UTV is calling the move a "major strategic evolution," one that will emphasize and facilitate its production, marketing and distribution of titles for platforms including Xbox Live, PlayStation, Facebook, Apple's app store and Google Games.

“There is a demand to market and publish games at more inclusive price points that maintain the same level of quality as their boxed counterparts, and we will invest directly in our own gaming communities to drive this," comments Hassan Sadiq, chairman of UTV Ignition Entertainment.

“With gaming across new platforms, such as social networking and mobile devices, becoming ever more popular, it’s important we can engage users directly to foster two-way dialogue and offer the best gaming experiences for them.”

Parent company UTV last month unveiled a new logo (above) to mark its 20th anniversary, as part of a company-wide a total rebranding across its five verticals: broadcasting, games content, motion pictures, new media and TV.

That logo change was met with a mixed reaction, however, prompting one media buyer in India to comment: "Some logos are like gospels and it is best that they remain unaltered. UTV’s old logo was established and people identified with it.”