14th March 2002, London, UK. START! games is pleased to announce the appointment of Les Edgar to its board as a non-executive director. The senior industry figure and video games guru will further strengthen the formidable management team at START! games as it continues to push forward its innovative new system for funding games development.
Les Edgar founded Bullfrog in 1987, steering the company to the top of the Britsoft ladder and transforming it into one of the world’s most popular and best-loved studios. With genre-defining titles such as Populous, Theme Park and Dungeon Keeper, Bullfrog has become an instantly recognizable brand and a badge of quality.
Edgar guided Bullfrog through its merger with Electronic Arts, assuming the role of Vice President Of European Studios in addition to his position as Chairman of Bullfrog Productions. Having scaled back his involvement with Electronic Arts, he continues to take an active role in games development, through investment in the Lost Toys studio, and consultancy roles with both several other successful developers including Warthog, Creature Labs and Vis Interactive plc.
“Les Edgar is nothing less than a legend of the games industry,” commented David Docherty, chairman of START! games. “His innate ability to spot and nurture exciting concepts coupled with that extraordinary business mind has long been a source of inspiration. I’ve little doubt that his talents will prove invaluable as START! games continues to sign up the most promising developers and secure the very best publishing deals.”
“I’m delighted to be working with START! games as it rolls out this tremendous new business model,” adds Les Edgar. “The creation of innovative software is something I’ve always been passionate about, and so am extremely excited about the possibilities offered by a method for developing games that puts the emphasis firmly back on experimentation, originality and creativity.”
Providing the finance for new and existing games developers to create prototype game code, START! games gives codeshops the freedom to experiment with fresh game ideas. It also provides further stability through ICM Interactive Ltd, a talent agency devoted to securing the best deals with publishers. The aim is to usher in a new era of video gaming, through the promotion of original and exciting game content. With fifteen years experience in the games industry, Edgar is ideally positioned to lend his support, advice and immeasurable knowledge to this ambitious venture.
About START! games
Formed in the summer of 2001, START! games is a joint venture between three industry heavyweights, ICM, Telewest and Extreme Finance. Talent management agency ICM, with world-renowned clients in the movie and entertainment industries including actors Anthony Hopkins, Julia Roberts and directors Sam Mendes and Guy Ritchie. Telewest is one of the UK’s leading communication and media groups. Its TV, entertainment, Internet and telephone services reach more than 1.7 million households. The third backer, Extreme Finance, has extensive experience developing new business concepts.
START! games’ system for harmonising the process of games development is unlike anything that’s come before. In an industry where developers lack the funds to create independently experimental, original prototypes START! games’ business model has the potential to revolutionise the development process.
For further information about Les Edgar or START! games please contact:
Alison Beasley, Lincoln Beasley PR:
T: 01608 645756. M: 07966 449130. E: Alison@lincolnbeasley.co.uk
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