U.S. publisher Sorrent Inc. and its recently acquired European studio Macrospace used the opening night of the BREW Conference as a kind of coming-out party, rebranding as Glu Mobile.
Sorrent, which acquired Macrospace in December, boasts a portfolio of licensed titles including games from Fox Sports and Twentieth Century Fox. Macrospace’s offerings include European-targeted games, including several soccer games and Who Wants to be a Millionaire.
The rebranding is an effort to provide a single global identity for both consumers and carriers, said Jill Braff, senior vice president of worldwide marketing for Glu Mobile.
“We realized very quickly (after the acquisition) that we had a great opportunity to combine the two companies to create a global publisher and bring it all under one brand,” Braff said. “The reality is that neither (Sorrent or Macrospace) was a great consumer-facing name; neither company was really seen as a global franchise.”
