Online gaming startup We R Interactive debuts with star backers and founders

We R Interactive, a London-based online games publisher, has turned on the lights, and is on a mission to give birth to a “new generation of interactive and social games that allow players an unprecedented level of control, influence and engagement across multiple platforms”.

The company is headed by former PlayStation and Eidos executive David Rose, ex-ITV Interactive Commissioning Editor Oli Madgett and media analyst Richard Dale.
Rounding out the management team are two of the directors of production company Bigballs Films, Tom Thirlwall and Chris Kelly.

We R Interactive also launches with the backing of Peter Mead, founder of ad agency Abbott Mead Vickers BBDO,Fru Hazlitt, former Yahoo and Gcap Media boss, and ITV’s new commercial and online director and Eric Fellner, co-founder of Working Title.

It’s hard to asses what We R Interactive aims to bring to the table, exactly, at this point, but here’s the sales pitch:

The founders are committed to a gaming revolution, finally bringing together the film and games industries to develop products the like of which have never been seen before.

We R Interactive will take branded content to a whole new level, creating interactive, social games for smartphones, Facebook and the web. These games create rich new worlds for players, worlds filled with aspiration, dilemma and reward that blur the lines between digital life and real life.

Ok, then. Sounds very exciting, if quite buzzwordy. We R Curious.