Metro Apps, the new sub-brand of the Metro free newspaper brand, is launching its first ever games app, a special edition of the BAFTA-nominated Super Yum Yum: Puzzle Adventures.
The game, which has been downloaded more than 1m times by Java handset users and is also out on Nintendo DS and PC, will cost 59p and is available to buy from the iTunes store from today.
The game will work on iPhone, iPad and iTouch devices and be promoted through an ad campaign which breaks in Metro today. The first interactive ad linking to the video will run on Friday.
Some of the ads employ QR technology: when the reader scans the QR Code with a compatible barcode scanner, then places their iPhone in the space provided on the ad, a video plays showcasing,g the game’s main character, Leon the Chameleon, interacting with the static print ad, before a short trailer of the game is shown.
“Metro’s tech-savvy urbanite audience love their smartphones, and it’s important we offer digital products and services that meet their needs,” says Metro digital director, Jamie Walters. "The launch of this game does just that and is the first of a raft of Urbanite-focused apps we have planned for release. The marketing route we have taken represents a ground-breaking way of using print and digital together, and is something we can offer all our advertising clients in future.”
Metro Apps will follow up the unveiling of Super Yum Yum with a series of new apps in early December, including C-Zones, on European Congestion charging zones, and Cab Finder – an app that allows you to find a free cab based on your location.
Metro Apps says it will focus initially on Transport and Games apps, given the nature of its audience, which primarily interacts with the publication while commuting to and from work in 18 city centres across the UK.