London based Defected is the most internationally recognised dance brand in the world and operates in over 40 countries. The label boasts some of the biggest acts in dance music and holds residencies across the globe from London’s Ministry of Sound to Ibiza’s Pacha, attracting over half a million people a year to their ‘In The House’ events alone. Defected have been responsible for introducing such names as Bob Sinclair, Junior Jack, ATFC and Sandy Rivera to the dance music world as well as countless chart hits. The partnership with Connect2Media will not only see them supplying world class dance music for the company’s forthcoming ‘Lumines Mobile’ title but Defected will also lend its distinctive visual stylings to the mobile game.
Together with Japan’s Q Entertainment, Connect2Media announced the return of Lumines to mobile in December 2009. Since the first Lumines game appeared its unique integration of music, graphics and gameplay have earned it a place amongst the most innovative and iconic video games franchises and sales in excess of 2.5 million units.
“Defected were a perfect fit with us as they are unparalleled in the dance arena and already have an advanced digital strategy. They instantly understood the product potential and the significance of music and visuals in Lumines,” commented Connect2Media COO Greg Robinson. “The Defected brand will help to put Lumines in front of a new audience whilst delivering a truly refreshed version of the game to existing fans.”
Defected Marketing & Business Director, Kieran Mansfield, added “We take a very multi-channel approach to delivering content and core to our strategy is mobile. We see Lumines as another channel to get the Defected brand and artists in front of a mass market audience. Our music lends itself perfectly to the game and we see this as the start of a long term relationship with Connect2Media and Lumines.”
Connect2Media aim to leverage all of Defected’s marketing channels, which include extensive social channels including YouTube, MySpace and radio channels as well as a mailing list of 100,000+ dance music fans. They will also tie-up with the brand to offer carriers powerful on and off deck promotions, competitions and sales incentives.
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