Turner to unleash gaming arsenal on Asia

Turner Entertainment has set its sights firmly on the online gaming market with the roll out of Fusion Fall later this year to kick start the launch of many Cartoon Network brands into the gaming arena.

From the third quarter of this year Turner will officially launch it first Massively Multiplayer Online Game (MMOG) Fusion Fall for the Asia market, with its hugely successful cartoon brands Ben 10 and Tom & Jerry to soon follow.

Turner officially launched Fusion Fall in the US in January this year and Chris Waldron, vice president of gaming operations for Cartoon Network, said the launch had been warmly received from its young consumers as well as the gaming market.

"We're very happy with the amount of interest the game is receiving," he said.

Turner's gaming strategy will focus on targeting kids aged 14 year and younger and in Asia will hope to create a series of marketing partnerships to drive additional revenue around the gaming platforms.

Benjamin Grubbs, regional director of Interactive Media at Turner, said the online gaming market would drive more than 50% of online traffic for Cartoon Network in Asia.

He said that while the gaming market was already well established, there was still a lot of room for growth.

"The online gaming market is large and growing," he said.

"We're not entering a market we have to develop, it's already developed.

"For the past year that I have been with the company, there has been such openness to working with our brands in new formats. It's a fantastic platform given to us by our executives, but it's up to us to use it."