MIPCOM: Australian prodco Screentime is partnering with cross-media specialist The Project Factory on a game extension for its crime drama franchise Underbelly.
The Project Factory, which has offices in Sydney and London and produces entertainment for the web, mobile, social media and games platforms, will produce the game as an app for iOS and Android devices.
“The gamification of television content is evolving rapidly due to an increased demand for viewers to stay engaged with screen content long after the show has been broadcast,” said Project Factory group executive director Guy Gadney.
“As television audiences change the way they consume content across a range of platforms, producers now have an opportunity to enhance engagement with high-quality content extensions like games, which keeps the entertainment experience alive beyond the series and between the screens.”
Underbelly is currently in its fifth season, as Underbelly: Badness, which debuted on Nine Network in Australia in August. A sixth season, Underbelly 6: Squizzy, is also in the works, and UK distributor DRG has signed up to sell both abroad.