5 Chase $30 Mil. Video Game Business

NEW YORK–Videogame maker Infogrames has initiated a search for a shop to handle creative and media, an account worth $30 million, the client confirmed.

The New York-based company, whose games include Driver and Deer Hunter, acquired Hasbro Interactive in December. That and other recent acquisitions, including Games.com, prompted the search, the client said.

“Basically our company has been through major corporate acquisitions last year, and we’ve picked up agency relationships,” said Sarah Buxton, vice president of marketing for Infogrames. “Now we’re consolidating everything down to one.”

The incumbents are Attik in New York, which handled creative for Infogrames; Havas’Arnold Ingalls Moranville in San Francisco, which did creative for Games.com; and Griffin Bacal in New York, which handled creative and media for some Hasbro Interactive brands. Media Planning in New York also handled media for the client.

The contenders are DDB, BBDO West and Rubin Postaer and Associates, all in Los Angeles, Arnold Ingalls Moranville, and Attik’s New York and San Francisco offices, which are pitching together.

Agency officials either declined comment or could not be reached.

Infogrames is looking for a bicoastal shop, Buxton said, since the client’s children’s and family games are marketed from the East Coast, while its adult games are marketed from the West Coast.

Agency presentations will be held April 10 and 11 in Los Angeles, with a decision expected shortly thereafter.

Infogrames was named GT Interactive until 1998, when French computer-game company Infogrames Entertainment bought a 70 percent stake in it.

Company subsidiary Infogrames in North America spent about $10 million on advertising in 2000, down from about $15 million in 1999, per Competitive Media Reporting.