Starcom Introduces Play

CHICAGO Starcom MediaVest Group has set up a 10-person division that will focus on the consumer gaming market. Called Play, the unit will be led by co-directors Tim Harris and P.J. MacGregor. It will have offices in Chicago and Los Angeles.

“The gaming industry’s financial influence is irrefutable,” said Jack Klues, chief executive officer of SMG, in a statement. “Larger than the motion-picture box office in terms of revenue, and growing at three times the pace, gaming is a path to more than 145 million rapt customers of all ages.”

Gaming is an estimated $10 billion industry, according to the Interactive Digital Software Association. Sixty percent of Americans play games, and some 221 million computer and videogames were sold in the U.S. in 2002, nearly two per household, Harris said.