We R Interactive, an online games publisher with a mission to revolutionise gaming, has launched this week. It is headed by former PlayStation and Eidos executive David Rose, ex-ITV Interactive Commissioning Editor Oli Madgett and leading Media Analyst Richard Dale.

Joining founders David Rose, Oli Madgett and Chairman Richard Dale are two of the Directors of acclaimed production company Bigballs Films, Tom Thirlwall and Chris Kelly.

We R Interactive also launches with the backing of Peter Mead, founder of legendary London ad agency Abbott Mead Vickers BBDO, and Fru Hazlitt, former Yahoo! and Gcap Media boss, and ITV’s new commercial and online director.

The founders are committed to a gaming revolution, finally bringing together the film and games industries to develop products the like of which have never been seen before.

We R Interactive will take branded content to a whole new level, creating interactive, social games for smartphones, Facebook and the web. These games create rich new worlds for players, worlds filled with aspiration, dilemma and reward that blur the lines between digital life and real life.

This delivers a new format for brands, that not only allows for seamless integration with their products and services, but that actively enhances a users experience by virtue of brand involvement.

David Rose said: “This is branded content, but not as you know it. We R Interactive is where the game and film industries collide. We build aspirational content combining the very best skills and techniques from storytelling through to high-end gaming.