Google’s YouTube and Rovio Entertainment announced a pact under which content from YouTube stars The Slow Mo Guys will be integrated into “Retry,” a scrolling plane-flying game that pays tribute to old-school 8-bit videogames.
In “Retry,” which launches globally Wednesday, players will see branded The Slow Mo Guys content throughout the game. The partnership includes a media campaign promoting the YouTubers in key markets across the Europe, the Middle East and Africa region.
“The fun, retro tone of the game and the target audience are a perfect fit to engage with fans of The Slow Mo Guys,” said Richard Waterworth, YouTube’s head of YouTube consumer marketing for EMEA. The Slow Mo Guys’ YouTube channel, which has 4.5 million subscribers, has notched more than 438 million views of their HD slow-motion videos to date.
Rovio launched its worldwide smash hit “Angry Birds” in 2009 and has launched several spinoffs including an animated feature film slated for July 2016 release. But the Finland-based game developer has been unable to establish another reliable game franchise. The company this month laid off 130 employees, 16% of its workforce, as revenue growth has slowed and profits dropped.
London-based digital agency Essence brokered the partnership between YouTube and Rovio for the game. Under the deal, The Slow Mo Guys will appear in pre-roll and custom rich media ads on the Rovio network.