Sideways has announced the formal launch of its gaming unit Sideways Play.
The unit has launched its first card game, WordIt!, a word game through which it wants to marry fun with learning. The game is designed for two-four players.
Through Sideways Play, the agency wants to focus on bringing fun and learning together through the world of toys, games, art and craft. Through a multi-disciplinary team, the agency wants to offer bespoke solutions across new product development, packaging design as well as service and retail experience.
Krishan Jagota, senior design director and product design lead, Sideways Play, said, “The division is born out of our extensive experience in understanding the mindset of kids and parents. While kids tend to shop from their right brain, parents use their left brain. Our aim is to be able to incorporate both these elements into our design to create a lovable product.”
Zahid Hussain, senior strategy director, Sideways Play, added, “We have built the product with multiple rounds of testing to come up with the right card composition and play patterns. We are looking at WordIt! as a building block of games. We aim to build a community of users who enjoy word games. We will continue to launch new contests and versions of the games over the top through Instagram for the users to keep having fun in various ways with their WordIt! cards.”
Abhijit Avasthi, founder, Sideways, said, “Our aim has always been to bring novelty through innovation in play patterns. Last year, we reimagined the 5,000 year old dice by introducing a colour factor within the dice through an LED. It allowed us to create many interesting play patterns. There are many new games brewing in our laboratory which will be rolled out over the coming years. We are also looking to actively expand our Play vertical and are looking for talented game and craft designers.”