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Digital production company, The Project Factory, has launched a festive and interactive iPhone game, Santa Panic!, which allows players to alter the game’s storyline via Facebook.

The Project Factory Director, Annette Parry said, Santa Panic! Was a “fast-paced puzzle game where players must get through 30 levels of gameplay to make sure all Santa’s presents are delivered in time for Christmas.”

“As well as the game itself, Santa Panic! features a series of storylines which can be personalised by players via the game’s Facebook page.  These stories are all then fed back into the game allowing a different narrative to be presented each time the game is played.”

According to Parry, Santa Panic! represented a world first achievement for The Project Factory, and she said the” unique, immersive narrative structure paves the way for more dynamic approaches to story-telling in casual games.

“Each time players engage in Santa Panic!, they are presented with a new version of the story which has been crowd-sourced from other players.  In turn, this allows players to add their own creativity to the game.”

Parry said the app development process had incorporated the best of breed elements of social media and mobility, such as personalisation, peer recommendation, social sharing and real time interactivity to create a new gaming experience.

“While Santa Panic! Is the first title we are launching with the personalised narrative engine, we see this technology as hugely valuable for parents wanting to customise app experiences for their children, or for businesses wanting to move their fans and community from Facebook to mobile platforms.”

Parry said Santa Panic! was devised and created in-house by The Project Factory’s Australian hub of “talented gaming developers,” and  would be released internationally.

Santa Panic! is available now via the iTunes App Store worldwide and the Facebook page can be viewed at http://apps.facebook.com/santapanic.


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Peter Dinham


Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).