Infront claims this will make it the first sports marketing group to develop and build a parallel universe of sport.

The online gaming platform is designed to allow millions of players around the world to simultaneously exist in an online universe, where their alter egos socially interact, train, compete, attend events and acquire the goods and services they need to build a parallel sporting existence.

Gaming, the firm notes is one of the fastest growing of all entertainment sectors, outstripping feature films in terms of revenue generation. The gaming sector shows particular strong growth with on-line gaming – where players interact with others via the Internet – in particular in Europe and in Asia.

To capitalise on this trend, Infront has formed a joint-venture with F4, a video game development company based in Paris, known for its expertise for online worlds and state-of-the-art graphics. Between them, they have created a gaming platform, where players can train and compete, form teams and leagues, even take coaching lessons.

Within this environment, players are also able to interact with brands and their products and services to enrich their virtual life.

Infront president and CEO Philippe Blatter says, “This is part of a new strategic direction for our company. The special skills that Infront applies in the real world, deploying sports marketing as a medium for reaching consumers, are totally applicable to this virtual world - it’s the perfect preparation and a logical step. While the world we have created may be virtual, the user experience and the opportunities for brands will be very real.”

Dr. Christian Müller, who is the managing director of the project said, “This is the first-ever virtual online multi-sports world with role-playing elements. There are single sport online games but no one has seamlessly integrated multiple games around the entire sports lifestyle. The user becomes a 3D avatar, capable of developing his or her virtual body, skills and capabilities through sport and training all-the-while socialising within the Empire of Sports community. In Empire of Sports everyone can become a real sports star.”

The multiple player sports games available at launch of Empire of Sports will be basketball, skiing, tennis and a series of fitness / exercise games. Other major games will be announced as the platform develops. The target user base is in the millions after one year, but the platform is highly scalable and can host tens of millions of users.

“The primary value proposition for brands is the integration of their services or products in the world as virtual items used by the characters ‘like in real life’ – other possibilities include sponsoring of virtual events and advertisements. It is of utmost importance to us that the integrated products and services enhance the gaming experience for the consumer, and through that they become the most powerful marketing tools available today,” adds Blatter.

A new 24/7 communication channel Empire of Sports aims to not only a revolutionary new communication and business development opportunity for commercial partners, but offers also great value to sports rights holders world wide. The platform represents an opportunity for federations, clubs and athletes to strengthen the relationship to their primary target groups, even in markets they do not have immediate access to.