UK-based developer nDreams has struck a partnership with M&C Saatchi Sport & Entertainment to provide the advertising agency’s clients with non-traditional gaming based solutions.

The new partnership has its first global project in development and launch details are expected to be announced early next year.

“Coupled with the rise of casual/social gaming and the increasing accessibility of non-traditional ‘alternate reality games’ spanning the offline and online worlds, the opportunities for brands are extensive, yet potentially daunting for clients,” the pair said in a press release, adding that M&C Saatchi Sport & Entertainment’s head of entertainment Dave Roberts and nDreams CEO Patrick O’Luanaigh are both “strong advocates for the future of brand involvement in all forms of gaming”.

nDreams was set up in 2007 by former Eidos creative director O’Luanaigh. The company’s first release was initially expected to be Venus Redemption, a PC title targeted at female gamers, but the project was put on hold to focus on Xi, the first console-based alternate reality game, which debuted in PS3 virtual world Home in March 2009.