REINVENTING A BRAND FOR NEW AUDIENCES
The Dumping Ground is a suite of multiplayer games thematically linked to the key characters, locations and events from the flagship CBBC television drama taking over from the long-running Tracy Beaker series. Characters and locations from the original show are faithfully continued, with the children’s home ‘The Dumping Ground’ becoming the new focal point of the action.
The Dumping Ground is a major launch for CBBC, and reinventing the hugely popular show for new audiences has meant that a fully integrated online presence was a prerequisite. The BBC commissioned Preloaded to produce the online experience, supported by their expanding gaming strategy.
It’s been an ambitious project with significant creative and technical challenges which we have answered through close collaboration with the team at the BBC.