So named because it suggests “prepared and ready to go”, interactive agency Preloaded has worked with some of the biggest names out there.
“It was decided that a site that had an explorative nature while being original would encourage visitors to spend more time experimenting. The inspiration was the old arcade game Rampage, in which giant monsters battled it out in a city, eating tiny pixel people. We owned the arcade machine, and the client loved playing it whenever they came round, so we knew we were onto something.
“By the time we finished developing the ideas for Tongs, we’d moved on from the original concept. The site that eventually went live in mid-2001 featured a full scrolling city environment populated by people you can interact with.
“The weather is set to be the same as London by using live weather data. So if it’s raining in London it’s raining in Tongsville. The length of each day and the phase of the moon are calculated using the longitude and latitude of the Hammer and Tongs' studios, allowing the city to gradually change from day to night appropriately.
“Since the launch, the site has undergone two main updates. The first coincided with Hammer & Tongs moving to new studios on a barge. We ran a canal through Tongsville as a result and added a whole range of new areas and hidden extras to the city. The second update has just gone live and ties in with the release of the Hitchhiker’s movie.”
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