Virtual Playboy


13 Dec 2002

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Aspiring Lotharios will soon have the opportunity to step into the shoes of Playboy founder, Hugh Hefner.

Playboy Enterprises has just announced a global licensing deal with ARUSH Entertainment in conjunction with Groove Games to create, market and distribute a set of interactive simulation video games. The first Playboy-branded game, which will be playable on multiple platforms including PC, Sony PlayStation 2 and Microsoft Xbox consoles, is targeted to be in stores in 2004.

The game, which is based on the world-builder simulation genre of video games, will allow players to walk in the slippers of Hefner, establishing and building the Playboy empire and living the Playboy lifestyle. ARUSH Entertainment recently published Duke Nukem: Manhattan Project and Hunting Unlimited and will publish Devastation in 2003.

“We’re delighted to work with ARUSH and Groove to develop this game and provide the Playboy audience with a new and exciting way to interact with our brand,” said Alex Vaickus, President of Global Licensing, PEI. “This deal marks Playboy’s entry into the video game category and is a significant breakthrough for us as we expand the licensing of our brand in the entertainment arena.”

By Dick O’Brien

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