Market Leading Online Games Developer Mousebreaker Partners The Prodigy For ’Invaders Must Die’!
WEBWIRE – Tuesday, March 10, 2009

Prodigy Mousebreaker Mousebreaker – the leading UK-based free-to-play games site – has partnered with UK electronic legends The Prodigy to produce a bespoke new game as a key viral element in the launch of the band’s new album, Invaders Must Die.

The bespoke game has been exclusively designed for the band by Mousebreaker. The Invaders Must Die game is a classic shoot ’em up, utilising music and artwork from the new album, and will feature across all of the IPC Ignite digital portfolio as well as on www.mousebreaker.com. The Ignite portfolio – which also includes www.nme.com, www.nuts.co.uk, www.uncut.co.uk and www.loaded.co.uk – reaches over ten million unique users every month.*

The Invaders Must Die game marks the first time Mousebreaker has developed a bespoke game for any client. It is also the centre piece of a cross platform campaign which sees the new album promoted through the Ignite brands on and off line. The activity was developed by Cooking Vinyl director Rob Collins, the7Stars entertainment director Anuschka Clarke, Ignite commercial partnerships manager Neil McSteen and sales executive Victoria Bell with Kathryn Houghton, advertising operations manager.

Rob says: “We looked at several online game options and the Mousebreaker partnership was by far the most interesting. Both label and band is very happy with the results.”

Anouschka adds: “At the7stars we help clients expand beyond the realms of standard advertising, making the most of the assets available to them, to create innovative and effective media campaigns. The Prodigy strategy is a fantastic example of how through a great media partnership, with some fun and creativity, this can be done very successfully.”

Neil adds: “The Prodigy wanted something that was different, cutting edge, accountable and interactive – and they wanted to access and involve passionate music fans. Mousebreaker’s superlative games design skills, matched with Ignite’s unrivalled digital portfolio, were able to deliver on all counts.”

Invaders Must Die is released this week on Take Me To The Hospital/Cooking Vinyl.

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* Source: Omniture

About Mousebreaker:
Launched in 2001 and acquired by IPC in June 2008, Mousebreaker publishes easy-to-play but difficult-to-master Flash games reflecting the tastes and interests of its male UK target audience – everything from the very best sports games (Jumpers for Goalposts, Top Spinner Cricket and Blast Billiards) to topical games (Winezilla!, Toss the Ross and Spank the Banker). The Mousebreaker portfolio, highly targeted at 18-to-24 year old men, enjoys an audience of more than 4 million unique users every month. And Mousebreaker gamers spend, on average, more than two hours each week on our websites – which explains why Mousebreaker is the leading UK-based free casual games portfolio.

About IPC Ignite:
IPC Ignite is the men’s lifestyle and music division of IPC Media. Its award-winning, market-leading brands enjoy international recognition. They include Nuts, Loaded, Uncut, NME, Nuts.co.uk and nme.com.

About IPC Media:
IPC Media is a leading consumer magazine publisher in the UK. Its five publishing divisions are: IPC Southbank, IPC TX, IPC Ignite, IPC Connect, and IPC Inspire. IPC is wholly owned by Time Warner.

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