Playboy's First-Ever Video Game, Playboy: The Mansion, Ships to Stores
SCOTTSDALE, Ariz., Jan. 25 /PRNewswire-FirstCall/ -- Hip Interactive's (TSX: HP - News) wholly owned subsidiary, ARUSH Publishing, in conjunction with Groove Games, today announced that Playboy: The Mansion has shipped to retail outlets throughout North America. A lifestyle simulation game that allows players to live the charmed life of Playboy visionary Hugh Hefner, Playboy: The Mansion is available for the PlayStation®2 computer entertainment system, the Xbox® video game system from Microsoft, and PC systems. Developed by Cyberlore Studios, Playboy: The Mansion is rated M for Mature by the ESRB and will debut at an MSRP of $49.99 for the PlayStation®2 and Xbox®, and $39.99 for the PC.

Playboy: The Mansion lets players assume the identity of the ultimate Playboy, Hugh Hefner. Utilizing a network of world-famous celebrities and beautiful Playmates, gamers throw massive parties in their virtual interpretation of the Playboy Mansion. Hundreds of luxury items and 83 music tracks from emerging and established artists all set the scene for fun and romance, from the grotto to the game room. In addition to showing glamorous guests, including real-life celebrities and Playmates, a good time, the parties serve as an ideal setting for creating the business relationships essential to building an empire. As virtual "Hef," players call the shots for Playboy Magazine, and even can direct their own photo shoots, selecting the model, outfit, and camera angle to create a truly unforgettable cover or Centerfold. In both the mission-driven "Campaign Mode" that spans more than 50 years of Playboy history, and the open-ended "Empire Mode," players will collect reward points to unlock the "Playboy Archives": a full collection of magazine covers, photo shoots, and art straight from the Playboy vault.

"Since the beginning of Playboy Magazine, I have looked for new ways to expand the Playboy experience, and video games are the next logical step," said Playboy founder and editor-in-chief Hugh M. Hefner. "Playboy: The Mansion is a fascinating game, and it lets players step into my slippers, putting out the magazine and throwing the parties."

"Hugh Hefner is an American icon, and we feel privileged to be involved in a game based on his life," said Jim Perkins, president and CEO of ARUSH Publishing. "Playboy: The Mansion captures the spirit of sexy fun the Playboy name embodies, and we know gamers will love it."

"Playboy: The Mansion has been three years in the making and it has finally come to life, thanks to our great partnerships with Playboy Enterprises and Cyberlore," said Jon Walsh, CEO of Groove Games. "We've been fortunate enough to get a taste of what living the Playboy lifestyle is all about, and we can't wait for gamers around the world to share in the experience."

For more information on Playboy: The Mansion, please visit www.playhef.com.

About Playboy Enterprises, Inc.
Playboy Enterprises is a brand-driven, international multimedia entertainment company that publishes editions of Playboy magazine around the world; operates Playboy and Spice television networks and distributes programming via home video and DVD globally; licenses the Playboy and Spice trademarks internationally for a range of consumer products and services; and operates Playboy.com, a leading men's lifestyle and entertainment Web site.

About Cyberlore Studios
Based in Northampton, Massachusetts, Cyberlore Studios, Inc. has been creating great, award-winning games for over a decade. Cyberlore's mission is to create games that focus on providing fun and innovative play. The company also values its employees, offering them an open, healthy and fun workplace along with great benefits. For more information about Cyberlore Studios and their games, please visit their website at www.cyberlore.com.

About Groove Games
Headquartered in Toronto, Canada, Groove Games is a global publisher of interactive entertainment software. Groove partners with leading developers to deliver great games for avid gamers everywhere. Currently Groove is publishing Digital Extremes' cutting-edge new first-person action game, Pariah as well as co-publishing the highly anticipated multi-platform game, Playboy: The Mansion. For more information visit www.groovegames.com.

About ARUSH Publishing
Based in Scottsdale, Ariz., ARUSH Publishing, a wholly owned subsidiary of Hip Interactive Corp., is a worldwide publisher of interactive entertainment software for personal computers and advanced entertainment consoles. ARUSH publishes PC and console video games for sale in retail outlets and on the Internet. The Company's current projects include Playboy: The Mansion and Fear Factor: Unleashed(TM). For more information, please visit www.ArushGames.com.

About Hip Interactive Corp.
Hip Interactive (www.hipinteractive.com) is a leading provider of electronic entertainment products, including PC and video games, movies, video arcade games, and proprietary games, branded as Hip Games(TM), and accessories, branded as Hip Gear(TM). The Company distributes all first party products, including SCEA, Microsoft and Nintendo hardware, software and accessories, as well as third party licensed video game software. With offices across North America and in Europe, Hip uses its distribution business to leverage into higher margin, higher growth areas of the electronic entertainment industry, such as licensing, publishing and its proprietary games and accessories. Hip Interactive trades on The Toronto Stock Exchange under the trading symbol "HP".

About Xbox
Xbox (http://www.xbox.com) is the video game system from Microsoft that brings people together for the most exhilarating game and entertainment experiences. Xbox delivers an expansive collection of breakthrough games, powerful hardware and the unified Xbox Live online service. The new tagline, "it's good to play together," captures the spirit of Xbox as the social hub of the new digital entertainment lifestyle. Xbox is now available in North America, Asia, Europe and Australia.

Xbox is a registered trademark of Microsoft Corporation in the United States and/or other countries.
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