Seattle, WA – May 25, 2010 – Realtime Worlds and mPlay today announced that mPlay is representing licensing and merchandising programs for APB (All Points Bulletin™), the highly anticipated new online action adventure game from Realtime Worlds and Dave Jones, the creator of such gaming megahits as Grand Theft Auto 1 and 2, Crackdown and Lemmings. Under the terms of the agreement, mPlay has exclusive rights to represent APB - scheduled for release on the PC later this year by Electronic Arts Inc. - in multiple categories of merchandise ranging from computer hardware and accessories to music to apparel and toys.
APB takes the universal theme of Criminals and Enforcers and brings it to a persistent, open-world, online multiplayer setting in the modern, crime-ridden fictional city of San Paro. Some players will achieve notoriety by feeding on the city, its people and its businesses…the Criminals. Some will live by a higher code and instead feed on the criminals and their organizations…the Enforcers. This dynamic where players become the core content for other players is one of the many unique features of APB.
“As a licensing opportunity, APB has the potential to be a major, long-term franchise. Its deep story, gritty setting and dynamic player-created characters and situations will create an emotional connection to the brand that lends itself to programming and merchandise well beyond its original medium,” explained Sandy Ting, mPlay co-founder and Partner. “We will be working closely with Reatime Worlds to carefully identify those licensing partnerships that can embody the intrinsic spirit of the APB brand.” Ting, along with co-founder and partner, Ed Ventura, will be meeting with licensees at the upcoming International Licensing Expo in Las Vegas to further those discussions.
mPlay is a newly formed licensing and merchandising company formed by Ting and Ventura, former Microsoft Game Studios and Xbox business and franchise development executives, to focus exclusively on the video game industry. “As videogame industry veterans, we recognize how challenging it can be for both game rights holders as well as licensing professionals to grasp the meaningful nuances of a video game brand and turn something that is so intricate into a successful program , particularly when it comes to merchandising,” noted Ventura. “APB is exactly the kind of game, if managed well, can become an enormously successful brand and franchise.”
Creator of APB Dave Jones explained that APB is designed with the same drama, storyline and character development as a major motion picture for which licensing programs are an inherent part of the business and marketing plan. “This is exactly what we want to do with APB, and we are thrilled to be working with mPlay, whose deep licensing experience in our industry will assure the proper stewardship of this important franchise”.
About Realtime Worlds:
Realtime Worlds is one of the largest and most successful independent game developers in the world. Founded in 2002 by Creative Director David Jones with gaming industry veterans Ian Hetherington and Tony Harman, and joined by CEO Gary Dale in April 2009, the company has grown to more than 300 exceptionally talented staff. Realtime Worlds’ experienced teams have a tremendous history of creating some of the world’s bestselling video games, including the global hit franchises ‘Lemmings’ and ‘Grand Theft Auto’.
Realtime Worlds launched its first title, Crackdown, on Xbox 360 in early 2007. The debut game broke records for demo downloads, sold approximately 1.5 million copies, and won multiple awards including prestigious BAFTA and Develop Industry Excellence awards. Realtime Worlds is currently working on All Points Bulletin (www.apb.com), a persistent, online action game with a contemporary urban setting and themed around celebrity, conflict, competition and creativity. In June 2009 Realtime Worlds entered into an exclusive marketing and distribution agreement with EA Partners to bring APB to PC in summer 2010.
mPlay LLC is a licensing and merchandising company with exclusive focus in the videogame industry. It works to selectively identify those game properties that have unique potential for franchise development through licensing opportunities including traditional merchandising, film and television entertainment, cross platform ports and extended distribution. Working in partnership with video game right holders mPlay develops programs that support the game’s creative vision and long term business plan, including building revenue and improving profitability while increasing brand awareness and appeal. Contact mPlay at www.mplaygroup.com.