FUNTACTIX LAUNCHES NEW BOYZ ONLINE GAMING AND DIGITAL MERCHANDISE PLATFORM

NEW YORK, April 21, 2011– Funtactix, a worldwide developer and publisher of online worlds and social games, announced today the upcoming launch of the New Boyz avatar-based online world as part of a broader agreement with Warner Music Group (WMG). Funtactix has created a customized virtual world for fans of the New Boyz, built upon a music-driven online gaming and digital merchandise platform.

New Boyz: The WORLD, the official online world for the hip hop duo that boasts one of the fastest growing online followings with two million Facebook fans, will mark the first musician-based massively-multiplayer online world ever launched. Available beginning May 2 through the New Boyz Facebook page, http://www.facebook.com/NewBoyz, New Boyz: The WORLD allows fans to enter an authentic world entirely dedicated to the group. New Boyz fans will be able to create an avatar reflecting the New Boyz style while personalizing it with virtual clothing and merchandise.

“Our artists and bands have some of the most dedicated followers,” said Andie Simon, Senior Vice President, Interactive Media, Warner Music Group.“With Funtactix’s dynamic platform and game design expertise, we are excited to collaborate with them and offer our artists another way to reach their fans.” 

According to a recent study by Forbes, the global market for virtual goods in 2010 was estimated at $10 billion. According to Frank N. Magid Associates, online world game players boast the second-highest concentration of digital goods buyers.

In addition to the New Boyz’s popularity on Facebook, the duo has a rapidly-growing Twitter following and has released a series of viral digital music videos that have received tens of millions of views. 

“A stage appears to be surrounded by only three walls, but there’s a fourth wall there you can’t see– that’s the one that separates the musician from the audience,” said Sam Glassenberg, CEO of Funtactix.“Our partnership breaks down this‘fourth wall’ and lets fans enter the worlds of Warner Music’s broad roster of new stars and legendary artists so they can connect and interact with their favorite bands in an entirely new way.”

At New Boyz: The WORLD, fans can also teach their avatar the Jerk Dance moves created by the New Boyz, get official limited-edition virtual goods, play exclusive New Boyz-themed games, hang out and socialize with other fans, enjoy in-world virtual concerts and participate in exclusive online events featuring the New Boyz.

Funtactix will also create custom-built avatar-based online worlds for additional WMG artists, creating a first-of-its-kind backstage pass for fans to enter the official world of their favorite musicians. The experiences are built for fans with ongoing artist involvement, creating a new channel for delivering a complete experience that extends beyond the music: unlocking the artists’ visual style, dance moves, fashion, and delivering it directly to the fans through visually-stunning online worlds and digital goods.

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About Warner Music Group

Warner Music Group became the only stand-alone music company to be publicly traded in the United States in May 2005. With its broad roster of new stars and legendary artists, Warner Music Group is home to a collection of the best-known record labels in the music industry including Asylum, Atlantic, Cordless, East West, Elektra, Nonesuch, Reprise, Rhino, Roadrunner, Rykodisc, Sire, Warner Bros. and Word. Warner Music International, a leading company in national and international repertoire, operates through numerous international affiliates and licensees in more than 50 countries. Warner Music Group also includes Warner/Chappell Music, one of the world's leading music publishers, with a catalog of more than one million copyrights worldwide.

About Funtactix

Founded in 2006, Funtactix is a pioneer in web-based gaming. Led by industry veterans, the Funtactix team champions a streamlined production approach: delivering highly-innovative gaming experiences on rapid production timelines with tight community iteration.  Funtactix works with leading entertainment companies to deliver visually stunning, microtransaction-based online games and virtual worlds around leading media franchises, unlocking the value of IP assets in a way that is loyal to the brand. In early 2008, the studio was first-to-market with in-browser 3D multiplayer gaming as featured in Moondo, an award-winning online world of deeply-integrated avatar-based games. Funtactix is backed by Jerusalem Venture Partners, and is based out of New York with development studios in Jerusalem, Tel Aviv, and Los Angeles.

For more information, please visit www.funtactix.com.

Funtactix Media Contacts:

Reverb Communications

Tracie Snitker | Tracie@reverbinc.com | (209) 586-1495 x104

Abby Oliva | Abby@reverbinc.com | (209) 586-1495 x106

 

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