RARE GETS BRAND NEW LOOK AS IT TURNS 25

LONDON– 2 June 2010 - British developer Rare is to celebrate its 25th anniversary in the games industry this summer. Such a landmark provides a natural opportunity to reminisce over what has been a hugely impressive presence throughout that period, and to prepare for an equally influential future with a brand new look.

Throughout Rare’s lifespan, the world of videogames has morphed from the cottage activity of the’80s into a thriving and vibrant entertainment industry, easily as significant as music and films in today’s market. Rare is extremely proud to have been at the forefront of this metamorphosis.

Now, as the company focuses its vision on an even more exhilarating future, the timing is perfect to introduce a distinctive new look. So Rare is thrilled to unveil its new identity, encompassing a brand new logo and branding soon to be extended to a full website relaunch at www.rare.co.uk.

The new logo is both modern and classic, adjectives that could be applied equally well to Rare itself.

Announcing Rare’s new look, Head of Studio Mark Betteridge said:“Both Rare and the games industry have seen massive changes over the past 25 years, and right now it feels as if both we and the industry are continuing to evolve at an ever-increasing pace. With this landmark anniversary coming up, and knowing that we have a really exciting future ahead, we felt now was the time to have a new image more in keeping with an innovative and creative entertainment company which aspires to be around for at least the next 25 years!”

-Ends-

For consumer media enquiries, please contact:

Baz Singh / 020 3047 4024 / balraj_singh@jcpr.com

Nik Thakkar / 020 3047 4087 / nik_thakkar@jcpr.com

For specialist media enquiries, please contact:

Dominic Carey / 01189 095334 / v-docare@microsoft.com

About Rare

Following its arrival on the scene in 1985, Rare established a reputation for quality that led to fame with such classic titles as Donkey Kong Country and GoldenEye. Upon its acquisition by Microsoft Game Studios in 2002, Rare supported the Xbox 360 debut with launch titles Kameo and Perfect Dark Zero. Subsequent years brought innovation in Banjo-Kazooie: Nuts&Bolts, the Viva Piñata franchise and pioneering work on Xbox 360 Avatars. Now committed to Microsoft’s Project Natal, the company operates from both its custom-built rural HQ and brand new Birmingham facility.

About Xbox 360

Xbox 360 is a superior video game and entertainment system delivering the best games, unique entertainment features and a unified online gaming network that revolve around gamers. Xbox 360 has a portfolio of more than 300 games in nearly 40 countries. More information can be found online at http://www.xbox.com/en-GB.

About Xbox LIVE

Xbox LIVE connects more than 23 million members across 26 countries to each other and the entertainment they love. Home of more entertainment from one remote than can be found from any device connected to the television, Xbox LIVE is also a unified online social network bringing friends together, no matter where they are— in the living room or across the world. More information and Xbox LIVE membership can be found online at http://www.xbox.com/en-GB/live/bestoflive/connectnow.htm.

About Microsoft

Founded in 1975, Microsoft (Nasdaq“MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

Note to editors: If you are interested in viewing additional information on Microsoft, please visit the Microsoft Web page at http://www.microsoft.com/presspass on Microsoft’s corporate information pages. Web links, telephone numbers and titles were correct at time of publication, but may since have changed. For additional assistance, journalists and analysts may contact Microsoft’s Rapid Response Team or other appropriate contacts listed at http://www.microsoft.com/presspass/contactpr.mspx. ;


Games PressGames Press is the leading online resource for games journalists. Used daily by magazines, newspapers, TV, radio, online media and retailers worldwide, it offers a vast, constantly updated archive of press releases and assets, and is the simplest and most cost-effective way for PR professionals to reach the widest possible audience. Registration for the site and the Games Press email digest is available, to the trade only, at www.gamespress.com.