WORLD OF WARCRAFT AND FALLOUT 3 AMONG EVENING’S BIG WINNERS AT MI6 CONFERENCE

FOR IMMEDIATE RELEASE

San Francisco, CA– April 9, 2009– MI6, the association dedicated to supporting marketing, promotion and advertising professionals in the video game and interactive entertainment community, staged a lively awards celebration to honor the video game industry’s best marketing achievements, capping the fourth annual MI6 Conference. Host Rob Corddry (“The Daily Show with Jon Stewart,”“What Happens in Vegas,”“W”) fed the crowd a steady diet of zingers as the launch campaign for Blizzard Entertainment’s World of Warcraft: Wrath of the Lich King took home the prize for Outstanding Overall Marketing Campaign.

“There was electric buzz and excitement from sponsors and attendees at this year’s MI6 conference where marketers were thrust into the spotlight as the clear leaders driving success in the video game business,” said Jonathan Block-Verk, president of MI6.“Marketers' innovation, creativity and unique ways of developing new business models and revenue streams were on display in full force as the industry celebrated its very best.”

Gold and Silver Muse statues were handed out to winners throughout the evening, with award categories varying from the best TV and print media campaigns to imaginative honors like“Best Tchotchke” and“Don’t You Wish You’d Thought of This.”

Blizzard Entertainment’s World of Warcraft: Wrath of the Lich King won Outstanding Overall Marketing Campaign; and Bethesda Softworks’ Fallout 3 swept three top categories, winning Outstanding Promotional Trailer, Standout Print Campaign, and Best Online Advertising Campaign.

The full MI6 Award winners list is available at http://www.mi6conference.com/awards.htm.

Despite the down economy, this year’s one-day event was the most concentrated and top-tier MI6 conference to date. Well over 300 top industry marketing executives attended panel discussions with speakers like Peter Moore, President of EA SPORTS, who gave the first public demo of the company’s EA SPORTS Active game for Wii; Nicholas Negroponte, founder of One Laptop Per Child; and Gary Osifchin, the North American marketing director for Cadbury/Stride, which has been a leader in connecting brands to customers via social media initiatives and was the recipient of this year’s Brand Marketing Partner of the Year Award.

Also this year, for the first time ever, game consumers got the opportunity to cast their vote for the best overall marketing campaign, answering the question:“MI6 wants to know: which of these games did you most want to buy last year?” More than 33,000 readers of MI6 co-sponsor IGN.com weighed in via an online poll and selected Fallout 3 by an overwhelming margin. To see the full results of the poll, visit http://www.mi6conference.com/awards.htm.

The peer-judged MI6 Awards celebration capped off the daylong MI6 Conference. Top executives participated in panels and speaking opportunities from companies including 2K Games, Activision, Bethesda Softworks, Cadbury/Stride, CBS Interactive, CNN, EA, Future US, Gaia Online, gamerDNA, Giant Realm, Google/YouTube, IGN, Lucas Arts, Massive, Mekanism, MTV Networks, MySpace, One Laptop Per Child, Raptr, Sony Computer Entertainment America (SCEA), Ubisoft, Wedbush Morgan Securities, What They Like and Zynga, among many others.

About MI6

MI6 is a non-profit association dedicated to maximizing the effectiveness and supporting the success of marketing, promotion and advertising professionals involved in the interactive entertainment community. The MI6 Conference and Awards celebrates marketing excellence overall, while providing an all-inclusive forum for common thought, bond and community. For further information, please visit http://www.mi6conference.com or follow our Twitter at twitter.com/promaxbdami6.

Contact:

Laura Hart

Beck Media for MI6

310-689-7363

laura@beckmedia.com


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