Code Cracking Goes Mobile with the Launch of Mastermind

IRM and Glu Announce the Mobile Launch of Classic Seventies Board Game

London (PRWEB) February 26, 2006 -- Interactive Rights Management (IRM), an interactive rights investment and exploitation company, and Glu Mobile, a leading creator and global publisher of mobile entertainment, today announced the launch of the world’s first official mobile version of the multi-million selling code cracking board game, Mastermind from Parker. Glu and IRM teamed up to reinvent the game first introduced in 1970 to produce a fun and immersive game specifically for mobile .

The game will initially launch in more than 30 countries in Europe, Southeast Asia and Australasia and will be available from all major mobile operators across Europe including Vodafone, O2, 3, T-Mobile, Orange and Telefonica.

Valérie Bozzetto, Creative and Commercial Director of IRM, said: “The Mastermind game fit IRM’s global exploitation strategy for translating successful global brands. We have really enjoyed the challenge of bringing a game that has consistently performed over the past 30 years to mobile . Classic games like Mastermind have proven to be big sellers on mobile, and Glu is the perfect partner to bring this mass-market title to a new generation of play-anywhere gamers.”

In addition to Quick Play mode which offers an instant single player game, mobile Mastermind includes Pass and Play mode for up to five players and Tournament mode where players can test their skills against progressively more challenging computer opponents. To keep the challenge fresh, the game offers multiple difficulty levels and allows players to upload their scores to online high score tables where they can show off their code cracking skills.

“With the continuing growth of mobile gaming, it’s a perfect time to launch this kind of simple and fun game, especially with the recent launch of the new Mastermind multiplayer board game. We’re delighted to be working with IRM to bring such a classic game to mobile, and we are excited to introduce a brand new audience of young families, kids and teenagers to this great game of code cracking,” said Kristian Segerstråle, managing director of Glu, EMEA.

Since its invention in 1970 by an Israeli postmaster, Mastermind has remained one of the most popular games among all generations. Invicta, an English company, purchased the intellectual property rights to the game and refined it. The subsequent game was an immediate hit, and went on to win the first ever Game of the Year Award in 1973. It also received a Design Centre Award, and the Queen's Award for Export Achievement.

Working with this heritage, IRM’s immediate challenge was to translate this proven game concept and create an interactive alternative for the mobile platform without losing sight of the games brand values and huge global appeal.

About IRM
Interactive Rights Management limited (IRM) is an independent interactive rights investment and exploitation company founded in October 2004.

Founders Bruce Vandenberg, Megan Goodwin and Valerie Bozzetto, the multi award winning team responsible for the global interactive success of "Who Wants To Be A Millionaire?".secured financial backing from private investors and formed the privately owned company, which is based in Fleet Street London. Their combined experience includes launching the world's most successful mobile, SMS and Java games, pay-for-play internet games and interactive applications for TV as well as DVD, for Celador, the makers of “Who Wants To Be A Millionaire?”

IRM's main focus is to create, acquire, license and commercially exploit interactive rights by developing and managing paid for interactive consumer services across all platforms around the globe.

Clients include: Fox Television Studios, Hasbro, Distraction Formats and Kidz Wireless/Daydream, BBC Worldwide, Chorian,and they are currently working with Celador Productions, BT Entertainment, Tailormade Films, Big Ideas and TF1.

About Glu Mobile

Glu Mobile (formerly Sorrent, Inc. and Macrospace Ltd.) is a leading developer and global publisher of mobile entertainment. Glu’s portfolio of games, ringtones, wallpapers and information applications include both original titles and entertainment based on major brands including Atari, Cartoon Network, FOX Sports, PopCap Games, Twentieth Century Fox and Celador International. Based in San Mateo, California with offices in London and Hong Kong, Glu is funded by top venture firms NEA, BA Venture Partners, Granite Global Ventures, Sienna Ventures and Globespan Capital Partners, and by Time Warner Investments. Consumers can find fresh entertainment created exclusively for their mobile phones wherever they see the ‘g’ character logo or at www.glu.com.

GLU MOBILE, GLU, and the 'g' character logo are trademarks of Glu Mobile. All other trademarks are the property of their respective owners.

Editor’s Notes:

Invented in 1971, Mastermind - a Parker games brand from Hasbro - is currently owned by Hasbro, the leading games manufacturer in Europe. Considered a ‘classic family strategy game’,. A TV campaign in December 2005 launched the new multiplayer version of the board game with the strapline, “Do you have the vision to crack the Mastermind code?”

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