Cie Games' Car Town Launches In-Game "Buy-and-Play" Integration Supporting Universals' Fast Five on Blu-ray™ and DVD Pre-Order With Walmart Retail Program

LONG BEACH, Calif., Oct. 4, 2011 /PRNewswire/ -- Cie Games, creator of the popular Facebook game Car Town (www.facebook.com/cartown), has announced a comprehensive social gaming, online and in-store cross-marketing program specific to Walmart to support pre-sales of the upcoming release of the blockbuster film Fast Five, debuting on Blu-ray™ and DVD on October 4 from Universal Studios Home Entertainment.  The integration was developed through a licensing agreement with Universal Partnerships & Licensing.

Car Town players can click on a virtual in-game Walmart big rig to purchase the Fast Five Blu-ray and DVD Disc combo pack via www.Walmart.com.  All purchases of the Fast Five Blu-ray and DVD Disc combo pack at Walmart.com or in Walmart stores unlock an exclusive gift with purchase:  a virtual version of the ARMET GURKHA armored vehicle featured in the film to race against other Car Town players.  As an added bonus, consumers who pre-ordered the combo pack will receive a virtual Fast Five locker with a bulletproof vest to display in their Car Town garage.

"This program is one of the most extensive and successful efforts to date by a major film studio to leverage the nexus between real-world marketing and promotion via social gaming," said Justin Choi, president and CEO, Cie Games.  "Since the program began in April 2011, Car Town players have completed more than 200 million races in the virtual Rio de Janeiro race environment modeled after the movie's key location.  That milestone establishes the Fast Five Car Town integration as the most successful in the company's history."

"Featuring Car Town as the exclusive pre-order and gift-with-purchase offer for the Fast Five Blu-ray and DVD Disc at Walmart is evidence of how leading global brands and retailers are taking advantage of the power of social games to drive consumer behavior," added Choi.  "Social games create instant awareness, positive engagement and activation in a single platform that reaches millions of consumers in a way no other media can equal."

The Fast Five cross-marketing promotion included revenue generating in-game microtransactions, significant in-game film integration and a limited-time-only Regal Cinemas ticket purchasing promotion during the theatrical-release window.  The integration continues to the Home Entertainment window.  Car Town players can watch the Fast Five Blu-ray and DVD trailer at the in-game drive-in theater environment, race their friends, complete special missions tied to Fast Five's storyline and own the fastest, most recognizable cars from the film franchise.

The announcement extends the program to include a retail component, including front-of-store merchandising, end-cap placement and corrugated displays.  The promotion includes an on-box Car Town sticker on the Fast Five Blu-ray/DVD combo pack premium SKU and unlock codes for the virtual items printed on inserts.  In addition, each of the partners will display online banners promoting the program and utilize social media, including Facebook and Twitter and email to reach consumers.

Launched in 2010, Car Town has attracted more than 35 million players.  Forty-six percent of Car Town gamers play at least once every three days, 80 percent of the audience is under age 35 and the game is built around real-life brand integration, making Car Town particularly attractive for advertisers.  A 2011 report from Parks Associates, a market research firm, predicts that social gaming revenues will jump from $1 billion worldwide in 2010 to $5 billion by 2015 as companies introduce new game-play options and revenues from advertising sales and virtual purchases increase.

About Fast Five

Vin Diesel and Paul Walker lead a reunion of returning all-stars from every chapter of the explosive franchise built on speed in Fast Five.  In this installment, former cop Brian O'Conner (Paul Walker) partners with ex-con Dom Toretto (Vin Diesel) on the opposite side of the law.  Dwayne Johnson and Elsa Pataky join returning favorites Jordana Brewster, Tyrese Gibson, Chris "Ludacris" Bridges, Matt Schulze, Sung Kang, Gal Gadot, Tego Calderon and Don Omar for this ultimate high-stakes race.  www.fastfivemovie.com

About Cie Games

Cie Games (www.ciegames.com) is a leading publisher and developer of social and mobile games. Its popular Car Town game on Facebook (www.facebook.com/cartown or www.cartown.com) is the first Facebook game built around brands and, since its launch in 2010, has attracted more than 35 million players.  Cie Games has developed licensing, advertising and marketing partnerships and integrations with more than 30 major companies and brands, including NASCAR, General Motors, Honda, Toyota, Ferrari, Universal Pictures, Regal Entertainment and others.  Cie Games is based in Long Beach, California and expanded their reach with the launch of their new office, Cie Games Japan and Car Town Japan (Mobage).

About Universal Partnerships & Licensing

UP&L oversees Universal's consumer product licensing, film and home entertainment promotions, and all corporate alliances for Universal's theatrical, home entertainment, theme parks and stage productions.  This dedicated division is also responsible for monetizing the Studio's vast library of films and characters through licensing, branding and marketing opportunities. UP&L is part of NBCUniversal.  NBCUniversal is one of the world's leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience.  NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks.  Comcast Corporation owns a controlling 51% interest in NBCUniversal, with GE holding a 49% stake.

Kourtney Schepman
Rogers & Cowan
310-854-8168
[email protected]

SOURCE Cie Games