InstantAction to Power Penny Arcade's Greenhouse 2.0

Dedicated channel will provide downloadable and streaming indie games on embeddable platform

Jun 16, 2010, 17:03 ET from InstantAction

SEATTLE and LAS VEGAS, June 16 /PRNewswire/ -- Penny Arcade, the company behind the thrice-weekly comic strip and gaming festivals, PAX and PAX East, and InstantAction today announced an agreement to launch the next version of The Greenhouse premium indie games digital download store on the InstantAction platform in late summer 2010. The Greenhouse is home to such award-winning independent games as Braid, And Yet it Moves, World of Goo, and Penny Arcade's own Penny Arcade Adventures: On the Rain-Slick Precipice Episodes 1 and 2. The new "Play Greenhouse" will include InstantAction-powered features, enabling game developers to make their games stream-able and embeddable on the Web, and to add social media features and micro transactions.

The InstantAction Platform is a direct-to-consumer online video game distribution service that enables game publishers to embed video games anywhere on the Web, including blogs, and social media sites such as Facebook. The service debuted in May with LucasArts' The Secret of Monkey Island: Special Edition.

"By putting Greenhouse on the InstantAction platform, we'll be offering a way for indie developers to connect directly with their audiences while continuing to showcase 'Penny Arcade Approved' titles on," said Robert Khoo of Penny Arcade.

"Penny Arcade is one of the industry's longest-standing and most respected sources of premium independent games, so we're pleased to welcome their Greenhouse as our first dedicated content channel," said Louis Castle, CEO of InstantAction. "Play Greenhouse is a perfect illustration of our continued commitment to developers and publishers, as well as the quality and diversity of content that will appear on the IA platform in the future," said Louis Castle, CEO of InstantAction."

About Penny Arcade

Equal parts online comic and commentary, Penny Arcade keeps its finger on the pulse of the gaming industry, prompting conversation and controversy alike from community members and industry experts. What started as a hobby in 1998 for Jerry "Tycho" Holkins and Mike "Gabe" Krahulik has grown into an online phenomenon serving 70 million page views a month to millions of readers worldwide. In addition to the comic strip and PAX gaming festival, Penny Arcade has expanded its reach to include a growing line of merchandise, games, a reality series, and management of Child's Play, a gamer-driven charity for children that spans the globe.

About InstantAction

InstantAction is an online gaming innovator that brings AAA-quality games to the web, making them playable through a browser. The InstantAction suite of tools and services enable game creators to deploy any game, made with any technology, to any destination on the Web. Based in Las Vegas and Portland, Ore., InstantAction is a business of IAC (Nasdaq: IACI). For more information, visit

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