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HIVE EXCLUSIVE: THQ Making Britney Spears Video Games

11 Sep, 2001 By: John Gaudiosi

Calabasas, Calif.-based video game publisher THQ has inked a deal with Britney Brands Inc. to publish video games for PlayStation 2, Game Boy Advance and PC featuring Britney Spears through 2005. The first game is expected to hit retail shelves in spring 2002.

Aimed at Britney’s diverse fan base, the games will allow players to enter the world of Britney Spears, although they will not actually assume the role of Spears in the game. The PS2 game will combine various gameplay elements that will allow fans to enter the pop star’s life, while offering mass market gaming experiences.

“Britney’s move into interactive entertainment is a natural extension for the Britney brand,” stated Britney Spears co-manager Larry Rudolph, Rudolph & Beer, LLC. “The growth in the interactive category driven by new gaming technologies means fans can look forward to an ultra-realistic adventure through Britney’s world.”

"The PlayStation 2 is a success as a game platform, but we also believe it has the potential to deliver on the promise of the 'convergence' of entertainment media that has been anticipated for some time,” said Peter Dille, v.p. of marketing, THQ.

“Britney Spears is a great artist to break this new form of interactive entertainment. Today's announcement is more of a business announcement and we don't want to give too much away about the product itself, but we can say that we are creating a new way to present music and the artist to consumers. It combines music, gaming and video in a way more sophisticated than enhanced CDs or Web sites and focuses on what makes the artist so appealing," Dille said.

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