EMI and Matmi release branded game promoting Iron Maiden's 'The Final Frontier' album and tour

[Matmi press release] — After millions of plays of the band’s first promotional online game, ‘Flight 666′, EMI and branded entertainment specialists, Matmi, have teamed up again to promote Iron Maiden’s ‘The Final Frontier’ tour and forthcoming album with a second game release.

Set en-route to the band’s first intergalactic gig, ‘The Final Frontier’ game extends the deep space concept of the album into a fun but feisty dodge-and-fight challenge over five levels. Fierce Space Pirates attack and destroy the band’s cargo ship, scattering equipment across the galaxy! Piloting Ed Force One (a space shuttle version of the band’s customised Boeing 757), players must retrieve enough cargo for Iron Maiden to perform the loudest gig in the Universe!

Geoff Smith, Digital Director, EMI Marketing, says Iron Maiden have really supported using the promotional power of branded games: “The ‘Flight 666′ game had an amazing take up with 4.5 million plays worldwide since launch, proving
how popular Maiden are in the gaming area and it’s a phenomenal achievement. We’ve really upped the complexity of this new game to support the brilliant new album as we believe it’s increasingly important for us to challenge fans and
gamers alike. By creating a sequel version of the game that’s only included with the Deluxe CD edition, we’ll be providing great additional value and further rewards for purchasers of the physical product when it is released on 16th
August.”

Jeff Coghlan, founder and MD at Matmi, saysthe new album’s deep space theme has translated well into the 2010 online game: “Iron Maiden is a fantastic bandto bring to life as branded entertainment – their artwork and soundtracks are
iconic. The space game genre is an ageless setting that’s often overlooked these days, and ‘The Final Frontier’ game has been inspired by the likes of R-Type, Thrust and Elite. We’ve still made sure that there’s plenty of Iron Maiden
content too to interest and amuse hard core fans and Maiden newbies alike.”

Play the game:www.thefinalfrontiergame.com

Check out more about the new album and tour on Iron Maiden’s website:www.ironmaiden.com

About the game

With millions of fans all over Earth, Iron maiden’s next tour destination is space (the final frontier). En route to the second leg, fierce Space Pirates attack and destroy the band’s cargo ship, scattering equipment across the
galaxy! Piloting Ed Force One (a space shuttle version of the band’scustomisedBoeing), players must retrieve enough cargo from each level of the five levels for Iron Maiden to perform the loudest gig in the Universe!

Picking up instruments and sound equipment with the shuttle’s grappling hook is the easy bit. Each piece affects themanoeuvrabilityof your space shuttle, and planets, space stations and asteroids all exert gravity fields. Then there are the persistent Space Pirates to dodge and fight, and a variety of achievements to collect (health, shields and fuel). There’s no time limit in each level, but faster finish times get higher scores.

Collecting the 10 letters of the Iron Maiden name increases players’ scores and unlocks Iron Maiden wallpaper to download. Taster tracks from the new Iron Maiden album accompany the game as its soundtrack (or players can select the game’s space soundtrack). The game is available in English, Spanish and Portuguese.

For more information, please contact:

Jeff Coghlan, big cheese, Matmi New Media Designs, +44 7921 620499 /
jeff@matmi.com
PennyLines, Matmi’s marketing maid, +44 7932 158845 /penny@matmi.com
[mailto:penny@matmi.com]
Geoff Smith, Digital Director, Catalogue,EMIMusic, +44 20 7752
5549,geoff.smith@emimusic.com [mailto:geoff.smith@emimusic.com]
William Luff, PR for Iron Maiden, +44 20 7752 5289, william.luff@emimusic.

Source: Matmi