PLAYBOY’S FIRST-EVER VIDEO GAME, “PLAYBOY: THE MANSION,” SHIPS TO STORES

Play as Virtual Hugh Hefner and Mix Business with Pleasure in the Ultimate Lifestyle Simulation

SCOTTSDALE, Ariz. – January 25, 2005 – Hip Interactive’s (TSX:HP) wholly owned subsidiary, ARUSH Publishing, in conjunction with Groove Games, today announced that "Playboy: The Mansion" has shipped to retail outlets throughout North America. A lifestyle simulation game that allows players to live the charmed life of Playboy visionary Hugh Hefner, “Playboy: The Mansion” is available for the PlayStation(R)2 computer entertainment system, the Xbox(R) video game system from Microsoft, and PC systems. Developed by Cyberlore Studios, "Playboy: The Mansion" is rated M for Mature by the ESRB and will debut at an MSRP of $49.95 for the PlayStation(R)2 and Xbox(R), and $39.95 for the PC.

“Playboy: The Mansion” lets players assume the identity of the ultimate Playboy, Hugh Hefner. Utilizing a network of world-famous celebrities and beautiful Playmates, gamers throw massive parties in their virtual interpretation of the Playboy Mansion. Hundreds of luxury items and 83 music tracks from emerging and established artists all set the scene for fun and romance, from the grotto to the game room. In addition to showing glamorous guests, including real-life celebrities and Playmates, a good time, the parties serve as an ideal setting for creating the business relationships essential to building an empire. As virtual “Hef,” players call the shots for Playboy Magazine, and even can direct their own photo shoots, selecting the model, outfit, and camera angle to create a truly unforgettable cover or Centerfold. In both the mission-driven “Campaign Mode” that spans more than 50 years of Playboy history, and the open-ended “Empire Mode,” players will collect reward points to unlock the “Playboy Archives”: a full collection of magazine covers, photo shoots, and art straight from the Playboy vault.

“Since the beginning of Playboy Magazine, I have looked for new ways to expand the Playboy experience, and video games are the next logical step,” said Playboy founder and editor-in-chief Hugh M. Hefner. “’Playboy: The Mansion’ is a fascinating game, and it lets players step into my slippers, putting out the magazine and throwing the parties.”

“Hugh Hefner is an American icon, and we feel privileged to be involved in a game based on his life,” said Jim Perkins, president and CEO of ARUSH Publishing. “’Playboy: The Mansion’ captures the spirit of sexy fun the Playboy name embodies, and we know gamers will love it.”

“’Playboy: The Mansion’ has been three years in the making and it has finally come to life, thanks to our great partnerships with Playboy Enterprises and Cyberlore,” said Jon Walsh, CEO of Groove Games. “We’ve been fortunate enough to get a taste of what living the Playboy lifestyle is all about, and we can’t wait for gamers around the world to share in the experience.”

About Playboy Enterprises, Inc.
Playboy Enterprises is a brand-driven, international multimedia entertainment company that publishes editions of Playboy magazine around the world; operates Playboy and Spice television networks and distributes programming via home video and DVD globally; licenses the Playboy and Spice trademarks internationally for a range of consumer products and services; and operates Playboy.com, a leading men's lifestyle and entertainment Web site.