14 DAY TRIAL // Mobile media company Player X announced it has partnered with Hollywood Gaming and EMI Music Publishing to produce a mobile game that will incorporate the lyrics of EMI's best known songs. The game will be released globally under a new brand - called Lyric EMI - across Player X's network. The company currently has direct deals with more than 90 operator partners, with a combined audience of more than two billion people.
"We're delighted to be working with EMI Music Publishing at the start of their new franchise launch. The mobile game taps into EMI's rich catalogue and the simple gameplay will have broad appeal similar to the success of our TV Gameshows such as Family Fortunes and Bullseye", said Tony Pearce, Player X CEO.
Content for the mobile game, which runs along the 'hangman' game principle, includes lyrics from EMI Music Publishing's catalog of artists, including Queen, Sting, the Motown hits, Rolling Stones and Scissor Sisters. Player X believes that the casual gameplay and emotive "remember that lyric" concept is ideal for the mobile space.
A range of products featuring the Lyric EMI brand will roll out in the second and third quarters of 2007. Player X plans to launch a Skills With Prizes version in the fourth quarter of the year.
Jonathan Channon, SVP Media and Business Development, EMI Music Publishing, declared: "Lyric EMI is a unique and new consumer-facing brand for EMI music Publishing. Lyrics are a powerful and emotive art form often evoking memories from the key moments in life. We're delighted that the power of a lyric has been captured in the gameplay and believe that this offers an innovative and unrivalled game proposition."