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Playboy Inks Deal With Groove, Arush For Upcoming Game

Playboy Enterprises has announced a global licensing deal with Arush Entertainment in conjunction with Groove Games to create, market and distribute a set of interactive simulation videogames.
The first Playboy-branded game, which will be playable on the PC, PS2 and Xbox, is targeted to be in stores in 2004. According to the company, the game will allow players to "walk in the slippers of Playboy founder Hugh Hefner", as you establish and build your Playboy empire. (Think Porn Tycoon.) In addition to game industry advertising and merchandising initiatives, Arush and Groove Entertainment will market the game in Playboy magazine and on Playboy.com to support the launch. Donald Case, a spokesman for Arush, told Reuters that "The game will probably be getting an 'M' rating." Not surprising, as the game will feature topless nudity a la BMX XXX.

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