Aura Play And Xfire Reach Online Agreement
London - UK: Specialised digital entertainment agency Aura Play, and revolutionary gaming platform Xfire, today announced that the two companies had reached agreement for Aura Play to act as the sales and sponsorship agents for Xfire in the UK and Europe
Xfire provides gamers with a number of unique services, allowing gamers to play alongside each other with one click, providing in-game messaging between friends, even when they are playing different games. Traditionally it has been exceedingly difficult for online gamers to play alongside friends, as even when logging-on at the same time, it is more likely that they will be routed to different servers. Xfire's simplification of online gaming has generated over three million users worldwide.
Paul Wright, MD of Aura Play says;
"Xfire is revolutionising the way that online gamers interact with each other and also how they react within their gaming environment. This is an audience of early adopters who spend over 80 hours per month playing online, and consequently consume very little traditional media. They are a hard audience to address and we firmly believe that Xfire will be among the services that bring the in-game advertising market to far a greater degree of maturity."
Mike Cassidy, CEO of Xfire adds;
"Because of their 'media aversion', online gamers have always been a very difficult group to target, in that they are more likely to react against what they see as inappropriate commercial messages rather than to respond positively. For this reason it was very important that we chose a partner who understands the complexities and subtleties of our audience, but equally has the commercial aptitude to best address our advertising partners. Aura Play have demonstrated to us that they fit this bill very well and we look forward to a long and successful partnership."
Additionally Xfire provides gamers with a powerful P2P file distribution system.
Another unique feature of X-fire is Auto Patching. It recognises the games that users play and then automatically downloads patches for them ensuring that gamers have the very latest updated versions of their games.
Ends
For more information please contact Mark Thursfield at MTA Media
Tel: 07780 991975 or www.mark.thursfield@mtamedia.co.uk
or visit www.auraplay.com
or visit www.xfire.com
ABOUT AURA PLAY
Aura Play is a digital music and entertainment agency, focusing on helping music and entertainment companies maximize revenues from their digital properties. The company will also provide advertisers with a clear understanding of all the opportunities that are available to them in this field.
Aura Play was launched in June 2003 and is based in Holland Park, West London.
About Xfire
Xfire, Inc. (www.xfire.com) is the fastest growing online gaming platform and community in the world. Xfire helps gamers play with their friends much more easily. Xfire is also a server browser, IM, and file download system designed just for gamers. Xfire has over two million members in over 100 countries. Company management includes Mike Cassidy (former CEO of Direct Hit), Chris Kirmse (creator of Meridian 59), Adam Boyden, and Dennis "Thresh" Fong (World Champion of Quake). Xfire is funded by Draper Fisher Jurvetson, NEA, and Granite Global Ventures. Xfire is supported by advertisers and marketers trying to reach the 18-34 male audience.