Launch of new games portal alaplaya looks set to challenge the world of casual online gaming

Burda:ic GmbH, the online PC games subsidiary of Hubert Burda Media, is entering the market with a distinctive new games portal: alaplaya. The open beta phase begins this month with three internationally successful casual games: Audition, a virtual dance battle; Fantasy Tennis and the racing game Come On Baby.

alaplaya is a great place to have fun and integrate with the online gaming communities. The portal's design and functionality sets it apart from any other online casual game on the market. What's more, all of the games can be obtained and played completely free of charge.

alaplaya will offer various community features including a user search option, blogs, chatrooms, discussion boards and a unique avatar system. Gamers will only be charged should they wish to equip their avatars with personalized features or outfits. Such items are paid for in the in-game currency 'Alaplaya Points', which can be obtained via a central e-Wallet.

It is expected that the portal will primarily attract gamers between the ages of 12 and 29, and experienced gamers have also been promised their share of exciting challenges. The portal will be launched in six languages at once and the games will be playable throughout Europe.

"We are counting on gaining a loyal community of users numbering in the higher hundreds of thousands by the end of the year. In Korea, the online dance contest Audition is already being played simultaneously by several hundred thousands of users and has become a huge music promotion platform," says Ingo Griebl, Managing Director of Burda:ic GmbH.

For first glimpses and trailers of the games, check out the trailers at: www.sevenload.com/alaplaya

www.alaplaya.eu

Media Enquiries:

Clare Hamilton-Eddy or Sophie Brown

Chocolate Communications

T: 0208 322 1922

E: alaplaya@chocolatecom.co.uk

About Burda:ic

Burda:ic GmbH markets and distributes so-called Massively Multiplayer Online Games (MMOG) throughout Europe such as 'Ragnarok Online' and establishes interactive gamer communities around them. Hubert Burda Media views the gaming industry as a key medium through which they can reach out to young target groups. www.burda-ic.com