Interplay Launches Multifaceted Marketing Campaign For Epic Saga Title
Stonekeep

(Stonekeep Set To Hit Retail November 8)

October 2, 1995 -- Irvine, California -- Interplay Productions, the
international publisher and developer of entertainment software, is paving
the way to retail with a thundering marketing campaign for its biggest
title to date Stonekeep! Set to ship November 8, Interplay will usher the
epic saga into retail with all the grandeur they can summon, along with a
comprehensive marketing campaign to ensure the success of the most
anticipated game yet released by the developer and publisher.

"This is the largest retail event that Interplay has ever put behind one of
its games, even larger than Descent," said Jerry Luttrell, marketing
director for Interplay. "The fact that the reach of the campaign is so
vast and diverse will give retailers an idea as to the breadth and scope
of Stonekeep. Simply said, this is the most important launch campaign we
have ever put together because it supports the most important game we've
ever done."

In late August, Interplay hosted key national retailers at a successful
pre-launch event to begin retail planning for the November 8 release of
Stonekeep. This event was followed by "Stonekeep Media Day," catering to
key consumer press publications. The event comprised of a full day at
Interplay with an up-close-and-personal look at Stonekeep and meetings
with key development team members.

In a take-no-prisoners approach, Interplay has taken the use of
merchandisers at retail to task. Beginning October 1, merchandisers armed
with P.O.P. materials, banners, shelf talkers, counter-top displays and
armored chest plates will begin a nationwide three-month campaign covering
1,500 store fronts. In addition to the promotional materials, the
merchandisers will educate the retail channel of the power and potential
of Stonekeep. This unusually long marketing support mechanism demonstrates
Interplay's complete commitment to supporting the retail channel.
Employees of key retailers are getting in on the fun, too, as they ready
themselves for November 8 when they will don Stonekeep t-shirts, buttons
and hats.

Interactive and self-running demos of Stonekeep will be available wherever
gamers can be found: lurking at retail as a $6 interactive preview,
uploaded to Interplay's BBS and its World Wide Web site, and included on
all of Interplay's CD-ROM products. Additionally, interactive interviews
with the designers of Stonekeep will be conducted in on-line forums, where
they can chat for hours about the game of the century with the creative
minds behind the game.

Interplay has also hocked their keys to the kingdom in a commitment to a
$1.5 million marketing campaign which includes a massive advertising push.
The advertising offensive will consist of four months of two- page print
advertising spreads in the core and mass market publications, major
computer user books and a nationwide radio promotion in 20 major markets.

In addition, an aggressive advanced reservation program is currently in
place at many retailers with a 12-month Stonekeep calendar, one of many
incentives to incite the consumer to get their order in early.

"This comprehensive marketing campaign will support our sales efforts to
not only sell in, but to also sell through Stonekeep," said Kim Motika,
vice-president of sales for Interplay. "These efforts combine to provide a
win/win situation for all of our distributors and retailers."

An interactive preview of Stonekeep goes on sale early October (it's right
on target!) and will offer a $5 rebate with the purchase of the full game.
The interactive preview is the first level of the game and comprises 6-10
compelling hours of game play, as well as a sneak peak of what the rest of
the game holds in store. Stonekeep will average 60 hours of play and
offers significant replayability.
 
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