Media News: Nuts seals licensing deal for pub games

IPC Media is looking to cash in on a World Cup pub rush by licensing the name and elements of its weekly lads' mag Nuts to an in-pub video game.

The company has struck a deal with itbox, a network of entertainment and game terminals, to launch the branded game in more than 8000 pubs across the country from this week. New content will be downloadable to the terminals every six weeks.

The game will include regular Nuts features such as Nuts Pub Ammo, which covers trivia, and Nuts Top Tens.

Players will be able to win cash prizes and register their scores on a national leaderboard, which will be updated in real time.

The game's launch will be supported by a comprehensive on-trade, online and press campaign.

The activity will span the IPC Ignite! websites of Nuts and its sister title Loaded. The launch will receive further support on itbox.com.

Nuts has a weekly circulation of 306,802 copies, according to the latest ABCs. In the six months to the end of December 2005, it achieved a year-on-year sales increase of 11.4%.

Earlier this month, the title signed a deal with UKTV to sponsor the 'Football fever' strand of UKTV G2's coverage of the World Cup.

Nuts leads arch-rival Emap lads' mag Zoo by a significant margin in the men's lifestyle weekly market. Zoo has an ABC of 260,470.

Itbox.com offers about 70 online games on its website, where players can compete for cash prizes. Games include poker, solitaire and a dodgeball game.

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