Playboy Enterprises, Inc. (PEI) today announced a global licensing deal with ARUSH Entertainment in conjunction with Groove Games to create, market and distribute a set of interactive simulation video games. The first Playboy-branded game, which will be playable on multiple platforms including PC, Sony PlayStation 2 and Microsoft Xbox consoles, is targeted to be in stores in 2004.

The game, which is based on the world-builder simulation genre of video games, will allow players to walk in the slippers of Playboy founder Hugh Hefner, establishing and building the Playboy empire and living the ultimate Playboy lifestyle. ARUSH Entertainment recently published Duke Nukem: Manhattan Project and Hunting Unlimited and will publish Devastation in 2003.

"This unique new game based on the incredibly popular Playboy brand will enable game players to become their own Hugh Hefner," commented Jim Perkins, president and CEO, ARUSH Entertainment. "This will be a fun, exciting experience that will challenge players to build their own virtual Playboy empire and live the fantastic Playboy lifestyle, appealing to video game enthusiasts and Playboy fans worldwide."