Golden Joystick Awards 2009

World Record Alert!

30th October 2009 London - Maidstone-based video gamer James Richards today set a scorching new world record in a video games competition held at the 2009 Golden Joystick Awards.

Richards set a record time of just 22 seconds for a ‘speed run’ through the first level of classic video game ‘Sonic the Hedgehog 2’ whilst taking part in the ‘Lucozade Alert Plus Super Sonic Challenge’ at the Park Lane Hilton in London.

A speed run is a play-through of a full game or particular level of a video game performed with the aim of completing it as quickly as possible. Guinness World Records adjudicators were present and confirmed that the record, set on the ‘next generation’ Xbox 360, PlayStation 3 and Nintendo Wii consoles, is a new Guinness World Record.

Sonic has been the fastest character in video games since the early nineties and 1992's classic 'Sonic the Hedgehog 2 contains some of the fastest and most frantic platform game levels ever conceived. Around the world, gamers have since challenged each other to beat the game in record times - a good thing Lucozade Alert Plus is now available to give gamers a mental boost to power up their performance.

“I’ve been training for weeks for this” said James. “Getting my mental preparation right has been just as important as honing my physical co-ordination and reactions. Lucozade Alert Plus has given me the energy boost I’ve needed to increase my focus, concentration and overall mental performance. I’m so happy to have broken the record - one that I hope will stand for some time to come!”

“The first level of Sonic the Hedgehog 2 is one of the toughest challenges in video games speed running. Hitting the fastest path through the stage requires incredible precision and concentration, and James’ achievement would make any gamer proud.” said Gaz Deaves, editor of Guinness World Records, Gamers Edition.

"Lucozade Alert Plus is perfect for gamers like James as it’s designed to improve mental performance, focus and concentration whatever the challenge. It’s great to have been involved in the Lucozade Alert Plus Super Sonic Challenge and we send our congratulations to James in setting these new Guinness World Records" Alex Saunders, Lucozade Alert Plus Brand Manager

Lucozade laid down the challenge to celebrate the launch of their new energising shot, Lucozade Alert Plus. Sold in handy 60ml shots, Lucozade Alert Plus is an intense blend of energy releasing b-vitamins and caffeine that is designed to help stimulate mental performance and provides a portable mental boost.

The ‘Lucozade Alert Plus Super Sonic Challenge’ took place at the 27th Golden Joystick Awards - already the most successful in its rich history with over 1 million votes being cast by gamers in a celebration of the year’s best video games.

Featuring 15 gamer-voted categories, the event is the world’s longest-running video games awards, first held back in 1982. Comedian Sean Lock hosted the 2009 awards ceremony.

For more information about the Lucozade Alert Plus Super Sonic Challenge and the Golden Joystick Awards and images please contact Justin Crosby or Victoria Rose

on 07966 228361 justin@boomdialogue.com

For more press information on Lucozade please contact Brooke Howard or Rebecca Taylor at Cirkle on 01494 680727 or email rebecca.taylor@cirkle.com

Note to editors

The Guinness World Records Gamer’s Edition 2010 is the third annual instalment of the critically acclaimed best-selling compendium of records, facts, and trivia from the world of video games. This year’s edition features over 1,000 new records and exclusive images, making it the ultimate authority on gaming achievement. The press have called it “a must have for fans of gaming”.

Guinness World Records Gamer's Edition 2010 will be available from January 2010. For more information visit www.guinnessworldrecords.com/gamers

LUCOZADE and LUCOZADE ALERT are registered trade marks of the GlaxoSmithKline group of companies.