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Highly Anticipated Lifestyle-Simulation Game, "Playboy: The Mansion," Goes Gold

Playboy’s First-Ever Video Game Sent for Manufacturing


SCOTTSDALE, Ariz. - January 13, 2005 - Hip Interactive's (TSX:HP) wholly owned subsidiary, ARUSH Publishing, in conjunction with Groove Games, today announced that the North American version of the multi-platform video game release, "Playboy: The Mansion," has been sent off for manufacturing. Developed by Cyberlore Studios for Playboy, "Playboy: The Mansion" invites players to virtually step into Playboy Founder Hugh Hefner's slippers and run the famous Playboy empire. Available for the PlayStation®2 computer entertainment system, the Xbox® video game system from Microsoft and PC systems, the game is rated M for Mature by the ESRB, and is scheduled to ship to stores on January 25, 2005.

"Gamers are now one step closer to virtually walking through the doors of the Playboy Mansion, and experiencing a world of photo shoots, celebrity-filled parties, and midnight rendezvous in the grotto," said Jim Perkins, president of ARUSH Publishing. "Beyond the sexy fun that players expect from the Playboy brand, 'Playboy: The Mansion' is filled with simulation depth, and we are extremely pleased with the final product."

For more information on "Playboy: The Mansion," please visit www.playhef.com.

About Playboy Enterprises, Inc.

Playboy Enterprises is a brand-driven, international multimedia entertainment company that publishes editions of Playboy magazine around the world; operates Playboy and Spice television networks and distributes programming via home video and DVD globally; licenses the Playboy and Spice trademarks internationally for a range of consumer products and services; and operates Playboy.com, a leading men's lifestyle and entertainment Web site.

About Cyberlore Studios

Based in Northampton, Massachusetts, Cyberlore Studios, Inc. has been creating great, award-winning games for over a decade. Cyberlore's mission is to create games that focus on providing fun and innovative play. The company also values its employees, offering them an open, healthy and fun workplace along with great benefits. For more information about Cyberlore Studios and their games, please visit their website at www.cyberlore.com.

About Groove Games

Headquartered in Toronto, Canada, Groove Games is a global publisher of interactive entertainment software. Groove partners with leading developers to deliver great games for avid gamers everywhere. Currently Groove is publishing Digital Extremes' cutting-edge new first-person action game, Pariah as well as co-publishing the highly anticipated multi-platform game, Playboy: The Mansion. For more information visit www.groovegames.com.

About ARUSH Publishing

Based in Scottsdale, Ariz., ARUSH Publishing, a wholly owned subsidiary of Hip Interactive Corp., is a worldwide publisher of interactive entertainment software for personal computers and advanced entertainment consoles. ARUSH publishes PC and console video games for sale in retail outlets and on the Internet. The Company's current projects include "Playboy: The Mansion" and "Fear Factor: UnleashedTM." For more information, please visit www.ArushGames.com.

About Hip Interactive

Hip Interactive (www.hipinteractive.com) is a leading provider of electronic entertainment products, including PC and video games, movies, video arcade games, and proprietary games, branded as Hip GamesTM, and accessories, branded as Hip GearTM. The Company distributes all first party products, including Sony, Microsoft and Nintendo hardware, software and accessories, as well as third party licensed video game software. With offices across North America and in Europe, Hip uses its distribution business to leverage into higher margin, higher growth areas of the electronic entertainment industry, such as licensing, publishing and its proprietary games and accessories. Hip Interactive trades on The Toronto Stock Exchange under the trading symbol "HP".

About Xbox

Xbox (http://www.xbox.com) is the video game system from Microsoft that brings people together for the most exhilarating game and entertainment experiences. Xbox delivers an expansive collection of breakthrough games, powerful hardware and the unified Xbox Live online service. The new tagline, "it's good to play together," captures the spirit of Xbox as the social hub of the new digital entertainment lifestyle. Xbox is now available in North America, Asia, Europe and Australia.

Xbox is a registered trademark of Microsoft Corporation in the United States and/or other countries.


Game Inquiries:

ARUSH Publishing

Eddiemae Jukes



Playboy Corporate:

Playboy Enterprises, Inc.

Lisa Hagendorf

212-261-5000, x3625


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