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BREAKING NEWS & VIEWS
Playboy Gets Into the Video Game  (Medium).jpg) magazine and its business is to license, license and license the crown jewel in the PEI crown – that brand recognition. In the past Playboy has tried its hand at video gaming, but in a new deal with 2K Games, the Playboy magazine itself will show up in the upcoming action adventure title Mafia II. In-game advertising takes many forms, including product placement deals that have put Buicks on simulated 3-D golf courses and movie promotions on the passing billboards in racing games. Now look for more than 50 vintage covers and centerfolds from Playboy to show up on coffee tables and car seats during the Mafia II game play. The game takes place in 1940s and 1950s urban Amercia, and the designers are putting a premium on recreating the look and feel of the era. Part of that authenticity, they believe, will come from  inserting copies of Playboy into the scenes involving urban mobsters and post-WW II city nightlife. "Mafia II is set when Playboy first came into vogue and features characters whose style and attitudes mirror content from our early issues,” said Playboy editorial director Jimmy Jellinek in a statement. “We're excited to bring an element of authenticity to the game that is unmatched in the men's publishing category." From the days that the Playboy electronic pinball machine was one of the big attractions at gaming arcades, the Playboy brand has been attracted to the gaming genre, but with mixed success. The latest foray into gaming was in 2005 with "Playboy: The Mansion," a game that tried (unsuccessfully) to turn Hef's pad into a Sims-like virtual world. By placing its product into a proven success like the Mafia series of video games, however, Playboy may have a better shot at aligning with the young adult audience it targets. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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