ZipZaps to Feature Initial D

Feb. 3,, the Web's leading destination for interactive entertainment, today announced that it has re-teamed with RadioShack Corporation (NYSE:RSH - News) to create and distribute "ZipZaps Special Edition," the third installment in its record-breaking online racing game series. The ZipZaps franchise has attracted one of the largest branded-entertainment audiences to date, with the first two games generating over 23 million game plays in just four months of release. "ZipZaps Special Edition," which again showcases RadioShack's popular micro RC racing toys, is now available for online play exclusively at
Originally launched in December 2002, the ZipZaps series represents the perfect marriage between entertainment and advertising. Hot on the heels of an advergaming Gartner Report that was previewed at the January 2004 Consumer Electronics Show, the release of "ZipZaps Special Edition" is the ideal example of how games with incorporated marketing content will surge in the upcoming months. According to an online survey in August 2003, more than half of ZipZaps players said they were more likely to purchase ZipZaps micro RCs after playing the first installments in the series, ZipZaps Street Rally and ZipZaps II: 2 Fast, 2 Furious.

"ZipZaps Special Edition" is the Web's premier racing game. This edition adds a special twist, featuring the characters, music, art and cars from Initial D, the Japanese "manga comic book" that chronicles the action-packed adventures of Tak, a teenage tofu delivery boy who gets swept up in the world of street racers. Set on a steep mountainous course, the 3D game allows consumers to experience the latest innovations in ZipZaps SE remote-control cars, including headlights, taillights, and digital-proportional steering for speed control and handling.

"With each installment in the ZipZaps series, has created a truly amazing racing game that doubles as a powerful showcase for RadioShack's ZipZaps product line," said Jim McDonald, senior vice president and chief brand officer for RadioShack Corporation. "The ZipZaps game franchise has enabled RadioShack to reach its target consumers with pure entertainment, and the results have been fantastic."

"We're proud to continue our affiliation with RadioShack," said Mika Salmi, CEO of AtomShockwave Corp. "With the unique and innovative features in 'ZipZaps Special Edition,' we are once again pushing the boundaries of just how fun and effective branded entertainment can be."

About is the world's leading destination for online games, serving a large, loyal audience the best in interactive entertainment since 1998. The award-winning Web site ( attracts millions of players of all ages with a broad selection of entertainment -- action-packed arcade-style games, jigsaws and puzzle games, creativity software titles, multiplayer games, and more. Originally founded as a division of Macromedia Inc, is a service of San Francisco-based AtomShockwave Corp.

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