BACKGROUND:

eckfactor launched one of the hottest sports games of 2008, Don King Presents: Prizefighter, from 2K Sports, a division of 2K Games.

To bring the game to life, eckfactor took over a popular Sydney gym complete with a boxing ring and training area. While the game took centre stage, journalists were kept entertained with unique American catering, Don King impersonators, round card girls and boxing matches.

ECKFACTOR RESULTS:

More than 40 journalists and key trade partners attended the preview event and had the opportunity to interview champion flyweight boxer Vic Darchiniyan - the only Australian boxer featured in the game - and the UK-based producer Matthew Seymour.

The launch generated significant online media hits across all major Australian gaming websites as well as magazine coverage in targeted publications.

eckfactor also successfully pitched a cross promotion with FOXTEL’s Main Event channel tying in with an upcoming Vic Darchiniyan fight.