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Computer giant Sony Computer Entertainment UK has appointed Kyp Systems Plc to create an iKyp (information to Keep in your pocket) to help inform shoppers about new games that are available on the PlayStation®2 this Christmas.  The patented iKyp is designed to familiarise gift buyers with the product range, helping them to make the right choice for the right person.

The PlayStation 2 iKyp, entitled ‘The Lounge’, will be distributed as a one-off insert with the We Love Telly supplement in the Saturday Mirror (UK circulation approx 1,500,000) on 9 December. This use of inserted iKyps represents something of a first for national press.

The creative concept for ‘The Lounge’ was devised by the ZULU network agency group - who worked closely with Kyp Systems on this project - and includes both the iKyp and the special poly-wrap for the TV guide magazine.  Media was planned and bought by fellow Omnicom agency, Manning Gottlieb OMD.

The iKyp’s wheels are colour coded so that when matched up they deliver a story of how each game unravels, based on the venue initially chosen. Living rooms are thereby transformed into a variety of virtual worlds such as a jungle, pop concert, Japanese dojo or TV Gameshow. The iKyp also includes a pull out leaflet that outlines all the games in more detail so that games buyers have everything they need in a simple to access format.

Adam Boita, Senior Product Manager at Sony Computer Entertainment UK: “People can often find it difficult to know which computer games, software packages and extras to buy as presents for their family and friends.  We have a very broad selection of games available this Christmas and wanted a more informative way of promoting them than traditional press advertising. The iKyp is the perfect interactive tool that enables us to communicate with unsure gift buyers, helping them to make an educated, informed decision about what games they want to buy.”

The iKyp promotes games which range in style and format and include; Ace Combat™: The Belkan War, Lemmings™, Buzz!™ Junior: Jungle Party, Buzz!™ The Sports Quiz, Shinobido™: The Way of the Ninja. Eye Toy®: Play Sports, SingStar® Legends, B-Boy™ and Eye Toy®: Kinetic Combat.

Nicholas Miller, CEO of Kyp Systems comments: “This iKyp was developed so that shoppers can take it into retail outlets as a reference guide when making a decision about what games to buy as gifts this Christmas.  The vast range of games available on the market can make it a mind-boggling decision but hopefully this handy guide will be a fun way to make this process a bit easier.”