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Xbox 360 Content Creation Challenge

Disruptive Media Publishers Announce Xbox 360™ Content Creation Challenge

Nokia-Sponsored Contest Brings User-Generated Theme Artwork to the Xbox 360™

BELLINGHAM, WA (March 17, 2008), Disruptive Media Publishers (DP), the leading provider of lifestyle customization content (gamer pictures and themes) for Xbox LIVE on Xbox 360™, today announced the official launch of the DP Content Creation Challenge. This marks the first time that individual artists have had the opportunity to get their unique content published on Xbox LIVE? Marketplace as downloadable Xbox 360 themes, which can then be purchased by the over 10+ million members using Microsoft Points.
The contest kicks off on March 17, 2008, and runs until April 28, 2008.

“Since the launch of the Xbox 360, users have constantly demanded the ability to create and distribute their own unique themes, and this has never been possible…until now,” said Clay Branson, Marketing Director for Disruptive Media Publishers. “This contest allows digital art creators a unique opportunity to bring their designs to the largest social network in the living room, with more than 10+ million Xbox LIVE members around the globe and 2.6 million instant messages, text and voice messages sent daily on Xbox LIVE.”

Nokia is the official sponsor of DP’s Content Creation Challenge. Nokia’s new offering is the Nokia N81, which is N-Gage compatible. “This contest is offering Nokia a great way to engage our N-Gage audience
where they live and play,” said Nick Malaperiman, Nokia’s head of global marketing 3rd-party games. “We are looking forward to seeing the unique creations that result from the Challenge.”

Xbox LIVE? Marketplace is home to more than 9,000 pieces of downloadable gaming and entertainment content and to date there have been over 400 million individual downloads of this content. Some of the most unique content allows for customization of the Xbox 360 system. This customization includes custom faceplates to change the external appearance of the console, as well as themes and gamer pictures that can be used throughout the entire console environment. Themes, which can include up to four unique
images, allow users to customize their Xbox 360 user interface. Other personalization includes the player’s Gamer Picture, which is a unique visual identity displayed to the rest of the gaming community.

The Contest Details:

Users can visit www.my360theme.com, where they will find detailed instructions and a content template. Once material has been created to the proper specs, a simple file upload tool will allow users to transfer their content & associated information to DP’s servers. Upon submission, users can also choose to be affiliated with a specific Xbox 360 community partner.

After an internal quality review process, approved content will appear in a community gallery page on www.my360theme.com, where individuals vote to determine the top content. Real-time voting tabulates the top individual themes based on the number of votes received. At the conclusion of the contest, the top individual theme (as voted on by the community) will be officially published to Xbox LIVE Marketplace and, along with having content for purchase by Xbox LIVE users, will receive a grand prize package that
includes a 42” HDTV and surround sound home theatre system, a library of Xbox 360 games, a Blu-ray DVD Player and a Nokia N81. More detailed rules are available at www.my360theme.com.

Dynamic leaderboards will also track a “community score” based on cumulative votes for themes affiliated with a community partner. In addition to the individual prizes, the community partner with the highest score will receive additional prizing, including an Xbox 360 game library and electronic store gift cards. DP’s participating community partners include:

• 360style.net
• 360sync
• 360voice.com
• Evil Avatar
• Hawty McBloggy
• Platform Nation
• The10k.com
• Unscripted 360
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