Broadband Interactive Group Partners With Activision for Major Marketing Alliance; Company To Become A Key Marketer For Highly-Anticipated Activision Sports Video Games

Business Wire, July 26, 2000

Business Editors

IRVINE, Calif.--(BUSINESS WIRE)--July 26, 2000

In one of its most ambitious partnerships to date, Broadband Interactive Group's (BIG) Bluetorch will become a key cross-media marketing partner for leading interactive entertainment publisher Activision Publishing Inc.'s upcoming action-sports video games, Tony Hawk's Pro Skater 2(TM)("THPS2") and Mat Hoffman's Pro BMX(TM)("MHPB"), which will be released this summer and fall across multiple platforms. The agreement, now in effect, allows Activision to take advantage of Bluetorch's significant media properties, including television, online, print and event sponsorship, to target the large and rapidly growing youth market.

Concurrently, Bluetorch will be the exclusive media company and online action sports Web site with in-game branding in "THPS2" and "MHPB " across all gaming platforms worldwide. Each title will feature at least one sponsored contest level in each game, such as the "Bluetorch Pro Competition." In addition, Activision will promote Bluetorch via a global advertising and marketing campaign for the games, set to begin in the fall.

"This is an unprecedented alliance that puts Bluetorch's cross-media platform in awesome company," said Scott Bushman, BIG senior vice president of interactive. "Activision's first "THPS" title sold over 2 million units last year and was one of the most successful video games ever. We anticipate the new titles will be every bit as popular and are excited to leverage the Bluetorch brand to reach this new and important audience of action sports fans."

"Bluetorch has quickly established itself as a leader in the action sports category and is a perfect partner for our games," said Will Kassoy, Activision director of global brand management. "Bluetorch's cross-media platform allows us to wrap our arms around action sports fans and be with them across a variety of influential mediums, 24/7."

Extensive Bluetorch Marketing Campaign

Bluetorch will leverage the power of its cross-media platform to create broad consumer awareness for "THPS2" and "MHPB." Activision will reach millions of consumers through Bluetorch's diverse range of integrated media properties, which include:

      --  Bluetorch TV. Bluetorch TV, which airs daily from 4 to 5 p.m.
        on Fox Sports Net, will be the premiere broadcast destination
        for information on "THPS2" and "MHPB." Bluetorch will not only
        air spots for the games, but will also produce a
        behind-the-scenes look at the making of each video game, along
        with in-depth reviews of both games, which will air this
        summer. Bluetorch will also develop and air a special segment
        on the Tony Hawks Pro Skater Big Score Competition, a
        worldwide gaming competition taking place in San Francisco on
        August 17, 2000.

      --  Web site integration. Bluetorch will be the exclusive, online
        host for a special sampling of the "THPS2" PC demo, which will
        be released in summer, 2000. Additionally, fans can access
        video game codes and tricks to assist them in maneuvering
        through the games' various levels exclusively on
        www.bluetorch.com. Bluetorch will also produce a live Web cast
        from the Tony Hawk's Pro Skater Big Score Competition,
        including live streaming video.

      --  Bluetorch events. To enhance visibility for Activision and
        "THPS2" and "MHPB" at its major national action sports
        competitions, Bluetorch will extend high-profile sponsorship
        opportunities at the Panasonic ShockWave Beach Games (July
        24-30 in Huntington Beach, Calif.), including on-site signage
        and on-site demo opportunities. Bluetorch's action sports
        competitions cover the range of core sports and are attended
        by over one million people a year.

      --  Print support. With an annual distribution of 240,000,
        Bluetorch's four print publications (Wave Action, Pit
        Bodyboard, Wakeboard and MX Rage) will include full reviews of
        "THPS2" and "MHPB" in one issue each, along with full-page
        color advertisements for the games.

Activision Worldwide Marketing, Advertising Campaign

To kick-off the release of "THPS2" and "MHPB," Activision will undertake a concentrated, multi-million dollar worldwide advertising campaign. All video game advertisements will feature Bluetorch's logo to direct consumers to Bluetorch's site to download the exclusive PC demo of "THPS2." Additional exposure will include television advertising, featuring a call to action to encourage gamers to download the demo from Bluetorch's Web site; print advertising, including consumer and gaming enthusiast publications; logos on all "THPS2" and "MHPB" packaging; retail point-of-purchase displays; and product manual advertisements. Bluetorch will also receive banner advertising on the "THPS2" and "MHPB" Web site on Activision's Web site at www.activision.com, and demo disk branding via logo placement.