MXP4 in partnership with EMI Music establishes a new frontier for music and social gaming

MXP4’s first game release drives a 50% share rate, engages fans for an average of 15 minutes per track

December 20, 2010 – PARIS– MXP4, the first interactive music-powered games provider for social networks, today announced the launch of its first social music gaming application for Facebook called PUMP IT (play with it at http://on.fb.me/gwJFrU) in partnership with EMI Music and based around the music of renowned superstar DJ and producer David Guetta.

MXP4’s interactive music gaming apps allow fans to not just play music, but play with it. The ‘Who’s that Chick?’ PUMP IT game with David Guetta featuring R&B recording artist Rihanna gives Guetta’s Facebook fans a social music gaming experience that encourages repeat visits and viral distribution and also offers the chance to win prizes such as official merchandise, premium subscriptions to Spotify (where available) and the chance to meet David Guetta himself. During the app’s limited beta launch, over 15,000 users actively played with the game for more than 15 minutes per track, with 50% sharing with and competing against friends across the social networking site.

MXP4’s solution allows artists to develop a wide range of social music gaming apps to engage users and add stickiness to their Facebook fan pages. PUMP IT, developed together with EMI Music, is a vibrant, install-based rhythm game that keeps fans coming back by allowing them to uncover more tracks the more they play. Functionality includes score keeping, social play, game and score sharing and more. The built-in ranking system also gives users the chance to get recognized for their super-fan status, displaying the top five scores to both the artist and other fans.

“David Guetta is absolutely committed to his fan-base, and he’s a true leader when it comes to finding new ways to engage and entertain them,” commented Jean Charles Carre, business manager of David Guetta. “MXP4’s interactive music games are a great way for David to connect with and to reward his 13 million-plus Facebook fans and to reward them for their ongoing dedication.”

“EMI has a long history of supporting innovative initiatives that nurture the artist/fan relationship,” stated Guillaume Pech-Gourg, Director of Consumer Strategy, EMI France. “From the beginning, we have been behind the international promotion of David Guetta through social networks, especially Facebook where he now has more than 13 million fans worldwide. Developing one of the first ever social music games with MXP4 was an obvious choice, as it allows David’s fans not only to play his music, but play with it, make it their own and share it with friends.”

“Fans today are interested in doing far more than just listening to music – they want to be social with each other and the artist and they seek active participation instead of just leaning back and consuming,” stated Albin Serviant, CEO of MXP4. “David Guetta is a true leader in this area, and we’re elated to be powering the first social music video game apps that offer him some of the most powerful engagement and viral properties available today. We remain dedicated to continuously developing new games and social features that will give fans the social, interactive and fun experience they’re looking for.”