PopCap Games stage low-key Bejeweled 3 launch

   06/12/2010 at 18:56       Richard Horne       0 COMMENTS.
 - PopCap Games, Bejeweled 3, Casual Games, Zuma, Peggle

PopCap Games, the hugely successful developer behind Peggle, Zuma and Plants vs. Zombies, today announced the launch of the third game in the popular Bejeweled franchise.

And rather than take on the might of Acti-Blizzard, who have a rather large release of their own this week, the casual-games developer decided to celebrate its own release in a modest low-key fashion with the world's smallest game launch.

That's right, instead of hiring countless C-List celebrities to waffle inanely about something they know nothing about, PopCap made the unusual decision to launch Bejeweled 3 in a real-life London living-room over tea and cakes.

In a move inspired by the recent news that the average casual gamer (according to a survey of 2000) is a 45-year-old mum called Sue, PopCap decided to shun the glitz and the glamour and instead invited a Women's Institute secretary, a granny, a Welsh librarian, a glamourous banker and a trendy dad to proceedings. You see, for PopCap, gaming isn't about guns, ammo and blowing shit up. Nor is it about being abused by pre-pubescant American teens.

PopCap spokesperson, Cathy Orr, says: “Videogaming has become as mainstream a lifestyle entertainment as watching TV or reading a book so we couldn’t think of a better place to launch Bejeweled 3 than a living room. Bejeweled is a phenomenon appealing to the widest possible audience of everyone - men and women, aged 6 to 106, from kids to glamorous businessmen and women to grandparents. The aim of today’s launch was to underscore the diversity of the game’s fanbase, demonstrate how people play – and allow some of the UK’s biggest Bejeweled fans get to grips with the new game!”

Interested in checking out PopCap's latest and no doubt greatest? Well head on over to the official website and say goodbye to the rest of your evening. 

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