Backbreaker Scores Over 1 Million New Downloads in Super Bowl Weekend Campaign

Backbreaker Scores Over 1 Million New Downloads in Super Bowl Weekend Campaign NaturalMotion Games and Ideaworks Game Studio Hail Continuing Success of Wildly Popular App Store Title

Oxford/San Francisco, March 2011. NaturalMotion Games, a digital publisher of high-end socially connected games, and Ideaworks Game Studio, a leader in the development of connected games for digital platforms, today announced that the Backbreaker: Tackle Alley app for iOS gained more than one million new users during the extended Super Bowl XLV weekend.

Ideaworks Game Studio developed Backbreaker: Tackle Alley for NaturalMotion Games. Utilizing its own Airplay SDK, Ideaworks took the publisher’s original console mini-game and turned it into a full, high-performance game for the iOS platform. It has been a strong performer on the Apple iPhone App Store since its release more than a year ago, winning multiple awards and widespread critical acclaim.

Usually priced between 99c and $2.99, Backbreaker: Tackle Alley was offered free of charge for a short period to celebrate Super Bowl XLV. The campaign was made possible through a worldwide sponsorship deal with KFC, managed by 4Info, and was executed via Free-App-A-Day.

“We’re thrilled by the user numbers we’ve been able to drive during the Super Bowl weekend,” said Torsten Reil, CEO of NaturalMotion.
“It’s a testament to the reach of Apple’s App Store, and an eye opener for how quickly we can generate millions of impressions for global brands on the App Store.  We’re delighted to have worked together with Ideaworks Game Studio, who added value to our original game design and developed an iPhone app that continues to captivate an ever-growing
audience.”

The short-burst Super Bowl campaign more than doubled subsequent sales of Backbreaker: Tackle Alley.
In addition, through cross-promotion, the campaign tripled sales of Backbreaker 2: Vengeance, also developed by Ideaworks Game Studio. It is on track to surpass revenues of the original Backbreaker game.