News Campaign: Competition - PlayStation targets university gamers

Student gamers are being targeted with an experiential competition to support the launch of the latest Mortal Kombat game on the PlayStation 2 that will see the winner jet off to Asia.

Students in 100 UK university unions will be given the opportunity to sample Midway Games' Mortal Kombat V: Deception, in the week commencing 1 November.

At the same time, a knockout tournament will run in 16 key student unions and at eight Game Station stores. At each of these a "Kombat Arena" will be created, with consoles set up for entrants to do battle. These will be branded with the Mortal Kombat logo and banners of the main characters from the game.

The agency behind the push, Making Waves, is expecting 1000 entries from hardcore gamers, which it wants to whittle down to 15 for a London final at the end of the year, said managing director Matt Williams.

The overall winner will receive a trip to Asia, to explore the birthplace of martial arts, and other finalists will receive a Sony Computer Entertainment (SCE) goodie bag, including games.

This is the latest activity to run across the PlayStation Student Network, launched seven years ago, which aims to promote PlayStation 2 and its games. "The main objective is to sample one of our key target audiences, making sure we are part of their lifestyle rather than just an outside promotion," said Emma Calvert, special projects manager at SCE.

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