"PLAYBOY: THE MANSION" VIDEO-GAME REACHES BETA STATUS

Arush |

FOR IMMEDIATE RELEASE

TORONTO - OCTOBER 13, 2004 - Hip Interactive's (TSX:HP) wholly-owned subsidiary, ARUSH Publishing, in conjunction with Groove Games, today announced that the highly-anticipated video-game release, "Playboy: The Mansion" has achieved beta status. A lifestyle simulation game that allows players to virtually assume the role of Playboy visionary Hugh Hefner, "Playboy: The Mansion" offers gamers unsurpassed freedom in simulating building the Playboy business and publishing Playboy Magazine. Developed by Cyberlore Studios for the PlayStation^®2, the Xbox^® video game system from Microsoft and PC, "Playboy: The Mansion" is rated M for Mature by the ESRB and is slated to launch during the first quarter of 2005.

"We are thrilled with the progress of the game as we reach beta and look forward to giving gamers the perfect cure for the post-holiday blues with a launch in early 2005," said Jim Perkins, President of ARUSH Publishing. "'Playboy: The Mansion' is a glamorous, fun take on the simulation genre and will capture the imagination of those who have dreamed of stepping into Hef's shoes."

"Playboy: The Mansion" allows players to virtually live the charmed life of Hugh Hefner, throwing celebrity-packed parties and interacting with the most beautiful women in the world. Through the game, they can control every aspect of Playboy Magazine, calling the shots on major business moves and directing photo shoots, all from the comfort of a customizable interpretation of the world-famous Playboy Mansion. As players' influence and bank accounts grow, they will be able to unlock decades of photo shoots and magazine covers straight from the Playboy vault as inspiration for fulfilling Hef's vision of building Playboy into the most successful men's monthly magazine in the world.

For more information about "Playboy: The Mansion," please visit www.PlayHef.com.

About Playboy Enterprises, Inc.

Playboy Enterprises is a brand-driven, international multimedia entertainment company that publishes editions of Playboy magazine around the world; operates Playboy and Spice television networks and distributes programming via home video and DVD globally; licenses the Playboy and Spice trademarks internationally for a range of consumer products and services; and operates Playboy.com, a leading men's lifestyle and entertainment Web site.

About Cyberlore Studios

Based in Northampton, Massachusetts, Cyberlore Studios, Inc. has been creating great, award-winning games for over a decade. Cyberlore's mission is to create games that focus on providing fun and innovative play. The company also values its employees, offering them an open, healthy and fun workplace along with great benefits. For more information about Cyberlore Studios and their games, please visit their website at www.cyberlore.com.

About Groove Games

Headquartered in Toronto, Canada, Groove Games is a global publisher of interactive entertainment software. Groove partners with leading developers to deliver great games for avid gamers everywhere. Currently Groove is publishing Digital Extremes' cutting-edge new first-person action game, "Pariah" as well as co-publishing the highly anticipated multi-platform game, "Playboy: The Mansion." For more information visit www.groovegames.com.

About ARUSH Publishing

Based in Scottsdale, Ariz., ARUSH Publishing, a wholly owned subsidiary of Hip Interactive Corp., is a worldwide publisher of interactive entertainment software for personal computers and advanced entertainment consoles. ARUSH publishes PC and console video games for sale in retail outlets and on the Internet. The Company's current projects include "Playboy: The Mansion^TM and "Fear Factor: Unleashed^TM." For more information, please visit www.ArushGames.com.

About Hip Interactive

Hip Interactive (www.hipinteractive.com) is a leading provider of electronic entertainment products, including PC and video games, movies, video arcade games, and proprietary games, branded as Hip Games^TM, and accessories, branded as Hip Gear^TM. The Company distributes all first party products, including Sony, Microsoft and Nintendo hardware, software and accessories, as well as third party licensed video game software. With offices across North America and in Europe, Hip uses its distribution business to leverage into higher margin, higher growth areas of the electronic entertainment industry, such as licensing, publishing and its proprietary games and accessories. Hip Interactive trades on The Toronto Stock Exchange under the trading symbol "HP".

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CONTACTS:

For Hip Interactive Corp.

Media for "Playboy: The Mansion^TM" - Eddiemae Jukes for ARUSH Publishing

TEL: 415-777-4000 EMAIL: [email protected]

Investor Relations - Jennifer Lee, Director of Corporate Communications at Hip Interactive

TEL: 905-362-3760 EMAIL: [email protected]

For Playboy Enterprises

Lorna Donohoe

TEL: 212-261-5000 ext 3220 EMAIL: [email protected]