And music label Defected Records is on board too.
Mobile games publisher Connect2Media has teamed up with retailer HMV and label Defected Records to promote its new Lumines game.
HMV is launching a contest around the game, with prizes including a trip to Ibiza, and free downloads of Defected's new compilation album.
It's the first big campaign of this kind for the hmvgames portal, which HMV launched with Orange earlier this year. HMV, Orange and Defected will all be plugging the contest to their customers.
Mobile agency InfoMedia worked with Connect2Media to put the campaign together, as well as handling the technical side of things.
"By combining the gameplay of Lumines with the sounds of Defected’s ‘In the House’ series, we have created a really exciting product," says Connect2media's Stephen Hey.
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"This promotion with HMV and Infomedia means that we can get the game out into the world and in front of audiences who wouldn’t normally play games on mobile."
