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Hi,

Award winning development team, Matmi, and TBWA\Manchester have been mixing their minds to bring the 1st 3D experiential rollercoaster game to iOS and Android for Alton Towers Resort's  new world first coaster, The Smiler, due to open in May 2013. Go to www.the-smiler.com<http://www.the-smiler.com> to get the app.

The Game
Players face becoming smiling advocates as they plunge unwittingly into this immersive and action-packed rollercoaster game that melds gameplay, instant win competitions, virtual and location-based Augmented Reality into a full physical and digital ride simulation.

Take control of The Smiler ride cars and the minds of 16 riders as you steer them round the twisted metal of the track. Players must attempt to give The Smiler guests the ride of their lives by perfecting the inversions, twists and loops. The game will serve up Smiler tokens to enable users to upgrade and add new elements to the world-beating rollercoaster. To fully complete the game, players must dare to set foot into Alton Towers Resort's infamous X-Sector, using The Smiler Scanner on specific images to bring to life the hidden secrets of the park and unlock unexpected upgrades.

Jeff Coghlan, CEO at Matmi, says he's delighted with the way the game spans virtual and physical environments: "Matmi has been in the business of putting smiles on people's faces for years. The Smiler app is our first Augmented Reality gamified app and we've had so much fun building it. Working closely with the Alton Towers Resort team, we have been able to recreate the thrilling experience of the coaster which players can ride for real in May.

"Our aim is to engage users in a new theme park experience as well as promoting the new ride. Mix in some Matmi magic and I hope we've created an app that's a fun and mind-bending game to play in its own right."

Built in Unity3D and released across Android and iOS for mobiles and tablets, the game can be downloaded free from the App Store and Google Play from 27th February.

The Smiler is a new world-first rollercoaster opening at the Alton Towers Resort in May. For more details visit www.the-smiler.com.


For more information please contact:
Michelle Hill, Matmi,  hello at matmi.com<mailto:hello at matmi.com> or 01625 560771.
Helle Jakobsen, TBWA\ Manchester, helle.jakobsen at tbwamanchester.co.uk , 0161 908 8208
Liz West at the Alton Towers Resort press office on 01538 704015, or email liz.west at alton-towers.com<mailto:liz.west at alton-towers.com>.

About Matmi

Based in Cheshire in the UK, Matmi is an award winning digital production studio with an international reputation. We conceive and create magical experiences across multiple digital platforms, with a specialism in branded games and app production.

As well as publishing our own entertainment products such as Monster Pinball and Ho Ho Ho Yellow Snow, we collaborate with global brands and agencies<http://matmi.com/clients/> including EMI, Idiot Films/Pocket Warwick for Warwick Davis, Iron Maiden, MAC Cosmetics, Mars/Twix, Sapient Nitro, Sony, TBWA and United Airlines to bring ideas to life and engage consumers in new and innovative ways

Founder and CEO, Jeff Coghlan,has over 25 years experience in the games and digital marketplace and was appointed to the board of Creative England in 2012. Jeff has long-standing relationships with Apple, Adobe, Microsoft and Unity 3D, and is often called on to share his visions of the digital future at conferences including GSummit San Francisco, TedX, Develop and TIGA events. Find out more about Matmi at www.matmi.com<http://www.matmi.com>. Enjoy!

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