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WMG Steps Into Games Distribution Business With "Freaky Creatures"

Labels are getting ever more creative in their efforts to make money to replace declining CD sales.

Wmg Abandon Interactive Entertainment has inked an exclusive agreement with WEA Corp., WMG's U.S. sales and retail distribution company, to market and distribute "Freaky Creatures," a player-customized, cross-platform, multi-player game universes for tweens. "Freaky Creatures" comes packaged with one of 10 collectible toys and an accompanying USB key, which gives players access to download the game to their personal computer and mobile devices.

As part of the agreement, WEA will distribute "Freaky Creatures" products in the United States through traditional game retail channels as well as online and mobile outlets.

COMMENTARY: This partnership seems an unusual choice for both companies.  How much experience does WEA have selling to game outlets and why with the popularity of many music centered games why would WMG choose a tween collectible series for its first foray into a new market?

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