22nd June 2011: FOR IMMEDIATE RELEASE
DIGITAL TOURISM: NEW VIRTUAL ARCHIPELAGO GETS MORE
VISITORS THAN THE TAJ MAJAL AND LONDON EYE COMBINED
Is digital sightseeing the next big thing for the tourism industry? UK virtual publisher, nDreams, recently
launched a floating archipelago called Aurora within the fast-growing PlayStation® Home virtual world. It's
free to enter and visitors can check out the views, play games, win rewards and even buy their very own
floating island. In the first six weeks, Aurora has received over a million visits; more than the Taj Mahal and
the London Eye combined.
Virtual destinations have many advantages; they don't require CO2-emitting jet flights, you can get there
within seconds, they offer a more interactive experience, and they can evolve regularly in ways that aren’t
possible with real tourist spots.
nDreams CEO, Patrick O’Luanaigh (@patrickol) said, “We’re very proud of Aurora and the success it has
had so far. We certainly didn’t expect to have so many visitors in such a short timeframe. The space itself is
still in a very early stage; we have so much more planned for Aurora, and we’ll be adding to it regularly.
We’re huge proponents of virtual worlds and believe they offer a great way to escape from the stresses and
strains of real-life without having to jump on a plane. And we believe that the next decade will see rapid
growth in the number and the quality of virtual world experiences available online.”
As part of the launch, nDreams ran a competition called ‘Aurora War’ which pitted over 300,000 players
from different countries and continents against each other. North America beat their European rivals in the
battle of the Atlantic, but Portugal and Switzerland the top two individual countries, narrowly beating a
spirited fight-back from Canada.
nDreams and Sony are currently offering a free Aurora ‘Orbrunner’ set as part of the PlayStation ‘Welcome
Back Pack. You can visit Aurora by clicking on ‘PlayStation Home’ on the main menu of any PlayStation®3
console.
And the future? nDreams will be revealing more about the surprising history behind the floating archipelago,
and they have new areas, games and events coming up in Aurora which will be constantly evolving. And
they are looking into allowing visits to Aurora using a browser in addition to PlayStation Home, opening up
their virtual archipelago to an even wider audience. So next time you want to visit somewhere different,
maybe you won't need that suitcase after all...
###
Contact details
For more information, please contact:
Patrick O’Luanaigh
CEO, nDreams Ltd
+44 1252 375754
Email: [email protected]
Twitter: @patrickol and @ndreamers
Website: www.ndreams.com
nDreams TV: www.youtube.com/ndreamers
Press assets
Logos, screenshots, videos and Word versions of this press release are all available at:
www.ndreams.co.uk/auroramillion
About nDreams
nDreams are an independent digital developer/publisher based in Farnborough, Hampshire, UK. They were
founded four years ago by former Eidos Creative Director, Patrick O’Luanaigh. Since then they have grown
to a team of 20.
nDreams are focused on creating innovative games on new digital platforms; they are the second largest
developer/publisher in PlayStation Home (the free virtual world on the PlayStation ®3 console), and are one
of Europe’s leading developer of ‘Alternate Reality Games’ (ARGs). They have also developed games for
Facebook, PC and iPhone.
nDreams were featured in the Guardian’s Tech Media 100 last year, and also one of only three companies
in the UK nominated for the Kemp Little award for the most innovative technology business. They have also
been nominated for a Develop Award for the last three years as ‘best new studio’ and for ‘outstanding
business development’.