Playboy Enterprises, Inc. has teamed with game developer ARUSH Entertainment and game publisher Groove Games to create, market and distribute a set of interactive simulation video games. The first Playboy-branded game, which will be playable on multiple platforms including PC, Sony PlayStation 2 and Microsoft Xbox consoles, is based on the world-builder simulation genre of video games, and will allow players to "walk" in the slippers of Playboy founder Hugh Hefner, establishing and building the Playboy empire and living the ultimate playboy lifestyle. The game is scheduled to be in stores in 2004. This marks Playboy's debut into the mainstream games market, which seems like a good move for the company. According to market research statistics supplied by Playboy Enterprises, PLAYBOY's readers spent over $300 million on video games in 2001, with more than 3.1 million readers owning a video game system.