Escape the marauding zombies. and burn calories at the same time

An innovative mobile applications British Zombies Run! mixture of pleasure and well - and he took the gaming world by storm

A new smart phone game developed by two Britons, an award-winning novelist, with funds raised by the crowd-sourcing and no budget for marketing, has become the most successful health and the application of fitness during their first two weeks of release, surpassing even giants like Nike.

posted a few weeks ago, Zombies, Run! describes itself as "a game for absorbing ultra running iPhone, iPod Touch and Android" with an edge of the narrative. Instead of focusing on fitness, which casts the user as the struggle to survive a zombie Apocalypse . Players agree to pick out supplies, with the drama in the script complete audio, success is measured in the posterior segments of the story development

sales expected to reach 100,000 before, despite the full version costs more than $ 5, and specialists in the media say that the success of the game has many lessons for the industry.

The game is the creation of Adrian Hon, founder and director of the study of the London Olympics Six Start,. Naomi Alderman and writer, Orange Prize-winning novelist and amateur football

Alderman says his inspiration was a "learn to manage" Of course I took in the spring of 2011. "At the beginning of the course, instructors asked why he wanted to learn to run. Most people talked about fitness, but one woman said, "to escape the zombie horde!"

The idea stuck, and when honorable about his ambition to develop an application that fitness "is the act of execution itself the pleasure," Zombies born.

• Essentially, the couple decided that instead of trying to raise funds from an investor or company of classic game, used the website to kick at the source of their budget. A three-minute video to launch the game has been downloaded from the website in September 2011 and quickly captured the imagination of the Internet. $ 73,000 of funds pledged by donors in 3464 paid - more than five times the original target - and more than 30,000 "likes" on Facebook. Not only had they raised their money and ensure the viability of the project had won a very effective marketing campaign in the negotiation
• Development
• with a small team began in October 2011. An employee's home six to leave his room, it can be converted into a makeshift recording studio, where a troupe of professional actors together to record seven hours of blocked scripts. Many sources of funding meant that there were no investors to keep on board and, therefore, in the words of Alderman, "there is no need to waste time trying to explain what you made. "

This strategy meant abold prices, with version for $ 7.99 (£ 5.49 UK): The highest price of any game in the top 200 worldwide in the App Store, and far from the cheap model and gay dominant mobile gaming. However, six to start the tactic paid off.

The Entertainment Retailers Association has announced that for the first time the game industry is the largest British entertainment industry.

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