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DECA Launches New Web Property: Project Lore
Jul 15, 2008 (08:07 AM EDT)

SANTA MONICA, Calif., July 15 /PRNewswire/ -- DECA ( ), a digital entertainment studio that brings together the best of Hollywood, Madison Avenue, and Silicon Valley, today announced a new website and online video show dedicated to the world of massive multiplayer online games - Project Lore ( ). The show will be hosted by one of the best known podcasters and fast-rising television personality, Alex Albrecht, and will initially focus on the World of Warcraft (WOW) videogame phenomenon. DECA and ZAM Network additionally announced that Project Lore content would be featured and promoted throughout the entire ZAM Network.

As a part of the daily online show, viewers can look forward to seeing gaming and tech guru Alex Albrecht in action while he and four buddies take on various WOW levels and challenges. Gameplay will be captured from every possible angle -- including the perspective of the players documenting the multiplayer gaming experience with unprecedented fidelity.

"Project Lore is focused on tapping into the passions of millions of MMO gamers in a unique, relatable way," said Michael Wayne, CEO and founder of DECA. "We look forward to providing audiences with a premium video and community experience to extend their ongoing commitment to their favorite video games."

Project Lore will be not only a video show, but full-fledged companion site focused on sharing tips and information for the millions who have developed a cult-like obsession with the game World of Warcraft. Project Lore will offer everything WOW gamers are looking for, including:

-- Video and text tips and commentary -- Definitive multimedia guides and location specific glossaries -- MMOG news blogging, commentary and community -- User generated games videos

"What can I say? -- this couldn't be more fun for me," said Alex Albrecht, host of Project Lore. "There was nothing in the marketplace that presented this kind of video and interactive experience for gamers and I am thrilled to be able to participate in developing and producing this ultimate destination around a game I love."

Aside from offering a unique production model, DECA also funds, markets and distributes digital entertainment properties. Distribution for Project Lore has been secured through ZAM Network ( ) -- the largest massively multiplayer online game content network in the world reaching more than 17 million users per month. Project Lore is fully integrated across,, and, premier World of Warcraft sites in the ZAM Network.

Jeffrey Moyer, President of ZAM said, "We are extremely excited to be partnering with DECA and Alex and feel that this is a great additional source of content to our community."

DECA has also already secured PC manufacturer Falcon Northwest as a premier sponsor on the Project Lore site.

DECA is the digital entertainment studio behind some of the best web- specific entertainment programming including Boing Boing TV (, Dog & Pony in partnership with CNET ( ), BushLeague.TV and most recently

About DECA

DECA was founded in 2007 by experienced entertainment and Internet executives who previously held senior roles at: Sony Pictures, ABC, and Yahoo! Music. DECA uniquely identifies, funds, markets and distributes next- generation digital entertainment properties, bridging the gap between Hollywood, Madison Avenue and Silicon Valley. Based in Santa Monica, CA, the company is backed by: Mayfield, General Catalyst, and Atomico. More information can be found at:

About Alex Albrecht

Alex Albrecht has participated in the entertainment industry for six years. He founded and directed the popular, Los Angeles-based improv comedy troupe, The Misfit Toys. After a chance meeting with a TechTV producer at a wedding, Alex landed the co-hosting role on TechTV's The Screen Savers. It was at TechTV that he met Kevin Rose, and one of the most successful Internet television partnerships was born. In 2004, Kevin and Alex decided to create a weekly podcast called Diggnation. The show went on to become one of the most popular running web series of all time. Recently, Alex was honored at the 2008 Webby Awards in New York City, winning awards for his two current creations, Diggnation (Technology) and The Totally Rad Show (Variety).

CONTACT: Tomica Divic of SutherlandGold Group, +1-415-848-7166,, for DECA

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