Can't stomach eating any of those nasty things required of real "Fear Factor" contestants? Well then how about a virtual one then? NBC Enterprises and Endemol USA have announced that they are teaming up with ARUSH Entertainment and Playinteractive, LLP to create, market and distribute interactive video games based on the hit NBC series Fear Factor™. Tentatively titled Fear Factor: Unleashed, the games are targeted to be in stores in 2004. Joy Tashjian Marketing Group helped broker the deal.

The games put the player in the shoes of a “Fear Factor” contestant to complete grueling challenges in order to advance to the next round, and will feature both a “Show” mode and a “Tournament” mode. Fear Factor: Unleashed will include many of the challenges fans of the show expect, such as verbal psyche-out attempts, gross-out challenges and in-your-face stunts. The video games will also feature even more insane stunts, ones that could never be pulled off in real life. These dangerous stunts will have gamers’ pulses racing and add an edge to Fear Factor that can only be done in video games.

“With the show’s incredible success in the Teens 12-17 and Adults 18-34 demographics, it seemed a natural to create a game where our fans can feel the thrill of competing in “Fear Factor,” said David Goldberg, President of Endemol USA. “‘Fear Factor has proven to be a consistently popular series for NBC,” said Kim Niemi, Senior Vice President of Video, Music and Product Development, NBC Enterprises. “The transition into the video game industry is a great opportunity to directly involve fans in the trademark stunts and gross-out challenges of ‘Fear Factor.’”

“The show’s demographics and subject matter are a direct bulls eye within the video game industry and make the games a natural,” said Larry Meyers, General Partner of Playinteractive.

“Playinteractive will allow all our viewers to actively participate in the challenging “Fear Factor” competition through the video game and allows us to reach all ages,” said Joy Tashjian of JTMG, a Consumer Product Agency and NBC Enterprises’ authorized agent for consumer product licensing.

Fear Factor” is highly successful, and is frequently among the top-20 shows in the Nielson ratings, bringing in as many as 18 million viewers across all major demographics. This marks the first interactive entertainment licensing agreement by NBC for a major property. ARUSH Entertainment recently published Duke Nukem: Manhattan ProjectTM, Hunting Unlimited® and DevastationTM, and will deliver games based on its exclusive Playboy license in 2004.

“‘Fear Factor’ is one of those properties that is begging for intensely fun, action-packed video games,” said Jim Perkins, president and CEO, ARUSH Entertainment. “This game will not only be a top-quality playable version of what millions of people watch each week, it will bring hair-raising gameplay to a new level with all the unbelievable stunts you cannot or would not want to tackle on the TV show. Buckle up for Fear Factor: Unleashed.”