Singapore - 23 March, 2004 - Get ready for a crazy event on the 27-28 of March 2004 with Hardware Zone's Midnight Mayhem; the FIRST ever midnight shopping experience at Sim Lim Square!

Brought to you by official sponsors AMD, Albatron, Hitachi Harddisk, TDK, Epson, BenQ, Corsair, Genius and Netzspiel along with the support of Sim Lim Square Star retailers, Hardware Zone Midnight Mayhem enhances the novelty of the shopping experience as Sim Lim Square stays open from the 27th of March with exclusive promotions and auctions only available at midnight until 2am on the 28th of March.

Need an example of Midnight Mayhem specials? You can start by purchasing any product at any outlet in Sim Lim Square during the event, then claim your coupon at the Information Counter for a grand draw at midnight for a chance to purchase a Brand New 42" Plasma TV (u/p S$6,999) for only S$999! Or pick up a brand new 21” TV set at an insane promotional price of only S$99! All this along with 500 other promotional items are up for grabs after dark, along with auctions for premium gadgets and gear that starts with only a low-bid $1.

Alongside the shopping extravaganza, Hardware Zone Midnight Mayhem also celebrates the official launch of Atari’s Unreal Tournament 2004 in a massive “Endurance Tournament” that will stretch for 28 hours. With over 100 players battling it out for prime position to win over S$24,000 in prized hardware and components, there is definitely plenty of quality mayhem to keep all patrons to the event entertained.

“X3M, our GameAxis sponsored team will be represented in the Unreal Tournament 2004 Endurance LAN Gaming Tournament,” said Aaron Yip, GameAxis editor. ”Let it be said that Unreal Tournament 2004 is a cool game to play but X3M’s flair in multiplayer competitions will definitely create an entertaining experience for spectators.”

Together with the support of 9 participating hotels in the vicinity distributing flyers for tourists to redeem goodie bags at the event, Hardware Zone Midnight Mayhem has generated intense pre-event publicity in mass media channels in print and radio inclusive of a micro-site at www.hardwarezone.com®.

“We took the initiative to combine the merits of an innovative approach to direct marketing with the intensity of competitive gaming,” said Germaine Lee, Events Manager for Hardware Zone Pte Ltd, “Midnight Mayhem will bring the IT community together, from the savvy bargain hunters to the hardcore gamers, and portray to our patrons a unique vibrancy from conventional retail approach.”

“We feel greatly privileged to be the first to initiate this innovative experience at Sim Lim Square and to receive such overwhelming response,” said Jereme Wong, Media Director for Hardware Zone Pte Ltd. “Due to the success of this venture, we plan on creating more events of this caliber and with the feedback we gained from Hardware Zone Midnight Mayhem, we’ll continue to bring more value to both our patrons and vendors.”