English football fans across the world are practising penalty-taking courtesy of a Brighton new media firm.
Mind's Eye created the penalty shoot-out game, Euro Shoot-Out, for on and offline bookmakers Ladbrokes.
With its Roy of the Rovers graphics and simple gameplay, the small 700k file is circulating between football fans across the country.
With every kick they take they are contributing to a new trend in ultra-smart advertising - viral marketing.
Fed up of spending millions on ad campaigns which may or may not catch the eye of the general public, big firms are encouraging consumers to distribute their ads for them.
Many might not notice the Ladbrokes logo on the opening screen of the Mind's Eye game but they will see the offer to have a free bet at the end of the game.
Mind's Eye head of internet John Lucas explains: "Viral marketing is sending an e-mail that is content rich and people pass it on.
"A penalty shoot-out game was the obvious choice."
The game exists to publicise Ladbrokes' British website and other new media firms are showing an interest.
A number of football websites have contacted Mind's Eye to ask about the project.
However, viruses like Melissa and ILOVEYOU have recently made e-mail users wary of attachments even if they come from friends.
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