Stardock has announced that they will launch a new next-generation digital distribution platform called Impulse. They state that "Impulse is a cohesive, integrated virtual platform for consumers and developers that is designed to simplify buying, supporting, and developing PC games and applications for Windows XP and Vista." It seems they have some pretty big heavyweights backing them, but we will have to see if they can dethrone Steam.

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Here is what Brad Wardell, president and CEO of Stardock Corporation had to say:

"Impulse is a platform first, a store second...Our primary objective with Impulse is to address the issues users have with their Windows experience today. That includes being able to boot up a new PC, install Impulse, and then be able to press a button and have it install all of your software and games with one click."

Impulse will also offer developers and publisher:

• localized currencies
• custon pricing models for affiliates
• exclusive store intems on a per-partner basis
• publisher controlled availability

Expect to see products from Epic Games, THQ, AVG, iolo, Gas Powered Games, Hothead Games, Ironclad Games, Meridian4 and many others.

From the press release:

"Impulse addresses these issues; once a user purchases a program, it is automatically associated with their Impulse account. Users can update or re-download a given program when they set up a new machine or as needed. In addition, Impulse allows users to associate programs with their Impulse accounts even if those programs weren't purchased through Impulse. For example, a user who purchases a game from their local retailer or a different digital distribution service would be able to associate their purchase with Impulse if the program’s publisher takes advantage of the free option. Additionally, Impulse supports refunds for users who have technical issues with a game or application. 

“Digital distribution empowers independent developers like Hothead and is exactly what the game industry needs today,” said Vlad Ceraldi, president of Hothead Games. “Impulse will offer more choices to gamers and developers alike--we are truly excited about the games we will bring to Impulse, starting with our first game series, On the Rain-Slick Precipice of Darkness.”  

Impulse will also provide a virtual platform called Impulse Reactor, a set of server-side features for developers that will work even if the user doesn't have the Impulse client installed. Impulse Reactor will include support for virtual drives for saved game data, multiplayer matchmaking, game rankings, NAT negotiation for multiplayer games, friends lists, and support forums. 

Also unique to Impulse is its distribution model. Companies and individuals will be able to distribute their own branded version of Impulse starting in mid-August, and every time a user creates an account with an affiliated distributor, that distributor will receive a percentage of the gross revenue of any future purchases. 

Amongst the first distributors of Impulse will be AMD, which will be distributing Impulse as part of their Ruby ROM content disk that accompanies their graphics cards as well as from the AMD Game! website. 

Darren McPhee, senior marketing manager for gaming at AMD said, "We are excited about the potential of Impulse to help enhance the user experience of our customers. With the continuing advances in PC technology, we see Impulse as a terrific way to help bring these advances to our user base.” 

Impulse can be used by developers, publishers, and even retailers. "Digital distribution shouldn’t be seen as a threat to our retail partners, rather as an opportunity," said Wardell.  

By passing Microsoft's stringent testing procedures, Impulse has been Certified for Windows Vista. Applications that receive this recognition have been independently tested to assure the highest levels of compatibility, functionality and reliability and must meet both Microsoft's own security guidelines and the privacy standards set for by the Anti-Spyware coalition. 

“Microsoft is pleased that Stardock has earned the Certified for Windows Vista software logo for their Impulse application,” said Jeff Price, senior director in Windows Client Product Management at Microsoft Corp. “This highlights Stardock’s commitment to providing its customers with higher quality applications that deliver a more secure, reliable and compatible experience with Windows Vista.” 

“We are excited to be working with Stardock on the launch of Impulse. We believe that through Impulse, the iolo brand, and System Mechanic in particular, will be introduced into a promising new market. Through Impulse, consumers will be able to benefit from having access to a variety of software applications, games and drivers through a single platform,” said Tim Weinzirl, business development manager, iolo technology. 

Stardock will be releasing Impulse in three phases. Today marks the initial launch of the Impulse client, with the immediate availability of titles from multiple PC game publishers and software developers. Phase two, scheduled for mid-August, will include Impulse Reactor and the beta of MyImpulse, a utility that will allow developers to automatically submit their games or software to Impulse under a streamlined, uniform royalty agreement for moderation.  Phase three will be launched in early 2009 and will greatly automate the ability for developers to publish their games and software on Impulse as well as include virtual drive management tools.