The online game, called '', was produced by branded entertainment agency Matmi and recently reached a 2m play milestone, as Lily Allen's single and album stand atop music and iTunes Store charts in the UK and US.
The game is based on the lyrics of 'The Fear' and the single is the game's soundtrack, as users control a cartoon version of the singer around several obstacles, including paparazzi and credit card throwing bankers.
Allen's record label Parlaphone, which helped produce the game, said users are visiting the site with an average dwell time of nearly five minutes, meaning the track is heard more than once.
According to Matmi, the game has three times topped the Viral Group's , which tracks performance and traffic of online games. 'Escape the Fear' is currently sixth.
Jeff Coghlan, managing director of Matmi, said: "Consumers are sick of online advertising because it doesn't have any intrinsic value.
"When it's done properly, branded entertainment like 'Escape the Fear' has very high value and gives consumers an opportunity to interact with the brand as well."
"When consumers endorse the material by passing it on, the positive influence of the brand is nine times more powerful than an advert."
Lily Allen's single 'The Fear' shot to the top of the UK singles chart three weeks ago and has retained the No.1 since, while her album also debuted at No.1.
The single and album also top the iTunes Store charts in numerous countries worldwide, notably the US.
The outspoken singer is currently involved in an and have been hurling expletive laced insults at one another on social networking website Twitter.
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