The concept behind the game is 'guerrilla gigging': the band's trademark tactic of throwing surprise events at Underground destinations and is inspired by the classic Donkey Kong platform game.
Digital agency Holler came up with the idea of a fan frantically trying to get to one of the band's last-minute gigs. Users control the fan as he traverses London, avoiding the rubbish, and picking up beer and fags along the way.
The game can be downloaded from the band's new site (www.letskilltheothers.org), which was also built by Holler. It will be promoted on Popbitch by PR agency AMP United, through media partners, and on the band's database of users.
Luke Bevans, new media manager at The Others' label, Mercury Records, commented: "The band is about community. The lead singer gives his mobile number to all his fans and has collected about 2,000 numbers and we don't want to spoil that relationship. People are used to being close to the band.
"We want to use as much up-to-date news as possible. There are three news stories a day on the site and we email news once a week," he added.
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