and its founders Krahulik and Holkins. Other works Penny Arcade Presents Under the banner of "Penny Arcade Presents", Krahulik and Holkins are sometimes commissioned to create promotional artwork/comic strips for new video games, with their signature artistic style and humor. They are usually credited simply as "Penny Arcade" rather than by their actual names. Some of these works have been included with the distribution of the game, and others have appeared on pre-launch official websites. An official list can be found on the Penny Arcade website. Collectible Card Game On August 8, 2005, Krahulik announced that Penny Arcade, in partnership with Sabertooth Games, would be producing a collectible card game based on the Penny Arcade franchise. The resulting Penny Arcade "battle box" was released in February 2006 as part of the Universal Fighting System. There are also a few spinoffs from the main comic that have gained independent existences. An example is Epic Legends Of The Hierarchs: The Elemenstor Saga (ELotH:TES), a parody of the written-by-committee fantasy fiction used as back-story for a wide variety of games: originally a one-off gag in the Penny Arcade comic, in late 2005 this was expanded into a complete fantasy universe, documented on a hoax "fan-wiki". ELotH:TES first appeared in the webcomic of February 7, 2005, and has subsequently been featured in the comics of November 7, 2005 and November 30, 2005. Several elements of the ELotH:TES universe are featured on the cover of their second comics collection, Epic Legends of the Magic Sword Kings. ESRB ad campaigns On May 31, 2006 Krahulik announced a new advertising campaign for the Entertainment Software Rating Board. According to Krahulik, the ESRB "wanted a campaign that would communicate to gamers why the ESRB is important even if they don't think it directly affects them." Among the reasons he listed for Penny Arcade's accepting the job was that he and Holkins are both fathers and are concerned about the games their children might play. The ad campaign was rolled out in the summer and fall of 2006 and a second campaign was released in 2012 featuring a mother, a father and a gamer describing the tools employed by the ESRB. "The New Kid" film Announced on June 2, 2011, Paramount Pictures had acquired the rights to produce an animated film, via Paramount Animation to make this, of the one-off strip The New Kid which was published on October