Aureal retails into Creative territory

Since time began, Aureal has conducted guerilla skirmishes with sound market leader Creative Labs. The California-based firm has decided it's now time for some bare-knuckle fighting with its bitter rival. The company is striking deep into Creative's heartland with its first retail branded soundcard. And just in time for Christmas, too. Aureal has engaged a company called I/O Magic to fill retail shelves and handle merchandising in North America. And it is close to signing a similar deal in Europe. Creative Labs could not be reached for comment. ®