Online jeweller has reported 132,000 plays of a viral game it launched to promote its site earlier this month. The game, created by digital marketing agency TAMBA, is the second viral game the retailer has launched to help it achieve its plan for sales of £6m this year.

Visitors have on average spent four minutes playing the Diamond Detonation game. The site, which is a sub-brand of, says that the game is good at retaining customers but thinks that this kind of viral marketing is also a great way to open itself up to potential new customers.

The game might be a slightly odd choice for a jewellery brand, but is still a little less surreal than some of the reverse auction videos on the site, which feature a large hairy man demonstrating the relative merits of dainty ladies bracelets on his arm.