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Eidos Announce Casual Games Label SoGoPlay

Eidos Interactive, one of the world's leading publishers and developers of entertainment software, is pleased to announce its newly established Casual Games label, SoGoPlay

Following the recent acquisition by Eidos of Rockpool, SoGoPlay has been carefully chosen to be the standalone brand which epitomises the essence of casual gaming and embraces both boxed retail and digital casual titles under a single umbrella. An emotive and quality-focused brand, SoGoPlay will become synonymous with compelling gameplay, immediate playability and mass market appeal at an affordable price.

"Sales of casual games both online and at retail have exploded in recent months and we intend to harness the existing growth potential in the US as well as position ourselves ready for the anticipated boom to come in Europe," said Lou Fawcett, Head of Casual Games, Eidos. "But it's not just PC games that we're focusing on, it's also console and mobile games that have a broad appeal. We're aiming to establish SoGoPlay as THE flagship casual games brand."

In 2005, casual games accounted for 21% of all online gaming revenues (DFC Intelligence) and with approximately 60 million casual game downloads per month, consumer demand and the opportunity to capitalise on this global market is far from "casual". The Casual Games Association estimates worldwide casual games revenues to be worth $2 billion by 2008.

Titles currently in development include the recently announced SPY-Q and Nervous Brickdown for Nintendo DS and Merry-Go-Round Dreams for PC download. A number of as yet unannounced titles for the PS2 and Wii will follow in the autumn.

You can visit SoGoPlay at www. .com

For further information please contact:

Chris Glover | Head of Communications | Eidos

T: + 44 (0) 208 6363 3000 E: chrisg@eidos.co.uk

About Eidos Interactive Ltd

Eidos Interactive Ltd is part of SCi Entertainment Group Plc (SEG) one of the world's leading publishers and developers of entertainment software. Eidos consists of publishing operations across Europe and the US and several development studios including Crystal Dynamics, IO Interactive, Beautiful Game Studios, Eidos Studios Hungary, Eidos Sweden and Pivotal Games. The Group has a valuable combined portfolio of intellectual property including: Tomb Raider, Hitman, Deus Ex, Championship Manager, Carmageddon, Battlestations: Midway, the Conflict series and Just Cause.

Some of the titles currently in development include: Kane & Lynch: Dead Men, Crossfire and Highlander.

About Eidos New Media

Eidos New Media is a division of Eidos Interactive Ltd, created in 2003 to focus on emerging platforms and technologies. The division has successfully launched award-winning mobile games based on a number of Eidos' intellectual properties including: Tomb Raider, Hitman, Championship Manager, and Thief along with a host of other licensed titles. Eidos New Media also distributes games through digital distribution via its own sites and partner channels as either individual consumer downloads or subscription services. In 2007 Eidos New Media acquired mobile development and content providers Rockpool Games, Ironstone Partners and SoGoPlay, online distribution specialist Bluefish Media and award-winning mobile and casual games developer Morpheme Game Studios to strengthen internal company resource and expertise.


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