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GAME go mad for mobile

Two of the biggest names in the games industry have teamed up to offer a complete games solution to mobile phone owners. GAME Stores Group and The Mastertronic Group have entered into a strategic partnership which will see them bring quality, value and choice to their customers via Mastertronic's mobile specialist subsidiary MAD4Games.

GAME, the UK's leading specialist games retailer, will use MAD4Games' mFlare technology to sell quality-approved Java games direct to its customers via the enormously successful GAME.NET website.

The mFlare solution provides a complete framework for the GAME MOBILE service, from built-in marketing and editorial through to integrated customer support, incentive schemes and more.

The titles available will be chosen by GAME from the quality-approved Mad4Games' catalogue. All genres of games will be available, chosen from the product lines of the world's leading mobile content suppliers.

All titles will be made available at a value price of £3.00 each, billed direct to user's handsets, thereby opening up the service to all users irrespective of credit/debit card ownership.

Steve Cooke, Managing Director of MAD4Games commented, "GAME's unique relationship with its customers is proven by over 5m loyalty card holders. Its reputation at retail, combined with the simplicity of the mFlare solution and the MAD4Games focus on quality, marks a major step forward for the trusted supply of mobile content in the UK."

Kieron Smith, Head of Online Operations at GAME added "This is an outstanding opportunity for our mobile phone owning customers to get into playing games. Thanks to MAD4Games, we can offer our customers the best mobile games on the market and with Mad4Games' leading edge technology the buying process is made easy for them too."

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About Mastertronic Group Limited

Mastertronic is one of the best known electronic entertainment brands in Europe. It pioneered the European console market with its launch of the Sega Master System, invented the budget retail sector and built an international development and publishing operation under the Virgin Mastertronic label.

The brand was subsequently relaunched as The Mastertronic Group Limited in 2003 by founder Frank Herman, together with Andy Payne and Garry Williams.

The Group now leads the European value publishing sector through its retail brands M.A.D. (Mastertronic Added Dimension), Sold Out (the UK's largest-selling budget operation, acquired by the Group in 2004) and PC Gamer Presents, a unique quality-assured brand in association with the leading games magazine publisher Future Publishing.

The Group also offers, through its wholly owned subsidiary The Producers Limited (also acquired in 2004) a 'cradle to grave' total turnkey service for physical product, from marketing through packaging and warehousing to retail and electronic distribution. In addition, MAD 4 Games, a wireless channel for content delivery to mobile phones was established first quarter 2005.

About Mad4Games Limited

Mad 4 Games Limited ('MAD4G') is the wireless content and logistics subsidiary of The Mastertronic Group.

Mad4G is based in Central London and was set up in 2004 to create customer-facing content management, billing and support systems focused on the delivery of Java games direct to end users via independent non-operator portals. The company operates its own distribution channel under the Mad4Games brand as well as over a dozen affiliate channels for major media and retail organisations. MAD4G's operations are currently UK-focused with joint venture partnerships planned in other territories for Q3 2006.

The MAD4G credo is based on quality of product, range, value and access. MAD4G's catalogue is licensed from the world's foremost mobile games publishers and developers. In a concerted effort to 'raise the game' of mobile entertainment, Mad4G operates a unique screening service: every title proposed by partners for distribution is game- and focus-tested before going live on the service, providing both quality-assurance and age-rating benchmarks. Java games are offered for download at £3.00 each. The Company does not operate a subscription model.

MAD4G offers its partners the broadest possible channel to consumers, selling mobile games via Java clients, Flash applications (on the Web and PC CD-ROM), WAP sites and off the page, maximising channel bandwidth for its suppliers and ensuring that customers can acquire mobile content easily, at any time, in any place, at value prices.

About GAME

GAME is Europe's leading specialist retailer of computer software and video games. The Group currently operates from over 400 stores in the UK and Eire and 300 stores in continental Europe. For further corporate information log onto, and for the new look on-line store log onto'

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