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I-play Everywhere

Mobile games publisher launches bid to get everyone playing

London, UK & San Maeto, CA - 4th April 2005: Today sees the launch of I-play, the new face of mobile games creator and publisher Digital Bridges. The company also has a new mission: to make mobile gaming the world's most popular form of electronic gaming.

I-play will make the experience of mobile gaming - from finding games, through to buying and playing them -- easy, fun and accessible for all. Taking mobile gaming mass market will be drive everything the company does: from its range of games - with more casual gaming titles launching - through to its consumer marketing and distribution. And today it also launches a new consumer facing e-commerce website,, which makes finding, learning about and buying mobile games easy.

I-play is launching, over the next few months, a range of new 'one-thumb play' titles, designed to have broad appeal to both gamers and non-gamers, and across all audiences. The first new I-play title in this genre, unveiled today, is 'Skipping Stone', already a hugely popular mobile game in Asia that has been tipped by game site IGN as "perhaps the most frighteningly addictive action game we've seen in months ...Skipping Stone is pure entertainment that deserves to be enjoyed on handsets everywhere".

In addition to 'one-thumb play' titles, more of which will be announced in coming weeks, mobile phone users looking for a different kind of challenge can try their hand at world-class tennis: I-play today announced its new exclusive license deal with 2004 Wimbledon and WTA Champion Maria Sharapova for 'Maria Sharapova Tennis', which will be available as of end-May across Europe, Asia Pacific and North America.

I-play CEO Brian Greasley said: "As a company we have evolved, together with the industry, considerably since our launch in 1998. It is our belief that mobile games are on the cusp of going mass market, and that our new brand, consumer focus, and the initiatives we are announcing today position us to help drive this next stage in the market's growth. The time is right to put the consumer at the centre of everything we do."

"Mobile games have demonstrated their ability to catch mobile users' imagination. As further growth in the industry is projected, customers will increasingly look to brands to help them navigate through the product choices available to them and to increase the recognition and trust they have in mobile games. DB has consolidated its position as a leading games publisher over the last five year, and the creation of this exciting new brand, I-play will serve to create confidence and clarity for the next generation of mobile gamers." Stephen Pentland, Partner, Spectrum Strategy Consultants

The new brand identity, designed by branding agency Lambie-Nairn, sums up I-play's mission to bring the playfulness and fun of mobile gaming to a global audience while keeping all the technology out of sight. The new brand rolls out today across four continents on its trade and consumer advertising and its games. 'Nate Adams Freestyle Motocross', which launches early April across Europe, Asia Pacific and North America, will be the first I-play branded game.

About I-play

I-play, the mobile games company, brings the best in mobile entertainment to a mobile gaming audience of half a billion people via mobile operators, retail stores and online portals, including I-play has been creating mobile games since 1998 and continues to spearhead the creation of games for the next generation. As one of the world's longest established and respected creators of mobile games, the I-play brand stands for quality and the best in mobile game development. Working with the best media and entertainment brands, I-play is 100% focused on mobile games, and dedicated to fulfilling the promise of the mobile phone as the first truly mass-market electronic games platform.

I-play's investors are Apax Partners and Argo Global Capital. I-play is headquartered in London, with European Regional HQ in Dunfermline, Scotland and North American Regional HQ in San Mateo, California as well as sales offices in Paris, Munich, Madrid, Rome, New York, Fairfax, Sao Paulo and Singapore.

For more information, please call +44 (0) 20 7901 1760 or visit us at

I-play is a trademark and trading name of Digital Bridges Limited.

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