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I-play launches The Weakest Link™ in the US

Do you have what it takes… or are you the Weakest Link?

San Mateo, CA, 9th December 2005: I-play, the mobile games company, today announced the North American launch of the mobile game, "The Weakest LinkTM", based on the hugely popular trivia quiz game television show. Since the BBC, owner of the show format, first broadcast it in 2000 the game has encountered an astonishing global success, with national versions of the game broadcast in over 40 countries. Phrases from the show have by now entered people's everyday vocabulary, especially the "You are The Weakest Link. Goodbye!" put-down when a contestant is evicted from the show.

The mobile version of The Weakest Link brings all the excitement of the hit television show direct to your mobile phone. Packed with sharp-witted phrases and a wealth of challenging questions, this is a single-player quiz game for the seasoned trivia player. You must answer a series of multiple-choice questions on a variety of subject categories all before time runs out! The game challenges players with a range of question categories across topics including entertainment, geography, history, general knowledge, nature and science.

Following the success of the hit TV show, The Weakest Link mobile game has proved to be a major hit throughout Europe. Among review quotes is the following:

Instead of testing your trigger finger, this game challenges your general knowledge and question answering speed. Answer correctly and bank your prize money to win.... this is a compelling mini-game that is hideously addictive.

4/5 Independent

Commented Anders Evju, General Manager- Americas, I-play: "This casual, trivia title has had a huge following in Europe, and successfully combines a stimulating mental challenge with compelling mobile fun which should make it a hit with North American mobile phone users as well."

"I-play has created a fantastic mobile game from our highly popular franchise. Now fans of the show will be able to test their wits and knowledge and take on the challenge to see if they can escape being 'The Weakest Link", commented Mark Young, President and CEO BBC Worldwide Americas.

Contact:

Annabel Brog

PR Manager, I-play

Tel: 44 2079011770

annabel.brog@iplay.com

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