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I-play Reveals Sports Illustrated™ Swimsuit Models

San Mateo, CA - 22nd November, 2005: I-play, the mobile games company, and SI Mobile, part of Sports IllustratedTM, one of the world's most recognized media and sports entertainment brands, today announced the North American launch of SITM Swimsuit Reveal. The puzzle game, which will be available on a wide range of mobile phones, is based on the Sports Illustrated Swimsuit Edition, the most highly anticipated magazine issue in America.

SITM Swimsuit Reveal gives mobile gamers the chance to see their favorite Sports Illustrated Swimsuit Edition model on their phone with a sexy twist to the classic game of 'reveal'.

The game provides a selection of the world's most beautiful women, hiding behind the game's simple yet compulsive puzzle matching gameplay. Players must have a good memory and the ability to stay cool when the steamy image begins to be revealed! All 12 keys on the handset correspond to on-screen tiles, making the gameplay an entirely intuitive, mobile-specific gaming experience.

Bruce Kaufman, Director of Growth Markets at SI, commented: "We're happy to be partnering with I-play to bring SI and SI.com readers and countless others a fun, unique gaming experience around the SI Swimsuit phenomenon."

I-play's Senior VP of Publishing and Marketing, Paul Maglione, commented: "The Sports Illustrated Swimsuit Edition is much more than a magazine, it is one of the most exciting and eagerly awaited publishing events of the year. To have a mobile game associated with, and reflecting, the huge appeal of this magazine issue is an honor and a great addition to the sports trivia mobile games we have launched in this past year in partnership with Sports Illustrated. Fuelled by prestige brands like Sports IllustratedTM, I-play has been steadily growing its North American portfolio of games and its North American market share, having now become one of the dominant players on the US mobile gaming scene."

Annabel Brog

PR Manager, I-play

Tel: 44 2079011770


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