I-play Unveils 'Absolute' Value Strategy

London, UK - 12th March 2007: I-play, the mobile entertainment company, today unveiled its European Value Strategy, which will see I-play's casual mobile games portfolio offered to consumers, under the banner of 'Absolute', where end users can download two full games in one great value bundle.

According to data from M:Metrics, every month approximately 20% of people downloading mobile games are new customers. The challenge the industry faces is getting these new customers to return and make repeat purchases. I-play's 'Absolute' Value initiative addresses this by delivering value for money by offering two games for the price of one, and a great gaming experience with critically acclaimed, high quality titles.

Titles joining the 'Absolute' line-up include Extra Live's two new sizzling brain teasers, Sudoku and Kakuro, the hugely addictive global puzzle craze. Sometimes called "Cross-sums" or "Kakro", Kakuro is Sudoku's bigger (and harder) brother.

Other titles being launched as part of a bundle under the 'Absolute' banner include Slyder, described by critics as "more addictive than chocolate-coated candy and just as hardcore" and "a fiendishly simple and addictive well presented puzzle game that all mobile users should own. Hours of good clean fun with over 150 levels to challenge your grey matter." My Dog also features in the bundled line-up. This nurture-style original IP title from I-play, "grabbed" critics with "the inexplicable urge to keep checking on our virtual mutt several times a day".

I-play's Absolute bundles will allow gamers to download a single file, holding two separate quality games, expected to retail at £5 / 5. The bundles aim to deliver a user friendly and value for money mobile gaming experience, where the download process is more intuitive and quicker for the gamer to browse for and download.

"The rationale behind the 'Absolute' Value strategy is to drive further usage amongst the mass market and to drive the market overall. Our aim is to lower the cost barrier to first time gamers and repeat players alike. The introduction of bundles will serve to bring greater value to the consumer and incentivise them to play more than just one game to start building their own broader portfolio" Commented David Gosen, CEO of I-play.

About I-play

I-play brings the best in mobile entertainment to an audience of over one billion people via a network of over 120 carriers worldwide, including Sprint (NYSE:S), Verizon Wireless (NYSE:VZ), Cingular, Vodafone (LSE: VOD.L) and Telefonica Moviles (NYSE: TEM), amongst others and online portals including http://www.iplay.com/. I-play has been creating mobile games since 1998 and continues to spearhead the creation of mobile entertainment for the next generation. As one of the world's longest established and respected creators of mobile entertainment, the I-play brand stands for quality and the best in mobile development. A move into mobile video content via a license agreement with Universal Mobile Entertainment sees I-play offering the best clips from Universal Studios' most popular blockbuster movies.

I-play's investors are Apax Partners and Argo Global Capital. I-play is headquartered in London, with North American Regional HQ in San Mateo, California and European Regional HQ in Dunfermline, Scotland; development studios in Macclesfield, UK and Bucharest, Romania as well as sales offices in Paris, Hamburg, Madrid, New York and Singapore.

For more information, please call +44 (0) 20 7031 8160 or visit us at http://www.iplay.com/

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

About Extra Live

EXTRA LIVE develops casual games for mobiles as casual is beautiful by appealing to the mainstream gamers.

Over the last 2 years EXTRA LIVE has grown into a respected developer of mobile games. Why? We would say knowledge, experience, market understanding and a lot of hard work. And we pride ourselves in operating an honest, reliable and dedicated service to our partners.

Our games fit everybody (Arcade, Card/Casino, Brain), they are 100% mobile-native (Easy to understand, Fun to play) and widely compatible -100% J2ME & Doja.

We have worked with Auchan, Bouygues Telecom, Hachette, Larousse Harrap's, Micro Application, Mindscape, Orange, SFR and TF1 to cite some of our references.

For more information, please call +33 (0)1 71 73 15 88 or email us at jb@extra-live.com

Contact:

Annabel Brog

I-play

+ 44 (0) 20 7031 8165

annabel.brog@iplay.com