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‘Play for Real’ mobile phone games add spice to ‘old favourites’

23rd November 2004

Mobile entertainment operator, Million-2-1 is extending its portfolio of games by offering a suite of fixed odds, java-based gambling games for mobile phones.

The games are based on familiar favourites. First to market are Dice and a Hi-Lo card game which download in 'Play for Fun' and 'Play for Real' formats. They will be followed by Horse Racing and Lucky Balls later in November.

Million-2-1 has a leading reputation for responsibility and has targeted the games firmly at the mass market. They are for anyone who has a few minutes to spare and fancies a game with a little more 'edge', with a chance to win great prizes such as iPods, cars and holidays. The games have pre-set play limits to prevent addictive behaviour.

The games offer:

  • Free to download and Play for Fun
  • 'Play for Fun' and 'Play for Real' features
  • Simple to use formats and a consistent game interface
  • Stakes from as little as one penny per point
  • Capped play limits in Play for Real
  • Top ups cost £3 each up to a maximum of £15 a day
  • No credit cards
  • Simple reverse billing to mobile phone
  • Gamcare approved age verification systems
  • Play for Real points redeemable for great prizes including iPods, cars and holidays in the Million-2-1 on-line shop

The games will be free to download at www.million21.com/games/java/ or through a WAP browser.

Michael Smeaton of Gamcare, the charity responsible for encouraging responsible gambling and treating gambling addiction said: "Million-2-1 is adopting a number of innovations in its new java games. By setting fixed play limits, they are proactively helping to prevent the escalation of addictive gambling among adults. We will also be working closely with Million-2-1 to monitor how players respond to more stringent age verification checking, an area where we are always looking to improve standards."

Scott Davies, Head of Games at Million-2-1 said:

"According to analysts", java-based gambling will reach £4bn by 2008, outstripping the market for mobile lottery tickets and betting. But this growth will only happen if java games have appeal beyond hardcore games. Our games are designed to have universal appeal and reassure the 'fun' end of the market."

- ENDS -

*Java-based casino-style gambling will reach $6bn, by end 2006 according to ARC research analyst Paul Merry.

Contact: Tim Kitchin 0788 7986868 or James Thellusson 07973 633 249

Notes to editors:

Million-2-1 is a mobile entertainment company, providing games, prize competitions, fixed odds gambling through mobile phones.

The company pioneered the reverse auction concept in the UK with its How Lo ? mobile reverse auctions, selling consumer goods, holidays and cars for pennies. More than 200,000 customers have participated in these auctions to date.

Million-2-1 is a licensed external lottery manager, and manages the Manchester Lottery, the UK's first SMS - based lottery.

The company promotes its games through a portfolio of on-line and off-line media partners including O2, Channel 4, talkSPORT and Manchester United.

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