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Mad 4 Games Limited agrees managed service solution with BT agilemedia


Friday, 17th June 2005

Mad 4 Games Limited, ("MAD4G"), the wireless and logistics division of The Mastertronic Group, Europe's leading PC value publisher, has entered into an agreement to supply its mFlare Java client/server technology to BT agilemedia, the participation media services division of BT plc and to use BT's services for the provision of MAD4G's channel to end-users. This agreement will enable BT agilemedia, a leading player in the mobile and voice participation media services market, to resell and license Mad 4G java services to its customers in the mobile services provision market.

Steve Cooke, Managing Director of Mad 4 Games Limited, said: "We're extremely pleased to be doing business with BT agilemedia and delighted that, after reviewing a number of alternative solutions, they have fixed their sights on mFlare. We have in turn worked with several partners in this market but, at the end of the day, there was simply no competition. In our opinion, BT agilemedia are second to none when it comes to professionalism and quality of service. They also have access to some market-leading technologies of their own and the feedback loop between the two companies should be of benefit to all our partners."

Jeremy Hallsworth, CEO, BT agilemedia said: "The wireless market is developing quickly with participation media services driving this development. MAD 4 Games are at the leading edge of Java development for games and we're delighted to have entered into a deal with them to allow us to bring these services to our customers.

Concluding, Cooke said: "The mobile games market is poised for tremendous growth. The Mastertronic Group is now in a position to offer its partners not only a world-class solution for mobile content and community, but also a range of participation media services through BTAM, whose record-breaking RIDE platform is the driving force behind major TV audience participation mechanics including Big Brother, X-Factor and Pop Idol. This partnership is a key element of our mobile strategy and will focus on opening multiple wireless sales and communication channels to the end user."

(for 'Notes to Editors', see following page)


Notes to Editors:

About Mastertronic Group Limited

Mastertronic is one the best known electronic entertainment brands in Europe. It pioneered the European console market with its launch of the Sega Master System, invented the budget retail sector and built an international development and publishing operation under the Virgin Mastertronic label.

The brand was subsequently relaunched as The Mastertronic Group Limited in 2003 by founder Frank Herman, together with Andy Payne and Garry Williams. The Group now leads the European value publishing sector through its retail brands M.A.D. (Mastertronic Added Dimension), Sold Out (the UK's largest-selling budget operation, acquired by the Group in 2004) and PC Gamer Presents, a unique quality-assured brand in association with leading games magazine publisher Future Publishing.

The Group also offers, through its wholly owned subsidiary The Producers Limited (also acquired in 2004) a 'cradle to grave' total turnkey service for physical product, from marketing through packaging and warehousing to retail and electronic distribution. In addition, MAD 4 Games, a wireless channel for content delivery to mobile phones was established first quarter 2005.

For more information, contact Danielle Woodyatt at

About BT

BT is one of the world's leading providers of communications solutions serving customers in Europe, the Americas and Asia Pacific. Its principal activities include networked IT services, local, national and international telecommunications services, and higher-value broadband and internet products and services.

BT consists principally of three lines of business:

  • BT Retail, providing a comprehensive range of communications and related services to more than 20m UK consumers and businesses.
  • BT Wholesale, providing network services and solutions within the UK to more than 600 fixed and mobile operators and service providers including the provision of broadband and private circuits.
  • BT Global Services, providing networked IT services to meet the needs of multi-site organizations globally. BT Global Services operates in more than 130 countries and also offers international carrier services.

In the year ended March 31, 2004, BT Group's turnover was £18,519 million with profit before goodwill amortization, exceptional items and taxation of £2,013 million.

BT Group plc is listed on stock exchanges in London and New York. British Telecommunications plc (BT) is a wholly-owned subsidiary of BT Group and encompasses virtually all businesses and assets of the BT Group.

For more information, visit

About BT agilemedia

BT agilemedia services enable production companies, service providers, media owners and advertisers to harness the growing demand for participation media services. Its applications are designed for rapid implementation, allowing customers to create, test and launch new campaigns, such as competitions and vote-ins, quickly and easily.

Following its move into the mobile market, BT agilemedia now offers a broad suite of participation media services. Its advanced mobile services are suitable for marketing campaigns and TV voting, as well as quizzes, competitions, news alerts and content subscription services.

For BT agilemedia, visit: or call Emma Cadzow on 0800 731 3050; e-mail:

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