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MAD4Games holds the iFone!

UK mobile superstar iFone signs deal to distribute top titles through Mastertronic’s innovative wireless portal.

MAD4Games Limited, the mobile division of the Mastertronic Group, today announced the signing of a major new distribution deal with iFone, a global leader in wireless entertainment, specialising in the development, production and publishing of wireless entertainment content for mobile devices. The deal gives MAD4Games access to more than 25 top titles over the coming months, ranging from classic arcade licences to timeless family favourites.

For fans of retrogaming there's a whole arcade-full of Atari classics including mobile versions of hits such as Asteroids, Centipede®, BreakOut®, Tempest and Missile Command. Meanwhile, those who prefer more traditional fare are catered for by mobile renditions of classic board games MonopolyTM and CluedoTM.

"We're delighted that iFone has gone MAD4Games," said Steve Cooke, Managing Director of MAD4Games Limited. "iFone has a huge roster of proven best-sellers, and they add even more quality and diversity to the range of mobile games we offer."

ifone's games join quality titles from Synergenix, Morpheme, IOMO, Kuju, (M)FORMA, Impressionware, IECOM and other major partners.

All these titles are accessed via the unique MAD4Games Browser. The Browser lets customers make informed choices about new titles, and avoids the tiresome WAP surfing and texting that buying mobile games so often involves. Using the consumer's own phone as the portal, the Browser provides instant access to high-value free content, including game reviews, screenshots, playing tips and special offers.

Consumers can get the Browser on their phone by texting MAD to 80010 or by entering their mobile phone details at www.mad4g.com. The Browser is distributed free to users.

The Browser is powered by The Mastertronic Group's proprietary mFlare technology. Following an intensive evaluation of competing technologies, BT agilemedia (the participation media services division of BT plc) recently selected mFlare as a partner to supply mobile content and revenue collection solutions to its clients.

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About Mastertronic Group Limited

Mastertronic is one of 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.

About iFone Ltd

iFone is a global leader in wireless entertainment, specialising in the development, production and publishing of wireless entertainment content for current and future mobile devises.

iFone operates a global distribution network live in 50 countries and has strategic partnerships with over 100 network operators. With an exceptional track record of the deployment of mass-market brands in the wireless space we develop entertainment content for a wide range of handsets in all major languages.

Complemented by world class account management, publishing and brand acquisition team iFone combines a huge wealth of experience and technical knowledge from across the industry.

For more information, contact Danielle Woodyatt at danielle@lunchpr.com.

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