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Mastertronic goes MAD4Games on mobile phones

Budget giant launches new games channel targeting the value-conscious mobile user

The Mastertronic Group Ltd makes an innovative and exciting move into the mobile gaming market with the formation of MAD4Games, a subsidiary company focused on creating a new channel for delivering mobile games direct to the consumer.

MAD4Games' service, due for launch in November, will offer consumers access to top-quality games at value prices. For publishers, the service will extend product life cycles by taking proven releases and remarketing them to a new audience.

New and established users will benefit from a new distribution platform powered by MAD4Games' revolutionary new .NOW technology. .NOW takes the hassle out of selecting, buying and installing mobile phone games. The platform also adds a host of value-added features ranging from hints and tips to competitions, publisher promotions and handset-specific support.

Lack of trust, which has been identified as a key obstacle to winning over new mobile consumers, will be overcome in a move similar to Mastertronic's 'PC Gamer Presents' and, uniquely in the mobile games business, MAD4Games will introduce a 'seal of approval' based on independent review ratings, customer feedback and download volumes.

The channel will further broaden the market for mobile content, by targeting consumers through a combination of unique retail, print media and internet campaigns.

MAD4Games launches with a winning team including Steve Cooke, co-founder of HiScore TV and award-winning editor at Conde Naste Forward. Steve is joined by David Upchurch, formerly at Lego Software, Computec Media, and EMAP. Mark 'Fish' Fisher joins the team as Technical Director, formerly Technical Director at Probe Software and Acclaim.

Frank Herman, founder of The Mastertronic Group Ltd, said: "MAD4Games follows the classic and highly-successful Mastertronic ethos of offering the best entertainment at the best prices to consumers. This is a great opportunity for publishers to breathe new life into successful products by extending their shelf life through a new channel."

About Mastertronic

Headed up by Frank Herman and Andy Payne, Mastertronic is part of The Mastertronic Group Limited re-formed in 2003.

Mastertronic seeks to engender the values of its enviable heritage and become the leading value re-publisher of computer and video games, working with publishers, retailers and consumers alike to continually innovate at all stages in the publishing value chain. Focus will be only on bringing the highest quality games to a mass market, delivered within a brand strategy that everyone can trust.

Originally formed in 1983, Mastertronic brought many a legendary 8-bit game to a true mass market (One Man And His Droid, Hunter Patrol, Spellbound, Phantoms Of The Asteroid and Master Of Magic, to name but a few). Mastertronic also brought the Sega Master System into Europe in the mid-80s. The name Mastertronic all but disappeared from the industry in 1991 when it was acquired by Sega.

For further information please contact Danielle Woodyatt or Lisa Richards at Lunch PR. Tele: 020 7633 0633 email: danielle

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