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New Street Media kicks-off in-game advertising for Reebok

Probably the biggest ever pan-European in-game advertising and partnership deal has been struck between Pro Evolution Soccer 6 and Reebok.

London, 13 October 2006: New Street Media, Europe's leading in-game advertising specialist, has announced the biggest pan-European in-game advertising deal between global leisure brand Reebok and video gaming giant Konami. The deal brokered by New Street Media demonstrates a substantial step forward in the use of in-game advertising

Konami's Pro Evolution Soccer 6, widely regarded as the best football game on both PC and console, will be released on 27 October 2006 and will feature comprehensive Reebok visual branding throughout the game. Reebok's in-game presence consists of Reebok boots, balls and other kit, as well as pitch side hoardings and special Reebok training areas.

New Street Media has also helped Canon strike a pan-European deal with Pro Evolution Soccer 6 to be featured throughout the game with hoardings as well as sponsorship of the replay function within the game. Every time the player opts for the replay function, which on average is 1 in every 10 minutes of gameplay, the Canon EOS350 logo appears in the corner of the screen.

Maryam Bazargan, Managing Director of New Street Media commented: "This is probably the largest in-game advertising deal ever brokered in Europe; but as the importance of in-game media accelerates we will soon be seeing multi-million dollar deals in this sector. New Street Media already has over 4 and a half years experience dealing with this new form of media exposure.

Maintaining sensitivity to gamers needs is key whilst exploiting these new marketing techniques - we needed to ensure the advertising was true to the game content and added to its realism. It's important not just to place brands within a game, but to follow the partnership through to offline co-marketing and joint events, which is what we've been working on with Reebok throughout Europe."

Roy Gardner, Reebok European Marketing Director - Lifestyle, added: "Pro Evolution Soccer 6 is an outstanding football simulation and Reebok is delighted to be involved with a game that is so highly regarded in both the gaming community and the youth marketplace as a whole. We are looking forward to working with Konami and being involved with the launch of the game."

- ENDS -

Notes to editors:

Images of the game play and in-game branding will be available on request.

About New Street Media:

New Street Media is the European leader in delivering in-game advertising, advergames, and branded content to advertisers across all platforms, including PC, console, mobile, web, iTV, and DVD, services include:

Product placement & advertising within games Partnership marketing campaigns with entertainment properties Advergames Games based sales promotion campaigns

For further information please contact:

Maryam Bazargan, Managing Director, New Street Media Limited

Mobile: +44 7771 590 165

DD: +44 20 7549 1334

Jon Russell, Liberty Communications

+44 (0)20 7751 44 44

Mark Casey, Liberty Communications

+44 (0)20 7751 44 44

Gareth Williams, Liberty Communications

+44 (0)20 7751 44 44

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