San Mateo, CA & London, UK - February 26, 2007: I-play, the mobile entertainment company, today announced the imminent arrival of its explosive original IP title: Pillowfight. As the only game to feature gorgeous gals battling each other with pillows, the title is also the first to include I-play's new community initiative: I-play lounge, which enables mobile gamers to upload high scores, compete against fellow gamers and receive downloadable rewards for their gameplay. Pillowfight launches in the US and Europe at the beginning of the second quarter.
Established for many years in the bedrooms and dormitories of college students, the underground craze has started to break out onto the streets, with real life public Pillow Fights being held spontaneously in cities across both US and Europe.
I-play's Pillowfight embodies an experience that is a ritual part of growing up and a pastime for those who prefer not to! Offering a sexy new twist on casual gameplay fun, you can slug it out as a French Maid or a Cheerleader, swap your persona, plump up your pillows and unlock downloadable wallpaper rewards of the contestants as you win matches and progress through the game.
David Gosen, CEO of I-play commented: "We've all done it sometime in our life - squared up to someone with only a pillow for defence. The personalization features combined with I-play lounge's community element will allow pillow fighters around the world to get the most out of the game and their battles. One thumb gaming and easy to use community features is the perfect combination for Pillowfight and today's mobile gamer looking for a compelling and original form of entertainment."
I-play brings the best in mobile entertainment to an audience of over one billion people via a network of over 120 carriers worldwide, including Sprint (NYSE:S), Verizon Wireless (NYSE:VZ), Cingular, Vodafone (LSE: VOD.L) and Telefonica Moviles (NYSE: TEM), amongst others and online portals including http://www.iplay.com/. I-play has been creating mobile games since 1998 and continues to spearhead the creation of mobile entertainment for the next generation. As one of the world's longest established and respected creators of mobile entertainment, the I-play brand stands for quality and the best in mobile development. A move into mobile video content via a license agreement with Universal Mobile Entertainment sees I-play offering the best clips from Universal Studios' most popular blockbuster movies.
I-play's investors are Apax Partners and Argo Global Capital. I-play is headquartered in London, with North American Regional HQ in San Mateo, California and European Regional HQ in Dunfermline, Scotland; development studios in Macclesfield, UK and Bucharest, Romania as well as sales offices in Paris, Hamburg, Madrid, New York and Singapore.
For more information, please call +44 (0) 20 7031 8160 or visit us at http://www.iplay.com/
I-play is a trademark and trading name of Digital Bridges Limited.
+ 44 (0) 20 7031 8165
Kohnke Communications on behalf of I-play
+ 1 212 730 9744