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PLAY IT OUTLINES PLANS FOR MOBILE GAMES DIVISION

10 titles ready to roll from high value publisher at launch

Friday 4 March 2005/... Games publishing pioneer Play It today announced the launch of a new mobile phone games label. The value publisher which sells a range of great games for Playstation and Playstation 2 starting at just £6.99, has confirmed 10 titles will be initially shipped by Play It Mobile.

First titles will include a mobile version of the 2004 summer hit America's 10 Most Wanted. The first round of releases for Play It Mobile will also include 1945, James Pond and International Karate. The company has been researching and developing the range for the last two years and has confirmed that it will announce distribution partners over the next month.

Mark Cale, Play It CEO, said: "Play It Mobile is the result of two years work. It makes perfect sense for us to take the high value strengths of the Play It range and make our titles available to the huge number of mobile phone gamers. Many of our games appeal to gamers, but many of our titles have that classic gaming 'stickability' which we believe will make Play It titles popular with all kinds of mobile users.

"We have been looking closely at our distribution strategy and are engaged in communication with several parties at present. We plan to make a separate announcement shortly."

Play It Mobile will be based at the company's Mayfair offices in central London, UK.

The Play It range is available from a wide range of retailers, from specialist games stores to huge supermarket chains, ensuring the games are available to all consumers. The suggested retail price for Play It PS2 titles start from £9.99. Play It also publishes a range of PSone titles with suggested retail prices starting from £6.99.

For further information please contact:

Simon Harvey

Barrington Harvey

Tel: +44 (0)1462 456780

Simon@bhpr.co.uk

Mark Cale

Play It

Tel: +44 (0) 207 441 4911

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