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Player X and Sky play smart With Carol Vorderman's Mind Aerobics

Mobile media company Player X and Sky have teamed up to create Carol Vorderman's Mind Aerobics, a mobile game for launch with UK operators1.

Mind Aerobics comprises a wide range of mental exercises for players to take in 10 minutes, measuring and improving their Brain Fitness Index, or BFI. Each player's unique BFI is calculated on the basis of overall performance and will increase with practice.

The mobile game boasts full connected features including leaderboards, buddy lists and tournament mode. Players can rate their intelligence using the in-game Brain Fitness Index and post their high scores on leaderboards on both mobile and online.

Mind Aerobics mobile will be supported by a six figure cross-platform marketing programme which includes TV and online campaigns as well as a co-promotion with top UK radio station Heart FM and endorsement from TV personality Carol Vorderman.

Tony Pearce, CEO of Player X, said: "Casual mobile games that both entertain and educate are loved by mobile gamers and Mind Aerobics is a perfect example of the genre. The launch on mobile backed up by huge marketing spend will create a loyal community of gamers."

Player X has created a dedicated WAP site for the game that is fully integrated into carrier marketing activities which include holding Mind Aerobics tournaments to find the UK's smartest mobile gamer.

Andy Nuttall, Head of PC Games at Sky, said: "With versions for PC, mobile and Sky television, Carol Vorderman's Mind Aerobics offers a way for everyone, no matter where they are, to keep their mind healthy, stimulated and active."

For more information, please contact monty.munford@playerx.com or +44 (0) 7970 673695 or go to www.playerx.com

To play Carol Vorderman's Mind Aerobics on your mobile - Text GO CAROLV to 85080 (standard operator network rate), £5 payment (payable by mobile bill)

1 Carol Vorderman's Mind Aerobics is also available via your PC and Sky TV

Mind Aerobics is a registered trademark of BSkyB Ltd.

Notes to Editors

About Player X

Player X is a mobile media company that specialises in games, video and TV. It develops, publishes and distributes mobile entertainment content through global operators, portals and handset manufacturers.

Player X has direct deals with more than 100 global operators and a potential audience of more than 2.5 billion people. The company operates in all five continents across the world and has offices in all the key territories in Europe, Asia and the Americas.

About Sky

Sky is the UK's leading entertainment company and operates the most comprehensive multi-channel, multi-platform television service in the UK and Ireland. Around 21 million viewers in 8.4 million households enjoy an unprecedented choice of movies, news, entertainment and sports channels and interactive services on Sky digital, the UK and Ireland's first and most popular digital television service.

Sky is committed to offering customers an unparalleled choice in content, delivered through innovative and technological advanced platforms that best serve the demands of today's viewers.

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