Samsung, Microsoft Unleash Consumer Promotion To Mark Launch Of Perfect Dark Zero

DALLAS and REDMOND, Wash., November 28, 2005 - As consumers snapped up the first copies of "Perfect Dark Zero" (PDZ), the much-anticipated sequel to the mega-hit video game "Perfect Dark" which hit store shelves last week, they were greeted with an in-box promotion from Samsung Telecommunications America (Samsung) and Microsoft Corp. (Microsoft) that will turn their mobile phones into extensions of this must-have game of the holiday season, and potentially outfit them with a brand new Xbox 360 game console.

Promotional inserts in PDZ boxes alert gamers that with select Samsung mobile phones, they can access exclusive PDZ content, including a 45-second Perfect Dark Zero soundtrack ringtone, Joanna Dark voice tones and wallpaper images of Joanna Dark for mobile screensavers.

Avid gamers who want to get their hands on a new Xbox 360 console can visit www.samsungwireless.com/PDZ to enter a sweepstakes to win one of 250 brand new Xbox 360 consoles or one of 500 PDZ games Samsung will give away.

"Gamers and gadget-lovers are among the leaders of the growing throng of consumers who recognize their ability to put technology to work for them to create their own brand of entertainment," said Peter Skarzynski, senior vice president, Samsung.

"We're pleased to be able to work with a gaming leader like Microsoft to develop this promotion around the launch of such a highly-anticipated video game, bringing relevant mobile content to users who crave a constant connection to their favorite game."

"Microsoft is excited about collaborating with Samsung Mobile on promotions surrounding the launch of Perfect Dark Zero," said Bill Nielsen, Director, Xbox U.S. Subsidiary. "We're giving gaming fans an opportunity to get their hands on a stellar combination of the hottest new game, the hottest new gaming console and the hottest mobile phones on the market."

To supplement the retail advertising support for the promotion, Samsung developed in-store materials, advertising and a promotional Web site to encourage consumers to download mobile content and enter the Xbox 360 console and PDZ game sweepstakes.

Samsung also extends its connection to the PDZ empire through product placement within the video game and its corresponding Web site. A Samsung-branded mobile phone is integrated into the game's storyline, with Joanna Dark using a data-centric PDA-like phone to communicate and share information.

In addition to its collaborations with Samsung in the mobile phone category, Microsoft also works with Samsung Electronics as the exclusive HDTV worldwide marketing partner for the next-generation Xbox? high-definition gaming platform. The next-generation Xbox/Samsung HDTV combination is designed to deliver the most advanced and realistic high-definition experience to gamers worldwide.

About Samsung Telecommunications America

Samsung Telecommunications America, L.P., a Dallas-based subsidiary of Samsung Electronics Company, Ltd., researches, markets and develops wireless handsets and telecommunications products throughout North America. For more information, see STA's website at www.samsung.com/wireless.

About Samsung Electronics

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2004 parent company sales of US$55.2 billion and net income of US$10.3 billion. Employing approximately 113,000 people in over 90 offices in 48 countries, the company consists of five main business units: Digital Appliance Business, Digital Media Business, LCD Business, Semiconductor Business and Telecommunication Network Business. Recognized as one of the fastest growing brands, Samsung Electronics is the world's largest producer of color monitors, color TVs, memory chips and TFT-LCDs. For more information, please visit www.samsung.com

About Xbox and Xbox 360

Microsoft revolutionized the gaming industry with the November 2001 launch of Xbox^® (http://www.xbox.com), its first-generation video games and entertainment system, now sold in 26 countries around the world. This holiday season Microsoft debuts its next-generation system, Xbox 360, in Europe, Japan and North America, to be followed by availability in Australia, Colombia, Hong Kong, Korea, Mexico, New Zealand, Singapore and Taiwan in 2006. Xbox 360 is the most powerful video game and entertainment system, delivering the best games, the next generation of the premier Xbox Live online gaming service and unique digital entertainment experiences that revolve around you.