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Ubisoft Netherlands and Down Under Ingame Advertising (DUIA) Sign Agreement to Develop In-Game Advertising and Game Promotions

Amsterdam, 2nd September 2004


30th August 2004 - Ubisoft Netherlands, a division of one of the world's largest video game publishers and Down Under Ingame Advertising (DUIA), Europe's premier in-game ad-agency, are pleased to announce the establishment of a working relationship between the two companies that will see both parties explore and capitalize on future in-game advertising projects for Ubisoft games. The deal, which is effective immediately, appoints DUIA as the preferred partner for all of Ubisofts games with regards to in-game advertising and cross-promotional activities in the Benelux market. In addition DUIA and Ubisoft are currently working on several in-game advertising projects for the international market.

In-game advertising is seen by both marketeers, game publishers and advertising agency's as one of the most exciting new forms of advertising and brand communication. Games allow for a broad spectrum of advertising possibilities like sponsorship, product placement, and 'above' and 'below the line' cross-promotions and help advertisers reach audiences that have been hard to reach through traditional media. The deal between Ubisoft and DUIA ensures a commercial focus and structured approach for both parties in this new market with the combined expertise of the two companies ensuring the best possible outcome.

"It is clear that DUIA's success lies in our understanding that all parties involved in this emerging channel have respective interests and objectives. It is not good enough to simply stick a brand name in a game and call that in-game advertising. In-game advertising demands a much more aware, creative and commercial approach, and if done effectively will help both publishers and advertisers reach their respective goals and ad value to the player. This is something DUIA and Ubisoft both understand and agree on", says Andrew Hooke, Commercial Director of Down Under Ingame Advertising. "We are delighted with this deal between our two companies. Ubisoft has an outstanding portfolio of games that provide excellent opportunities for advertisers, and we believe this announcement is further validation of DUIA's positioning as a leader in this market."

Edwin Groeneveld, Managing Director for Ubisoft Netherlands said: "Ubisoft believes that working with advertisers and quality brands that are not necessarily part of the games market, is a logical step for the games business and will help grow the games market as a whole. Ubisoft already has great experiences in this business and are pleased to further develop this emerging market with DUIA, who have proven to be a leader in this field."

About Down Under Ingame Advertising:

Down Under Ingame Advertising (DUIA) is a division of the Down Under [Creative Tribe] Group and is a leading company in in-game advertising and game promotional activities in local and international markets. With over 8 years experience in youth marketing, the company has grown rapidly, establishing exclusive working relationships with most mayor games publishers. DUIA focuses exclusively on the structural development of in-game advertising and product placement as an integral part of a clients' marketing strategy, providing consultancy, creative solutions and research. Down Under Ingame Advertising is located in Amsterdam and is partnered with a number of companies including international research house MediaLab (part of Mediaedge:cia). For more information

About Ubisoft:

Ubisoft is an international producer, publisher and distributor of interactive entertainment products. A leading company in the multimedia industry, Ubisoft's strong and diversified lineup has grown considerably, as has Ubisoft itself. As well as steadfastly continuing to partner with several high-profile companies, Ubisoft has also confirmed its presence on the global market by developing its own exceptional properties. Founded in 1986 in France, Ubisoft is now present on every continent, both through offices in 21 different countries including the United States, Morocco, Germany and China and through sales of products in over 50 countries. The group is dedicated to delivering high-quality, cutting-edge video game titles to consumers around the world. Ubisoft generated a turnover of 508 million euros for the 2003/2004 fiscal year, up 22.5% over the previous fiscal year. To learn more, visit

For information:

Down Under Ingame Advertising

Sarphatistraat 30

1018 GL Amsterdam

The Netherlands

Tel: +31(0)205353453

Fax: +31(0)205353459

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