UK Spend on Mobile Gaming Overtakes Ringtones For First Time

4th June 2007 - UK consumers are spending more on downloading games to their mobile phones than on ringtones, music or video, according to research released today by GfK M², the industry's leading mobile content tracking company.

In the year to March 2007, consumers spent £83mn on mobile games, compared to £76mn on ringtones and just £23mn on music. GfK M²'s figures reveal that the mobile gaming market is worth nearly four times the current market value of full music tracks, and eight times the current video download market.

Mobile Network Operators are dominating the market, with nearly 90% of games in the last year sold through this channel. Furthermore, the top 10 games account for a third of the total revenue of the mobile gaming market and just three games published in the last year accounted for 60% of total sales of games, according to GfK M²'s research.

UK ANNUAL £ SPENDING ON MOBILE ENTERTAINMENT BY SEGMENT (YEAR TO MARCH 2007):

Segment - Value

1. Games £83m

2. Ringtones £76m

3. Music £23m

4. Video £11m

5. Wallpapers £10m

Aaron Rattue, Business Group Director GfK M² said "A year ago there was less activity in the mobile gaming market as well as poor phone functionality, limited game offerings and perceived high prices. In the last year mobile gaming has really taken off and now leads the mobile content market in terms of the amount of money consumers are spending. Clearly, gamers are happy to pay to download, with half of all the games downloaded to a mobile phone in the last year costing £5 or more."

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For further information, please contact:

Liam Turner, Tel. +44 (0) 207 395 7056

e-mail: turnerli@fleishmaneurope.com

About GfK M²

GfK M² specialises in developing marketing services aimed at monitoring mobile content sales. It is a joint venture between GfK, the world's fourth largest market research company, and Media-Control, European leader in the supply of sales entertainment data, and utilises a network of over 2000 staff worldwide. GfK M² will initially cover Europe, with further services to be deployed in Asia, Australia and in the USA. Mobile content data is provided weekly by network operators, including T-Mobile and Vodafone, and content providers, such as Jamba.

About the GfK Group

The GfK Group is the No. 4 market research organisation worldwide. Its activities cover five business divisions, Custom Research, Retail and Technology, Consumer Tracking, Media and HealthCare. The GfK Group has over 130 subsidiaries located in 70 countries with a current total of around 7,600 employees. For more information, visit our website: www.gfk.com, www.gfkms.com