PlayFirst Taps Boonty For Game Localization and Distribution in Key Markets

NEW YORK - July 20, 2005 - As downloadable games become a global pastime, product localization is translating into big business for the platform. Riding this trend, Boonty, a global leader in the downloadable games business, has entered into an exclusive agreement with PlayFirst™, the leading full-service publisher of popular games, to create localized versions of PlayFirst's best-selling titles Diner Dash™, Oasis™ and Subway Scramble™ in key languages.

As part of the agreement, Boonty will oversee all product localization needs for Chinese, French, German, Japanese, Korean and Spanish markets, including translation of dialogue and in-game text, product support and collateral materials. The company has also been granted limited exclusivity rights to distribute these localized PlayFirst titles in their respective markets and throughout Asia and Europe.

According to Romain Nouzareth, Boonty Inc. co-founder and CEO, the agreement further underscores the company's commitment to serving a global gaming audience with a complete range of services - from product localization to consumer marketing to digital distribution. "We're seeing the gaming industry embrace digital distribution globally, but with products that appeal to markets locally," he explained. "PlayFirst offers global audiences a compelling portfolio of entertainment, with games that are creative and fun for everyone, across cultures and around the world. We're excited to give people everywhere access to these great next generation games."

This agreement rides on the heels of Boonty and PlayFirst's existing distribution agreement, which has proved extremely successful for both companies. Boonty was one of PlayFirst's original distribution partners and along with its worldwide network of high-volume ISPs, portals, media and community Web sites, continues to deliver strong sales for PlayFirst's catalog of award-winning casual games.

Pointing to the market potential for downloadable games in Europe and Asia, PlayFirst CEO John Welch stated, "In order to be successful as a global games publisher, you need to think locally. It's of paramount importance that we work with a localization partner that understands the market, culture and rules of trade within each respective region. Boonty brings all of these practices under one roof, along with first rate local distribution partners to drive promotion and sales."

Following are details regarding PlayFirst titles slated for Boonty localization services:

• In Diner Dash, players ditch their desk job, roll up their sleeves and dish out some grub by helping Flo build her dining empire from a roadside diner to a five-star restaurant. The game features hilarious animation, hours of gameplay and high score tracking. (Developer: gameLab)
• In Oasis, a kingdom in ancient Egypt is under attack and the future of the dynasty hangs in the balance. Players must explore the empire, uncover cities, and increase the population of the kingdom in preparation for the barbarian onslaught. Players can tune their strategy click-by-click in Classic Oasis or jump right to the Pharaoh's Challenge levels to relive the celebrated historical sagas of eight legendary Pharaohs. (Developer: Mind Control Software)
• In Subway Scramble, players grab the master subway switch to prevent chaos in the epic underground train systems of the world. Featuring two modes of play and 50 levels of immersive, heart-thumping action, Subway Scramble lets players experience the mind-bending action of controlling the subway systems of New York, London, Paris, Moscow and Seoul. (Developer: gameLab)

"Boonty understands how to localize and distribute games in key markets internationally. It's with this global vision and local market perspective that has helped us to become a crucial link in the worldwide downloadable games value chain," added Nouzareth.

About Boonty Inc.

Headquartered in New York with offices in Paris, Singapore, Seoul and Tokyo, Boonty is a recognized global leader in the digital distribution games business. Providing a fully customized gaming solution for leading ISPs, portals, computer manufacturers and internet communities, Boonty boasts the largest distribution network worldwide with a total reach of over 300-million unique users and features a try-before-you-buy commerce model. With more than 1,500 games in its catalog, Boonty has secured distribution agreements spanning all major categories - from hardcore/enthusiast to casual games, and includes the leading publishers in the industry. For more information, visit us at www.boonty.com.

About PlayFirst, Inc.

PlayFirst is the leading full-service publisher of popular video games for the mass market; publishing accessible titles via more than 450 of the world's top online game destinations. PlayFirst designs "Games For the Rest of Us™" - titles that appeal to women, families, seniors and other consumer audiences often ignored by traditional video game publishers. PlayFirst provides independent game developers the end-to-end support they need to create diverse, next generation games: funding from concept, creative collaboration, technical services, research, marketing and a suite of business services. For distributors, retailers and e-tailers, PlayFirst offers a pipeline of premium, mass market games tested and targeted for this under-served market. PlayFirst's breakaway hit, Diner Dash, created by the award winning studio, gameLab, broke new ground for the popular games market, skyrocketing to the No. 1 most downloaded game on top Internet game destinations. Founded in 2004, PlayFirst is funded by venture capital firms Mayfield and Trinity Ventures. For more information about PlayFirst visit www.playfirst.com.

PlayFirst, Inc. and "Games For the Rest of Us" are trademarks or registered trademarks of PlayFirst, Inc. All rights reserved.

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Boonty Contact: Richard Krueger

PlayFirst Contact: Kirem Weers