Early Results From Playfirst's Diner Dash®: Hometown Hero™ Launch Suggest Micro-transactions Hold a Promising Future

SAN FRANCISCO - October 31, 2007 - Leading casual games publisher, PlayFirst, Inc., today announced that its new business model, which incorporates micro-transactions and level packs into traditional casual games, is finding success. Since the September 26 launch of its latest game, Diner Dash®: Hometown Hero™, the fourth title in the company's mega-hit Diner Dash franchise, data collected reveals that players are responding positively to the new business model proving that there are more ways to monetize the casual games audience than today's standard $20-per-game download model.

"Growth in casual games will continue to be spurred on by innovative companies willing to move beyond the $20 business model," said David Cole, analyst, DFC Intelligence. "The industry will be driven forward by companies that can diversify across platforms and introduce micro-transaction models to casual games."

The latest Diner Dash game offers players the option to purchase unique items and standalone restaurants, customize their own characters and diners, and share their designs with others. One month after launch, this is what the company has learned:

Diner Dash: Hometown Hero is a hit, micro-transactions are taking off

• In its first month, the full $20 version of Diner Dash: Hometown Hero has out-sold any other PlayFirst game's first month of sales from PlayFirst.com, indicating consumers' continued demand for Diner Dash games
• 45% of all Diner Dash: Hometown Hero customers are new buyers, who have never made a purchase from PlayFirst.com prior to the game's launch
• 36% of Diner Dash: Hometown Hero purchases came from micro-transactions:
  • 24% of these purchases were for new expansion restaurant level packs offering players more than 10 levels of additional gameplay for $4.99 each
  • 12% of purchases were for avatar clothing accessories and diner decor items that start at $.79 each
• On average, Diner Dash: Hometown Hero customers have bought 50% more game offerings than those who bought games that do not offer micro-transactions or level packs

A thriving community is growing at DinerDash.com

• More than 25,000 avatars were uploaded
• Nearly 15,000 diners were created
• PlayFirst has seen a 20% increase in forum postings since the launch of Diner Dash: Hometown Hero

"The goal of Diner Dash: Hometown Hero is to offer a deeper, shared experience around a lasting, original brand such as Diner Dash, which would transform the casual game industry," said John Welch, CEO, PlayFirst. "We're happy to give the Diner Dash community more of what they want: a fresh combination of story-driven gameplay, the ability to customize and accessorize, access to multiplayer, and the personalization and sharing features that PlayFirst introduced for the first time to casual games."

Have a Happy Halloween in the Crypt Cafe With Diner Dash: Hometown Hero selling more copies in its first month of release than any other title on PlayFirst.com, it's no surprise that the expansion restaurant level packs are also going fast.

In addition to the Waterpark Madness restaurant which was offered on September 26, the Crypt Cafe, a spooky Halloween-themed restaurant is also available. The ghoulish new restaurant puts players in a haunted castle with 13 more levels to explore in Story, Expert and Multiplayer modes featuring new animations, music and storyline. Restaurants are available to purchase once consumers download the game from www.DinerDash.com.

Diner Dash: Hometown Hero is free to try for an unlimited time with seven levels of the story mode or can be purchased for $19.95. Extras such as multiplayer and the My Waiter avatar and My Diner customization features are free upon online registration. Diner Dash: Hometown Hero is available for both the Mac and PC at www.PlayFirst.com or through the community site, www.DinerDash.com.

About PlayFirst, Inc. PlayFirst is a leading publisher focused on creating shared casual game experiences around lasting original brands. Committed to building casual game play rich in story and character, PlayFirst works with talented internal and external developers to bring mass market games to multiple platforms, including PC, Mac, mobile, handheld and console. The company's portfolio includes the world-renowned Diner Dash® franchise which has been downloaded more than 200 million times, as well as top-selling games such as Wedding Dash(tm), Chocolatier(tm), and Dream Chronicles™. Founded in 2004, PlayFirst is funded by Mayfield Fund, Trinity Ventures and Rustic Canyon Partners. For more information visit www.playfirst.com and www.dinerdash.com.

PlayFirst, the PlayFirst logo, Diner Dash, Hometown Hero, Wedding Dash, Chocolatier and Dream Chronicles are trademarks of PlayFirst, Inc. PlayFirst, the PlayFirst logo, and Diner Dash are registered trademarks in the U.S.

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