SAN FRANCISCO - February 19, 2008 - PlayFirst, Inc., the leading publisher focused exclusively on casual games, today announced the launch of PlayGold™, a new stored value system on www.playfirst.com. PlayGold provides an easier way to buy games and items by allowing users to store value in their accounts in pre-set quantities. PlayGold is offered as another form of payment for transactions occurring in PlayFirst's innovative hit game Diner Dash®: Hometown Hero, the first title to introduce microtransactions to casual download games.

"Following an immensely positive response to Hometown Hero and our introduction of sub-$5 item sales, our customers asked us to make it easier for them to deck out their diners and accessorize their avatars," said John Welch, president and CEO, PlayFirst. "PlayGold demonstrates PlayFirst's ongoing commitment to innovating beyond the $20 download model."

PlayGold can now be purchased in increments of $5, $10, $15 and $25 through the PlayFirst site using a credit card. One increment of PlayGold is equal in value to a penny, but is only valid for games and items purchased through www.playfirst.com. In Diner Dash: Hometown Hero, items such as avatar accessories and diner décor items start at just $0.79 each. Expansion restaurants cost less than $5. PlayGold can also be used to purchase any game on the site; most titles are sold for $19.95. For more information about PlayFirst and PlayGold, please visit www.playfirst.com.

About PlayFirst, Inc.
PlayFirst is the leading publisher focused exclusively on casual games. Committed to building shared casual game experiences around lasting original brands, PlayFirst games are rich in gameplay, 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, as well as top-selling games such as Wedding Dash™, Chocolatier®, and Dream Chronicles™. Founded in 2004, PlayFirst is funded by Mayfield Fund, Trinity Ventures, Rustic Canyon Partners and DCM. For more information visit www.playfirst.com and www.dinerdash.com.

PlayFirst, PlayGold, Diner Dash, Wedding Dash, Chocolatier, Dream Chronicles, and all related titles, logos, and characters are trademarks of PlayFirst, Inc. PlayFirst, Diner Dash, and Chocolatier are registered in the U.S.

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Press Contact:

Caitlin Davis
Three-Forty Communications for PlayFirst, Inc.
(650) 793-3374
Email:
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