PLAYFIRST AND GAMELAB BUILD ON SUCESSS OF DINER DASH™

SAN FRANCISCO – March 9, 2005 - Following the breakaway hit, Diner Dash™, a downloadable game that has claimed top-five spots on RealArcade®, Shockwave.com™, Trygames.com and Big Fish Games, PlayFirst, the leading full-service publisher of popular games, today announced at the 2005 Game Developer's Conference that it will publish several new downloadable and Web games from gameLab, the creator of Diner Dash.

"As an experimental and innovative voice in game development, gameLab is expanding the boundaries and reshaping the culture of games," said Kenny Dinkin, vice president and executive producer, PlayFirst. "We are tremendously proud of Diner Dash and Subway Scramble™. gameLab games break new ground and conjure up new audiences by inventing original forms of gameplay and by exploring narrative content, character development and visual styles that aren't normally found in popular games."

Diner Dash and Subway Scramble, two gameLab titles published by PlayFirst, launched earlier this year and have already proven overwhelmingly popular with online game players. Through an extended partnership, PlayFirst will publish several more gameLab titles, with plans to launch the games in the second half of 2005.

"PlayFirst is a driving force in the creation of a popular games market," said Eric Zimmerman, co-founder and chief executive officer, gameLab. "The PlayFirst publishing model balances investment in next-generation content with artistic freedom, and allows gameLab to focus on what we do well: creating innovative games. The PlayFirst team is very strong and we've enjoyed our collaboration with them."

PlayFirst is a full-service games publisher focused on growing a premiere portfolio of top-tier popular games. Unlike other publishers, distributors and networks, PlayFirst is the first company with the sole purpose of helping top game developers fund, create and distribute next-generation popular games through multiple consumer platforms. PlayFirst games are available from top online game sites and networks, including Big Fish Games, iWin®, MSN® Games, Oberon™ Media, RealArcade, Shockwave.com, Trygames.com, as well as on www.playfirst.com.

About PlayFirst, Inc.

PlayFirst, Inc. publishes popular games targeted at the mass market through all online consumer platforms. As Internet penetration has grown to 90 million users in the U.S. alone, including 30 million broadband customers, the Internet has become a viable distribution outlet for games. PlayFirst was founded in 2004 by veterans of Internet portals, traditional games publishers and technology firms and received venture funding from Mayfield and Trinity Ventures. To learn more, please visit: www.playfirst.com.

About gameLab

gameLab is a game development company based in New York City, founded by Peter Lee and Eric Zimmerman in 2000. With a staff of 15 designers, programmers, and producers, gameLab creates smart, innovative, high-quality games that appeal to a broad audience. gameLab specializes in single player and multiplayer online games, but has also designed for a variety of platforms on and off the computer. gameLab invents new ways for people to play, integrating hip graphics, sound and content into approachable and addictive gameplay. gameLab consults, creates custom games, and also licenses original gameLab titles. To learn more, please visit: www.gamelab.com.

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