amBX BRINGS SECOND LIFE TO THE REAL WORLD

GDC, San Francisco - Philips today heralded the arrival of amBX, its revolutionary 'ambient experiences' technology, in Second Life®, the 3D virtual world from Linden Lab®, by licensing its technology to Rivers Run Red to produce a dedicated amBX-enabled environment. This will offer Second Life users the opportunity to experience their virtual world through real world amBX experiences, including light, air movement and rumble. The amBX agreement also extends to all-new commercially driven experiences, for future brand marketing campaigns, and builds on a highly successful relationship between Philips and Rivers Run Red and their long-running involvement with the development of the 'immersive spaces market'.

Since exploding on the Internet in 2003, Second Life has grown exponentially and today is inhabited by a total of 4,201,216 residents from around the globe, all of which will be able to now have a more enhanced real world experience of the Second Life world.

Comprising a scripting language, software engine and architecture, the amBX platform has been designed to empower interactive entertainment developers and providers with a palette to use light, colour, heat, sound and even air flow in the real world during interactive entertainment, delivering all-new user experiences through enabled devices, including the Philips amBX PC Gaming Peripherals range of LED colour-controlled lighting, rumble peripherals and desktop fans.

Philips will be creating a further big bang in Second Life's 'Grid' through the development of solutions for open source Second Life client software and the creation of a software development kit, featuring user tools and props, to allow amBX experiences to be easily authored by existing Second Lifers, creating all new real world effects.

"Second Life offers amBX an unparalleled opportunity to bring our revolutionary ambient intelligence technology to an expanding global market of many millions of tech and media savvy users who are not only hungry, but also open-minded for new online experiences," commented Jo Cooke, Chief Marketing Officer, Philips amBX. "Not only will we be able to offer Second Lifers all kinds of new sensory experiences, but also 'behind closed doors first looks' at amBX effects in development and potential amBX-enabled peripherals, with the chance for some to exclusively trial sample them before commercial release. Second Life offers an entirely new market for amBX and we feel this is the start of a very special relationship."

Philips amBX is the second Philips initiative in Second Life, as a result of the cooperation between Philips Electronics and Rivers Run Red. In November 2006, Philips Design announced its collaboration with Rivers Run Red and presence in Second Life to gain feedback on innovation concepts, engage residents in co-creation and gain a deeper understanding of potential opportunities in this virtual environment.

"The partnership between Rivers Run Red and Philips was originally generated in a Philips Design 'immersive spaces' workshop and the new launch means the immersive amBX experience can now be experienced beyond the screen. People will be literally able to reach out and fill their rooms with deep sensory experiences," commented Justin Bovington, CEO, Rivers Run Red. "The in-world development kit will go beyond collaborative design and we're also looking at the broader commercial immersive potential including showrooms, advertising and conferences."

Philips has established a global standard by licensing the amBX technology to interactive entertainment developers, publishers and peripherals manufacturers and Rivers Run Red join a rapidly expanding following of partners supporting amBX-enabled entertainment, games and peripherals, including Codemasters, THQ, Kuju, Introversion, Gas Powered Games, Revolution, Sumo Digital, Philips Peripherals & Accessories and SpectraVideo.