AT New Media Licenses Luna Games For Premier League Darts

Birmingham, UK, July 17th 2007. Licensing agency AT New Media has brokered a worldwide licensing agreement between the Professional Darts Corporation and mobile games developer and publisher Luna Games

Holsten Premier League Darts first launched in 2005, on Sky Sports in the UK. The league is now played weekly from February to May, having originally started as a fortnightly fixture.

The tournament features eight of the biggest names from the PDC circuit who compete in a round-robin format, with matches held across the UK at different venues. Crowds in excess of 5000 attend the weekly events and TV audience figures continue to grow.

Darts as a sport is exploding on the global stage and TV distibution for Premier League Darts now includes FOX AUS, DSF, SPORT 1, IKO, 7 TV, OLN USA, SHOWTIME, 7 TV, and BSKYB.

Lunagames is a global producer of creative market-driven mobile entertainment content and is headquartered in Emmen, Holland. Lunagames develops original gaming formats, and work with leading brands to deliver innovating new mobile entertainment

Lunagames will make the official Premier League Darts Mobile Game and associated applications each season with the games incorporating significant assets including a unique targeting system aimed at fast and accessible game-play, make your own character and profile (incl. inserting your own photo through camera function) through to the full league recreating the full Premier League Darts experience

Games publishers and mobile network operators are enjoying steady growth in the market for casual sports games and Premier League Darts hits the bullseye!

Richard Hazenberg, Managing Director or Lunagames said: "We are very pleased to have secured the license for Premier League Darts and look forward to creating more new versions of the game to satisfy the demand from existing Darts fans and to introduce our compelling Premier League Darts game to the wider consumer."

Barry Hearn, Chairman of the Professional Darts Corporation said: "I have been very impressed by Lunagames, not just because of their enthusiasm for the Premier League Darts brand but due to their product development skills and dynamic approach to marketing the official Premier League Darts mobile game."

Simon Kay, Business Development Director of AT New Media, said "We are very pleased to have negotiated this licensing agreement between the PDC and Lunagames and very much look forward to the continued successful extension of the fantastic Premier League Darts Mobile game to new markets and consumers. Now, we are negotiating with potential licensees to launch the game on other platforms, specifically handheld games devices."

ENDS

Notes To Editors:

Website addresses for Each Party:

Professional Darts Corporation - www.planetdarts.tv

Lunagames - www.lunagames.com

AT New Media - www.atnewmedia.com

About Professional Darts Corporation

The Professional Darts Corporation(PDC) was established in 1992

The PDC developed and holds several championship competitions including the annual World Professional Darts Championship and of course Premier League Darts amongst others. The PDC also runs its own world rankings system based on players' performances.

About Lunagames

Lunagames is a global producer of creative market-driven mobile entertainment content and is headquartered in Emmen, Holland. Lunagames develops original gaming formats, and work with leading brands to deliver innovating new mobile entertainment

In a market flooded with a wide range of mobile games and content Lunagames believe that the key to success lies in creativity. Creativity to reach and attract the consumer through innovative marketing, creativity to design and develop content centered round the consumer that is fun and engaging.

Lunagames award winning offering includes: Dragon Boat Racing released at China Mobile during the dragon boat festival in China; The Air Traffic Controller (2007) franchise recognized for its original one-thumb experience; Election 2004 released in the US market (incl. Verizon and Cingular) during the 2004 US elections; Stratego® Mobile version of the world famous board-game developed in cooperation with Jumbo; and Islands: Missile Invasion the award winning strategy game;

About AT New Media

AT New Media is a licensing agency and consultancy, offering a comprehensive range of services to brand owners, content providers and merchandise licensees. AT New Media is positioned at the junction where new media meets brand licensing, offering a high level of expertise and experience in some of the most rapidly evolving new interactive platforms including Mobile Phones, the Internet, Digital interactive TV (DiTV) and Videogames. AT New Media is achieving worldwide critical acclaim for its performance in this sector for both brand owners and content licensees.

Contacts for editors:

AT New Media: Maribel Pascual Maribel@atnewmedia.com +44 121 224 7485

PDC: Dave Allen dave.allen@prodarts.com +44 1277 359900

Lunagames: Kitty Brown kitty.brown@lunagames.com +31 237 502 114

For AT New Media logo downloads please visit www.atnewmedia.com/press