FISHLABS/123play.com deal

- for immediate publication –

Hamburg, Germany, 11 November 2008 – FISHLABS Entertainment GmbH, a leading developer and publisher of high-quality 3D mobile games, today announced a new ad-funded deal with 123play.com, the consumer brand of Helsinki-based Mobile Advertising Solution MAS Ltd. (MAS). Five premium mobile games are available to download for free from the www.123play.com website. They are: Burning Tires™, Galaxy on Fire™, Tank Raid™, Planet Riders™, and Heli Strike™. Before and after the games the user sees two short adverts, if he or she wants to visit the advertiser´s website he can simply click on it.

With the addition of the premium mobile games from Fishlabs, 123play.com can now offer users over 80 top quality, free games to choose either direct from the website, or straight to their mobile via m.123play.com.

‘We want to increase the free availability of our high-quality games to FISHLABS fans in western Europe in order to grow our fan community further,’ says Michael Schade, CEO of FISHLABS Entertainment GmbH. ‘It is especially important here that our titles are not swamped by a surplus of more mediocre games. Naturally, the high-quality offer also has a corresponding positive effect on the advertising sales for our marketing partner. With their consumer brand 123play and thanks to their positioning as a provider of high-quality game portfolios, with a focus on local markets, MAS is the ideal partner for us.’

Markus Ramark, CEO of 123play.com said: “We’re delighted to be working with FISHLABS. Introducing these new games allows us to offer top quality mobile games to our users. With their award-winning games, 123play.com continues to lead the ad based mobile gaming market across Europe.”

About FISHLABS

FISHLABS is one of the leading developers and publishers of high quality mobile 3D games. Founded in 2004, FISHLABS is responsible for the development of more than 15 high-end mobile games and employs a team of 30 people at the company's headquarters in Hamburg, Germany. FISHLABS' portfolio of mobile games includes numerous award-winning original IPs, such as Galaxy on Fire™, DEEP™ or Blades & Magic™, as well as AAA brands for well-known business partners, such as V-Rally® 3D for Glu, Star Wars™ – Imperial Ace 3D for THQ or Tony Hawk’s Downhill Jam™ for Infospace (Activison license) and most recently Gladiator™. Thanks to the high-performance, platform-independent games engine ABYSS®, FISHLABS’ titles are able to offer a quality never before attained in the sphere of mobile gaming.

In October of 2007, FISHLABS concluded their first round financing with Neuhaus Partners, allowing the company to add increased community features to their mobile phone games in the future. Since July of 2008, the company has offered the mobile phone game community myFISHLABS, where users can benefit from features such as price advantages, easier payment, additional features, credit kick-backs, upgrades, and the exchange of information about their favourite games with other community members.

For more information visit www.fishlabs.net.

About 123play.com

123play.com is a consumer-focused website operated by Mobile Advertising Solution MAS Ltd. (MAS), a company which specialises in advertising-funded gaming for mobile handsets. Its headquarters are in Helsinki and it has an office in London.

Through its retail brand, 123play.com, MAS offers free mobile games which users download via their handsets. When users open the game, they see a short sequence of advertising before the game begins. When exiting the game, another short sequence of ads is shown. Users can click on any of the ads and be directed to the advertiser’s mobile site. It offers more than 80 games from leading game publishers including THQ Wireless, RealArcade Mobile, Digital Chocolate, Vivendi Games Mobile, Hands-On Mobile, PlayerX, IndiaGames, In-Fusio and OrangePixel. Advertisers already working with MAS include Britvic, eBay, The Sun, IPC Media, O2, Unilever, Ladbrokes, Cecure, FlirtyMob and ColaCao.

More information on the company is available at www.mobileadvertisingsolution.com