Philips Brings - amBX - Ambient Intelligence Revolution to GDC 2006

Game Developers Conference, San Jose, California, USA - Philips amBX, a line of business within Philips Electronics, today announced the first phase of signings to its revolutionary new Ambient Intelligent technology, including a range of Philips Peripherals & Accessories products, and game developers Revolution Software and Sumo Digital.

Due for release in May 2006, amBX technology will offer a full 'sensory surround experience' to computer and video gamers by empowering developers with the ability to use light, colour, sound, heat and even airflow in the real world during gameplay - creating an Ambient Intelligent environment in the process.

Blending a scripting language, software engine and architecture, amBX has been designed to deliver all-new player experiences through enabled devices such as LED colour-controlled lights, active furniture, fans, heaters, audio and video, all placed strategically around a player's room. amBX goes even further to provide the support framework for peripheral manufacturers to develop these enabled products, empowering both developers and publishers to amBX-enable and enhance their games.

Philips Electronics has confirmed that it will be producing a range of amBX-enabled peripherals, with a number of other high profile manufacturer announcements imminent.

"amBX provides an excellent platform for us to expand our business with a line of completely new peripherals," explained Engelbert van Pelt, Manager New Business Development, Philips Peripherals & Accessories, "where we can build on our technology strength, and especially our world class lighting technology. We're very excited about the new dimensions this will give to the game experience."

GDC has also heralded the eagerly-awaited arrival of ambient intelligence in games development with the signing of agreements with UK-based Revolution Software and Sumo Digital as official amBX developers.

"amBX will allow us to deliver a level of sensory realism in our games that just hasn't been possible to date," commented Charles Cecil, Managing Director, Revolution Software. "This is vital in an adventure game which relies on drawing the player into a rich emotional experience. amBX really has broken the gaming mould and the possibilities for both game developers and players are extraordinary. We plan to use amBX in all our games."

Charles Cecil has been a popular and influential figure within the interactive entertainment industry for over 20 years and has a keen eye for developing trends and technologies. Established in 1990 and responsible for the development and subsequent release of titles including Beneath a Steel Sky and the Broken Sword series, Cecil and Revolution Software have become a leading light in the development of adventure gaming and have released a series of commercially and critically successful game titles.

Philips amBX supports third party software and hardware manufacturers to develop their amBX-enabled products through technology licensing. As part of a comprehensive licensing program partners will receive full support from the amBX development team including engineering, scripting services, training, software development kits and hardware reference designs.

Philips is currently in the closing stages of agreements with a number of leading computer games developers, publishers and peripheral manufacturers regarding amBX-enabling games and devices and will be officially launching the technology to the market in May 2006.

Philips amBX will be showcasing this technology to the media and industry as a whole at the Game Developers Conference (GDC 2006) March 22-24, San Jose, California USA, stand #1418.

For more information:

www.ambx.com

Media contacts:

Mark Ward at Bastion Ltd.,

Tel: +44 (0) 20 490 1323 Fax: +44 (0) 20 7490 1350

email: mark@bastion.co.uk

Philips amBX

Hans Driessen

Tel.: +31 40 2746692

email: hans.driessen@philips.com

About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is one of the world's biggest electronics companies and Europe's largest, with sales of EUR 30.4 billion in 2005. With activities in the three interlocking domains of healthcare, lifestyle and technology and 159,200 employees in more than 60 countries, it has market leadership positions in medical diagnostic imaging and patient monitoring, color television sets, electric shavers, lighting and silicon system solutions. News from Philips is located at www.philips.com/newscenter.