Red Herring Reveals Companies Selected For The 2005 Red Herring 100 Europe

London, UK - 12th April, 2005 - Red Herring today announced that I-play, the mobile games company, is a recipient of Red Herring 100 Europe, a selection of the 100 private companies in Europe and Israel that play a leading role in innovation and technology.

"Our list shows that despite obstacles posed by regulations, bureaucracy and tradition, innovation and entrepreneurship continues to thrive in Europe," said Red Herring editor-in-chief Joel Dreyfuss.

Red Herring's lists of top private companies are an important part of the magazine's tradition of identifying new and innovative technology companies and entrepreneurs. Companies like Google and eBay were spotted in their early days by Red Herring editors as those that would change the way we live and work. This is the first time that Red Herring magazine has compiled a list focused exclusively on the most promising startups in Europe.

Red Herring's editorial staff rigorously evaluated more than 600 private companies through a careful analysis of financial data and subjective criteria, including quality of management, execution of strategy, and dedication to research and development.

Brian Greasley, CEO of Iplay, commented, "It is an honour to be chosen as a Red Herring 100 company, and to be recognised as the true innovator amongst our peers. We intend to continue to lead innovation and growth in the mobile games market and drive the next stage in the industry's development - taking mobile games truly mass market."

The mobile games company, which launched its new identity - I-play - last week, will make the experience of mobile gaming - from finding games, through to buying and playing them -- easy, fun and accessible for all. Taking mobile gaming mass market will be drive everything the company does: from its range of games - with more casual gaming titles launching - through to its consumer marketing and distribution. And today it also launches a new consumer facing e-commerce website, iplay.com, which makes finding, learning about and buying mobile games easy.

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About I-play

I-play, the mobile games company, brings the best in mobile entertainment to a mobile gaming audience of half a billion people via mobile operators, retail stores and online portals, including www.iplay.com. I-play has been creating mobile games since 1998 and continues to spearhead the creation of games for the next generation. As one of the world's longest established and respected creators of mobile games, the I-play brand stands for quality and the best in mobile game development. Working with the best media and entertainment brands, I-play is 100% focused on mobile games, and dedicated to fulfilling the promise of the mobile phone as the first truly mass-market electronic games platform.

I-play's investors are Apax Partners and Argo Global Capital. I-play is headquartered in London, with European Regional HQ in Dunfermline, Scotland and North American Regional HQ in San Mateo, California as well as sales offices in Paris, Munich, Madrid, Rome, New York, Fairfax, Sao Paulo and Singapore.

For more information, please call +44 (0) 20 7901 1760 or visit us at www.iplay.com

I-play is a trademark and trading name of Digital Bridges Limited.

About Red Herring

Red Herring, Inc., founded in 1993, is a media company whose mission is to cover innovation, technology, financing and entrepreneurial activity. Its staff of award-winning journalists tell readers what's first, what matters and most importantly, why.

Red Herring is dedicated to thorough research, relevant metrics deep financial analysis, in-depth reporting, crisp writing and thoughtful debate. We are a skeptical, intelligent and trustworthy source of information in technology business. Our primary obligation is to provide the most relevant, honest and independent information and analysis to our audience, with the conviction that an exceptional editorial product is the best catalyst for success and the best way to serve our advertisers and investors. Our content is original, compelling and actionable for industry executives and entrepreneurs.

A privately held company, Red Herring, Inc. is headquartered in Belmont, California. For more information visit www.redherring.com