Second Star Interactive launch

LONDON - February 8, 2011

Idea Fabrik Plc. (GB00B61CVK31, TI4.F), provider of the HeroEngine game development platform, today announced the creation of a new game development studio in Northern Virginia: Second Star Interactive.

Headed by game industry veteran Darrin Hyrup, Second Star Interactive features a core team with decades of experience at major studios throughout the game industry, including Electronic Arts, Mythic, Bethesda Softworks and Sony Online Entertainment.

“Developing our own games is a critical part of our efforts to expand and enhance our technology because it keeps us close to the HeroEngine user experience,” said Neil Harris, President of the US operations and COO of Idea Fabrik. “Darrin and the Second Star team bring a wealth of experience and practical contributions to the table that will help us grow both as a technology provider and as a company.”

Second Star Interactive will operate as a division of IF Studios Incorporated, the U.S based wholly owned subsidiary of Idea Fabrik Plc., which acquired the HeroEngine technology business in 2010. Second Star Interactive will work closely with IT Lagoon, the Idea Fabrik art studio based in Kiev, Ukraine, to develop online games that deliver both an exciting gaming experience and showcase the strength of the Hero game development platform.

Said Darrin Hyrup, newly appointed VP and General Manager of Second Star Interactive, “The HeroEngine tools are amazing. They let us rapidly prototype and develop content faster than anything I have seen in all my years in game development. We’re excited by the possibilities offered by the engine, and are looking forward to launching games sooner than we ever thought was possible.”

“We at Idea Fabrik are extremely excited about the launch of the Second Star Interactive studio, especially in the current environment of high growth in online game development, where the competition for high quality talent is very strong among both well-established players and the new breed of well-financed casual game developers,” said Alex Shalash, Chairman of the Board of Idea Fabrik.

Since launching in 2006, HeroEngine has been licensed to dozens of game development firms worldwide for projects such as EA/BioWare’s upcoming MMO title, Star Wars: The Old Republic. Idea Fabrik’s first in-house game is currently in development and will be launching later this year. A number of third-party developers who have licensed HeroEngine also plan to launch games featuring the technology before the end of 2011.

About the Second Star Interactive Team

Darrin Hyrup, VP and General Manager, is an online games veteran. A founder and former executive at Electronic Arts' Mythic Entertainment studio, Darrin has contributed to the development of more than 30 game titles in his 30 years in game development. His experience spans all levels of the game business across several different studios, including EA, Mythic Entertainment, Interworld Productions, AUSI, and Simutronics.

Lori Hyrup, Creative Director, brings fifteen years of experience designing, developing, and managing online games, having worked most recently at EA/Mythic as the lead franchise designer and producer for Dark Age of Camelot. Lori also contributed to the design and development of most of Mythic Entertainment's catalogue of games.

Cooper Buckingham, Lead Designer, has over ten years of experience in the game industry. Most recently from Sony Online Entertainment, Cooper previously worked for Electronic Arts and Perpetual Entertainment, where he contributed to the production and development of several games, including Warhammer Online, Dark Age of Camelot, Gods and Heroes, and The Sims.

Tim Cotten, Sr. Technical Designer, comes from Wu Studios where he was the Design Director. Previously, Tim worked at Electronic Arts as an engineer and lead designer for the Stygian Abyss expansion of Ultima Online, as well as contributing to two previous UO expansions.

Eric Piccione, Art Director, has over twenty years experience across the artistic field. Originally a comic book artist, Eric was most recently art director at Wu Studios, as well as EA/Mythic where he was responsible for the visual direction of Ultima Online and Dark Age of Camelot. Eric is also an instructor and mentor in the field of computer art for the Arlington Arts Center and George Washington University.

About Idea Fabrik

Idea Fabrik is a next-generation online games company. The company licenses its HeroEngine game development technology platform to dozens of studios worldwide for projects which include EA/Bioware’s upcoming MMO title, Star Wars: The Old Republic. Idea Fabrik also provides the HeroCloud managed service offering independent developers low-cost access to the HeroEngine technology. For more information about Idea Fabrik, including details about the company’s online game development studios across the globe, visit the official website at http://www.ideafabrik.de/

Safe Harbor: Statements contained in this news release, other than those identifying historical facts, constitute 'forward-looking statements'. Such forward-looking statements relating to the Company's future expectations, including but not limited to revenues and earnings, technology efficacy, strategies and plans, are subject to safe harbors protection. Actual Company results and performance may be materially different from any future results, performance, strategies, plans, or achievements that may be expressed or implied by any such forward-looking statements. The Company disclaims any obligation to update or revise any forward-looking statements.

Ryan Morgan, TriplePoint PR

415-955-8500

ryan@triplepointpr.com

Idea Fabrik Plc

Quadrant House Floor 4, Thomas More Square

London E1W 1YW, United Kingdom

ir@ideafabrik.de