Sennari Works With Hasbro To Develop And Deliver Skill With Prize Games On Mobile Phones
(CUPERTINO, Calif. & LONDON) - Aug. 31, 2006 - Sennari, the world leader in CRM-based applications for mobile phones, has signed an agreement with the Hasbro Properties Group (HPG), the intellectual property development arm of Hasbro, Inc. (NYSE: HAS), to develop and distribute skill-with-prize (SWP) games on mobile phones. The first games will include several of Hasbro's well-known game properties, among them MONOPOLY, BATTLESHIP and CLUE.
Hasbro's games will be part of Sennari's PrizePlay gaming service, which includes a suite of skill-based games that enables players to accumulate points redeemable for prizes in every game. The prize catalog can be viewed from within the application and players are able to choose from either digital (ring tones or wallpapers) or physical (electronics or gift certificates) prizes, depending upon point values earned. PrizePlay games, are accessed through mobile carrier gaming application decks in North America and Europe.
"Partnering with Hasbro to deliver some of the best known brands in family entertainment on mobile phones will take skill-with-prize mobile gaming to the next level," said Bill Barhydt, CEO of Sennari. "Our expertise in developing and distributing prize-based games and CRM applications for mobile phones makes this a compelling opportunity for companies, like Hasbro, that want to reach new audiences."
"Together, with Sennari and their gaming and distribution partners, we will make these classic titles available to loyal fans of Hasbro's games, as well as to a new generation of mobile phone users," said Jane Ritson-Parsons, president of Hasbro Properties Group. "The ability to turn our popular games into mobile games with prizes generates a whole new level of excitement and opportunity for the company. PrizePlay games represents one of the most compelling ways to take advantage of new technology and to promote our games worldwide, that we've seen." Built on Sennari's mCRM platform, PrizePlay skill-based games require level of skill (versus chance) to determine the outcome of the game. Features include: real-time game interaction (against the computer and others); in-game transactions that involve storing points, currencies, tokens or coupons; and tournament style gaming.
About Sennari
Sennari offers the first mobile customer relationship management (mCRM) platform for building connected, transactional mobile applications. mCRM enabled applications, like PrizePlay, are designed to increase loyalty and revenue potential by enabling all forms of consumer relationships within mobile content applications, including auto user registration, in-app transactions such as pay per use, loyalty points and subscriptions, real-time events and promotions, customer interaction, friend based referral programs, opt-in marketing and SMS campaigns. For more information, visit www.sennari.com
About the Hasbro Properties Group
The Hasbro Properties Group (HPG), the intellectual property development arm of Hasbro, Inc., (NYSE:HAS), translates one of the industry's richest portfolios of brands into a world of fun and excitement for children and adults globally. Through a host of publishing, digital media, lifestyle and entertainment platforms, HPG is able to surround fans worldwide with consumer products that expand Hasbro's core brands, such as TRANSFORMERS, LITTLEST PET SHOP, MY LITTLE PONY, MONOPOLY, G.I. JOE, TONKA and PLAYSKOOL.