Steel Media launches UK's first independent mobile games magazine

For Immediate Release

18th June 2007 - London, UK: Leading mobile consumer technology publisher Steel Media today launched the first edition of The Pocket Gamer Guide to Mobile Games, a print version of its popular mobile games website, Pocket Gamer.co.uk. The Pocket Gamer Guide to Mobile Games is the first independent mobile games magazine available in the UK with print and digital editions* running to a combined circulation of over 100,000 copies.

The bi-monthly 36 page A5 publication by the team behind the UK's leading mobile games website Pocket Gamer.co.uk is being created in association with UK operator T-Mobile. It will be distributed for free to T-Mobile's customers via their Clubzone program, on-line sales, and through a selection of trial stores.

Designed to educate mobile consumers and celebrate the quality in mobile games, the magazine will include news and previews of the hottest upcoming titles together with reviews of the best new games available to buy now. Features on gaming issues, such as why mobile games are in need of a Mario-style mascot, will run alongside lab tests of the best gaming phones and step-by-step guides for downloading games.

Crucially, there will also be short codes alongside every game available at date of going to press, so the title will drive sales of all featured games to a new audience.

The timing of the magazine could hardly be better, as Paul Goode, Vice President of Product Development at industry analysts M:Metrics explains. "Whilst over 30% of UK mobile subscribers (13.5 million people) have played a game on their handset in an average month, just over 4% are purchasing a game in a month. Hence, the appetite for mobile gaming is clearly present, what consumers need is a greater awareness of what else is on offer."

"Our ongoing mission with Pocket Gamer has always been to help grow the market beyond that 5% mark and to provide the industry with a quality barometer ensuring that new mobile gamers have a good first experience," explained Chris James, managing director of Steel Media. "The new Pocket Gamer magazine is the latest extension of the work we started with the website and certainly won't be the last!"

"T-Mobile is very excited to be working with Pocket Gamer to drive higher customer awareness of mobile games," said Neil Holroyd, UK Games Manager for T-Mobile. "Mobile games are a key part of our content strategy and we're always delighted to be involved with innovative initiatives that will contribute towards our continued growth."

The initiative has already gained considerable support from the mobile games publishers, with leading names such as Gameloft, EA Mobile, Living Mobile, Player X and I-play advertising in the first issue.

David Gosen, CEO of I-play, commented: "As the first independent guide to mobile gaming in the UK, I-play is pleased to support this latest initiative from Pocket Gamer, which has quickly established itself as the voice of authority on the standard of mobile games."

Steel Media will initially publish the magazine on a bi-monthly basis, with a second issue planned for mid-August. The company is currently in talks with several operator partners to develop additional distribution channels and increase the circulation of The Pocket Gamer Guide to Mobile Games over the coming months.

*In addition to print, the magazine will also be available to download in digital format as interactive PDF, which will be promoted in a variety of locations online, including T-Mobile's own site and on the PocketGamer.co.uk website at www.Pocket Gamer.co.uk/magazine.asp

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Notes to editors

About Steel Media

Steel Media is a leading mobile consumer technology publisher based in the UK. Headed up by games and technology journalist and publisher Chris James, the company currently publishes mobile and handheld gaming website Pocket Gamer.co.uk and consumer friendly mobile entertainment site PocketPicks.co.uk. Steel Media also supplies mobile gaming news and content to a number of third party publishers and brands.

About PocketGamer.co.uk

PocketGamer.co.uk is the UK's most popular destination website for mobile gaming news, previews and reviews. The site was established by Steel Media in March 2006 and in the 15 months since launch now reaches an audience of over 250K readers per month. www.pocketgamer.co.uk

For further information on the Pocket Gamer magazine, the Pocket Gamer website or Steel Media, contact Chris James: chris@pocketgamer.co.uk