www.123play.com launch

London, UK – 25th September, 2008: Ad-funded mobile games outfit www.123play.com today announced that after the success of its UK launch earlier this year, it has expanded its free ad-funded mobile games service into France, Germany, Italy and Spain. From today, millions more mobile gamers can get their hands on some of the very best mobile games available. Hundreds of thousands of free mobile games have already been downloaded via the web at www.123play.com and the mobile site m.123play.com.

From the site gamers can choose from more than 80 of the very best games from leading publishers. Best of all, the games are completely free. Games from Digital Chocolate, RealArcade Mobile, THQ Wireless, Hands-On, Indiagames, In-Fusio, Player-X and Progressive Media are already available, with more games added every month.

So how does it actually work? When you launch a 123play.com game on your mobile, you’ll see a couple of adverts before the game. If you want to visit the advertiser’s mobile site on your phone, simply click; if you don’t, the game will start. Simple as that. When you’re finished playing, you’ll see another two ads.

There’s no registration process and no limit on the number of games that can be downloaded; the only cost comes from the game connecting to 123play’s advertising server via the network a maximum of once a day to update the ads - this only takes a few seconds. So, if you play the game for example 20 times a day, you only need to connect once. So for consumers on a flat-rate tariff the games really are totally free: for the rest, it’s only a few pence when they connect.

The 123play.com site currently has games for over 800 different handset models with new phones added all the time and it works with any mobile network.

“With today’s launch we’ve made the best mobile games even better – by making them free for anyone to download” said Markus Ramark, CEO of 123play.com “There’s no other service out there that brings together great games and advertising from leading brands, wraps them together, and makes it as easy as 1, 2, 3 to play.”

If this all sounds like a good deal, head for www.123play.com or m.123play.com on your mobile and follow these simple steps and you’ll be playing in just a few minutes:

Web:

1. Go to 123play.com and choose the game you want and click download

2. Enter your mobile number when prompted to send a download link to your phone

3. On your mobile, click on the link to download and install the game.

Mobile:

1. Type m.123play.com to your mobile browser

2. Choose the game from the mobile site you want to play

3. Click on the link to download and install the game.

Enjoy playing!

- ends-

About 123play.com

www.123play.com is a consumer-focused website operated by Mobile Advertising Solution (MAS), a company which specialises in advertising-funded gaming for mobile handsets. Its headquarters are in Helsinki and it has an office in London.

Through its retail brand, 123play.com, MAS offers free mobile games which users download via their handsets. When users open the game, they see a short sequence of advertising before the game begins. When exiting the game, another short sequence of ads is shown. Users can click on any of the ads and be directed to the advertiser’s mobile site. It offers more than 80 games from leading game publishers including THQ Wireless, RealArcade, Digital Chocolate, Vivendi Games Mobile, Hands-On Mobile, PlayerX and IndiaGames. Advertisers already working with MAS include Britvic, eBay, The Sun, IPC Media, O2, Unilever, Ladbrokes, Cecure, FlirtyMob and ColaCao.

More information on the company is available at www.mobileadvertisingsolution.com

For further information:

Mi liberty

Louise Amon

lamon@miliberty.com

+44 (0) 207 751 44