iFone Unvails Key Entertainment Brands On Mobile For 2005

iFone | Cannes, 15th February 2005 - iFone, the global wireless entertainment publisher, today announces the scheduled releases of a number of exciting new mobile games for 2005, including several focused around well-known faces from the past. 'Connected' games will also start to feature heavily in 2005, with an emphasis on interactive and community elements such as prizes and community high scores to existing favourite games.

Lemmings due to be released during the first half of 2005 is one of the world's most successful and addictive console games ever, as well as the mobile version of one of the world's best-known board games, Cluedo SFX. Following these two major brand releases, during the second half of 2005 iFone will be releasing a mobile version of the classic board game, The Game of Life as well as new games and content based upon The Adventures of Rocky and Bullwinkle and other classic cartoon franchises

Having sold over 10 million copies since its introduction in the 1990s, Lemmings is one of the world's most successful console games . The new version will make its way to mobile devices with improved graphics and 28 levels to work through. Originally developed in 1946, Cluedo is already one of the world's most popular board games sold in over 70 countries and has recently been re-launched as Cluedo SFX with additional characters and interactive touch sensitive special effects.

Morgan O'Rahilly, CEO of iFone, said "Both Lemmings and Cluedo SFX are significant brands for iFone. They are incredibly successful games throughout the world and we have no doubt that they will prove equally addictive to our customers in mobile format."

During 2005 iFone will also be rolling out connected games as a key component of its strategy. However, iFone will focus on publishing connected games that appeal to the mass market and not a niche of mobile gamers.

"The technology to introduce connected gaming is already here it is all about making it fit into the right games," said Greg Robinson, Development Director. "We will see connected gaming introduced as a natural extension to the games people already enjoy playing. That means features such as high-score posting or turn-based play on our popular Hasbro titles."

Morgan O'Rahilly stated, "iFone is committed to introducing connected gaming titles to our portfolio, but we are not introducing technology for technology's sake and it will not be at the cost of the playability and mass market appeal of the game."

"Connected gaming offers publishers and operators an ideal opportunity to explore alternative revenue models through the communities that connected gaming will inevitably foster," continued O'Rahilly. "iFone is working with our operator partners to use connected gaming to create incremental revenue and enhance the consumer's experience. It is important that, as an industry, we get this right."

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About iFone

iFone is a global leader in wireless entertainment, specialising in the development, production and publishing of wireless entertainment content for current and future mobile devices.

iFone operates a global distribution network live in over 35 countries with over 65 network operators, all major handset manufacturers, retail channels and entertainment portals.

As a leading publisher, iFone acts as a bridge between brand licensors, game developers, handset manufacturers and wireless carriers to deliver first class wireless entertainment to its customers. Complemented by a world-class account management, publishing and brand acquisition team iFone combines a huge wealth of experience and technical knowledge from across the industry.

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