MAX Entertainment Signs Agreement to Acquire 60% of Europlay Ltd.



    NEW YORK, October 31 /CNW/ - Daniel Kilian, President, MAX Entertainment
Holdings, Inc. (OTCBB:MXEH) today announced the signed agreement to acquire
the majority of Europlay Ltd.

    Recognizing the immense potential of the Internet and related
technologies such as mobile phones, Max recently signed an agreement to
acquire 60% of the stock of Europlay Ltd., which will be offering an exciting
new mobile telephone games platform.

    The technology will provide unique, modern and innovative low-stake games
to be played on mobile telephones and the Internet. Max will provide
investment into Europlay, as well as add to the already capable management
with strong executive leadership focussing on quality and innovation. Max and
Europlay believe a combination of these two strong companies will ensure that
this enormous market can be fully developed and will remain at the forefront
of this growing industry.

    For more information to Europlay, interested people can visit their
website www.europlay.com.

    About MAX Entertainment Holdings, Inc.

    MAX Entertainment Holdings, INC. is a holding company with different
project companies and subsidiaries in sports and entertainment business.

    MAX stands for MARTIAL ARTS X-TREME - the ultimate martial arts
discipline. MAX has issued its own code of rules for MAX combat, which seeks
sustained optimisation of the two poles of excitement and fascination for the
spectators and the media, on the one hand, and the reduction of the risk of
injury for the fighters on the other.

    On the basis of a professional marketing concept within a diverse chain
of exploitation options, this market has already developed into an
exceptionally lucrative business in America and Asia. To transport this
success to Europe, MAX is relying on already existing structures and making
use of the enormous emotionalism potential of the MAX brand to appeal to a
broad mass of the population. The increased willingness to purchase products
of this brand will ensure sustained revenues for MAX from a number of product
lines, and will enable investors to achieve high returns.

    By the end of June 2007, MAX merged with four of the biggest and most
successful MMA (Mixed Martial Arts) associations in Europe to establish MAX as
the number one in Europe, to generate and organize MMA Events, to develop an
own European fight league and to produce TV shows and media concepts under the
brand MAX. With the successful MAX Fighter reality series, broadcast on German
television during 2006, MAX proved its capabilities in initiating and
producing TV concepts. In addition, MAX will resell and license the current
and future TV/Media concepts (reality shows, events, and web promotion) to TV
and other media companies around the world. Revenues from the
commercialization of the formats will be generated by:

    --  Organizing major events around the theme;

    --  Granting licenses, certification and franchising to national and
local gymnastic and martial arts clubs;

    --  TV Broadcasting;

    --  Merchandising include theme related videos, books, print media,
games, drinks, clothing and so on;

    --  Sports bets;

    --  MAX Youth Vision and sports academy.

    Millions of people are interested in sports, music, internet and
entertainment. They want to experience a live event, or they want to utilize
different media contents and entertainment platforms. A new and innovative
business for MAX in Europe is extremely promisingly.

    For more information please contact:

    MAX Office in New York, Phone: (+1) 212-231-8406

    www.max-holdings.com, www.maxfighters.com

    The statements in the press release that relate to the company's
expectations with regard to the future impact on the company's results from
new products or actions in development are forward-looking statements, within
the meaning of the Private Securities Litigation Reform Act of 1995. The
statements in this document may also contain "forward-looking statements"
within the meaning of Section 27A of the Securities Act of 1933 and Section
21E of the Securities Exchange Act of 1934. Since this information may contain
statements that involve risk and uncertainties and are subject to change at
any time, the company's actual results may differ materially from expected
results.




For further information:

For further information: MAX Entertainment Holdings, Inc., New York
Daniel Kilian, (+1) 212-231-8406 www.max-holdings.com www.maxfighters.com

Organization Profile

MAX ENTERTAINMENT HOLDINGS, INC.

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