Amaya Successfully Launches SMS Lottery in Kenya

MONTREAL, Feb. 22 /CNW Telbec/ - Amaya Gaming Group Inc. (TSX-V: AYA), an entertainment solutions provider for the gaming industry announced today the official launching of its Short Message Service (SMS) Lottery ("SMS Lotto") in the Republic of Kenya which has an estimated 20 million mobile phone users. The initial drawing of the SMS Lotto took place on Thursday February 17, 2011

Branded as "Kwachu Mamilli: Become Kenya's Next Millionaire," Amaya will award daily prizes as well as a grand prize of 30 million KSh (Kenyan Shillings) on April 30th, 2011.  Please visit the official website for more information.

"We are thrilled to have successfully commenced operations of our SMS Lotto in Kenya. This is just the first step of our long-term plans for the Amaya Kenya subsidiary," mentioned Mr. David Baazov, President and Chief Executive Officer of Amaya.

About SMS Lottery program

Amaya offers a software platform that operates mobile lotteries allowing the sale of electronic tickets by using the mobile phone as the medium of purchase, using SMS (Short Message Service) technology.

The users can participate in a SMS Lottery by sending a SMS text message with specific keywords to a short-code, or a specially designated phone number. The drawings are televised and the results are broadcast on radio and television as well as published in newspapers; winners are also notified via SMS message.

About Amaya

Amaya is engaged in the design, development, manufacturing, distribution and sale of technology based gaming solutions for the regulated gaming industry worldwide. For more information please visit

Disclaimer in regards to Forward-looking Statements

Certain statements included herein, including those that express management's expectations or estimates of our future performance constitute "forward-looking statements" within the meaning of applicable securities laws. Forward-looking statements are necessarily based upon a number of estimates and assumptions that, while considered reasonable by management at this time, are inherently subject to significant business, economic and competitive uncertainties and contingencies. Investors are cautioned not to put undue reliance on forward looking statements. Except as required by law, the Corporation does not intend, and undertakes no obligation, to update any forward-looking statements to reflect, in particular, new information or future events.

"Neither TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release."


For further information:

Mr. David Baazov
President and Chief Executive Officer        
Amaya Gaming Group Inc.
North America: 1-866-744-3122
Investor Relations
Frederic Dumais
Dumais Financial Communications

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