I-play Signs Exclusive Mobile Entertainment Partnership With 3-Time World Series of Poker Champion Daniel Negreanu

    I-play Goes All in With Poker Mobile Video and Game

    SAN MATEO, California and LONDON, April 23 /CNW/ - I-play, the mobile
entertainment company, today took another significant step in its strategic
move into the broader mobile entertainment space by signing Daniel Negreanu,
arguably the most successful tournament player in poker history, as the face
of its suite of mobile entertainment poker products. I-play's diversification
into mobile video capitalizes on the huge opportunity this space presents
while leveraging the company's partnerships and proprietary technology
    I-play's poker products will build on the success of what is now the
world's fastest growing game. According to Nielson Research, 44% of poker
players are aged between 21-49 years old, an age profile that provides a
perfect fit with the mobile gaming demographic. Nielson also shows there has
been a 370% increase in tournament play and a 60% increase in live poker
action over the past year. On the back of this huge growth, I-play is bringing
to market what will be the most innovative and compelling streaming video
poker application and poker mobile game available in the mobile space.
    In line with the company's strategic move into the broader mobile
entertainment space, I-play and Daniel are creating 'made for mobile'
streaming video clips which will unleash the potential Texas Hold'em champion
that lies in every player. Shot at the Venetian Hotel & Resort in Las Vegas,
over 100 clips spanning the basic fundamentals of the game right through to
more advanced topics such as tournament play, no-limit strategy, tells/bluffs
to Hot Tips are presented by Daniel himself.
    I-play and Daniel are also creating a next generation mobile poker game,
the Artificial Intelligence behind which is being tested against Daniel
himself, and will therefore be the most sophisticated AI available on the
market. The game will visually be the strongest on the market when it launches
later this year. Daniel's enthusiasm for poker is insatiable, and having him
by your side as your personal tutor, providing intelligent and in-depth
analysis at each stage of the game is sure to make you a winner.
    Daniel Negreanu has been consistently winning poker tournaments since the
age of 23 and has accumulated over 36 world-wide poker victories along the
way. He has also been one of the most highly visible young poker stars
appearing regularly on the Travel Channel, Fox Sports Network, Game Show
Network and ESPN. In addition, he writes a nationally syndicated newspaper
column, authored the book Hold'em Wisdom for All Players, was a contributing
author for Doyle Brunson's book Super System 2, and appears as a regular poker
columnist in Card Player Magazine.
    In 1998, he earned the title of "youngest World Series of Poker (WSOP)
champion," a designation he held until 2004. That same year, Negreanu made 11
final tournament tables, won two World Poker Tour (WPT) events, and won his
third World Series of Poker bracelet in Limit Hold'em all in 2004. His career
tournament winnings top $9.6 million dollars, which puts him in the top three
poker players worldwide in terms of earnings. Daniel's professional accolades
include being named the 2004 Card Player Magazine Player of the Year, 2004
ESPN World Series of Poker (WSOP) Player of the Year, and 2004-05 World Poker
Tour (WPT) Player of the Year.
    Daniel Negreanu commented: "Poker is a game that everyone should be able
to enjoy whenever and wherever they are, so launching a mobile game is a dream
come true. I hope that poker players everywhere will be able to share my
passion, get more from their experience of poker from my hot tips on the poker
mobile video, as well as improve their game on the poker mobile game."
    Leighton Webb, SVP of Content Strategy and Licensing commented: "First of
all, we are thrilled to be working with someone as accomplished and
well-respected on the poker circuit as Daniel. I-play's streaming mobile video
application and mobile game will be the ultimate poker products available on
the market. The mobile video signals a ground-breaking new product and an
industry first, offering bite sized chunks of entertainment to develop the
Texas Hold'em aficionado in us all. I-play lays a royal flush with this next
generation suite of poker entertainment products."

    About I-play

    I-play brings the best in mobile entertainment to an audience of over one
billion people via a network of over 120 carriers worldwide, including Sprint
(NYSE:  S), Verizon Wireless (NYSE:  VZ), Cingular, Vodafone (LSE: VOD.L) and
Telefonica Moviles (NYSE:   TEM), amongst others and online portals including
http://www.iplay.com/. I-play has been creating mobile games since 1998 and
continues to spearhead the creation of mobile entertainment for the next
generation. As one of the world's longest established and respected creators
of mobile entertainment, the I-play brand stands for quality and the best in
mobile development.
    I-play's investors are Apax Partners and Argo Global Capital. I-play is
headquartered in London, with North American Regional HQ in San Mateo,
California and European Regional HQ in Dunfermline, Scotland; a publishing
studio in Macclesfield as well as sales offices in Paris, Hamburg, Madrid, New
York and Singapore.
    For more information, please call +44-(0)-20-7901-1760 or visit us at
http://www.iplay.com/ I-play is a trademark and trading name of Digital
Bridges Limited.

For further information:

For further information: Annabel Brog, I-play, +44-(0)-20-7031-8165,

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