PlayUp to redefine live gaming in India

Company Brief

New Delhi, February 1, 2011

PlayUp, global leader in live and interactive social mobile gaming is all set to take the cricket excitement in India to the next level with the launch of four exciting & innovative products for cricket aficionados. These products will be available during the ICC World Cup 2011 to be held in the sub-continent, and is projected to garner a broadcasting viewership of around 1 billion.

Founded in Australia in 2007, PlayUp is the first business of its kind to create sports broadcast, social gaming and mobile interactivity on a global mass-market scale, with current operations in Australia, USA, UK, Japan and India. The new products which are set to be launched include (check inset for details):

• Next Wicket

• Most Valuable Combo

• Power Up

• 10 Up

Powered by innovative technology platform, the product offerings will be available across a wide spectrum of platforms including SMS, WAP, internet, Apps and Interactive Voice Response.

PlayUp is a new interactive platform that provides engagement to cricket fans through innovative game formats, unique redemption engine for rewards, and social media features. The games leverage skills and deep knowledge that cricket fans have around their favorite teams, players, statistics and most importantly the LIVE match. An example of an innovative game format is that gamers have the opportunity to 'Play against a Celebrity' who is also watching the match, creating a very engaging experience for the fan. Interactivity is further enhanced with social features that integrate the experience with popular social networking platforms. The rollout of 3G will further enhance the gaming experience and allow rich live match analysis and exciting features like check-in to a match, fan feeds and audio/video interactions on the mobiles. The new games offering comprising 10 UP, POWER UP, NEXT WICKET (NW) and Most Valuable Combo (MVC) will be rolled out progressively over the cricket season.

Commenting on the scheduled launch of the new offerings, Rajat Kulshrestha, CEO, PlayUp INDIA, said, "We are excited at the planned launch of these new product offerings as this is all set to create an exciting & engaging experience for Indian fans watching live sport. Interactive social gaming on mobile is a rapidly growing market globally and we foresee a very encouraging trend with the kind of passionate fan following cricket has in the country. We are very positive about the prospects of our forthcoming games that will provide a rich fan experience to the LIVE sport with a packed cricket calendar. The popularity of cricket is because of its fans and our games will provide an opportunity for the sport to give value back to the fans."

For further information, please contact:

Percept Profile

Kheman Kumar

Mobile: +919871829296

Email: kheman@perceptprofile.com