'Dragon Quest' Craze That Took Japan by Storm Set to Sweep the UK

Dragon Quest IX Launched on Nintendo DS

LONDON, July 23, 2010 - The phenomenon which has gripped a whole nation in Japan is heading for
the UK with a major launch today.

Queues a mile long formed for the launch of Dragon Quest IX in Tokyo with
sales of 2.4 million in the first weekend - a world record launch in a single
country.

And huge crowds are gatheirng at the official UK launch of the game, in
association with GAME, today with Britain's Got Talent winners Diversity
performing at the launch in the Westfield Shopping Centre in London. Already
the game is attracting outstanding reviews from the UK press.

Such is the impact of Dragon Quest in its native Japan, the latest launch
was even held on a Saturday morning, when games previously always launched on
a Wednesday, in order to stop mass truancy by children and adults missing
work in the race to get their hands on this immersive role-playing game.

In one district of Tokyo the local authorities have roped off special
zones for Dragon Quest players so they don't wander off the pavements or
collide with other pedestrians while immersed in the handheld game on their
Nintendo DS.

The nine games in the Dragon Quest series have sold a total of 53 million
games in Japan alone, beaten only by gaming icons Mario and Pokemon for
sales. And in Tokyo there is even a restaurant devoted to Dragon Quest where
diners eat off screens showing the game. The first eight games were aimed
almost exclusively at a domestic audience, but with Dragon Quest IX it has
been aimed at a more global audience.

James Honeywell from Nintendo UK said: "Britain is one of the biggest
gaming markets in the world and after the phenomenal success of this
franchise in Japan, it looks like the Dragon Quest craze is really set to
take off over here."

"Reviewers in the UK have already given Dragon Quest IX some of the
highest ratings we've ever seen for such a game, reflecting the focus this
time on getting European gamers into this Japanese phenomenon."

Neil Ashurst Head of UK PR at GAME added: "We're delighted to be hosting
the UK launch of Dragon Quest IX and with Diversity performing and crowds of
our customers and shoppers at Westfield wanting to try out this great game."

Already the Guardian has described Dragon Quest IX as "A massive and
rewarding undertaking that will keep your DS busy for much of the summer"
while The Independent called it "a handheld marvel".

Dragon Quest IX: 'Sentinels of the Starry Skies' allows players to put
themselves in the role of the game's hero or heroine, a guardian angel fallen
to Earth who must embark on an epic adventure in the mortal world where they
must protect the mortals, battle many foes and ultimately complete a Quest
which will return them to the Kingdom of Angels.

Diversity are performing at the launch event at Westfield Shopping Centre
in London. The launch is being staged in association with GAME, Westfield.

Contact Details: nintendo at bell-pottinger.co.uk, Tel: +44(0)20-7861-2868