Ideaworks Labs Launches Airplay Arcade to Bring Leading Smartphone Games to Handheld Gaming Devices

AUSTIN, Texas, October 5, 2010 - Ideaworks Labs (www.ideaworkslabs.com/), developers of the Airplay
SDK (www.airplaysdk.com/) for multi-platform game and application
development across smartphones and tablets, today announces the launch of
Airplay Arcade (www.airplayarcade.com/), a new product enabling
content created with Airplay SDK to migrate seamlessly to handheld gaming
devices including PSP(TM).

Together with Airplay SDK, Airplay Arcade provides the world's first
publicly available solution for bringing premium games simultaneously to iOS,
Android, PSP(TM) and a host of other smartphone platforms.

"We used Airplay SDK to develop Ubrain (www.ubraintonic.com/), a
unique digital tonic to change your mood while listening to your own music
for iPhone, iPad, Android, Samsung Bada and PC, recently published by Digital
Reality and already available on the App Store and Android Market" said Risa
Cohen, Producer, Ubrain. "By also licensing Airplay Arcade, we were able to
bring Ubrain to PSP(TM) at a fraction of the cost and time-to-market of the
traditional porting route. The technical support provided by Ideaworks has
been outstanding throughout the development, submission and release cycle."

Airplay's philosophy is multi-platform, not just cross-platform. So
although Airplay truly delivers a solution that allows developers to write
once and run across platforms, it doesn't just stop there. Rather, Airplay
offers platform-specific extensions that enable developers to exploit the
differentiating features of each platform. For Airplay Arcade, that means
tapping into features such as the analog controller and memory stick on
PSP(TM).

Airplay Arcade is licensed on a per-game per-platform basis, starting at
$10,000 and reducing to $5,000 for volume licences. Full details are
available at www.airplayarcade.com/licensing

Airplay SDK allows developers to compile a single codebase to native CPU
instructions, then deploy with one click to all iOS, Android, Bada, Symbian,
Windows Mobile, webOS and BREW devices. The traditional costs of porting
between operating systems and devices are vastly reduced, meaning that
developers can afford to target multiple platforms and thus hugely increase
their addressable market from around 100m Apple devices to over 500m
smartphone and featurephone devices globally.

All developers are invited to register and download a full free
evaluation of Airplay SDK by visiting www.airplaysdk.com

About Ideaworks Labs

Ideaworks Labs is a privately held technology company headquartered in
London. Founded in 1998 with a strong Oxford and Cambridge computer science
and electronic engineering pedigree, the company has an unparalleled track
record of creative innovation and technical leadership in the field of
multi-platform mobile applications. Airplay SDK and Airplay Arcade are the
result of over 10 years of research and development into high-performance
native multimedia applications on mobile devices and has powered games and
applications across iOS, Android, Symbian, BREW and many other platforms,
including four #1 games on the Apple App Store.

More information can be found at: www.ideaworkslabs.com

About Ubrain

Ubrain is a first time digital tonic experience. This application based
on binaural beats helps you to boost your energy, enhance your mind and
change your mood while listening to your favorite music tracks.

Ubrain has been developed with the support of experienced scientists and
is released in partnership with Paul van Dyk, the globally acclaimed grammy
nominated DJ and audio architect.

www.ubraintonic.com

"PlayStation" is a registered trademark and "PSP" is a trademark of Sony
Computer.

    Entertainment Inc.
    Contacts:
    Ideaworks Labs
    +44(0)8456-434969
    press@ideaworkslabs.com

Entertainment Inc. Contacts: Ideaworks Labs, +44(0)8456-434969, press at ideaworkslabs.com. Tim Cross, tim at ideaworkslabs.com.