Ideaworks3D Lays Out New Strategy by Refocusing as Ideaworks Labs and Ideaworks Game Studio

LONDON - Ideaworks3D Ltd today announced a formal separation of its company activities under two new trading names.

‘Ideaworks Labs’ will focus on continuing to develop and license the revolutionary Airplay SDK for cross-platform native mobile application development, along with associated products and services. Airplay SDK uniquely allows developers to deploy rich connected applications across hundreds of devices by compiling their application once to native CPU instructions, then deploying with a single click to all iPhone, Android, Symbian, Windows Mobile, BREW and other devices.

‘Ideaworks Game Studio’ will operate as an independent organization, developing digitally-distributed games for multiple platforms including iPhone, Sony PSP Go, Nintendo DSi, Xbox Live Arcade, PlayStation Network, WiiWare and smartphones. An internal tools and technology group is extending the core Airplay platform to cover console and handheld games devices.

“Ideaworks has been licensing ground-breaking software products for over 10 years, to blue-chip companies including Intel, Autodesk, Nokia and Texas Instruments” said Alex Caccia, CEO Ideaworks Labs. “Along the way, we formed an applications development capability that built a strong reputation for delivering high-quality native mobile games. With the two businesses now so well established, the time is right to make a formal separation and let each organization pursue its own destiny”.

Rob Hendry, Head of Ideaworks Game Studio, added “Our Studio has an unparalleled track record of building AAA games for iPhone, smartphone and other platforms. We have worked with publishers including EA Mobile, Konami, and Capcom on key franchises including Metal Gear Solid, Need for Speed and The Sims, and have won numerous awards over recent years. We are now able to offer our customers an efficient solution for developing and deploying content across iPhone and other digital distribution channels such as Sony PSP Go and Nintendo DSi.”

Tim Closs, CTO Ideaworks Labs commented “One of the reasons Airplay SDK succeeds where other offerings fail is that it was developed as part of a virtuous circle with an applications development studio that was servicing real customers. That evolution was hugely valuable, and has lead to a battle-hardening of the software itself and the associated support and delivery services. The focus for Ideaworks Labs is now to raise awareness of Airplay SDK within the mobile applications development community, and to continue to invest in supporting and extending what is truly a market-leading product that will transform the economics of developing and deploying smartphone applications.”

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 high-performance mobile applications. The Airplay platform is the result of over 8 years of research and development into native multimedia applications on mobile devices, and has powered ground-breaking and award-winning applications such as Konami’s “Metal Gear Solid Mobile”, which won “Best Game” and “Operators’ Choice” accolades at IMGA 2008. More information can be found at:

www.ideaworkslabs.com

About Ideaworks Game Studio

Ideaworks Game Studio has been delivering premium-quality games across mobile and digital distribution platforms for over 6 years, supporting clients such as EA Mobile, Konami, Capcom, Nokia, Glu, Eidos, and Codemasters. Ideaworks Game Studio is also the recipient of multiple industry accolades including Best Mobile Studio at the Develop Excellence Awards 2008, and two BAFTA Games Awards for best handheld and mobile games. More information can be found at:

www.ideaworksgamestudio.com

Contacts: Ideaworks Labs Ltd. +44-(0)8456-434969 press@ideaworkslabs.com Contacts: Ideaworks Game Studio Ltd. +44-(0)20-7792-7665 press@ideaworksgamestudio.com

Source: IdeaWorks3D Ltd

Contacts: Ideaworks Labs Ltd., +44-(0)8456-434969, press at ideaworkslabs.com. Contacts: Ideaworks Game Studio Ltd., +44-(0)20-7792-7665, press at ideaworksgamestudio.com