Mplayit Expands Social Mobile App Store Internationally

Team That Is Transforming The Mobile App Discovery Experience Announces New International Operator Partnerships

SAN FRANCISCO, January 18 - Mplayit, the company best known for its groundbreaking new social mobile
app stores on the Facebook platform, today announced plans to bring its
technology to major new international carrier partners. Mplayit has been
available for Telefonica O2 customers in the United Kingdom since November
2009 and today the company announced new partnerships in Canada with #1
carrier Rogers and with Australian market-leader Telstra.

Mplayit has been helping major U.S. carriers like Sprint and AT&T and
publishers, including EA, offer playable discovery for mobile games and apps
since late 2008. The new deals point to a broader trend in the carrier
market. Traditionally, mobile operators have failed to properly exploit the
power of the Web in merchandising their application catalogs to customers.
The rapid growth in the social Web in the past two years has left many even
further behind. Now, with the growth in smartphone penetration and increased
competition from device manufacturers themselves, mobile operators are
recognizing the need to improve mobile application discovery and provide
their customers with the best experience possible. Mplayit is increasingly
partnering with operators to help them achieve these goals.

"Carriers throughout the world are facing unprecedented competitive
pressure in terms of both app downloads and customer mindshare," said Michael
Powers, founder and CEO of Mplayit. "We offer them a simple and cost
effective way to plug into users' social graphs, massively improve their
service proposition and help drive additional app downloads like never
before."

Mplayit offers search and try-before-you-buy playable previews of popular
mobile applications on leading mobile platforms and accessible from a
standard Web or mobile browser. Users can rate, comment, and recommend
individual apps to their social network including Facebook and Twitter. In
addition, Mplayit's unique 'Apptivity' feed gives users a view of the most
played and recommended apps in real time, adding a useful and entertaining
element to regular lists or rankings.

In December 2009, Mplayit launched full support for Android, on top of
it's existing iPhone, mobile Java and BlackBerry services. With the launch of
scores of new Android devices in 2010, it's an aspect of the service that is
proving particularly appealing to carriers. It all adds up to a truly
cross-platform solution for all the best-selling smartphone devices, which
offers mobile carriers the only one-stop mobile apps megastore for
merchandising content.

"Integrating Mplayit's 'playable discovery' experience with a mobile
user's social network is a powerful combination that drives valuable
discovery and viral marketing opportunities in the face of skyrocketing
numbers of mobile applications," continued Mplayit's Powers. "And because we
support multiple platforms - mobile Java, Blackberry, iPhone and Android -
we're best placed to help carriers monetise their whole user base."

About Mplayit

Mplayit is the leading global provider for online playable discovery and
social merchandising of mobile games and applications. The company's
proprietary software solutions enable mobile content providers to better
merchandise, market, and interact with a targeted user audience of mobile
consumers. Mplayit is backed by New Atlantic Ventures. For more information,
visit mplayit.com (apps.facebook.com/iphonearcade/) or email
info@mplayit.com. You can also follow Mplayit on Twitter: @Mplayit.

Scott Sutherland of SutherlandGold Group, +1-415-934-9600, ext. 301 (push 9 for cell), scott at sutherlandgold.com for Mplayit