PopCap Games Partners With TAITO to Offer "Pop Tower(TM)"

By Popcap Games International, PRNE
Wednesday, November 10, 2010

PopCap's First Mobile Social Game Service to Launch in Japan Early Next Year

DUBLIN, November 11, 2010 - PopCap Games, worldwide leader in casual and social games,
today announced a partnership with TAITO Corporation (TAITO(R)), a
wholly-owned subsidiary of Square Enix Holdings Co., Ltd to launch Pop
Tower(TM), a dedicated mobile social game service for the Japanese market.

Pop Tower will house custom-built social adaptations of PopCap's stellar
global game brands including Bejeweled(R), Chuzzle(R) and Zuma(R), and will
tie them together with an all-new metagame with RPG elements, tailored for
Japanese audiences. Not only will the Pop Tower edition of each game feature
all-new game modes, they will also include social elements that allow users
to interact with friends. The playing experience will be further expanded
upon through a wide array of in-game virtual goods and premium service

This new game service is the first product released under the
supervision of PopCap's Tokyo office, and is representative of PopCap's
focused global strategy, which has already generated major announcements in
China and Korea in recent months. In August, PopCap confirmed a strategic
partnership with one of China's largest social networking sites, RenRen, and
in September, PopCap announced an agreement with NCsoft, leading provider of
online games, to bring PopCap's first online multiplayer game service,
PopCap(R) World, to Korea.

Today's announcement marks another major milestone for PopCap
in terms of its global online and social strategies. The company has already
sold more than 1 million units of its single player mobile games in Japan,
but Pop Tower marks PopCap's arrival into the mobile social gaming space,
which generated over $1 billion in revenue in 2009.

A veteran of the game business from the earliest days of the arcade
industry, TAITO has made a seamless transition to the mobile, connected world
of today. TAITO was one of the first major game companies to enter the
burgeoning mobile social game market, releasing more than a half dozen
successful titles to date. James Gwertzman, PopCap's Vice President for
Asia/Pacific, said:

Social games on mobile devices looks set to dominate gaming worldwide and
Japan is already ahead of the curve. PopCap is about identifying the curve
and getting ahead of it. It's not about being "trendy" or "first"; it's about
being the best; taking the talent and time to create something genuinely
innovative. The Japanese game market is the second largest in the world, but
historically, few Western companies have succeeded here.

PopCap believes the way to succeed globally is to think and act locally.
We've set up a local team in Japan, and are very excited to collaborate with
TAITO, one of the most dynamic Japanese companies in the social mobile space
today. Our ambition for Pop Tower is to bring the best of PopCap - core game
franchises like Bejeweled and Zuma - to Japanese customers; and hopefully
make some discoveries about the mobile social space that we can then share
with gamers internationally.

PopCap - along with flagship franchise Bejeweled - is widely regarded as
a founding father of the casual games industry. Over the past 10 years, the
company has solidified its reputation as a games pioneer by innovating new
game genres exemplified in games such as BAFTA-nominated, Plants vs.
Zombies(TM). PopCap is one of the few game developers/publishers that has
successfully adapted itself to an ever-increasing variety of new gaming
platforms and technologies.

Most recently, the company has gained notice for its success in the
mobile and social spaces: it's first iPhone game, Bejeweled 2, has been in
the top 20 App-store apps since its July 2008 launch, while the company's
first social game, Bejeweled Blitz, launched in December 2008, is one of the
top games on Facebook with over 4 million daily active users (DAU).

Mr Akihito Shoji, TAITO's Senior Vice President of Content, said:

With Bejeweled and a host of other successful properties,
PopCap Games is a casual gaming giant. The social game market is undergoing
remarkable growth, and we have high hopes for this partnership. Mobile social
game are a critical part of our overall strategy, with much of our resources
devoted to the design and management of games that are not only fun pastimes,
but also foster interaction and communication between players. We're
confident that our mobile social market experience and PopCap's strong casual
properties is a winning combination, and one that will deliver a whole new
experience to the game users.

Developed by TAITO under the supervision of PopCap's Tokyo
office, Pop Tower is due to launch in early 2011 on GREE, a leading Japanese
social network.

About PopCap

PopCap Games is the leading global developer, publisher and operator of
casual video games: fun, easy-to-learn, captivating games that appeal to all
ages across PC, mobile, social and other platforms. Based in Seattle,
, PopCap was founded in 2000 and has a worldwide staff of more than
350 people in Seattle, San Francisco, Chicago, Vancouver, B.C., Dublin,
Seoul, Shanghai and Tokyo. Its games have been downloaded over 1.5 billion
times by consumers worldwide, and its flagship franchise, Bejeweled(R), has
sold more than 50 million units.

The PopCap logo and all other trademarks used herein that are
listed at www.popcap.com/trademarks are owned by PopCap Games, Inc. or
its licensors and may be registered in some countries. Other company and
product names used herein may be trademarks of their respective owners and
are used for the benefit of those owners.

    PR Contacts:

    North America:
    Garth Chouteau

    Cathy Orr

PR Contacts: North America: Garth Chouteau, garth at popcap.com, +1-415-602-8147, International: Cathy Orr, corr at popcap.com, +353-1-646-8107

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