HALFBRICK ANNOUNCES PARTNERSHIP WITH CHINESE PUBLISHER iDREAMSKY TO DISTRIBUTE AND MARKET TOP-SELLING FRUIT NINJA MOBILE GAME IN

BRISBANE, Australia - Sept. 29, 2011 - Halfbrick, the leading Australian games studio behind the chart-topping mobile games Fruit Ninja and Jetpack Joyride, today announced its partnership with premium Chinese Android developer and brand management team, iDreamSky (iDS). With more than 200 distribution channels, device manufacturers and content developers as partners, iDS will officially be Halfbrick's Chinese distribution partner.

"Halfbrick and Fruit Ninj a are becoming more popular in China on a daily basis. It's an amazing market and one we want to ensure has the best and most appropriate content for our millions of fans," said Shainiel Deo, CEO of Halfbrick. "Working with iDreamSky will help increase the game's overall brand awareness and expand Halfbrick's global reach."

The new partnership will not only expand Halfbrick's presence in China, but will also activate Skynet, iDS's mobile gaming network with in-game micro-transactions and social network integration for Fruit Ninja. As the only distributor of Fruit Ninja Android in Greater China, iDS will also be co-developing the feature phone version of Fruit Ninja with VODONE, a leading Chinese feature phone game developer and distributor.

" Fruit Ninja is one of the most popular mobile games of all time and this is an opportunity for further success in China," said Michael Chen, CEO of iDreamSky. "This partnership allows us to expand the Fruit Ninja audience through our existing distribution channels."

A key goal of Halfbrick, iDS and other strategic partners is to clean the smartphone market of unofficial pirated and clone versions of popular IP like Fruit Ninja. It's a move to help legitimize the game and mobile market and give high profile developers the opportunity to ensure their IP is always available at the highest possible quality.

Halfbrick and iDS are also working with Domob, a mobile advertising service to ensure ad content is localized and relevant to the China market.

For more information about Halfbrick and Fruit Ninja, please visit:   http://www.halfbrick.com.

For press assets visit:   http://bhimpact.gamespress.com/client_page.asp?i=195.

About Halfbrick

Founded in 2001, Halfbrick has been on the forefront of the Australian game development industry for more than a decade. After years of experience developing licensed titles for platforms such as Game Boy® Advance, Nintendo DS™ and PSP® (PlayStation®Portable), the studio has begun expanding its portfolio with a range of original self-published games for downloadable platforms. In 2010, Halfbrick became one of the most well known independent developers in the world with the success of Fruit Ninja, Monster Dash and  Age of Zombies on mobile devices, and other releases such as Raskulls and Fruit Ninja Kinect on Xbox LIVE® Arcade. The studio continues to create fun and unique games and looks to explore new opportunities and technologies in the world of casual games development.

  

About iDreamSky

Founded in 2009, iDreamSky is a mobile gaming publisher and brand manager for mobile games in Greater China. iDS has over 200 strategic partnerships with operators, gaming platforms, social media networks, web portals and device manufacturers. As a publisher and distributor of mobile gaming in China, iDreamSky has distributed some of the most popular mobile gaming titles of all time including Angry Birds and Fruit Ninja. With its ongoing popularity, iDreamSky launched Skynet - a mobile game center with micro-transaction capability. The network currently host over 50 games and 6 million active users.

  

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