Ideaworks3D Launches Airplay Partners Program by Bringing NaturalMotion’s morpheme to iPhone and Smartphones

LONDON - Feb. 12, 2009

Ideaworks3D Ltd, developer of the cross-platform Airplay™ SDK for advanced native mobile games and applications, today launched the Airplay Partners Program by making NaturalMotion’s morpheme™ available for iPhone and smartphone platforms.

Airplay is a unique cross-platform technology for creating best-in-class native applications on mobile and handheld devices, enabling developers to build a single application binary and deploy it unmodified to all supported operating systems and devices.

morpheme is the leading graphically authorable animation engine for next-generation games. Widely deployed in high-profile console and PC titles, customers include BioWare, Disney, CCP and Eidos.

“We are excited about being able to offer morpheme to iPhone and smartphone developers” said Torsten Reil, CEO, NaturalMotion.“Integration with Airplay is the natural choice for us, as it allows us to port our code once and gain access to all smartphone platforms. Airplay’s single-binary approach really works, and we see it as a compelling choice for developers looking to create premium content for iPhone and smartphones.”

“Over the coming months, the Airplay Partners Program will be bringing the“household names” in console middleware to emerging smartphone platforms” added Alex Caccia, CEO Ideaworks3D.“NaturalMotion’s products are the industry benchmarks for animation tools and technology, and we are delighted to be launching with such a prestigious partner.”

Tim Closs, CTO Ideaworks3D said,“Airplay SDK makes it easy for developers to bring existing code and art assets from console development projects, and bring them to iPhone and other high-end native mobile platforms. 2009 promises to bring new attractive distribution channels for premium smartphone applications. Games built using Airplay can exploit new channels as soon as they appear, removing the costs and timelines associated with porting.”

Airplay has already been used to deliver multiple award-winning games worldwide, including“Resident Evil: Degeneration” (Capcom, 2008),“Metal Gear Solid Mobile” (Konami, 2008), and“Project Gotham Racing Mobile 3D” (Glu, 2007), to platforms including iPhone and Nokia N-Gage.

Airplay was nominated in the“Technical Innovation” category, alongside leading PC and console middleware, at the European Develop Excellence Awards 2008.

About Ideaworks3D

Ideaworks3D is a privately held technology and game development 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 gaming. Ideaworks3D‘s Airplay™ platform is the result of over 7 years of research and development into high-performance native multimedia applications on mobile devices, and has powered ground-breaking and award-winning titles such as Konami’s“Metal Gear Solid Mobile”, which won“Best Game” and“Operators’ Choice” accolades at IMGA 2008. Ideaworks3D's 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.ideaworks3d.com

About NaturalMotion

NaturalMotion Ltd. is the first company to create 3D character animation software based on Dynamic Motion Synthesis (DMS), a technology that utilizes Adaptive Behaviors and artificial intelligence to simulate the human-nervous system. Based on research conducted at Oxford University on the control of body movements, NaturalMotion’s euphoria synthesizes 3D character animation in real time on PLAYSTATION®3, Xbox 360® and PC. Having debuted in Rockstar Games’ record-breaking Grand Theft Auto IV, euphoria is also featured in LucasArts’ Star Wars: The Force Unleashed.

NaturalMotion’s off-line DMS product endorphin creates animation an order of magnitude faster than traditional techniques, and is widely used in the film and game industries, with customers such as Sony, Giant Killer Robots, The Mill, Capcom, Namco and Konami.

NaturalMotion’s third product, morpheme, is the industry’s first graphically authorable animation engine designed to give animators full control over the look of their animations in-game. Announced morpheme customers include Ninja Theory, IO Interactive, Bioware and Red 5.

For further information please visit NaturalMotion’s website www.naturalmotion.com, or join the 140,000 endorphin LE users at community.naturalmotion.com.

©euphoria, endorphin and morpheme are registered trademarks of NaturalMotion Ltd.

Xbox, Xbox 360, and Xbox Live are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries. "PLAYSTATION" is a registered trademark of Sony Computer Entertainment Inc.

Wes Phillips, TriplePoint for NaturalMotion

(415) 955-8500

wes@triplepointpr.com

Ideaworks3D Ltd.

+44 (0)20 7762 3333

press@ideaworks3d.com


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