BLAST! TAKES ADVANTAGE

London– September 2007– Blast! Entertainment Limited, part of the Mastertronic Group of Companies– Blast! announces the appointment of the Midlands based games distribution specialist Advantage Distribution.

Advantage were established in 2003 as distribution specialists in the interactive entertainment industry, they offer a dedicated and experienced service dealing in all computer and video game formats into UK retail channels.

The exclusive distribution agreement will start from the end of August and Advantage will be responsible for the full range of Blast! children's titles to the UK independent retail sector as well as distributing POS materials and Blast! FSDU's.

Sean Brennan, Blast's CEO commented– "Advantage has an enviable reputation in the UK independent marketplace and they were the natural choice for Blast to extend our sales team and offer the independent retailers a personal and knowledgeable service."

Max Butler, Advantage Distribution's General Manager commented– "We're very pleased to be distributing the Blast! kids range exclusively, they have a strong licensed offering at great retail prices that will be a real boost to sales for independent retailers, especially with the lucrative Christmas period fast approaching."

Coming soon from Blast!–

    <*>Bob the Builder and Thomas the Tank Engine for EyeToy - classic pre-school games that are not only fun but encourage learning and great co ordination skills Top Gun - a fast paced action game to coincide with the cinema re-release National Geographic Safari Adventure Africa - a strong license for this educational RPG <*>Casper Scare School - to follow on from the highly successful prequel <*>Lassie - a family favourite adventure game <*>Paddington Bear - the lovable Peruvian ursine is back in an interactive environment <*>Mr Bean - children the world over love his antics <*>Postman Pat - and his black and white cat delivered to PS2 <*>Jetix Puzzle Buzzle - a mind bending brain teasing family game
#ENDS#

All of the Blast! titles are available throughout Europe, the Blast! range represents excellent value especially for kids and families with characters you know and love.

For Further information on the Blast! range of products www.blast-games.com

For UK press information contact: For sales information contact:

Kirsty Payne– PR and Communications Max Butler– Advantage Distribution

Email - kirsty.payne@mastertronic.com E– maxb@advantagedistribution.co.uk

Tel– 0845 234 4242 Tel– 0121 506 9598

Mob– 07941 694930

About Blast! Entertainment Limited - Blast! is the leading video game company exclusively aimed at the younger end of the kids market. We develop new content based on recognised family friendly licenses from movies, TV, classic characters and toys. Parents can be sure that our content is safe and accessible for their kids and good value for money. Kids can be sure that the games are fun and challenging for their age group.

About Advantage Distribution - Advantage were established in February 2003 and have been fulfilling the needs of publishers and retailers within UK games industry ever since. Based in Solihull, Advantage offers direct and efficient distribution for all computer and video gaming formats into UK retail channels. The company boasts dedicated, experienced and pro-active management and sales teams that can deliver a fast, flexible and cost-effective service. From its National Distribution Centre situated at the hub of the national motorway network, Advantage can access UK national and independent retailers on a daily basis.

About the Mastertronic Group Limited - Mastertronic is one of the best known electronic entertainment brands in Europe. It pioneered the European console market with its launch of the Sega Master System, invented the budget retail sector and built an international development and publishing operation under the Virgin Mastertronic label. The brand was subsequently relaunched as The Mastertronic Group Limited in 2003 by founder Frank Herman, together with Andy Payne and Garry Williams. The Group now leads the European value publishing sector through its retail brands M.A.D. (Mastertronic Added Dimension), Sold Out (the UK's largest-selling budget operation, acquired by the Group in 2004) and PC Gamer Presents, a unique quality-assured brand in association with the leading games magazine publisher Future Publishing. The Group also offers, through its wholly owned subsidiary The Producers Limited (also acquired in 2004) a 'cradle to grave' total turnkey service for physical product, from marketing through packaging and warehousing to retail and digital distribution. In addition, MAD 4 Games, a wireless channel for content delivery to mobile phones was established first quarter 2004. More recently in 2006 Blast Entertainment was launched as part of the group and has rapidly become a leading video game company exclusively aimed at the younger end of the kids market. Blast develops new content based on recognised family friendly licenses from movies, TV, classic characters and toys. Also in 2007 Just Flight the leading worldwide flight simulation specialist was acquired by the group along with its sister company Just Trains. Just Flight was established in 1995 and within 3 years became the world's largest publisher of flight simulation software outside of Microsoft with a reputation for high quality products, published by genuine enthusiasts.


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