Extreme Downloads AT New Media

London UK, August 30th 2007. Extreme Group is pleased to announce it has appointed the licensing agency AT New Media (Brands Division) to represent the EX Extreme Brand across Console, Handheld, Mobile, Online / Download / Broadband, Coin op, In Flight, and IDVD gaming sectors.

Today Extreme delivers a range of branded lifestyle products and services including, Extreme Hotels, Extreme Stores, Extreme Mob (an MVNO mobile phone network), Extreme Drinks, Ex Parks (sports based theme parks), Ex Freshies (fresh fast food cafés), Extreme Cred, Extreme Element (sports courses and experiences) and Ex Raw State (apparel, footwear, watches and sunglasses). And of course the Extreme Sports Channel which gives the Extreme brand continuous 24/7 exposure in over 40 million homes across 60 countries world wide,

With a plan to extend the brand into various sectors of gaming, one of the first targets is to develop the Brand into an Extreme Sports and Lifestyle playground.

This is a game which would have convergent and stand alone capabilities across various platforms including Online, Casual, Mobile, DS, IDTV, PC and possibly more.

The Extreme Star is a conceptual virtual location where the player is immersed into the Sports and the Lifestyle and forms teams by selecting members from a random database of 'unsigned' athletes and fans. Each player can build themselves up as a character in the Ex Star. First, you create your Ex Star environment. You will be multi-skilled! You will then be tasked to set up a team, beit Snowboarding, Surfing, MX, etc... and then select the appropriate team members making sure that they have the right skills for the team (for example, not choosing an ace skateboarder necessarily for an MX team..). Then, you create assets, again choosing the right equipment, training locations, resorts, bars, activities etc to match your team's needs. Then, you release your team on the Ex Star competitive stage where they can go to compete in other players’ resorts and disciplines.

Hand in hand with the above, the development and publishing of quick fun extreme sports lifestyle games for certain platforms that are pick up and play, edgy, competitive, but also a little tongue in cheek are conceived.

AT New Media is now actively seeking publishers and developers involved in the Mobile, Handheld, Console, IDTV, IDVD, Coin Op and MMO sectors who are interested in working together with Extreme on long term licensing partnerships.

Al Gosling, Chief Executive Officer of Extreme said:“We are really pleased to be working with AT New Media and are looking forward to creating a number of killer interactive games across all the platforms. Our plan is to deliver a great gaming experience and fulfill the growing demand for games from our global audience.”

Simon Kay, Business Development Director of AT New Media, said“Extreme is a fast growing cutting edge brand and a pioneer in the Extreme Sports and Lifestyle sector and we are very pleased to have been appointed to help drive the successful extension of this fantastic Brand into the interactive games markets.”

ENDS

Notes To Editors:

Website addresses for Each Party:

Extreme– www.extremeinternational.com

AT New Media– www.atnewmedia.com

About Extreme

Today Extreme delivers a range of branded lifestyle products and services including, The Extreme Sports Channel which gives the Extreme brand continuous 24/7 exposure and reaches over 40 million homes in 60 countries around the world, Extreme Hotels, Extreme Stores, Extreme Mob (an MVNO mobile phone network), Extreme Drinks, Ex Parks (sports based theme parks), Ex Freshies (fresh fast food cafés), Extreme Cred, Extreme Element (sports courses and experience voucher service) and Ex Raw State (apparel, footwear, watches and sunglasses). At Extreme we strive to do things differently. Unconstrained by convention we offer people something fresh and innovative and have the self-belief to make our ideas happen. Extreme is constantly evolving into new areas and carving fresh lines in mediums where we can make a difference. Extreme aims to educate, inspire and provide consumers, as individuals with tailor made products and services. The Extreme brand stands for vision, passion, irreverence and freedom. Extreme means the sports, the music, the fashion, the computer games and the lifestyle that surrounds them!

About AT New Media

AT New Media is a licensing agency and consultancy, offering a comprehensive range of services to brand owners, content providers and merchandise licensees. AT New Media is positioned at the junction where new media meets brand licensing, offering a highlevel of expertise and experience in some of the most rapidly evolving new interactive platforms including Mobile Phones, the Internet, Digital interactive TV (DiTV) and Videogames. AT New Media is achieving worldwide critical acclaim for its performance in this sector for both brand owners and content licensees alike.

Contacts for editors:

AT New Media Maribel Pascual Maribel@atnewmedia.com +44 (0)845 363 7162

Extreme Group Gemma Parkinson Gemma@extremeinternational.com +44 207 2441000


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