GAMECOCK RULES THE ROOST THROUGH amBX

Philips today announced an amBX license agreement with Texas-based Gamecock Media Group to amBX-enable Legendary and Velvet Assassin.

amBX-enabled trailers of Gamecock’s games were recently shown at the second instalment of the Expo For Interactive Entertainment, Independent and Original (E.I.E.I.O.) in Austin, Texas. As a showcase for independent developers, E.I.E.I.O. allows journalists and gamers a chance to get up close and personal with the people that actually make the games.

“Gamecock is another top drawer publisher signing for amBX,” commented Jo Cooke, Chief Marketing Officer, amBX.“Our involvement with Gamecock at E.I.E.I.O. allowed us to show off slick amBX trailers for Legendary and Velvet Assassin to not only a huge number of dedicated gamers, but also the 10,000 music fans attending South by Southwest, Austin’s premiere live music, film and entertainment event, taking place the same week. Reaching out to the wider market is very much part of our strategy for amBX for 2008.”

Shorthand for‘ambient experiences’, amBX reinvents the gameplay experience by extending the traditional gaming world out of the screen and into the real world. amBX delivers full‘surround senses’ by allowing developers to use light, colour, sound, rumble and even air flow through enabled devices, including the Philips amBX PC Gaming Peripherals range of LED colour-controlled lighting, rumble peripherals and variable speed desktop fans.

Philips is setting a global standard by licensing the amBX technology to content developers, publishers and peripherals manufacturers and Gamecock joins a long list of companies including Ubisoft, Codemasters, THQ, Introversion, Gearbox Software, Gas Powered Games, Zombie, Riot Games, Brain in a Jar, Invictus Games, Instinct Technology, Kuju, Revolution, Sumo Digital and Rivers Run Red.

A full list of all the latest hardware and software updates, as well as compatible games and programs, including The Elder Scrolls IV: Oblivion, Lost Planet, Crysis, Stranglehold and Need for Speed: ProStreet, can be found at www.ambx.com.

Media contacts:

Philips amBX

Mark Ward,Luke Geoghegan or Dean Barrett at Bastion Ltd.,

Tel: +44 (0) 20 7421 7600 Fax: +44 (0) 20 7421 7601

email: mark@bastion.co.uk

Philips

Hans Driessen

Tel.: +31 40 2746692

email: hans.driessen@philips.com

Gamecock Media Group

Peter Oliver

Tel: +44 (0) 208 964 4545

email: peter@indigopearl.com

About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a global leader in healthcare, lighting and consumer lifestyle, delivering people-centric, innovative products, services and solutions through the brand promise of“sense and simplicity”. Headquartered in the Netherlands, Philips employs approximately 134,200 employees in more than 60 countries worldwide. With sales of EUR 27 billion in 2007, the company is a market leader in medical diagnostic imaging and patient monitoring systems, energy efficient lighting solutions, as well as lifestyle solutions for personal wellbeing. News from Philips is located at www.philips.com/newscenter.

About Gamecock Media Group

Based in Austin, Texas, Gamecock Media Group offers a welcome solution to the bloated and originality-starved video game industry. A well-funded, independent, artist-driven company, Gamecock favors the most innovative and original video game developers in the industry. Publishing games for all platforms, Gamecock offers its developers a high degree of participation, freedom and financial incentives, allowing them to perform and create to their utmost ability. For more, please visit www.gamecockmedia.com.


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