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KFC Sponsors Free Backbreaker Lite Update

SAN FRANCISCO and OXFORD– July , 2010 - NaturalMotion, the game technology company behind the euphoria engine, today announced it has released a brand new free edition of Backbreaker Lite in collaboration with KFC and 4INFO’s Butter Solutions, the mobile media engagement experts. The new free update contains more content and additional functionality compared to the previous Lite version of the game.

For one month only, iPhone gamers will have access to 10 specially selected waves and a range of community tools which were previously only available in the paid-for version of Backbreaker Football. These include Facebook integration, an email bragging system and dedicated leaderboards.

A special KFC-themed touchdown celebration, animated by the team at NaturalMotion Games, has been added to the game. Successful waves will result in the player bursting into a signature chicken dance and strutting around the end zone in triumph.

The company is delighted to report that in the first few days since launch, the KFC-sponsored apps have already been downloaded over half a million times, with tens of thousands of new downloads every day.

“We are glad to be able to provide users with additional free content and functionality, thanks to our sponsorship relationship with 4INFO’s Butter Solutions and KFC”, said Torsten Reil, CEO of NaturalMotion.“Brand sponsorships of successful iPhone apps offer incredible reach, creating new opportunities for content providers, brands, and audiences alike.”

This free, special edition of Backbreaker Lite is available for download from the App Storesm now. The complete Backbreaker Football is available for 99c / 59p on the App Store. Backbreaker Football is also available on the Android TM Marketplace.

Link to Backbreaker Lite (App Store):

http://itunes.apple.com/gb/app/backbreaker-lite/id341539900?mt=8

Link to Backbreaker Football (App Store):

http://itunes.apple.com/gb/app/backbreaker-football/id330281895?mt=8

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About NaturalMotion

NaturalMotion Ltd. is a leading entertainment software company with offices in Oxford (England), San Francisco (California) and Seoul (Korea). The company produces the widely-adopted animation technologies euphoria, morpheme and endorphin, used across the game and movie industries by companies such as Rockstar Games, LucasArts, Ubisoft, Disney, Codemasters, THQ, CCP, Bioware and many others. Backbreaker, the company’s first in-house game has recently been released.

For further information please contact Rob Donald, PR&Marketing Manager at NaturalMotion on +44 (0)1865 250 575 or visit www.naturalmotion.com.

Download NaturalMotion’s endorphin LE for free and join the 200,000-strong animation community at http://community.naturalmotion.com.

About NaturalMotion Games

NaturalMotion Games is an Oxford, England based game studio, shortlisted as‘Best New Studio’ by Develop. Formed in 2006, the studio’s goal is to create a revolution in interactive entertainment by employing the animation technology created by its parent company, NaturalMotion Ltd. Already featured in world-class games Red Dead Redemption, Grand Theft Auto IV and Star Wars: The Force Unleashed, NaturalMotion’s euphoria engine can now be found powering the studio’s debut tile Backbreaker on Xbox 360 and PlayStation 3.

About 4INFO

4INFO is a leading technology-enabled mobile media company that provides integrated mobile publishing, marketing, and advertising platforms to top tier publishers and advertisers. We help our customers create business value through mobile interactions. 4INFO’s expertise in text messaging, mobile ad serving, mobile search and mobile marketing allows our customers to drive the highest per interaction value in the mobile channel. Butter Application Services provides innovative application based experiences for brands and consumers alike. 4INFO’s consumer services provide real-time SMS information and entertainment text messages. 4INFO investment partners include US Venture Partners, Draper Fisher Jurveston, NBC Universal, Mezzanine Capital Partners, and Gannett Company, Inc. 4INFO is headquartered in San Mateo, CA with offices in New York and Los Angeles. Learn more at: http://advertising.4info.com

Press Contact

For 4INFO Inc.

Kirsten McMullen

kmcmullen@4info.com

650-350-4800

About KFC

KFC Corporation, based in Louisville, Ky., is the world’s most popular chicken restaurant chain specializing in Original Recipe ® , Extra Crispy TM , Kentucky Grilled Chicken ® and Crispy Strips with home-style sides, Honey BBQ Wings, and freshly made chicken sandwiches including the Double Down and the Doublicious. There are more than 15,000 KFC outlets in 109 countries and territories around the world serving some 12 million customers each day. KFC Corporation is a subsidiary of Yum! Brands, Inc., Louisville, Ky. (NYSE: YUM.) For more information, visit www.kfc.com. Follow KFC on Facebook ( www.facebook.com/kfc) and Twitter ( www.twitter.com/kfc_colonel).

Trademark Symbols and Credit

© euphoria, endorphin, morpheme, Dynamic Motion Synthesis and Backbreaker are either trademarks or registered trademarks of NaturalMotion Ltd. "PlayStation" is a registered trademark of Sony Computer Entertainment Inc. Xbox, Xbox 360, and Xbox Live are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries. Wii is a trademark of Nintendo. Apple, the Apple logo and iPod touch are trademarks of Apple Inc., registered in the U.S. and other countries. iPhone is a trademark of Apple Inc. App Store is a service mark of Apple Inc. All other brand names, product names, service marks or trademarks belong to their respective holders. Android is a trademark of Google Inc. Use of this trademark is subject to Google Permissions.


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