Sanrio Digital and Level Up! Games will publish Hello Kitty Online in Philippines

Hong Kong– March 4, 2009: Sanrio Digital ( www.sanriodigital.com) and Level Up! Games ( www.levelupgames.ph), the Philippines’ first and leading online games publisher, today announced a distribution agreement to launch Hello Kitty Online in the Philippines. Hello Kitty Online is the eagerly anticipated official massively multiplayer online role-playing game (MMORPG) of the Hello Kitty universe. Under the terms of agreement, Level Up! will publish and operate an English-language version of Hello Kitty Online in the Philippines.

“We are very excited to publish a local version of Hello Kitty Online with Level Up!, the Philippines’ leader in online games publishing. Their proven track record and experience in online gaming will be instrumental in bringing Hello Kitty Online to a young and dynamic new audience,” said Yat Siu, CEO of Sanrio Digital.

Level Up! Managing Director Jane Walker added,“Level Up Games is delighted that Sanrio, one of the world’s most celebrated brands, has given us the privilege of bringing Hello Kitty Online to our country. We’re confident that, like Sanrio’s well-loved characters, the game will find a special place in Filipino hearts.”

Hello Kitty Online is the official MMORPG based on the popular Sanrio characters. The game, currently in its beta stage, will launch in 2009 on a free-to-play model with optional premium upgrades. Players will explore and experience magnificent adventures in the magical and cute world of Sanrio Land as they interact with other players and more than a hundred Sanrio characters, including Hello Kitty, Badtz-Maru, Cinnamoroll, and many others.

Hello Kitty Online is one of few MMORPG titles to target a female gaming audience. Aside from redefining traditional MMO gaming with the inclusion of integrated social media services, Hello Kitty Online seeks to make playing more worthwhile by connecting the virtual world with real charity events. Recently, the beta in-game event called“Food for Friends” asked players to craft and donate virtual items; the event generated hundreds of thousand of submissions and raised USD 12,000 for UNICEF ( www.unicef.org) and the Asian Youth Orchestra ( www.asianyouthorchestra.com).

About Hello Kitty Online

Hello Kitty Online, developed by Sanrio Digital, is the official massively multiplayer online role-playing game (MMORPG) of Hello Kitty and friends, and the first MMORPG to integrate social networking web services into the game experience. In addition to standard features such as customizable avatars, guilds, skill systems, and player economy, Hello Kitty Online offers a social networking platform including blogs, video sharing, and email services. For more information please visit www.hellokittyonline.com.

About Sanrio Digital

Sanrio Digital is a joint venture between Typhoon Games (HK) Ltd. and Sanrio Co. Ltd. Sanrio Digital is responsible for the expansion of Sanrio intellectual property assets into various digital and online media, leveraging an extensive library of original material that includes world-famous brands such as Hello Kitty, Badtz Maru, My Melody and others. For more information please visit www.sanriodigital.com

About Level Up! Games

Level Up! Philippines is the Philippines’ pioneering online game publisher and the company that introduced Massive Multiplayer Online Role Playing Games (MMORPGs) to gamers in the Philippines, setting itself up as the country’s premier force in online entertainment. For more information, please visit www.levelupgames.ph

Contact:

Sanrio Digital (HK) Ltd.

Tel: +852 2540-2237

Fax: +852 2803-0211

E-mail: press@sanriodigital.com


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