Nickelodeon and PlayFirst Release SpongeBob SquarePants Diner Dash Nick Arcade Game

Nickelodeon and PlayFirst Release SpongeBob SquarePants Diner Dash Nick Arcade Game

Latest Nick Arcade Offering Marks First Nick Partnership with PlayFirst

NEW YORK, May 9 /PRNewswire/ -- Nickelodeon, the number-one entertainment brand for kids, has joined forces with PlayFirst, the leading full-service publisher of casual games, to launch a new, downloadable SpongeBob SquarePants(TM) Diner Dash(TM) game. SpongeBob SquarePants Diner Dash launches on game portals all over the U.S. this month, and will also roll out in international markets in the months to come. It is the latest title to join Nick Arcade, Nickelodeon's paid downloadable game service on http://www.nickarcade.com/, and PlayFirst's portfolio of innovative original and licensed casual games.

"Joining one of the top properties for kids -- SpongeBob SquarePants -- with one of the top casual games in the market -- Diner Dash -- is a significant step in the expansion of Nickelodeon's casual gaming business," said Paul Jelinek, vice president, Digital Media Products, Nickelodeon Networks. "PlayFirst has demonstrated that they understand how to tap the exploding mass market interest in interactive entertainment. This launch will continue to grow the kids' demographic for casual downloadable games."

"SpongeBob SquarePants is one of the most popular properties in the world, and we are thrilled to bring it into our family of engaging, accessible downloadable games," said Rich Roberts, vice president, sales and business development, PlayFirst. "We joined forces with Nickelodeon to combine the excitement of Diner Dash with the fantastical world of Bikini Bottom to deliver a new experience that all ages will enjoy."

PlayFirst's Diner Dash has become one of the most popular games on the Web with more than 100 million plays worldwide. The original hit game follows Flo as she grows her fledgling diner into a five-star restaurant, satisfying customers of all types along the way. SpongeBob SquarePants Diner Dash will feature the same classic game mechanic and fast-paced fun of the original game with the characters from Bikini Bottom and sponge worthy storylines.

Nick Arcade, available on http://www.nickarcade.com/, has served over 20 million downloads in the past year. Nick Arcade features more than 80 family- friendly games, including popular Nick-content like "Danny Phantom Ghost Frenzy" and "Dora's Carnival Adventure" and non-branded favorites like "Feeding Frenzy" and "Magic Ball 2." All Nick Arcade games are available for download on a try-before-you-buy model, and are priced at an average of twenty dollars to own. A first-ever kids' downloadable games subscription for $7.95 per month -- the "Nick Arcade Pass" -- is also available for Nick Arcade visitors. This pass offers members a new downloadable game of their choice each month that is theirs to keep, a variety of discounts on other games, and discounts on clothing and other items available in the Nick Shop.

Launched in July 1999, the Emmy-nominated series, SpongeBob SquarePants has been the most watched animated series for kids on television for the past six years. SpongeBob SquarePants is consistently one of the top rated kids' shows on television, with the Saturday play of the series ranking as the number one rated program among Kids 2-11. Nearly 69 million viewers tune into the show each month, making it the most watched show on Nickelodeon among Total Viewers (ages two and up) including 24.7 million Kids 2-11, 14.7 million Tweens 9-14 and 33.4 million Adults 18+. (Source: Nielsen Media Research - April 2006). SpongeBob's adult viewers also continue to tune-in and have increased by +66% since the premiere of the show in 1999.

About PlayFirst, Inc.

PlayFirst is the leading publisher of highly-original games made for casual gamers wherever they play. Committed to fostering creativity, PlayFirst works with talented internal and external developers to bring innovative games to multiple platforms, including PC, Mac and mobile. PlayFirst's portfolio of games includes the record-breaking hit Diner Dash(TM) which has more than 100 million plays worldwide. Founded in 2004, PlayFirst is funded by Mayfield Fund, Trinity Ventures and Rustic Canyon Partners. For more information visit http://www.playfirst.com/.

About Nickelodeon

Nickelodeon, in its 27th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in more than 89 million households and has been the number- one-rated basic cable network for more than ten consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE:VIA)(NYSE:and)(NYSE:VIA.B).

DINER DASH and PLAYFIRST are trademarks of PlayFirst, Inc.

Source: Nickelodeon

CONTACT: Joanna Roses of Nickelodeon, +1-212-846-7326,
joanna.roses@nick.com, or Kirem Marnett of Alta Public Relations,
+1-415-503-3922, kirem@altapr.com

Web site: http://www.nickarcade.com/
http://www.playfirst.com/

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