Ideaworks3D Brings Premium Gaming to Handheld Devices by Adding Airplay to Revolutionary ZiiLABS Plaszma(TM) and Zii Egg Open Standards Development Platform

Ideaworks3D Brings Premium Gaming to Handheld Devices by Adding Airplay to Revolutionary ZiiLABS Plaszma(TM) and Zii Egg Open Standards Development Platform

LONDON, July 30/PRNewswire/ -- Ideaworks3D Ltd, developer of the cross-platform Airplay SDK for advanced
native mobile games and applications, today announced support for the ZiiLABS
Plaszma platform and recently announced 'Zii EGG' handheld computer.

Airplay will be made available to ZiiLABS customers, enabling device
manufacturers to run state-of-the-art native handheld games, and leverage the
rapidly growing catalogue of premium games already based on the Airplay
platform.

Airplay is a unique cross-platform technology for creating best-in-class
native applications on mobile and handheld devices, enabling developers to
build a single application binary and deploy it unmodified to all supported
operating systems and devices. Airplay currently supports all open native
operating systems, including Linux-based OS's such as those provided on the
Zii EGG.

The Zii EGG offers a sleek, energy efficient handheld platform featuring
a multi-touch display, GPS, forward and rear facing cameras, Bluetooth, HDMI,
full size SD card slot, 256MB RAM, 16/32GB Flash Memory and Wi-Fi. This rich
functionality provides a powerful platform for creating compelling solutions
that benefit from the advanced UI capabilities, multi-format audio and video,
web browsing, OpenGL ES 3D graphics, content streaming and 1080p HD video
output.

Tim Closs, CTO Ideaworks3D said, "Gaming continues to be a key driver for
consumer uptake of new handheld devices, but manufacturers outside the
handful of industry leaders face huge challenges in reaching this market. Not
only must they provide a state-of-the-art runtime environment for games on
their devices, but they must also provide a developer-friendly SDK and
persuade content providers to build applications. A vicious circle exists
whereby developers will not invest in a new platform until it is proven, yet
the manufacturer cannot launch a gaming service without a compelling
catalogue of branded applications. Airplay breaks this circle by providing an
SDK that targets all native platforms at once, both existing and emerging.
Furthermore, an enviable catalogue of premium-branded games is already based
on Airplay, providing manufacturers with an immediate launch catalogue. The
Zii EGG platform provides OEMs with the hardware and integrated OS they need
on which to build outstanding products; Airplay provides the development
tools and games ecosystem to attract consumers."

Tim Lewis, ZiiLABS Director of Marketing and Partner Relations, added
"ZiiLABS is committed to providing manufacturers with the best head start in
building differentiated consumer devices. As part of this commitment, we are
proud to see Airplay integrated with the Zii EGG and our future Linux-based
Plaszma platforms. We were pleased to see existing premium-branded games
running on the Zii EGG without any requirement for porting or
reconfiguration. Airplay is an exciting addition to our portfolio of
out-of-the-box solutions for manufacturers looking to enable compelling games
and applications on their devices."

Airplay has already been used to deliver multiple award-winning games
worldwide, including "Resident Evil: Degeneration" (Capcom, 2008), "Metal
Gear Solid Mobile" (Konami, 2008), and "Project Gotham Racing Mobile 3D"
(Glu, 2007), to platforms including iPhone, Symbian, Windows Mobile and BREW.

Airplay was nominated in the "Technical Innovation" category, alongside
leading PC and console middleware, at the European Develop Excellence Awards
2008.

About Ideaworks3D

Ideaworks3D is a privately held technology and game development company
headquartered in London. Founded in 1998 with a strong Oxford and Cambridge
computer science and electronic engineering pedigree, the company has an
unparalleled track record of creative innovation and technical leadership in
the field of high performance mobile gaming. Ideaworks3D's Airplay(TM)
platform is the result of over 8 years of research and development into
high-performance native multimedia applications on mobile devices, and has
powered ground-breaking and award-winning titles such as Konami's "Metal Gear
Solid Mobile", which won "Best Game" and "Operators' Choice" accolades at
IMGA 2008. Ideaworks3D's Studio is also the recipient of multiple industry
accolades including Best Mobile Studio at the Develop Excellence Awards 2008,
and two BAFTA Games Awards for best handheld and mobile games. More
information can be found at:

http://www.ideaworks3d.com

About ZiiLABS

ZiiLABS is a leader in media-rich application processors, hardware
platforms advanced middleware. Its products enable OEMs, ODMs, System
Integrators Software Developers to deliver industry-leading devices across a
broad range consumer electronics and embedded markets. Originally founded in
1994 3DLABS, the company re-branded and joined with the Personal Digital
Entertainment group of Creative Technology to form ZiiLABS in January 2009.
ZiiLABS with over 800 R&D engineers today has invested US$1billion and 10,000
man-years in media processing solutions and has offices in the UK, China, and
Singapore. Learn more about ZiiLABS at:

http://www.ZiiLABS.com

Contacts:
Ideaworks3D Ltd.
+44(0)8456-434969
press@ideaworks3d.com

Source: IdeaWorks3D Ltd

Tim Closs, CTO, Ideaworks3D Ltd. tim@ideaworks3d.com, press@ideaworks3d.com, +44(0)8456-434969

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